One of the most under-appreciated aspects of creating an effective website is its user interface, or UI. A good UI can make your website feel more welcoming and help guide users to find what they’re looking for. However, if it’s poorly designed or implemented, your website will lose visitors and waste their time instead of impressing them and encouraging them to stick around. Here are 7 bad UI elements that are killing your website—and how to avoid them.
Number 1: Overuse of Animation
Animations can be a great way to make your website pop and feel alive. However, too much animation will distract from the content on the page and slow down your site’s load time.
Number 2: Too Many Calls To Action
The more action buttons you have on the page, the less likely your audience is going to take any action. You want your users to feel like they have accomplished something when they click a button, not send them off into a new branch of links that don’t pertain to their original need. If you are trying to direct the user towards one specific goal, limit yourself to one primary call-to-action button on the page. This will help your conversion rates and keep your website from feeling overwhelming.
Bad navigation is one of the most common UX mistakes for websites. If a visitor can’t find what they’re looking for, it’s likely that they’ll leave your site without buying anything. In fact, around 60% of online shoppers will abandon their cart if they can’t find what they’re looking for.
To avoid this problem, make sure that the navigation on your website is intuitive and easy to use. You should have a clear path from the homepage to each other page on your site; never make visitors hunt through menus or click on strange links in order to find what they want. And don’t forget about mobile! With more people browsing the web on their phones and tablets, you need a responsive design that makes navigating your site easy no matter what device someone is using.
Number 4: Pogo-Sticking
Pogo-sticking is when someone clicks on one thing and then another and then another, never finishing anything. The problem with pogo-sticking is that it can lead a person down a rabbit hole of content they’re not interested in, which can cause them to leave your site altogether. This is why it’s important not only to have a good home page, but also make sure that your navigation links are easy to find so that visitors stay on track.
#4 Pogo-Sticking: Clicking from one thing and then another and then another, never finishing anything.
Number 5: Poorly Written Copy
Picking the wrong words or being too vague in your copy can make it difficult for visitors. Even worse, you could have great messaging but use a font that’s unreadable. For example, Comic Sans is notoriously hard to read, so avoid it at all costs. If you’re worried about offending people with less than mainstream fonts, stick to something like Times New Roman or Arial for basic text and then experiment with more adventurous typefaces for things like quotes and titles.
Number 6: Not Writing For The Web (Or Mobile)
This may seem like a no-brainer, but you’d be surprised how many people forget that the internet is primarily accessed through mobile devices. As of December 2016, the percentage of web traffic coming from mobile devices was 56%. If your website isn’t optimized for mobile, then you’re missing out on a huge chunk of potential customers.
To optimize your website for the best user experience, use responsive design techniques that adjust according to screen size and device orientation. You can also take advantage of HTML5 and CSS3 media queries to create breakpoints in your layout.
Number 7: Font/Text Size is Too Small
This is not a new issue, and it’s one that I see all the time. You don’t have to look far for examples of this problem. Just stop by Facebook or Twitter and you’ll see what I mean. The font size on these sites is so small that it’s difficult to read from a desktop or laptop screen. It’s even worse when viewed on mobile. In fact, if you go ahead and resize your browser window down to the smallest size possible, you may find that you can’t read anything at all!
If text size is too small, people will be unlikely to want to spend any time with your website. If they can’t read what’s there, then they’re less likely to stay on your site for any period of time.