First impressions online are made in milliseconds – and even the most attractive website can be riddled with unseen obstacles that frustrate users and damage engagement and conversions.
Welcome to the first instalment of our four-part series spotlighting the hidden obstacles that cost businesses customers online. If you’re a marketing manager responsible for digital growth, you may not always see the subtle hurdles your users face; but the cost is real.
User pain points are the specific problems that stop visitors from completing their goals on your website. These moments of friction can creep in at any stage, from the first click to final conversion. Almost 60% of UK consumers admit they’re unlikely to return to a business after a poor online experience1.
In our extensive experience working with brands of all sizes, we’ve seen that user pain points typically fall into four broad categories. The first, and the focus of this article, are User Interface (UI) and User Experience (UX) issues. We’ll unpack the most damaging interface and UX roadblocks we’ve encountered, and explain why addressing these challenges matters for your bottom line. Whether you need a quick diagnostic or a roadmap for deeper improvement, this article gives you some useful insights into how to make every visitor feel welcome, and ready to take action.
Common UX and UI issues
Poor in-page visual hierarchy and information architecture
Users can miss key calls-to-action and abandon tasks when every element shouts for attention. Ineffective, cluttered visual hierarchy forces users to work harder to understand what matters most, leading to decision paralysis and increased confusion that can drive them away before they convert.
Overwhelming or unclear navigation
Overly complex or inconsistent menus with vague labels make navigation unnecessarily difficult. This can force people to invest precious mental energy just to find basic information or mistakenly drive them towards irrelevant content, creating frustration and inflating abandonment.
Excessive visual clutter
In-page pop-ups, badges and competing banners create visual noise that drowns out your value proposition and slows decision-making. When screens become cluttered with competing elements, users can experience choice overload. They can struggle to focus on completing their intended tasks and often abandon the journey entirely. Whilst used sparingly, they can support engagement (like exit intent); but how many times have you closed that popup on a site without even reading it, and felt slightly annoyed before you’ve even started?
Accessibility gaps
71% of users with disabilities exit sites they find challenging to navigate2. Things like low colour contrast or keyboard traps lock out customers with disabilities and leave you open to legal risk, whilst also creating barriers for your users. These barriers exclude significant portions of your potential audience, whilst exposing your business to compliance issues that can result in costly legal action and damaged reputation.
Inadequate search
An effective search function is vital on many medium to large scale websites. However, poor search results relevance and a lack of results filtering can make websites feel impenetrable and push users to competitors. When users cannot quickly locate specific content or products, they experience mounting frustration that can transform minor inconveniences into missed opportunities.
Poor mobile experience
Mobile usability issues represent a growing pain point category. With over 64% of global website traffic on mobile devices3, neglecting mobile usability creates immediate barriers to success. Common issues include layouts that don’t adapt properly on mobile devices, poorly thought out navigation, and not considering sizing for touch interfaces – for instance, items being too small or too close together making them hard to activate.
Turning user pain points into opportunities
By bringing these hidden friction points into the spotlight, you’re unlocking measurable business value by improving overall useability for all users. Stay tuned for our next post, where we move beyond what’s visible and take you behind the scenes to reveal the invisible technical blockers that can quietly sabotage even the most beautiful websites.
Are you ready to transform user frustration into new revenue growth drivers?
Our expert team specialise in comprehensive UX audits that identify hidden revenue leaks and deliver prioritised action plans. Discover how our bespoke research processes can unlock your website’s full potential and drive measurable business results.
What UX issue are you looking to solve?
- I need to redesign an outdated website
- I need an annual website check-up
- I need to understand my customers better
- My landing pages don’t engage or convert
- I’m entering a new market or expanding my product range
- Visitors leave my website and don’t convert
- I need to improve my website without a full rebuild
- I’m concerned about excluding users with disabilities
Suggested Package: “Get started right” package
Evidence-based roadmaps for new products/websites to give priority to budget allocation.
Avoid costly mistakes and get off on the right foot with comprehensive UX planning that uncovers hidden requirements, identifies competitive opportunities, and creates clear roadmaps for future development success.
Suggested Package: “Digital health check” package
Perfect for budget-conscious teams preparing campaigns or strategic shifts.
Discover hidden issues limiting your website’s effectiveness and receive actionable recommendations to boost conversions, reduce bounce rates, and improve customer satisfaction. Our comprehensive digital health check identifies quick wins and strategic improvements that deliver measurable business results.
Suggested Package: “Digital health check” package
Uncover what really drives and motivates your audience decisions.
Transform your understanding of customer needs and behaviour through professional user research that reveals their motivations, preferences, and decision-making processes to optimise your website and conversions.
Suggested Package: “Know your customers” package
Uncover what really drives and motivates your audience decisions.
Unlock your understanding of customer needs and behaviour through professional user research that reveals their motivations, preferences, and decision-making processes to optimise your website and conversions.
Suggested Package: “What’s not working” package
Diagnose why users leave your site or don’t engage and convert.
Identify why visitors leave your website without converting, or struggle to use certain functionality or find information. You’ll receive specific recommendations to improve user experience, reduce bounce rates, and increase engagement and conversions through proven UX processes and consultation.
Suggested Package: “Digital roadmap” package
Cost-effective direction for existing sites without rebuilding.
Transform outdated websites into powerful tools that support your organisation. Maximise budget efficiency whilst ensuring sustainable growth and improved user experience.
Suggested Package: “Inclusive and accessible” package
Meet legal and ethical standards, whilst expanding your reach.
Protect your business from potential legal risks and liability, whilst expanding customer reach through comprehensive accessibility evaluation that ensures your website works effectively for all users regardless of the physical challenges they face.
Article reference sources
1) Fullstory: Consumer survey: Consumer survey: 4 things UK companies need to know
2) Click-Away Pound Survey: 2019 survey
3) Soax: What percentage of internet traffic is mobile?