An appealing Web presence for visitors with foolproof functionality is what businesses strive for when it comes to design. It all comes down to how a website can boost its “wow factor.” A quality website design is one that gets talked about, and when it comes to sparking conversation, parallax design has certainly made a big impression.
Parallax design was introduced in 2011, but many businesses criticized the look as too modern and all over the place. The benefits that parallax brought, however, were too great to be ignored. The single-page design style boomed by 2014 and now it’s all businesses talk about. Also known as continuous scrolling design, parallax design features layer depth – a website’s background moving at a slower rate than the front stage focal point, which creates a 3D effect as a user scrolls down the page. It’s an effective and convenient way to guide visitors through websites using a storytelling approach. And if you were to search online for examples, you’ll find that parallax design covers everything from multiple backgrounds to objects moving at varying speeds. Simply put, the style creates an impressive visual display that captivates its audience. But as exciting as parallax is when it comes to endless design options, keep in mind that too much of a good thing can be detrimental to user experience. A successful parallax effect allows for easy scrolling, quick loading and uncomplicated usability.
Audience engagement is vital when it comes to increasing site traffic. It’s more likely that visitors will remain on a website longer when they feel more involved in their experience. Parallax design urges users to continue scrolling because it creates curiosity about what will come next. Using strong calls to action such as “scroll down and find out how,” followed by animation and answers, then a next call to action, will undoubtedly keep visitors mesmerized, active and wanting to learn more. Beer brand Heineken does an incredible job of guiding users through its story and entire brewing process. You’ll find that as visitors scroll, they watch a single barley float down the page and change its appearance as it goes through Heineken’s soaking and malting stages. Instead of just reading about it, you’re actually watching it happen through interactive visuals.
Enhanced Product Viewing
Parallax scrolling allows users to fully view products from a 3-D perspective, which finally bridges the gap between in-store and online shopping. Sony is a great example of how users can see how a brand’s products look from every angle, including all the pieces that assemble them. As users scroll, Sony’s website takes on the appearance of a video, allowing users to watch as all the parts that make up a phone or camera come together and produce the final product. It really makes you want to scroll back and watch the process all over again! Businesses looking to display their items are able to give their audience a full concept of how their products look and act. And because users can see products in use without the need for a salesperson, it’s more likely they’ll purchase the item compared to looking at static images.
User Control and Motivation
Once users land on a website, there’s only so much that can be done to keep them from leaving. Quality content, calls to action and visual appearance are all factors that can keep visitors interested, entertained and happy to stay awhile. Parallax design allows businesses to subtly control how their audience moves through their sites while still letting users choose their own paths. The secret is trigger motivation, and NASA Prospect does a fantastic job. As users scroll, an astronaut travels through space, interacts with aliens and land on planets. There’s also background music that changes based on the location of the astronaut. If visitors scroll back up, the astronaut retreats back to his previous location. This motivates users to continue scrolling to see what happens next and increases how long they spend on the site. They came looking for specific information, but are now staying to learn more.
Literally a work of art, parallax design is taking user experience to the next level. Does parallax scrolling sound good for your business? It was for us! At Sage Island, our team of programmers, graphic designers and content marketers know exactly how to give your website that “wow” factor. Transform your website into an engaging resource so that your audience cannot help but have a great time getting to know you.
Mike Duncan co-founded Sage Island in 1997, and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/SageIsland.
Christina Haley O'Neal - Jul 31, 2020
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