5 Things You Don’t Want On Your Website

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Web Design

You know a good website design when you see it, right? It’s clean, easy to navigate, simple to understand and doesn’t take a lot of your time and… energy. On your own website, you might find your marketing brain gets too involved though, and your site becomes an overwhelming jumble of CTAs, banners, sliders and other common website design fails.

Avoid these five web design mistakes that could be driving customers away. Backed by studies and statistics, we’ll show you why these design flaws might be costing you sales.

1. Automated Carousel Or Slider

You’ve got lots to tell people and what better way than to use automated carousels or sliders, right? Maybe in 2005, but today’s research shows they are ineffective.

A study by the Nielsen Norman Group found that only 1% of users interacted with a carousel, with most users ignoring it entirely. It’s a thing called ad or banner blindness. Additionally, sliders can slow down your website, impacting load times and SEO ranking. According to Google, 53% of mobile site visits are abandoned if pages take longer than three seconds to load. Need more proof? Check the click-through rate of your slider, particularly after slide number two.

2. Enormous Logo

Branding is crucial, and your logo is key to branding, but slim down that oversized logo!

A study by the Nielsen Norman Group found that users often overlook large logos as they resemble banner ads (which you now know are mostly ignored) and can reduce the credibility of your business.

Your logo could end up taking up all the space, pushing important content below the fold. Research from EyeQuant found that visitors spend about 80% of their time looking at information above the fold, so you’re missing big opportunities with your big logo.

Don’t go the other way either by going too small. A balanced logo size contributes to the qualities of a good website design by ensuring that essential content is easily accessible to users.

3. Animated Ads, Promos, and Banners

Animated ads and promos can be distracting and irritating for visitors and are often cited as examples of bad web design. A report by HubSpot indicated that 79% of consumers dislike pop-up ads, and animated ones are particularly intrusive. These ads can also increase your bounce rate, as 81% of users have closed a browser or exited a webpage because of a pop-up or auto-playing ad.

You may have heard that Google penalizes sites that use intrusive interstitials, which can affect your search engine rankings. While there is data to suggest that pop-ups do work, there is a diminishing return, so use them sparingly.

4. Bottom Navigation

Can’t find the menu or navigation? Some “creative” website designs place the navigation at the bottom of the page (or other uncommon places) on desktop websites which can confuse users.

Users have clear expectations for navigation placement, with the top or side being the most preferred locations. Bottom navigation breaks this convention and can lead to poor user experience and higher bounce rates. Additionally, research suggests that consistency in navigation placement is crucial for usability. Put the nav where people expect it and you’ll see your metrics improve.

5. Design or UX That is Too Unusual

This is a tough one. You want to differentiate your brand. Speak to and connect with your beloved audience through a unique look and feel. And while creativity in design is important, straying too far from established design norms can be problematic. The Journal of Usability Studies found that highly unusual designs often result in lower usability scores.

Users are accustomed to certain web conventions, and deviating from these makes it harder for your visitors – who then leave. Google found that users judge a website’s aesthetic beauty within 1/50th to 1/20th of a second, with more complex designs being perceived as less beautiful. Normal can still be unique and a good design can achieve both usability and the cool-factor!

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How do you know if something is not working for your audience?

The tools below are just as good at defining the qualities of a good website, as the bad stuff, helping you make great decisions for better performance from clicks to purchases.


A/B Testing

Which CTA works better? Test it! A/B testing allows you to compare two versions of a webpage to see which one performs better.

By splitting your traffic between the two versions, you can measure differences in user behavior, such as click-through rates or conversions. According to a study by Invesp, companies that use A/B testing are 71% more likely to experience a significant increase in sales.

Test CTA’s, copy, images and all sorts of variables on your website and see what works best to attract the desired conversion. (or action?)!


Heat & Eye Mapping

Heat mapping and eye-tracking studies provide visual representations of where users focus their attention on your site. Get data on eye motion, scroll depth, clicks, and mouse movements to reveal if critical elements are being overlooked or if distracting features are drawing too much attention.


5-Second Testing

5-second testing is a usability testing method where real live survey participants view a web page for only five seconds and then recall what they saw. This technique is a great way to gauge the effectiveness of your web page’s design and messaging by capturing users’ initial impressions.


Analytics

Review your Google Analytics data! Analyze the data on user behavior, including page views, bounce rates, and conversion rates to identify patterns and areas for improvement. According to a report by McKinsey, companies that leverage customer behavior data outperform their peers by 85% in sales growth and more than 25% in gross margin.

Tree Graph

Make Your Website Perform At Its Best

Do your users a favor, and avoid automated carousels, enormous logos, animated ads, bottom navigation, and overly unusual design/UX elements. Go beyond best practices in design and leverage insightful tools like A/B testing, heat mapping, and analytics to refine your website to better meet your audience’s needs.

And if you need help, we’re here. (We love this stuff.)

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