Articles

Things Customers Hate About Websites (So You Might Want to Avoid Them)

May 6, 2024
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By Graham Van Der Linde
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More and more people are moving toward and becoming reliant on e-commerce to get things done but for some websites, they’re inadvertently sending customers running by making mistakes they might not even be aware of. Here are some common website pitfalls that frustrate visitors and drive them away. Make sure to avoid these mistakes to keep your audience engaged and satisfied.

Multiple Pop-Ups That Come Out of Nowhere

Pop-ups can be a powerful tool when used strategically, driving positive visitor engagement. However, when they are overused, appear too frequently, or are irrelevant, they become a major distraction. Instead of enhancing the user experience (UX), they cause frustration, leading visitors to leave your site. Ensure that your marketing team evaluates the necessity and relevance of each pop-up before adding it.

Slow Loading Pages

In today's fast-paced world, slow-loading pages are a deal-breaker. Visitors expect swift loading times and responsive designs that work seamlessly across all browsers and devices. A slow experience leads to high bounce rates. Regularly check your website's load speed using tools like Google’s PageSpeed Insights and take necessary actions to optimise it.

Little or No Contact Information

Having contact forms on your website is essential, but they shouldn’t be the only way for customers to reach you. Make it easy for visitors to find email addresses, phone numbers, and social media links. Consider implementing live chat for quick questions. Your customers want prompt assistance, and providing multiple contact options enhances their trust in your business.

Asking for Too Much Information, Too Soon

Don’t overwhelm customers with extensive information requests during the checkout process. Forcing users to register or create an account before completing a purchase can drive up cart abandonment rates. Allow guest checkouts and offer account creation as an option post-purchase for benefits like shipment tracking. Simplifying the checkout process can significantly boost your conversion rates. Running A/B tests to see exactly which elements are creating the drop-off means you can enhance the experience with real-world data and not assumptions. The same theory applies to contact forms.

Spelling Mistakes and Outdated Information

Spelling mistakes and outdated information are signs of negligence and unprofessionalism. They erode trust and negatively impact user perception of your brand. Use tools like Grammarly and Hemingway to ensure your content is error-free. Regularly update your website to keep information current and relevant, reflecting a commitment to quality and attention to detail.

Broken Links

Broken links are a major irritant for users and can harm your SEO efforts. When visitors encounter a 404 error, it disrupts their experience and reduces their trust in your site. Regularly check for and fix broken links using tools like Screaming Frog or SEMrush. Maintaining a seamless navigation experience is crucial for retaining visitors and improving your search engine rankings.

This is Just the Tip of the Iceberg

While these are some of the most common issues, there are many other factors that can negatively impact user experience. Poor navigation, outdated design, cheesy stock images, and forms with too many fields can all contribute to a frustrating website experience. Conducting regular website audits and implementing a continuous improvement strategy will help you address these issues and enhance the overall user experience.

Remember, your website is a dynamic platform that requires constant optimisation. By prioritising your customers’ needs and making data-driven decisions, you can create a website that not only attracts visitors but also converts them into loyal customers. If you need assistance, the team at Eclipse is here to help you achieve your goals.

Graham Van Der Linde
Marketing & Brand

About the Author

Graham is a digital native who has spent his career living and breathing branding and marketing, creative design, business development and digital transformation. He strives to continually put his experience into action and share his wealth of knowledge with others to generate successful outcomes.
graham.vanderlinde@eclipsegroup.co.uk