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.
