Most websites attract a large number of users, but how many of those users go on to take action on the site? Conversion rates, on average, often sit at the lower end of the spectrum, mostly due to poor user experience (UX).
User experience matters and there are some UX mistakes that could be killing your conversions.
If you’re looking to leave a lasting impression on your site visitors, add a level of professionalism to your brand, and increase your conversions here are 10 common UX mistakes and how to avoid them.
#1 – Call To Actions That Do Not Work
When someone clicks on your call to action button, does it take them anywhere? This is a more common problem than one might imagine and is fortunately very simple to fix.
Your call to action is a vital part of your digital strategy but is only effective when everything has been set up correctly. The visitors to your website want prompt action when they click on something. This is why it is important to test the website’s calls to action, and check they will convert users. The broken link checker Chrome extension is a great way to track 404’s.
According to the small business team at Uplift Removals, blending principles of scarcity and exclusivity into their CTAs helped them stand out, they explain “working in a very competitive industry, our CTAs had to offer more value than just being direct. We used copy like ‘Get 10% off when you book today’ to create an urgency that actually increased our conversions.”
#2 – Forgetting About First Impressions
Everyone knows that first impressions matter, but it’s easy to forget about this when it comes to a website. If you are organising a party for your customers, you will want to make a good impression. It does not matter if they are new customers or existing ones.
With a website, you only have a few seconds to make your first impression. These vital seconds will determine whether the visitor becomes interested in what your company has to offer or if they move onto your competition.
Highlight important information in the at the top, in the middle and at the bottom of the page. Also, utilise images and CTAs.
#3 – Unresponsive Web Pages
One of the most crippling mistakes one can make is to have an unresponsive web page. The majority of online users are viewing websites on a mobile device instead of a desktop or laptop. If a website does not adjust for this and change to suit the view screen, you may lose the user during their journey.
Google penalises websites that are not responsive. Google Analytics and Google Search Console are tools available to monitor the performance and standard of web pages. The Google Mobile-Friendly Test system is also a great tool for testing the responsiveness of a website.
#4 – Forgetting About Breadcrumbs
Your website and mobile apps need to be as simple as possible. One part of these simple solutions is the use of breadcrumbs.
If you are unsure how to use breadcrumbs, you can check some of these e-commerce websites for some ideas. The breadcrumbs they use tell you exactly where you are on the website in terms of categories. Your customers will be able to switch to a higher or lower category using the breadcrumbs.
#5 – Complex Web Copy
One of the primary components of great user experience is having clear wording on the website. Long paragraphs of text will only confuse customers trying to achieve a set task. You need to grab their attention in the first 10 seconds.
Great copy will do this for you. Ensure that your text is broken into subheadings, has relevant images and offers testimonials. Google favours the use of headings and short sentences.
The need for simplicity is explained by chiropractor Keith Maitland who notes “working in a technical and often jargon-filled industry, I simplified my approach and cut straight to the features and benefits of my service. Doing this allows you to peel back the curtain and be direct with your site visitors. And no matter what industry you’re in, that’s what people trust and value.”
#6 – Long Forms
Many people do not realise that forms play a large role in web usability. According to best practices, your forms should have 6 components. These are the input fields, messages, help, validation and actions. Long and irrelevant forms will not help you achieve your goals.
You need to ask for the most relevant information. A/B testing on Google Optimize can be done to check the effectiveness of the form. You should change one field to create a different variation and see which one works the best.
#7 – Going Overboard With Push Marketing
When it comes to user experience, less is more. Your users know that they are being sold to and you do not have to bombard them with pop-ups and other notifications. If you do have any pop-ups, ensure there is a clear exit button. Your pop-ups should never negatively impact the user experience.
Instead of a pop-up, try a live chatbox instead – this is much more interactive and creates a personal touch.
#8 – Not Investing In Optimisation
User experience mistakes are common and generally simple. The problem is that an SME does not see fixing web design as a priority, but this can make a major difference to the bottom line of a company. Invest in fixes and ensure that your website is properly optimised.
#9 – Making Customers Think About The Next Step
Although e-commerce sites have evolved considerably in 2019, simplicity remains key. If you have one visitor who is confused about where they should go next on your website, there are improvements to be made. Good websites will be easy to navigate and users should be able to easily find what they want. To make this easier, you should highlight the important elements on the page. Search options are also an important part of the user experience.
According to Sydney wedding celebrant Fiona King, you can do this by using contrasts, adjusting the size of the page and using bold colours. In her experience, she says “if you have too many options, your visitors can become confused and leave. Have a clear progression through the website to offer the best experience. A wedding and a website are more similar than most think – they require planning, careful thought, but ultimately less can be so much more!”
#10 – Poor Quality Assurance
Testing the user experience of a website is very important. When you do this, assume the role of a user unfamiliar with your site. Monitor everything to ensure that nothing is broken. When testing your website, focus on the elements that are frequently used by potential customers.
There are many UX mistakes to be made, but some are more common than others. It is important to know what they are and how you can fix them.
Are there any UX mistakes we missed? Let us know what UX tweaks you think are most important in the comments!