4 Big UX Mistakes and How To Avoid Them
How often do you visit a website, only to be left feeling frustrated by poor user experience? From slow page load times to convoluted navigation, most of us encounter bad user experience (UX) on a daily basis, and it’s proving a costly problem for businesses.
With such fierce competition online, businesses must ensure they avoid UX mistakes at all costs. With plenty of other websites just a click or two away, consumers can quickly abandon a poorly performing site in search of an alternative that is faster, intuitive and seamless across all digital platforms. So how can your business dodge this fate? Here’s a run-down of the biggest UX mistakes, and how to avoid them.
1.Unnecessary barriers to content
To generate ROI from your web presence, you need to attract as many relevant visitors to your website as possible. However, many businesses thwart this effort by putting up unnecessary barriers to content, asking users who have clicked on a mobile link to ‘download an app’ to read content. While this allows businesses to capture data, it’s immediately off-putting to most web users, and encourages them to go elsewhere for the information they need. Avoid this UX mistake by creating a mobile-friendly website and removing any barriers to reach your it. If you need to capture data, do this by offering ‘premium’ content such as ebooks and whitepapers in return for basic contact details.
2. Slow page load times
Many of us browse websites while out and about, whether that’s on the train to work, waiting in line at the supermarket or strolling through the park. With only a short window of opportunity to impress potential customers, businesses must ensure their websites work quickly with fast page load times and slick site performance, or else be ditched in favour of a speedier counterpart. Consider that 40% of people admit they’ll abandon a website if it takes more than 3 seconds to load, this can be a big problem for businesses.
To avoid poor performance, focus on form over function. While clever functionality and all-out design has its place, don’t let this have a negative knock-on effect on the rest of your site.
3. Clunky web forms
Many businesses require users to fill out a web form so they can fulfil a request – whether that’s an address to deliver a product, an email address to send a brochure or a telephone number for a follow-up discussion. In many cases, web forms prove a major headache for users which often results in frustration and a loss of business. From over-enthusiastic field validation to poor performance on mobile devices, clunky web forms are a major UX no-no.
To avoid this costly UX mistake, make sure your web forms are simple, efficient and intuitive. Before publishing a form, make sure it is tested rigorously for any glitches which can be ironed out before go-live.
4. Poorly formatted text
Web copy is hugely important in providing information, building rapport with potential customers and showcasing your unique selling point. But even the most well-written, concise content can be undermined by poor formatting, which makes reading difficult and unenjoyable.
Avoid this mistake by paying attention to typography, using clear paragraphs and separating sections of text with headings. Used in the right way, bullet-points and lists can ensure that copy is clear and readable.
Our top tip for great UX
Above all else, great UX is achieved by keeping your website simple. Avoid complex functionality, fussy design features and a glut of unformatted text. Instead, take the time to plan your website with UX at the forefront of every user journey.
Image sourced from http://www.thedrum.com/news/2012/10/30/understanding-user-experience-common-mobile-ux-mistakes-brands-make