5 Website Usability Issues That Lose Customers

Beautiful girl with tablet is using social mediaUser-experience is a major issue for consumers and online business owners. If customers cannot find want they are looking for quickly and easily, they will leave your website and look elsewhere.

Your competitors.

To avoid missing out on a sale and the potential to build a loyal customer base, ensure your website is user-friendly across multiple devices. Here is our top five key usability issues that will lose you customers.

Load times

Forget content, speed is king. End-users typically give websites 2-10 seconds (depending which report you read), before clicking out. Don’t risk losing customers for the sake of a few snazzy features on your website.

Although HTML5 and fast internet connections have improved load times, you still risk slowing your site speed down by loading it up with weighty files such as videos, high pixelated images and heavy javascript codes.

Signposts

Another bug bear with consumers is not being able to find what they want in a hurry, and not knowing where to go next. Visitors need clear instructions to navigate your site so guide them through every step of the purchasing path.

You can add signposts through navigation menus and sub-menus, embedding internal links within blog content and web copy, call to action buttons and by making best use of the footer by including links to your primary and sub-services.

Easy interaction

The quality of a users experience rests on how easy it is to use your website. Try to keep scrolling to limit, and eliminate users having to scroll both horizontally and vertically.

Busy websites will not win you any likes from shoppers, so keep content to a minimum and highlight new or discounted products and/or branded content.

The purchasing process should be simple and achievable in as few a clicks as possible. Try to void having to make customers fill out lengthy forms.

Be mobile friendly

There are more searches performed on mobile devices than laptops these days. Responsive web designs have partly solved the problem of usability, but an all-round mobile friendly design is a priority.

Not only can load speeds and navigation pose issues for mobile users, but if your website is not optimised for mobiles they also struggle to perform actions. Use tidy menus and large call to action buttons that are usable on mobile phones.

Pop up ads

This could be a contentious addition for some marketers and web owners, but we’re throwing it in anyway, namely because consumers find “traditional banner advertising distracting and will actively avoid sites.” (Digital News Report)

Consumers find banner ads annoying, especially when the advertisement is not what they are looking for at that moment. 31% of UK internet users are put off by banner ads and look elsewhere. As consumers begin to lose patience with traditional advertising, this figure is likely to get bigger.

If usability is not at the top of your to-do list, make a new list. A poorly designed website that does not provide a good user-experience will severely damage your online business. You won’t get any customers.

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