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10 Website Usability Mistakes That Reduce Conversions


Each Internet project has its own success rate, which in "professional" circles is called the conversion rate. It is defined as the percentage ratio of the number of users who performed a specific action to the total number of visitors to the site or the current page. Like every indicator, the conversion rate has a number of negative factors that Ivan Rogovchenko (Seomarket specialist) summarized and singled out in a rating of 10 points.

Negative factors that affect the conversion rate

There are a lot of factors that affect this rather important indicator. And sometimes you can’t install them yourself, and in this case, a usability audit would be an excellent option. After the “procedure”, you will have a complete list of problems in your hands, as well as options for solving them. It is quite possible to solve these main problems on your own, especially if you have developers on staff who will help you fix everything.

Top 10 major usability:

1. Long page load time

The speed with which the pages of an Internet resource open is the most important indicator of the entire site. If the visitor does not wait for the download, then there can be no question of conversion. After a three-second load wait, about 40% of users will leave the resource.

Today, there are many applications that will help you solve this problem. One of them is the PageSpeed ​​Insights tool, using which you will receive a clear and understandable list of recommendations, after the implementation of which, the download speed will increase significantly.

Most projects have similar problems, so the recommendations will be the same. Optimize

  • image size;
  • font loading speed;

To date, there are quite a lot of different algorithms that will help reduce the size of the image (in megabytes) without losing its quality. Among the most popular:

Compressor.io is an online tool that allows you to reduce an image by 90%;

TinyJPG - used exclusively for compressing JPEG photos;

Riot is an almost universal desktop application that can be used to reduce and optimize various types of images (png, jpg, gif) and solve various tasks - photos into articles, banners for display networks.

Increasing font loading speed

At this stage of the development of the Internet, a fairly large number of resources allow the use of downloadable fonts. Such fonts give the site a certain individuality, but on the other hand, they significantly increase the loading time. The degree of speed reduction can be assessed directly when choosing a font using one of the most popular Google Fonts services. When choosing a large number of styles, you should take into account that the value of the page load parameter will be in the red zone. While for the design of texts on the Internet site, usually only 2-3 font styles are enough. And it is with this amount that the value of the boot parameter will be in a more “comfortable” green zone.

2. Negative first impression

Users decide whether to stay on the project in less than a second. That is why it is so important that the landing page has time to interest and form a positive first impression in this short period of time.

The main factor that creates it is the design of the site.

Today, there are a fairly large number of categories of commercial Internet projects (online stores, corporate sites, mini-sites, landing pages) and each of them has its own design and presentation principles. And opening the page, the user must clearly imagine where exactly he got. It is for this that these basic design principles exist, which are manifested primarily in the presence and typical placement of resource components - contact details, a shopping cart and a catalog search block for an online store, a clearly formulated offer and an application form for landing pages. This so-called "tradition" should also be strictly adhered to when new functionality is introduced to the page, as this will help the user not to get lost.

Another equally important factor on which the first impression depends is the graphic style of the project. Today, every self-respecting company must create its own style, which must also correspond to the web page. And this style should also be maintained in all points of the Internet where there may be an intersection of a client with your company. These are the corresponding color schemes, and font sets, and the style of advertising graphics and photos.

3. A very difficult proposition

Then, in order to maximize the conversion, you need to clearly define the target category for which the Internet site is being created. If your project is not a large online supermarket, you should not try to satisfy absolutely all categories of consumers, this may not have very pleasant results for your business.

Analyze your target audience and select 2-3 typical users (characters). All your further actions that are aimed at improving the design of its optimization should satisfy the requirements of these particular “characters”.

4. No clear call to action

On each page of the resource and at each subsequent step of the visitor, the task should be clearly formulated. The user must clearly understand what to do next. To do this, you need to create buttons that are the clearest element of the call to action. The inscriptions on the buttons should be unambiguous and clearly visible.

5. Poor image quality

It is the low quality of the graphics and photos that are posted on the resource that hinder the increase in the conversion rate. You should use only high-quality and optimized for screens with high resolution photos and graphics of the project.

Today, there are several places where you can get high-quality images:

  • Manufacturers websites;
  • Photo stocks are archives of photographs, where there are a large number of high-quality and free images that you can use in your projects.
  • Own photography - it can be expensive, but it will definitely justify itself.

6. Low Content

Low quality and unsolicited content is what almost guarantees you a very low conversion rate. Before posting content, study your audience and what they are interested in (Prodvigator or its analogues are best suited for this). After the data is collected, develop a clear plan for publishing and filling the Internet site, guided by statistics. And remember, then in order to attract as many users as possible, the information should be in different formats:

  • Instruction Articles;
  • Press releases;
  • Video reviews about products, videos about the company itself or about the production process;
  • Photo reports;
  • Infographics.

You should use different content for placement directly on the resource itself and on various external sites (social networks, video hosting). Different types of quality content will attract users from different resources.

7. Lack of public confirmation of the quality of services and their guarantees

It is very important for potential buyers to be aware that someone has already used the service or product you provide and without risk to themselves. And also not superfluous in this case will be a guarantee of the security of the transaction.

How to increase the credibility of the project? It's actually quite simple:

  • Provide information on the site from the company's pages in various social networks;
  • Provide an opportunity for visitors to share information from your resource in social networks;
  • Post customer testimonials here;
  • It will not be superfluous to show all the rewards and participation in the quality ratings that you have;
  • Conduct a variety of social events to attract the target audience;
  • Post informative articles and press releases on a variety of external resources;
  • Conduct research and share results;
  • Post various information that confirms the quality of your goods and services;
  • Try to assure clients of the safety of financial settlements with your company;
  • Watch for feedback about your company online as well as its reputation.

A variety of public confirmations and guarantees have a beneficial effect on the level of trust in the project, which will be very well reflected in the conversion rate.

8. Lack of site optimization for mobile devices

In modern conditions of the Internet services market, the presence of an Internet platform optimized for mobile devices is practically a “must have” for all types of commercial sites. Problems with access from mobile platforms is not only a minus for a large number of potential consumers, but also the possibility of receiving penalties and downgrading in the overall ranking of search engines. This optimization does not always involve the costly development of a mobile or adaptive version. To successfully work with mobile devices, all that is needed is that the resource meets the requirements of Google's Mobile-Friendly Test Tool. Here you can check for ease of use through mobile devices, and correct all errors by simply following the recommendations of the service.

9. Neglect of experimentation and A/B testing

Before making any changes, you need to test and check how they will work. The best way is to test on 10-20% of the target audience segment. The solution with the best test result is introduced for the entire audience of the resource.

10. Difficult navigation

If the user cannot find the position he is interested in, there will be no conversion.

How to avoid it?

  • To get started, study the statistics using Google Analytics, Web Viewer and analyze whether users use navigation as intended;
  • Look for ambiguous expressions and terms in the titles of sections and subsections that are not too clear to the target audience (technical names, slang terms);
  • For all category and section titles, use only elementary and clear language so that there are no different interpretations;
  • Analyze each page for secondary elements or those that distract from the purchase;
  • Make navigation as clear and standard as possible for all pages.


Conversion rate optimization is primarily an integrated approach and a continuous process. Optimization is necessary for absolutely all elements of the site that affect the client's progress towards their goal. Concentrating on one of them and neglecting the rest will not give you the desired effect.

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