If you work in the digital realm, it’s very likely that you’ve encountered the buzz word user experience. When I first encountered UX it seemed overly simple to me. Customer service has been around since the beginning of consumerism, so how was this any different? As I dug a little deeper, reading wise words from different tech leaders, I quickly learned that it was more than that. With competition around every corner of the internet, focusing on the details of your customers’ interactions with your product or service has become more important than ever. Many business owners find it challenging to translate this to their online presence and often make some of the same mistakes when it comes to their user experience. We’ve broken down some of the most common UX mistakes in hopes of helping you build a better online presence.
1. Low Contrast
In the past year, we’ve seen many companies adopt thinner fonts, muted color schemes, and a high usage of photography for their sites. Many companies often make the mistake of choosing a color scheme that has little variety, not allowing their headlines and action links to stand out. Choosing colors with optimal readability in mind is vital to providing your user with confidence to use your site on desktop and mobile. In addition to considering how low contrast can take away from your mobile experience, it can also exclude your customers who have impaired vision. If your customer demographic ranges from the ages of 60-80 you might want to consider a thick dark font on a light background.
For example, ifly50.com uses heavy visuals and thin fonts to build a modern and clean website. Though their website is visually stunning, it’s use of thin white font against a photo of a waterfall is impractical. The text is illegible at times due to the low contrast.
A few years back, sliders were introduced into web design as an opportunity to share your company’s’ top attributes as soon as someone landed on your page. Many sites quickly adopted the trend, not realizing the downsides for the user experience. Beyond the fact that carousels are bad for SEO and that they don’t give the user a clear path, this trend has proven to be ineffective. Studies have shown that only 1% of users were actually clicking through the slider (also know as a carousel). The top of your site should be the most engaging for your site visitors, encouraging them to continue their experience. In addition to carousels not engaging users, they also weaken your message. Having important information hidden in the 5th page of your slider, doesn’t allow the user to get the information they need to make the decision to continue on your site.
Check out shouldIuseacarousel.com for a prime example on why carousels are bad for UX.
3. Bad Performance
Many companies underestimate how a slow-loading site with errors can affect a user’s experience. Landing on a site that isn’t fully functional due to server issues, etc. lowers a user’s confidence. These errors can be perceived as a mistake on the user’s end. It leads to a frustrated user who no longer sees the reward of staying on the site, so they abandon the experience altogether. Surveys have shown that the majority of users are only willing to wait about 6-10 seconds for a site to load. With such low patience for site errors, it’s vital for your site to be fully functioning at all times. If you’re interested in taking control of how you can make your site perform better, check this article out.
4. Asking your Users for Too Much Information
A common UX mistake that is often overlooked is long contact forms. In today’s technical age we have grown increasingly more skeptical as consumers than ever before. This thought process is definitely evident when it comes to how we handle our personal information. We search for high reward for a low buy-in, so when a company offers an accounting cheat sheet in return for our personal information, it begs the question of whether the exchange is worth it.
Studies have found that the shorter form’s signups exceeded that of the longer form by 140 percent. Additionally, the number of conversions “increased sharply with the use of the more abbreviated form” by nearly 120 percent. Keeping your contact forms short and sweet will give your users a better experience that will leave them feeling confident in their choice.
If you’re guilty of having committed some of these common UX mistakes don’t be alarmed! User experience is always evolving; we’re learning more and more each day about how users interact with websites. With that being said, now is the time to take the action to correct these mistakes and give your potential customers the proof they need that your company is worth their well-guarded time. Reach out to us here at Skylarq Digital to learn how we can make your site user-friendly.