Your customers don't analyse user experience. They just feel it. When something works well, they barely notice. When something frustrates them, they remember - and often leave.
Mistake #1: Too Many Clicks
Every click is a chance to lose someone. If completing a simple task requires navigating through multiple pages and forms, you're testing patience.
The fix: Map common user journeys. Count the clicks. Challenge every one. Can forms be shortened? Can steps be combined? Can defaults reduce input?
Mistake #2: Slow Load Times
Speed expectations have never been higher. Every second of delay reduces conversions. Mobile users on variable connections are especially affected.
The fix: Measure actual load times on real devices and connections. Optimise images, minimise code, use caching, consider CDNs. Make speed a priority, not an afterthought.
Mistake #3: Mobile as an Afterthought
Responsive design isn't optional. But "technically works on mobile" isn't the same as "good mobile experience." Tiny buttons, horizontal scrolling, and desktop-sized text frustrate mobile users.
The fix: Design mobile-first. Test on actual devices, not just browser simulators. Watch real people use your mobile site.
Mistake #4: Unclear Calls to Action
Users shouldn't have to hunt for what to do next. If the path to enquiry, purchase, or sign-up isn't obvious, you're losing people.
The fix: Make primary actions visually prominent. Use clear, action-oriented labels. Reduce competing elements that distract from the main goal.
Mistake #5: Forms That Ask Too Much
Every form field is friction. Required fields that aren't really required. Information you don't actually need. These discourage completion.
The fix: Challenge every field. What's the minimum needed? Can you collect other information later? Make required fields truly required.
Mistake #6: Error Messages That Don't Help
"An error occurred" tells users nothing. Good error messages explain what went wrong and what to do about it.
The fix: Write error messages in plain language. Be specific about the problem. Offer a clear path to resolution.
Finding Your Friction Points
The best way to find UX problems? Watch people use your site. Not colleagues who know it well - actual customers or fresh eyes. What confuses them? Where do they hesitate? What makes them give up?
That real-world observation is worth more than any number of opinions about what should work.
