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October 20, 2017

Most Common UX Mistakes

If you have ever wanted a tap-to-call button on a mobile website that isn’t present or have struggled to navigate to a new part of the site because the menu links are too small, you have experienced a user experience (UX) mistake. UX mistakes are more common than people realise – and can be a result of a number of factors. Whatever the reason may be, it is important that you learn how to avoid and fix some of the most common UX mistakes on your site, in order to keep your target audience engaged and able to complete the conversions that you want them to make, in a seamless manner.

Designing for yourself, and not your users

One of the main reasons why UX mistakes occur, is due to many clients implementing site designs to the specifications of what they prefer – not what their target audience needs. Just like content needs to be written in the most appropriate tone of voice in order to educate, inform and engage a target audience to aid with driving conversions, a website needs to be designed with the same purpose in mind.

Start your website design by conducting quantitative research to identify the areas that are causing a problem. This will help you to identify where users are dropping off in the conversion funnel and also where on your site your users are spending the most amount of time. You can use heatmaps and other tools in order to determine what your site visitors like the most on your landing pages, and what they’re not responding to. Once you’ve identified the problems areas, you can then conduct qualitative research to understand the reasons why your audience are not engaging with certain areas on your site. You can then use this information to prioritise what areas need to be fixed first, what will be most time-consuming, and which are the most important areas to help drive the most conversions on your site.

adrien-296945 (1)Assuming mobile works in the same way

With mobile media consumption on the rise, it is vital to understand that the rules differ between mobile and web devices. With Google’s mobile-first indexing set to take the SEO world by storm, and cause a lot of disruption when the update is finally rolled out, considering the way your mobile site works is more important than ever.

When it comes to mobile, cross-device testing is vital to ensure your site loads quickly and works properly across all devices. Just because you don’t own an Android phone, doesn’t mean your audience won’t! Quality assurance is necessary to guarantee success. Bear in mind that mobile UX and desktop UX is completely different – so you should ensure that you test these as completely separate entities at all times.

A key rule when it comes to UX design is that the fewer the taps users are required to make, the better the user experience.

For mobile user experience, make sure to consider things like typography, image size, the location of the fold, and how far users have to scroll in order to find vital information, such as contact details, in order to determine the most appropriate changes that need to be made.

Skipping usability testing

A number of businesses skip or skimp on usability testing. This can be a devastating move to make, as design alone can simply be described as supported guesswork – until the product lands in the hands of your actual users. Testing can help you to quickly and efficiently understand the quality of UX when accessing your site across a number of devices, and allows you to pick out any faults or issues, no matter how minor, prior to the site design going live.

It’s not just upcoming brands and brand-new sites that have had to consider the way their site impacts user experience. Some of the biggest, most luxurious brands around the world have had to spend time altering their sites’ UX design in order to not only meet the ever-changing expectations of their consumers, but also to keep up-to-date with Google’s best practices.

iphone-1280562_960_720Being too clever

It’s good to be clever – but not too clever. Too much of something can do more harm than good. Designers strive for perfection and whilst we want the best result for our hard work, we sometimes forget what we are aiming to achieve. Don’t sacrifice the efficiency and speed of the site for a design that looks great. The user will spend more time waiting than they expected and they may not visit the site again.

When creating your website, you should get straight to the point to engage users. Create a design that makes it quick and simple for users to find the information they are looking for, instead of being exceptionally intricate just to show off creativity.

The usability of your website really can make or break your online success. It doesn’t matter what your website or app looks like if people are unsure on how to interact with it. Whether you have a basic site that needs more internal linking, or a complex site that needs to be sped up in order to ensure that your visitors do not bounce, user experience should be a key component of your website design.

If you would like to find out more information on how we can help you to create a site design that offers exceptional user experience across all platforms, please do not hesitate to get in touch today!

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Author:

Evaldas Balcius

As our in-house PPC genius (and SEO technical expert), Evaldas knows everything there is to know about paid search. A Google AdWords and Google Analytics Qualified Professional, he has over seven years’ practical experience in the online marketing sector and also boasts a Master’s diploma degree in Business IT.

Having worked client side and for dedicated search agencies it’s safe to say he has an unrivalled understanding of expectations from both parties. Originally from Lithuania, Evaldas loves exploring England, especially places of historical interest, as well as spending time with his family.


Email e.balcius@absolutedigitalmedia.com

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