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10 common website customer experience mistakes guide

The most common user experience mistakes, with strategy recommendations, examples and recommended resources

How will this guide help me and my business?

This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided. As well as highlighting common errors, the guide also contains strategy recommendations, practical tips and links to helpful resources to help you get more out of your website or online store, and in turn, increase revenues and conversions.

Good UX, good design and smooth experiences can have a dramatic effect on revenues. If you look after your customers, they will look after you.

Our mistakes guide shows you:

Today, website visitors expect more than ever before from your site as they compare your user experience against the leaders from different sectors like Amazon, Facebook, HubSpot or Uber. Often there are common flaws in how websites are designed and implemented which means they don't support your communications goals and the customer journey.

The quality of the Customer and User Experiences that businesses deliver through their customer-facing websites is now vital in most industries. The website experience must support the whole customer lifecycle from acquiring customers through to retention and loyalty and will often account for a high proportion of leads or sales.

To help you avoid these mistakes - and correct them - this free guide explains the most common mistakes we see. It also explains what you can do instead, to create a more effective, persuasive experience.

Who is the guide for?

This guide is for anyone responsible for the contribution that a business gets from its site, measured by leads or sales. So, it is relevant for marketing managers, digital marketing managers as well as specialists working on web experience. The examples focus on E-commerce and retail, but the mistakes – and what to do about them – apply more widely.

How is this guide structured?

The guide contains 10 common mistakes, each with examples, strategy recommendations and recommended resources.

Resource Details

  • Guide format: Online interactive format suitable for printing if needed
  • Related resources: See the Digital Experience Management resources below
  • Author: James Gurd produced the guide, Robert Jones has updated the guide

About the authors

Mark Hall has focused on improving the usability and conversion rates of websites for over 15 years. He enjoys doing the customer research that gives him the insights needed to craft high-converting experiences that both satisfy users’ wants and achieve business goals.

Mark began his career as a staff engineer at The Boeing Company. Prior to SiteTuners, he led user experience research and design engagements for clients including Edmunds, AutoZone, Macy’s, Kaiser Permanente and American Express. As a consultant at Human Factors International, Mark also taught web design and usability testing courses.

Mark holds a Bachelors in Engineering from the University of Washington, an MBA from the University of Colorado, and is a Certified Usability Analyst. He enjoys speaking at local events and writing articles on voice of customer and conversion topics. When not working, Mark enjoying playing tenor saxophone, biking, following his favourite soccer teams, and spending time with his family.

James Gurd

James Gurd

James is an E-commerce consultant and owner of Digital Juggler, an E-commerce and Digital Marketing consultancy helping retailers develop, execute and evolve E-commerce strategies and optimise their digital channel. With a background as a Head of E-commerce and also agency side as Head of Client Development, he has experienced life on both sides of the fence. He has helped companies like A&N Media, Sweaty Betty and Smythson to manage RFP/ITT proposals. and been lead consultant on high profile projects for Econsultancy, Salmon and Greenwich Consulting.

He is a guest blogger for Econsultancy, for whom he also writes best practice guides, regularly contributes to industry events and co-hosts #ecomchat, a weekly Twitter chat for e-commerce knowledge sharing.

For e-commerce advice and support, connect with James on LinkedIn and Twitter.

Robert Jones

Robert is Senior Research and Content Coordinator at Smart Insights, he manages all member resource updates, recruiting and liaising with expert digital marketing authors. He produces our partner research reports and he is a member of the Market Research Society (MRS). Robert has over 6 years experience in Insight, UX and digital marketing campaigns. You can connect with Robert on LinkedIn or follow him on Twitter

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