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So, you managed to create an eye-catching website, yet the analytics and sales show poor results. Many of the potential customers that access your website prefer to have only a few-seconds look and then leave. Those that venture further often end making it through half of the process and no further than the shopping cart.
What might be the cause of this? Maybe it’s your website’s design, branding, or your products’ descriptions. The truth is that all play an important role for the user. In the absence of a smooth inter-flow between them, your site is unlikely to excel against the competition. You could have made some serious user experience mistakes which, in turn, affect your website’s potential. Let’s have a look at what the 5 most common mistakes in UX are and how businesses can fix them.
1. Your company cares more about the product than the users
Many businesses present their products’ advantages and company’s renown loud and clear on the front page, trying to impress the customer. But, what most forget is that features don’t sell – the benefits do. Of course, features play an important role in the process too, but customers will always be more interested in how the product can benefit them. Identify their desires and create a design that fits those needs. Only then will your website’s statistics improve.
2. Navigation is complicated and confusing
A small number of users will undoubtedly get stuck in the navigation process. When this number increases, the alarm signal should ring. It’s in the businesses’ interest to develop an uncomplicated, hassle-free design that visitors can use to accomplish their purposes. A UX designer plays an essential role here, as he is the one analyzing how the user interacts with your site. He alone might not be enough to take your website to the top. Technology software has evolved a lot nowadays and it became one of the greatest assets of businesses when customer engagement is involved. Adding an interactive online guidance system to your website can seriously enhance your website’s user experience and increase your conversion rates.
3. You make the forms too difficult to complete
A highly common UX mistake refers to inefficient field design. The forms side is often overlooked in favor of website’s overall design, as it is the one thought to bring the more sales. However, little elements are the ones which can truly make a difference. If customers are unhappy with your forms’ design (either because they’re too complicated or in a too high number), chances are they’ll leave your website immediately.
In this regard, you have to ensure that the fields are organized intuitively and that they tell the user exactly what he is required of them. In addition, it can be a great idea to highlight the mandatory fields, as well as any error message that comes up if users’ data completion failed. Make sure to explain exactly what they did wrong so that they can correct it and complete the process as soon as possible.
4. Checkout is poorly designed
The checkout can be regarded as one of the most important components of your website, as this is the place where all of your customers will eventually reach. In this regard, you have to ensure that it is designed properly and it is not confusing for the user.
It’s recommended for the checkout process to be linear, pointing the user exactly what follows on the next step and what is required to complete the current step. A similar design can be found on major e-Commerce sites such as Amazon or eBay. Also, the form fields need to have descriptive labels attached to them and it’s important to highlight and enhance the sensitive fields with trusted logos (e.g. Paypal, MasterCard, etc). These will make the user feel at home shopping with you.
5. The contact page is improperly placed or thought
The contact page is also a very important component of your website, as it is the one which visitors will use to get in touch with you when they have a problem. Therefore, you have to make sure that it’s visible on your site’s main page (and also on the other ones), and that your phone number and e-mail are clearly highlighted. It’s also recommended to place your phone number on the website’s header, especially if you own an e-Commerce site, as this is the way users will be able to reach you more easily in case an issue arises.
About the Author: Danielle Arad is Director of Marketing and User Experience Specialist of WalkMe.com, the world’s first interactive website guidance system. She is also chief writer and editor of UX Motel, a blog for user experience experts.