You have an optimized homepage, attention-getting CTAs, and a mobile-friendly site. But are you still losing customers due to a friction-filled user experience? If so, you’re not alone. Even large brands with countless resources sometimes get UX wrong on their most important landing pages. So that you can quickly identify weaknesses in your own UX, here is a snapshot of eight seemingly no-brainer UX mistakes that even the most well-known websites still make:
1. Overly-complicated forms
Does your sign-up ask for 10 different pieces of information before the user can join, book, purchase, subscribe, or gain access to something? Does it keep kicking them back to complete the entire form all over again if they miss one box that is optional to begin with? Avoid drop-off in your forms by simplifying sign-ups and asking users only for the most necessary information.
2. Too many pop-ups
While pop-ups can be an invaluable way to increase engagement and prompt your visitors to take some sort of action on your website, bombarding them with multiple pop-ups on every single page can quickly start to annoy your users and kills the experience with your site. By having a testing tool and clear optimization strategy in place, you can be strategic and take a data-driven approach to your pop-ups and learn exactly what your users need to see and when.
3. Failing to moderate user comments
Some sites allow customer comments to appear on the site, which can be a great way to show how others enjoy what your company has to offer. However, not moderating or editing these comments can spell disaster. Deciding where and when to show comments during your user’s journey is a strategic decision that can either enhance or hurt your UX.
4. Infinite scrolling gone wrong
Infinite scrolling seems like a useful tool because it avoids pagination. However, on sites where users are coming to find specific types of information, like travel, it can quickly cause frustration and complicate your navigation. If you do opt for infinite scrolling (which can be a best practice for optimizing the mobile experience, especially for e-commerce or retail sites), consider adding a sticky footer at the bottom of the page to orient the user and give them a highly visible option to navigate to other landing pages without having to scroll back up to the top of the page.
5. Changing your UX too often or for no good reason
New technology and design features are naturally attractive to designers and developers. However, redesigning or retooling popular parts of your site or adding the latest bells and whistles should only be done if you data and testing tools tell you that this will improve your customer journey and increase ROI. In some circumstances when there are too many or too frequent changes to a popular page, users can become turned off by the redesign and struggle to manage the newer functionalities. To avoid this, your analytics should always inform your UX strategy and any decisions you make about your website should be supported with real data about your users and their needs, desires, and behaviors.
6. Distracting videos
Videos can be a great way to engage with your customers, but, in some cases, they can compromise the user experience. In particular, pop-up floating videos seem to cause the most frustration for users particularly when the content is not relevant or personalized to their interests. Also, when they can not easily and quickly figure out how to mute the sound or close out the video, this feature can seem intrusive and annoying. Multimedia should enhance the user experience, not detract from it.
7. Not auto-populating search bars
Most optimized, high-performing websites auto-populate personalized recommendations in their search fields. When users begin to type in a search, the search bar should include possible suggestions that are based on their analytics data or on previous behavior or searches on your website. It saves the users time and can possibly highlight some part of their search that they may not have considered. Most users have now come to expect this as a part of an optimized experience.
8. Too many CTAs
Over-crowding your pages with Calls-to-Action buttons overwhelms the user experience and, rather than inspiring them to act or engage, more of than not sends them to another website. Again, by taking a data-driven approach to your CTAs by testing elements like design, placement, copy, and features, you can learn which buttons are most persuasive for you visitors and optimize your user experience based on your learnings.
Need help improving your user experience? Send all of your UX concerns and questions to firstname.lastname@example.org, and we’ll come up with a plan for you!