Common Pitfalls That Prevent Your Website from Converting
Often, we don’t see what’s already in front of our eyes. That’s the reason why time and time again, people do the same mistakes they did before. This scenario can be avoided if they only took the time to 1) test their final outcome; OR 2) ask for a third-party opinion. The same is true for web design. You might think it’s cliché that web designers – even pros – commit similar errors repeatedly. It’s not because they’re no good. Usually, it’s simply because they don’t see these mistakes.
So to help you avert constant blunders, especially in the UX (user experience) department, here are three of the most popular web design gaffes – and how to fix them.
UX Common Error #1: Designing ONLY for Desktops
Did you know that more than 4 billion people worldwide use a mobile phone? Imagine if you can get that much attention for your website. That’s thousands of views a day; and out of those clicks, who knows how many of them will turn into real sales? Certainly a perfect opportunity you wouldn’t want to miss.
You might be surprised that there’s still a good number of businesses out there that have no mobile/responsive websites. Perhaps they don’t see it as a smart investment due to their company size; or because it’s not in line with their firm’s objectives. These are acceptable reasons. However, if you don’t fall under those specific terms, maybe it’s time you check some local web design companies.
Fix this by:
• carefully studying your company goals and objectives. Will a responsive website benefit your firm in the long run? Or is it an unnecessary expense?
• creating a survey that targets your mobile audience. What are their browsing habits? What are they looking for when they search the Web on their smartphones?
• ensuring that your digital components (images, links, layout, etc.) are easy to use and access on mobile platforms. Don’t forget to do applicable testing methods.
UX Common Error #2: Overlooking Good Copy
What exactly is a ‘copy’? In simple terms, these are words that are meant to solicit any type of action. Be it to sell, convince, or inspire: a good copy can prompt readers into doing something. What many businesses don’t realize is that the text that goes into their websites are just as important – if not more – as their web design.
A website can have the fanciest animations, the most stunning pictures, or contain the best products; but if their copy isn’t enticing or clear, it won’t be enough. Online users often want to know more about the businesses they are interested in. And images can only go so far.
Fix this by:
• hiring separate copy writers to create content that converts.
• analyzing heat maps to see which copies your users spend the most time on.
• getting expert feedback from your audience! Install a feedback form that they can fill out before they exit a page; OR make different copy variants for testing.
UX Common Error #3: Becoming Inaccessible
It’s obvious that every website must have a Contacts page – but why are most folks still frustrated? It’s either 1) your details are NOT updated; OR 2) you don’t respond right away. If you’re operating an e-commerce website, having multiple forms of contact information is essential. So aside from a form customers can fill out, make sure you include business emails, a physical address, and a local phone number.
People will tend to trust a business more if they are easy to reach. Just as vital though, is your response time. And don’t just reply to positive feedback. Complaints and suggestions should be addressed at a faster rate to avoid bad publicity.
Fix this by:
• adding a live chat feature on your web pages. This assures customers that someone will be there for them anytime they need assistance.
• checking that the information listed on the Contacts page are ALL still functional.
• including pop-ups or nudges in pages with high abandonment rates. These should direct them to a Support page where they may leave comments or suggestions.
What Do All These Fixes have In Common?
Testing. Most of the time, these mistakes can be easily spotted if one only took the time to test their web design. There are lots of free resources online if you’re on a tight budget. But for better analysis, it’s best to consult expert web design services.