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5 website UX mistakes that are costing you customers
User experience (UX) determines whether visitors stay on your website or leave frustrated. A poorly designed UX can drive potential customers away, reducing conversions and hurting your bottom line. Here are five common UX mistakes that could cost you customers – and how to fix them.
1. Slow page load times
Users expect web pages to load in a matter of seconds in a fast-paced digital world. If your website takes too long to load, visitors will abandon it and turn to a competitor. According to Google, a one-second delay in page load time can reduce conversions by 7%.
How to fix it:
- Optimise images and compress files (we use Tiny JPG for image compression)
- Minimise HTTP requests (this means reducing the number of times your web browser has to ask a website's server for information)
- Use browser caching and a content delivery network (CDN) (Cloudflare is a popular choice)
- Reduce server response times (ask your hosting company about this)
Take a look at our article How fast loading times affect user retention and SEO for more info.
2. Poor navigation structure
Users who struggle to find what they need will leave your site quickly. Complicated menus, unclear labels and a lack of a search function can frustrate visitors and drive them away.
It’s always best to stick to website “norms” when it comes to navigation eg. Home is typically the first menu item, and Contact is generally your last menu item.
How to fix it:
- Keep navigation simple and intuitive
- Use clear and descriptive menu labels
- Implement a site search function
- Steer clear of lingo, abbreviations and industry jargon
- Ensure mobile-friendly navigation
Read about The do’s and don’ts of website navigation for an in-depth guide on how to improve your website's navigation.
3. Your site isn’t mobile-friendly
With mobile traffic accounting for over half of global web visits, a site that isn’t mobile-friendly is a major UX flaw. If users must pinch, zoom or scroll excessively, they will likely leave.
You can test your site on various devices to help identify and fix any potential issues. We use Google’s PageSpeed Insights tool for this purpose.
How to fix it:
- Use responsive design to ensure your site adapts to different screen sizes
- Optimise fonts and buttons for touchscreens
- Minimise pop-ups that disrupt the user experience
Take a look at our article What is responsive design? for an in-depth look at mobile friendly website design.
4. Lack of clear call-to-actions (CTAs)
If visitors don’t know what action to take next, they may leave without converting. Weak, vague or missing CTAs can lead to lost sales and engagement. We always tell clients, ‘If you leave it to chance, chances are they’ll get it wrong,’ so make sure you’re clear and concise with your CTAs.
How to fix it:
- Use clear, action-oriented language (eg. “Get Started” or “Buy Now”)
- Make CTAs stand out with contrasting colors and prominent placement
- Keep forms simple and easy to complete
Why is a 'call to action' so important for SEO?
5. Overwhelming or cluttered design
A cluttered website with too much text, excessive images or confusing layouts can overwhelm users and cause them to bounce.
Having a clear vision for your website design will ensure you focus on key areas saving you time and money – check out our article Planning a website design for helpful advice.
How to fix it:
- Embrace white space to improve readability
- Use a clear visual hierarchy to guide users
- Keep content concise and focused
- Adhere to your branding guidelines
Conclusion
A seamless website UX is essential for keeping customers engaged and driving conversions. By addressing these five common UX mistakes, you can create a more user-friendly experience that keeps visitors coming back.
If you’re unsure how to improve your site’s UX, consider consulting a professional website designer like Marketeam – we offer free quotes and we’d be happy to chat about your website requirements.