Every serious business has a website these days, and given the difficulty of acquiring new customers, you’d safely assume that web designers would do everything possible to attract and retain a steady stream of fresh clients. However, there are several web design flaws that unfortunately suggest otherwise! In this article, we’ll look at five frustrating design habits that have a negative impact on your user’s browsing experience.
Slow Loading Speed
If we were to rank website design flaws by the damaging impact they can have on your business, slow loading speed would comfortably take the number one spot.
Someone who is casually surfing the internet will typically allow a web page to load within three seconds and will leave if it exceeds that short space of time. The BBC even reported that they lost 10% of their audience with each second that surpasses the three-second threshold!
You have to consider users who might have clicked your link out of pure curiosity. You’ve done that hard work by attracting these potential customers through intriguing copy or an attractive ad, only for them to immediately back out after encountering slow speed. Slow speed is simply not worth the hassle in the fast-paced world of the digital age… Make sure your website can keep up!
Popup Clutter Chaos
Digital marketing industry professionals are divided over the use of popups on a website. Studies have shown that popups can significantly improve your conversion rate, but at the same time, 68% of people find them annoying and that they negatively affect user experience – resulting in a higher chance of a bounce.
They may have their uses, but nowadays a smooth user experience is something that’s crucial to creating a great website. In the hyper-connected world of today, the average user can’t be bothered sifting through unnecessary popup distractions filled with irrelevant content when all they want to do is get from A to B as quickly as possible.
It’s unthinkable for a website to be unresponsive to a range of screen sizes – most importantly to mobile phone screens. 52.2% of all Internet traffic comes from mobile users, but there are web designers out there who still prioritise desktop optimization above everything else.
An unresponsive website will look poorly formatted with:
- misaligned images
- text that overlaps in places it shouldn’t
The user will also have to turn their screen horizontally or zoom out to properly view the contents of the page – negatively impacting the user experience and driving traffic away from your site.
It’s also important to remember that, from an SEO perspective, an accumulation of the by-products of mobile unfriendliness will negate your ranking progress – affecting your ability to attract organic traffic.
Animation looks fantastic… when used in moderation. Web designers didn’t spend years mastering their craft without being able to show off their skills once in a while on a professionally designed website. A well-executed animation can really bring life, style and finesse to simple blocks of text.
Animations should be used:
- in your website’s introductory page
- to draw attention to important focal points
- to highlight CTAs
They should not be used to compensate for a lack of information or content.
A user should never feel that their experience on a website is dictated by the active animations i.e. being unable to click specific buttons until an animation is complete. Implementing this type of feature would only be necessary if you want to drive traffic away from your site!
This is all without mentioning an overuse of animation can be hazardous to those with flash induced health risks. Remember to consider this when you’re in the aesthetic phase.
It seems incredible that we’re talking about autoplay media in 2020, but here we are! You couldn’t go far on the Internet in the mid-90s and early 2000s without encountering autoplay media – usually in the form of music. While modern web design has relegated autoplay music to a fossil of our primitive past, autoplay video certainly is still at the forefront of many sites, particularly in the news industry.
These unsolicited videos even come with unsolicited ads that play before the video themselves – these ads are often un-clickable, and will only stop playing if you close the entire page! This might bring extra revenue to your business from advertisers, but we guarantee it’s detrimental in the long run.
When designing a website, you need to consider whether each of your additional elements helps or hinders the user. Your website should be informative, clear and concise – meaning the user can easily find what they’re looking for in the shortest amount of time.
If you find that there are features that detract from the process or technical deficiencies that are likely to increase bounce rate, fix them immediately! A great website should not only look good, but it should feel good as well.