Five Ways to Keep Your Website Relevant in 2018
Welcome to 2018, the
year you need to update your website's look and functionality for two
business-critical reasons: legal compliance and user respect and trust.
The latter is probably
long overdue and has been hindering conversions; the former, a long time
coming, is looking to become an immediate concern.
The problem?
Businesses that set up a website many years ago and have done few, if any,
modifications since. They may have updated to integrate new forms of payment or
to manage inventory in a more timely manner, but that's usually the extent of
it. If that describes your business, then your site is doing a disservice to
your business and your customers—and, potentially, your bottom line, because
they are non-compliant at a time of looming enforcement of standards and
legislation.
Here are updates you
should consider for your website if you find it's out-of-date in any of the
following areas.
1.
Data Security
In 2018, security is
going to be a top concern of your website visitors, especially if your site
requires them to provide personal or financial information. After the numerous
well-publicized data breaches in 2017, your users will be especially wary of
how interacting with your site could affect them.
Minimally, you should
be using HTTPS to protect confidential online transactions and even online
info-request forms. But today's users now expect a trusted certificate on any
webpage they visit, so be sure all your pages have up-to-date certificates. The
addition of basic SSL-level security will also aid in your SEO efforts.
For e-commerce sites,
Payment Card Industry Data Security Standard (PCI DSS) compliance, while not in
and of itself the law, is the standard required by the major credit card
issuers (Visa, Mastercard, Discover, American Express, and JCB) for all
merchants accepting payments online. Merely using a PCI DSS-compliant processor
cuts down your risk, but it doesn't eliminate your compliance obligations.
Merchants still must validate compliance, and the usage of an Approved Scanning
Vendor (ASV) to check your website for vulnerabilities can help keep hackers at
bay.
Make sure your vendors
understand the requirements for building your business on a solid, secure
foundation and are building solutions that enable you to maintain compliance.
2.
Design That's Beyond Desktop and Mobile
Design is now moving
beyond desktop and mobile considerations, into more advanced technologies (such
as voice). Design is now less about building a website and more about building
a journey revolving around all the ways brands can interact with their customers.
For example, you can use artificial intelligence (AI) to design and build a
buyer journey based on user experience and buying habits. So content
customization is becoming the centerpiece of any effective website-based
campaign.
3.
Embedded Background Video
Fully 60% of website
visitors will click on a video if one is available. Video is the newest
component of website literacy, with more "stick" value than any text
or picture you might have formerly used. Moreover, video is one of the simplest
and most effective ways to engage site visitors at that all-important emotional
level, so be sure your video is funny or touching, or else extremely useful.
Sites with video have higher clickthrough, engagement, and conversion rates.
4.
Disability Compliance
Though not rigorously
enforced up to now, the Americans with Disabilities Act (ADA) does require your
commercial website to be wholly compliant so that it can be used by your
visitors who have disabilities. Web Content Accessibility Guidelines (WCAG) 3.0
and ADA compliance regulations are updated often, and infractions have become
easier to track, which means compliance will be much easier to enforce in 2018.
The guidelines are
intended to enhance accessibility for a wider variety of people with
disabilities, such as people with low vision, learning disabilities, and speech
restrictions. Legislation guiding mobile displays is expected midyear, as well.
Is your site compliant?
5.
Artificial Intelligence
In 2018, watch
artificial intelligence, typically in the form of chatbots, to be incorporated
into many business websites. Once again, the goal is to make the customer
experience on your website seamless and useful. AI agents have a way of knowing
exactly what your customer is looking for by analyzing their past purchases or
inquiries. AI has also taken over the customer service function on many
websites.
Does your site have a
live messenger or chatbot presence?
These are all but the
tip of the iceberg of changes that are coming to Web design in the very near
future. Voice-command integration, engaging micro-interactions, and progressive
Web apps are also on the horizon, which elicits the bigger question: Is your
website management adequate for dealing with this anticipated sea change?
This may very well be the year you'll need to
address the large issue of website development.
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