Usability: 7 Mistakes that Doom Your Sales

Online store owners frequently encounter such problems as high bounce rate, short time on site, low conversion, etc. Some of the causes could be usability mistakes and bad user experience. In this post we will list you 7 such usability fails as well as will give you ux tips on how to fix them properly. 

1. No prominent headlines

Many designers think they shouldn’t make headlines too big and prominent, which stand out from the rest. They claim such headlines are too pushy, and can turn off the customer rather than attract. However, researches show, that headlines is the page element which receives most of attention. It is viewed more than flash banners. Some interesting facts about headlines:

  • headlines grab user’s attention almost instantly, even images can’t beat them;
  • before making decision about what to do the next –  stay on the site or leave it – user scans one-two words from headline first;
  • time which user devotes to viewing headline is about one second.

Thus, if you don’t have elaborated, prominent headlines, you are likely to lose a certain share of your sales.

2. Slow page loads

It won’t be a secret if we tell you that the lower site page loads, the more people leave the site without viewing its content. According to the research results conducted by Microsoft Bing, a 2-second delay in page responsiveness worsens the user impression by 3.8 %, profit per user drops by 4.3%, and number of clicks reduces by 4.4%. Internet users usually do not want to wait, if the page loads badly, they just close it. Besides, page load speed affects the site rankings. If you care about them, optimize your site pages.

3. Typeface and intervals 

Right typefaces, spacing between lines and chapters and colours have a huge impact on how quickly users navigate through the site and how they are engaged with the content. The research results prove this statement. An interesting fact: smaller gaps between lines helps read faster, but reduces the comprehension of the content and vice versa. Low contrast between typography color and background hinders text reading and demands extra effort to recognize it.

Some usability tips: it isn’t the best practice to reduce the page height by sacrificing the characters size. Also, you should rememberthat text illegibility is more important than its beauty.

4. Reading patterns

Users’ reading behavior largely defines their path through the site. As the survey shows, most of the Internet users read the pages in F-shaped pattern. So the left side of a page generally receives more attention than the right one (about 69% of the time a user spends on scanning the left side). So the most important message you want to communicate to your potential customer should be located to the left from the center.

5. Complicated navigation

Most probably, that after viewing your headlines, a user will go on to study your site menu. According to the study results, 70% of users prefer to click the links rather than use site search. That is why site navigation is a very essential part of user experience. Search is the option only when people can’t find what they need.

On top of that, navigation links placement matters as well – they should be located right where the users expect them to find. Creative design is a good thing only when it doesn’t make site navigation more complicated.

6. Three-click rule

Among web usability tips there is one belief: if the user comes to your site and doesn’t find what they need in three clicks, he gets really disappointed. It could be true, especially considering how impatient Internet users are these days. Although one study shows that three-click rule is  rather a myth. There is not big difference between 3 and 12 clicks, because everything depends on the type of actions. In many cases users are ready to make some efforts.

So instead of blindly following three-click rule, focus more on the overall process. Concentrate on making the site navigation easier – each step should be intuitive and clear to the user.

7. Long pages

The search, giving some usability testing tips, shows that long pages have at least two advantages:

  • more content which gives more chances to persuade a user to buy something;
  • long pages filter the visitors quality – if the user has read the page till the end, there are more interested in your offer.

That being said, such filter can turn off a substantial number of potential customers as well. Another research leads to conclusion that the longer the page is, the less people will stay on it. To take advantage of this principle and make the users stay on the page, divide the text into short chapters, use subheadings, and feel free to leave a lot of space between text chunks.  This way you will make the page more legible as well as ensure users have no difficulties reading it and understand the main idea you want to communicate to them.



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Usability: 7 Mistakes that Doom Your Sales

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