Some UI design mistakes can really put off customers, but they’re surprisingly common. On the other hand, effective UI design can create a pleasant experience and increase conversations. So what are the mistakes to avoid?
We think there are at least three criteria that an app or website UI must meet in order to attract, convert and retain visitors: it must be engaging and engaging, and it must trigger an emotional response. Below we will analyze six common user experience design mistakes that can get in the way and see how to avoid them.
To learn more about UI design and user experience in general, sign up for our online UX design course (opens in a new tab), UX Design Foundations, which covers all the fundamentals of this growing field of design. You may also want to see our piece on the perfect website layout (opens in a new tab).
6 UI design mistakes to avoid
01. Unresponsive design
this should almost be taken for granted by now, but in 2022 we still see sites that perform poorly on certain platforms. It’s no secret that people often use a range of different devices to complete a task. This means that your website needs to be responsive in order to engage your audience regardless of how they access your site. A poor user experience caused by a site that hasn’t been optimized for mobile or tablet users will definitely dissuade potential customers.
If that doesn’t convince you, meeting Google’s ranking requirements is another important reason to consider focusing on responsive web design principles. Back in 2015, the search giant released an algorithm update that prioritizes mobile-optimized sites.
02. Uninviting CTAs
It is impossible to over-emphasize the importance of calls to action. Not giving your CTAs the love they deserve is one of the most common UI mistakes. Here’s something to consider to boost those clicks.
- Form: Clickable buttons should usually be rectangular and surrounded by white space, to help define them and make them stand out.
- Position: Place CTAs next to the main proposal – this makes them the most logical next step in your customer journey
- Color: There is no universal “best” color for CTAs – try to match your site’s color scheme, but make sure they stand out more
- Dimension: Make your CTAs large enough to stand out without being overwhelming
03. Lack of social proof
Customers trust other customers. A survey (opens in a new tab) found that 60% of consumers search for reviews on Google before placing their trust in a company. Not only should you consider displaying positive reviews about your product or service, but you also need to make sure they are positioned correctly. Customer reviews can help reassure potential customers about your brand credibility if you expose them somewhere towards the start of your sales pitch.
04. Too much of everything
One of the most common UI mistakes is a cluttered layout. Too much of everything put together can be one of the most daunting things for a user, as it can be confusing and difficult to process. While it’s understandable that you want to see as much information as possible, this approach probably won’t get you far in terms of conversions.
Simple and clean it is usually much more successful in this regard. How can you get it? First, the design scheme you choose should contain no more than three main colors and more than two fonts (for more advice, check out our guide to things you need to consider when designing a user interface.
Second, you need to make sure that everything you include really contributes. This means that the images you use should be of the highest quality. Avoid using low-resolution videos, photos, and illustrations. If you can’t afford to shell out for a pro, don’t worry – there are plenty of places you can find good quality free vector art online.
UI animations have been a growing trend for some time. They can help guide your users and create interest, while ensuring your interface stands out (if you want to get started, here are some examples of CSS animations you can recreate).
05. Slow loading of pages
One of the most common reasons for abandoned ecommerce shopping carts is actually slow page loading. The data show (opens in a new tab) that 40% of people leave a website that takes more than three seconds to load.
But loading speed isn’t just important for conversions, it’s important for overall site discovery. Page load speed is a factor that Google’s algorithms take into account for ranking search results.
06. A lack of video content
Video is an extremely useful tool in all types of communication. Videos can entertain and explain in a visual way (check out the explanatory video for Young Alfred from Fireart Studio (opens in a new tab) above as a nice example). Videos have great benefits for user interface and winning conversions, because our brains process videos about 60,000 times faster (opens in a new tab) how much they process the text. And speed is of the essence when it comes to conversions. Despite this, the videos are still underused and for us it’s a UI error.
Some quick tips if you’re already using video content. First, it’s a good idea to insert some sort of lead capture element into the video. For example, remind people to subscribe at the beginning of the video or thank them for watching and liking at the end. Second, consider using custom thumbnails – these can encourage people to watch your video in the first place.
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Want to learn more about getting the UI design right? Don’t miss ours UX Design Foundations course (opens in a new tab).