A website’s user interface is a very crucial variable in determining the conversion rate of your landing page. The ultimate goal of any landing page is conversion, and for that you need to provide excellent user experience to your visitors. If the users are happy in your site, then you are successful in creating a good user interface. A visitor should simply flow from one place to another, if he wishes to without any obstruction. There are various website owners, who in spite of understanding the importance of user interface, fails to provide a good user-experience. They commit the same mistake over and over again. Let’s find out those user interface mistakes that blocked conversion rates.
A. Absence of Search Feature:
Google has instilled a very particular habit in all the web users, which is to search. Visitors land on your pages and see a bunch of products which you have to offer. In spite of using navigational links to reach their desired product, they prefer to search for it. They look out for a search box to type in their query. More and more people have started relying on search engine functionality to find products. Ignoring one to install in your page would be a huge mistake. Google Custom Search Engine enables you to install one very quickly and very easily.
B. High Loading Page:
You would not think this as a problem as you may be using a high speed internet connection. But still, a majority of population uses dial up connections for their internet. Users, after clicking on your link, will not wait for a long time for your page to show up. They will quickly cancel your page and move towards your competitors. Longer downloading time hinders your users’ experience which will ultimately affect your conversion ratio.
C. Complex URL’s:
It is a good practice to shorten your URL so people can easily remember it. Whenever people see your ad or see your company advertisement, they can quickly remember your URL. Take a look at these two URL’s:
Obviously, the first one is simple and easy to remember than the second one. Search engines also give preference to URL in ranking websites.
D. Long scrolling pages:
People tend to avoid scrolling, therefore try to keep your webpage short and to the point. One can also create long scrolling pages, but the information in it should be worth the scroll. Always try to keep the most relevant and most important information at the top. If one uses a short landing page, he/she should always provide a link, in case the visitor needs some more information. Add only the valuable content in your landing pages.
People don’t have time. They come to your site, see the headline, make a quick decision (whether they should scroll down a page or not), if yes, scrolls down the entire page within a few seconds, and again make a decision (whether they should read an entire page or not). This is the basic procedure. So what do they do in these few crucial seconds? They scan your page. They try to get a gist of what the page is all about. Your task to prepare a scannable page which gives them the correct information that you want to convey.
F. Absence Of Breadcrumbs:
People find your website interesting if it has good user interface. They go on reading the content and just go deeper and deeper into your website. Suddenly, they found that their desired product was in the 2nd level. They search for some navigational links and breadcrumbs to reach level 2. They could not find one and leave the website. In such cases, users find themselves in a middle of an ocean with no one to help. Therefore, allow your users to move from one place of the website to the other.
G. Non-Intuitive 404 Error Pages:
404 error pages are a part and parcel of a website. Either people may mistype something, or your site may be experiencing some problems. In such cases also, you can improve your user interface mistakes. It’s always nice to create a customized 404 error page that contains some comprehensible information. Do not just leave your 404 page for users’ browser to interpret. Google Webmaster helps you to do that.
Creating an excellent user interface design is highly required to gain customers’ confidence in a website. Make sure you have not committed the above mentioned mistakes.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.