In the dynamic world of digital marketing, having conversion pages optimized for an exceptional user experience (UX) is the key to success (Know what UX is and the differences with UI).
Yet, many companies fall into common user interface (UI) and UX traps, thereby compromising their performance.
This article explores these frequent mistakes and guides you on how to avoid them.
Let’s go! 🥳
1. Neglecting the User Journey
A common mistake in UI/UX design is not paying attention to the overall user journey.
Imagine your user navigating your site like on the road.
Without clear directions, they risk getting lost or leaving your site before converting.
Problem: This leads to increasing confusion and frustration.
Solution: Map out the ideal user journey. Simplify navigation by ensuring that each step in the conversion process is intuitive and engaging.
2. Ignoring Mobile Optimization
In a world where mobile browsing dominates, it’s imperative to ensure that your site performs as well on mobile as on a computer.
Ignoring this dimension can be costly.
Problem: A site not optimized for mobile risks providing a poor user experience, thereby increasing the bounce rate (75% of internet traffic comes from mobile).
Solution: Adopt a responsive design that adapts to all screen sizes. Consider mobile-specific features like hamburger menus or call-to-action (CTA) buttons that are easily clickable with a thumb.
3. Underestimating Content Readability
Content is king, but only if it is read!
Difficult-to-read text or an inappropriate size can severely harm your UX. The same goes for lack of contrast or poor font choice.
Problem: Illegible text reduces engagement and can turn visitors away.
Solution: Use suitable fonts, ensure sufficient contrast with the background, and structure the content with titles and subtitles for smooth reading.
4. Forgetting Micro-Interactions
Micro-interactions are the small animations or responses that occur when a user interacts with your interface.
They are essential to inform and engage the user.
There’s nothing more frustrating (in my opinion 😅), than clicking a button and it stays the same, with no change in state (color, animation, etc…).
It gives the impression that you’ve clicked wrong or the button is malfunctioning 😅.
Problem: A lack of micro-interactions can make your site feel inert and lacking dynamism.
Solution: Integrate judicious micro-interactions to guide the user without overwhelming them. An example could be a shopping cart icon updating in real time when products are added.
5. Choosing Aesthetics Over Functionality
Design is crucial, but it shouldn’t be prioritized at the expense of user experience and accessibility.
Problem: An overly stylized site can be confusing or difficult to navigate.
Solution: Consider design conventions while adding your unique touch. Choose a balance between aesthetics and functionality, so as not to sacrifice user experience for style.
6. Not Testing the Site with Real Users
A site optimized on paper is not necessarily optimal in reality.
User testing is critical to uncovering flaws.
Problem: Without tests, you risk overlooking critical issues your users might experience.
Solution: Regularly conduct user tests to gather feedback and continuously improve your interface and UX. You can use A/B testing sessions to evaluate different site characteristics.
Conclusion
Optimizing the UI/UX of your conversion site is an exciting and necessary adventure.
By avoiding the common mistakes we’ve covered, you ensure captivating your visitors and maximizing your conversion rate.
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