Serious UX Mistakes That Might Be Destroying Your Sales

A Business owner checking the sales drop in her business website
A Business owner checking the sales drop in her business website

Creating a product that forms a great user experience is more than just creating a product that works. It’s crucial to develop a product that is efficient, pleasurable, and fun. As such, it’s not clear how you should create a perfect UX. However, it’s easy to identify what your UX should not have. Your UX mistakes might be destroying your sales. In this blog, we explore serious UX mistakes you should fix to improve your overall design.

Misunderstanding Your Users

UX Designer texting a prototype with a user
UX Designer testing a prototype with a user

Understanding your users is the first step to creating a great UX. If you don’t understand your users, you cannot create a product that meets their needs. As a designer, you should avoid designing for yourself. Instead, invest in market research, trends, competitive websites, and the target audience to avoid working blindly. With the right information, you can create a product that matches your user segment. Always remember that when you understand what the user wants, you can take steps towards achieving it.

Poor Mobile Design

No matter how good your website or application performs on a laptop, if they’re not optimized for mobile performance, then you’re missing out on crucial sales. In the third quarter of 2020, mobile phones accounted for 50.81% of all worldwide web traffic. Creating a responsive design that changes the layout to fit different devices is now critical. It ensures a great user experience and retains users.

It would be easy if you could replicate the laptop design to mobile phones. However, you need to think strategically. First, heavy images, animations, and complicated menus are not suitable for mobile design. Lay the complexities aside, and find a comprehensive yet straightforward layout that’s easy to handle on mobile.

Complex Navigations

John lewis old navigation design is hard to scan.

Imagine a user lands on your website and doesn’t know what action to take. Or maybe they select the menu, but it’s unclear what category has the information they require. Save the puzzles for fun at home or with friends. You’re not trying to hide the cookies from the kids; you’re trying to make it easy for the kids to find the cookies. Develop an interactive website that encourages users to browse further.

Navigation should be flawless and easy to use if you want users to maximize your website or application. Your navigation should lead the visitors down the sales conversion funnel instead of away. Most users immediately look for your header for popular categories such as About Us, Blog, Contacts, Features, Products, Services, and Plans or Pricing.

These categories may pop up as a drawer, rudder, grid, floating button, or tabber navigation designs on mobile. The central point is that you need easy-to-identify categories optimized for laptops and mobile. It’s also best to expand categories on your menu depending on your website’s function to increase efficiency.

Adopting what may look like “conventional standards” may seem counterintuitive when creating a website. After all, you want to stand out and craft a masterpiece. However, your design should always focus on the end-user, and the end-user wants to save energy and enjoy a usable website.

Users want to learn your website or app quickly, accomplish tasks efficiently, feel satisfied, and remember your design when reopening your website/ app. In short, do what you must reduce friction, and in turn, increase your adoption rates.

Too Much Text

An example for long not formatted text

While the text is essential in web and app design, too much of it creates a newspaper. The existing text should complement existing visuals. Generally, users move away from text-filled and mundane websites because they require loads of mental effort. Most people want to focus on the basics and proceed from there.

To create a good UX, focus on visuals. Use short text blocks using the golden rule to keep in mind for web typography you can have between 45 to 80 characters per line. For instance, text urges the user to make a decision such as contacting a business, product description, making a purchase, or seeking more information.

Slow Loading or Buffering

An above shot of unrecognizable hands holding a tablet with a buffering website due to poor user experience.
An above shot of unrecognizable hands holding a tablet with a buffering website due to poor user experience.
Hands holding a tablet while trying to watch an online video but it is buffering.

When was the last time you sat through more than 5 seconds waiting for a website to load? Users click away from slow websites and quickly move to your competitors. According to Search Engine Journal, users now expect websites to load in 3 seconds. No one has time to wait for the website to load for long, much less imagine how long the navigation would take. Not to mention that people immediately relate the quality of your website to your professionalism and reliability.

A fast website creates a better visitor experience and increases your traffic, lead generation, and, consequently, sales. And when I say fast, I mean as close as you can get to 0.04 s- literally the blink of an eye! Remember that when a new visitor uses your fast website, they register a strong first impression, and are more willing to interact with your website beyond the home page, or browse your site again. Increase your speeds and lower your bounce rates.

Asking Too Much

While visitors expect websites to request information, they’re skeptical of sites that ask for too much information. It’s rude and annoying and generally unprofessional. Not to mention, users want to protect their private information from malicious use. You can ask for relevant information but in the right format and stages. In the first stages, it makes sense to ask for an email to sign up a user for a newsletter, but don’t ask for their grandma’s name!

Too Many Animations

It’s tempting to flood your website with animations. Understandably, animations are excellent, but too many of them ruin your UX. Too many moving elements confuse the user and fail to convey the great UX you anticipated. Also, too many animations slow your website speed.

Wrong Fonts

While it’s nice to experiment with different fonts, keep the selection simple and aligned with your overall visual design. The font should be clear and easy to read. Avoid fonts with swashes and extreme curls because they make usability challenging for visitors.

Conclusion

Building a website that converts visitors into sales is not easy. However, it’s possible. By rectifying these eight mistakes, you improve your overall UX and increase conversions. In my next articles will discuss previous points in more detail. Feel free to drop a message and ask for more tips for your website.

I assisted many businesses to achieve their objectives by building addictive products within the past 16+ years. https://ahmadsabbah.com

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