8 errors that will make someone leave your website and how to fix them

Attracting a potential customer is hard, but grabbing their interest and reeling them in is even more difficult. It’s important to design a website that users don’t get frustrated with and therefore stay on the website for longer.

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Read these examples of what NOT to do when designing a website…

1. Bad Navigation
Nothing is more frustrating than a website that’s hard to navigate. Complex or inconsistent navigation can cause users to feel helpless, confused and even angry. These are definitely not the emotions you want potential customers to be feeling.

WHAT NOT TO DO	HOW TO FIX IT
- Don’t provide visual elements that aren’t clear in defining where the user is and what they’re supposed to do next.	- Your website navigation should be logical and easy to understand.
- Don’t scatter your main navigation links around your site.	- Try grouping navigation elements in a central area. For larger websites try adding a sitemap.
- Don’t bury your main navigation links in body text.
- Don’t make your link text hard to understand. “Other links” is generally not a good choice for link text.

2. Too Many Ads
Suffocating visitors with ads that pop, flash and take over the entire browser will only enrage them.

WHAT NOT TO DO	HOW TO FIX IT
- As a general rule, ads should never be the first thing visitors see.	- Running ads on a site can be a great way to monetize. However, always be tasteful and discreet in your approach to displaying ads.
- Don’t be obtrusive with your pop-up ads. Try not to cover up content that attracted people in the first place.
- Avoid ads that take up more real estate than content.

3. Bad Content Structure
Bad content structure can really destroy your conversion and retention rates. Make sure all the content is easy to find, especially contact info.

WHAT NOT TO DO	HOW TO FIX IT
- Don’t complicate things by distributing your content across too many pages when it could be easily put on one page.	- Make sure visitors don’t have to spend too much time fishing around for the content they’re looking for.
- Don’t forget to include the introductory content.	- Group similar content in a clear, concise manner.
	- Consider using bold headings and highlight certain keywords that people may be searching for.

4. Obtrusive Use of Audio & Video
Most people value their ability to choose what content to absorb. Having video and audio that plays automatically can drive people away.

WHAT NOT TO DO	HOW TO FIX IT
- Avoid using videos that automatically stream and interrupt the visitors browsing experience.	- Give users the option to view videos or audio – don’t force them.
- Avoid loud of annoying music that plays in the background.	- Sometimes a simple paragraph can easily convey the content of a video. Test and see which works best.

5. The Registration Requirement
Forcing visitors to register before they can view content is much like a physical barrier and barriers may ultimately cause the visitor to go somewhere else to find what they are looking for.

WHAT NOT TO DO	HOW TO FIX IT
- Avoid excessive use of pop-ups that require visitors to register before they can see content.	- Avoid putting up barriers between you and your visitors.
	- If a visitor must register to interact with your site, try giving them an example of what they are signing up for. Offer a preview or a demo.

6. Boring Content, Boring Design
A dull website has no purpose or interactivity and will never create a great experience for visitors. 40% of visitors don’t return to a website after having a negative experience.

WHAT NOT TO DO	HOW TO FIX IT
- Don’t intentionally make your website as bland and useless as possible.	- Websites that are minimalistic can be effective and beautiful if they are done correctly.
	Consider ways to enhance interaction with visitors. E.g. Blogs, forums, special features.

7. Poor Legibility
Abrasive colours, bad typography choices and too many typos all contribute to poor legibility. In the end this leads to poor user experience.

WHAT NOT TO DO	HOW TO FIX IT
- Don’t use typefaces that are too elaborate, pixelated or have poor contrast.	- Always hire a designer. The colour palate, typeface and general tone of the website can have a huge impact on customer retention.
- For most kinds of websites, excessive use of bright, fluorescent colours can be distracting and abrasive.	If you don’t have a referral for a good designer, check out tcgcape.co.za or email design@tcgcape.co.za

8. Lack of Frequency
You may have found the perfect balance of interactivity, design and content construction. But you also need to keep your site fresh with new content.

WHAT NOT TO DO	HOW TO FIX IT
- Don’t forget to update content frequently.	- Keep your content current and fresh. This will boost interest levels and contribute to higher ratings on search engines.
- Don’t use the “Under Construction” cliché. Rather use the new and improved term – “Coming Soon”.	- Try adding a blog to your site. Blogging is an easy way to keep your content fresh and keep people updated. If you need an experienced blogger, check out tcgcape.co.za or email copy@tcgcape.co.za

Visitors come and visitors go and some may leave quicker because of the reasons above! What tips and tricks do you use to keep visitors interested and maintain good bounce rates?