7 deadly usability mistakes could be hacking and slashing away at your sales… And you probably don’t even know they are there:

1. No Emphasis on Headlines

According to the data in the Eyetrack III study, headlines are the most viewed thing on any page, even more so than flashy images!

Here are some interesting stats on the power of headlines:

Headlines draw people’s attention almost immediately, and outperform pictures by a large margin.
People scan only the first couple of words in a headline before they make their decision to leave or stay.
Your headline has approximately ~1 second to capture a reader’s attention before being ignored.


2. A Slow Loading Site

According to analysis conducted by Microsoft’s Bing team, page speed is a HUGE factor in a number of important statistics:

A less than 2-second increased delay in page responsiveness reduced user satisfaction by 3.8%, lost revenue per user of 4.3% and reduced clicks by 4.4%.

Users really are impatient, and your punishment for a slow-loading website won’t be complaints in your inbox, it will be lost sales from people who decided what you were selling wasn’t worth the wait.


3. Illegible Typography and Spacing

This one might seem nitpicky, but it’s definitely not. Great typography is a huge part of a fluid user experience; and if yours isn’t set correctly, you’re going to be losing customers.


4. Not Designing Based on Reading Patterns

The way we read dictates much of how we browse a website, because more often than not, a majority of a website is going to consist of written content.

You might have seen the eye-tracking study that revealed our tendency to browse in an F-pattern:

It’s been found to be true across all sorts of content pages, from blog posts to search engine results.

According to a separate study, many web users spend a majority of their attention on the left side of a web page — as much as 69% of the time.


5. Confusing Navigation

Navigation is one of those things you must get right, as it’s likely the next place a user will look after they view your headline.

Make sure that the navigation on your site is in an area where people expect it, is obvious and clear in communicating where each links goes, and contains enough links to navigate to the important parts of your site but doesn’t go overboard.


6. Relying on the “3-click” Rule

There is an unfortunate misconception out there among some UX designers that if it takes a user more than 3 clicks to do something, they’ll become overly frustrated.

While this makes sense logically, and web users don’t want to have to click around too much to complete a task, sticking to an arbitrary rule with no data to support it is not the way to go.

A study conducted by Joshua Porter published on User Interface Engineering found that users aren’t more likely to resign to failure after 3 clicks versus a higher number such as 12 clicks.

The focus shouldn’t be on decreasing clicks to a specific number, but rather on analyzing the ease of utility.


7. Bad Spacing on Long Landing Pages

As Neil Patel showed us in a very interesting case study, long landing pages definitely can be a good thing:

They actually tend to be more persuasive, as you have more time to make your case.
The length of the page brings in more qualified leads, as those people have taken the time to read 1000+ words.

The problem, however, is one that many people instinctively know, and that the data supports. The longer the page, the fewer people stick around:

This creates a dilemma: If longer landing pages can be useful and bring in more qualified leads, but people tend to hate reading “wall-of-text” content, what can marketers do?

The answer is to focus on content “chunking” by utilizing sub-headings and better spacing on long landing pages. This way, longer content becomes less intimidating and far more scannable, resulting in long landing pages that actually will get read.


Read full article here.