Conversion Optimization: How to Avoid 8 Common Web Design Mistakes

If you’re focused on driving conversions, your website’s design could be working for or against you. Even the smallest design flaws can cost you potential leads or sales.

The good news is that avoiding common web design mistakes can have a massive impact on your bottom line. Research shows that optimized web design can boost conversion rates by as much as 400%.

But knowing what to tweak is often the hardest part. We’re here to help with that.

We’re going to walk through eight of the most frequent web design mistakes that can seriously hurt your site’s performance. More importantly, we’ll show you exactly how to fix them.

Whether you’re a designer looking to fine-tune a client’s site or a marketer trying to improve your landing pages, you’ll find practical, easy-to-implement tips that’ll make a real difference. Let’s dive into the changes that could transform your site’s effectiveness today.

Mistake #1: Inadequate Service Descriptions

Ever stumbled across a website that leaves you asking, “What exactly do they do?” That’s the hallmark of inadequate service descriptions. Many businesses fall into this trap, cramming all their offers onto one cluttered page.

This approach confuses visitors and sends potential clients running for the hills.

The fix is to dedicate entire pages to your core services. In web design terms, this means creating individual, detailed pages for each main service you offer. This gives you room to breathe, allowing you to showcase your expertise and answer all those burning questions your clients have.

To achieve this:

• Outline your key services.
• For each one, craft a page that covers all the bases.
• Include clear descriptions, highlight the benefits, and address common concerns.
• Don’t forget to sprinkle in some social proof – testimonials can work wonders.

As an example, let’s look at Pinch, a concierge med spa service. They’ve got this down to a tee with their chemical peels service page.

It’s a one-stop shop for everything a potential client needs to know. They break down the process, list the types of peels available, spell out the benefits, set realistic expectations, tackle FAQs, and showcase glowing testimonials.

Source: bookpinch.com

 

Source: bookpinch.com

Their take is comprehensive without being overwhelming – exactly what you want in a service description.

Mistake #2: Not Incentivizing Repeat Purchasing

Many businesses overlook the goldmine of repeat customers, missing out on a steady stream of revenue. It’s like throwing away a perfectly good fishing rod after catching one fish. After all, conversions aren’t just about first-time buyers. Repeat purchases are conversions, too, and often the most valuable ones.

With the right products, you can easily implement tactics to incentivize repeat purchasing. For instance, 93% of consumers say they’d come back for more if a retailer offered good discounts. That’s a lot of potential sales just waiting to happen. 

It’s also cheaper to keep an existing customer than to find a new one. Plus, loyal customers tend to spend more over time.

To get this right:

• Think beyond one-off discounts.
• Consider loyalty programs and subscription models.
• Offer early access to new products.
• Make your customers feel like VIPs, and they’ll keep coming back for more.

Here’s how Transparent Labs, a natural sports nutrition supplement brand, does this on their Hydrate Electrolyte Replenisher page.

They use a smart UI element that encourages subscription purchases. Customers who subscribe save money compared to one-time purchases, get free shipping, and score extra promotions.

Source: transparentlabs.com

This allows customers to save cash while Transparent Labs secures repeat business.

Mistake #3: Uncontextualized CTAs

Slapping generic call-to-action buttons (CTAs) everywhere and hoping something sticks usually doesn’t work. It often backfires, leaving visitors feeling pushed and disconnected.

The antidote is CTAs that smoothly guide shoppers into your sales funnel, with diversity across your web page.

Don’t just recycle the same old “Buy Now” everywhere. Instead, tailor your CTAs to match the surrounding content. For example, if you’re offering information on a service, the CTA could say “Learn More.”

This works because it creates a seamless experience, making visitors feel understood at each step. When the CTA matches what they’ve just read, they’re more likely to click.

To nail this:

• Audit your page content.
• Then, create CTAs that speak directly to each section’s message.
• Use action verbs that resonate with the content’s tone and purpose.

Classical Guitar Shed, providing online guitar learning courses, avoided this mistake like a pro. Their homepage is a masterclass in contextual CTAs.

When talking about learning guitar basics, they add a “Download Free Ebook” button. When they ask their visitors about their skill level, they provide buttons for each level. They even mix it up with “Get the 7 Step Formula” and “Get Started Now” CTAs, each perfectly placed to match the surrounding content.

Source: classicalguitarshed.com

Source: classicalguitarshed.com

Mistake #4: Not Addressing Common Conversion Obstacles Clearly

Picture this: A potential customer is ready to buy, finger hovering over the “Buy” button, when suddenly… doubt creeps in. “What if it doesn’t fit?” “Is this site secure?” These unaddressed concerns can send your conversion rates plummeting really fast.

To avoid that, add signals that remove buyer’s hesitation. You’ve got to extend a reassuring hand to your customers, guiding them through those last-minute jitters.

This builds trust and confidence, two key ingredients in the recipe for conversion success. By addressing common concerns upfront, you’re removing roadblocks in the buyer’s journey.

To implement this:

• Discover your customers’ common concerns.
• Then, create clear, concise messages that address these issues.
• Place these trust signals prominently near your CTAs or checkout areas.

Mannequin Mall, a fashion mannequin retailer, nails this on their Female Professional Dress Form product page.

Below the “Add to Cart” button, they’ve lined up an impressive array of trust badges. Fast shipping, human customer support, safe and secure payments, a lowest price guarantee, and a 7-day money-back return policy.

But they don’t stop there. They’ve also added info tabs about shipping, returns, and satisfaction guarantees.

Source: mannequinmall.com

This approach transforms potential obstacles into stepping stones toward a purchase.

Mistake #5: Failing to Address Common Shopper Questions

Ever played a game of hide and seek with a website? It’s frustrating! Many businesses leave their visitors hanging, forcing them to dig for basic info. This silent treatment can send potential customers running for the hills, taking their wallets with them.

To fix this, provide answers to everything your target audience might be interested in or concerned about. It works because it builds trust, reduces friction in the buying process, and shows you understand your customers. It also saves time for both you and your visitors.

To make it easier for your customers:

• Gather common questions from your customer service team, social media, and website analytics.
• Then, create clear, concise answers.
• Place them where they’re easy to find.
• Consider an FAQ section, product descriptions, or even pop-up tooltips.

EXT Cabinets, an outdoor kitchens and cabinets brand, does this on their Outdoor Kitchen Cabinets page.

They’ve included a FAQ section that’s a goldmine of information. It’s packed with questions they’ve collected from previous customers, each with a concise, helpful answer. From sizes and proportions to customization options, they’ve covered all the bases.

Source: extcabinets.com

These act as a substitute for a knowledgeable salesperson right there on the page, ready to answer any question a potential buyer might have.

Mistake #6: Inadequate Use of White Space 

Tons of brands suffer from a common misconception and think that cramming pages with content is great for their conversions. But visual overload can actually drive visitors away before they even get to your offer.

That’s why you need to smartly use white space to accentuate important elements and unclutter the design. People view websites with more white space positively 45% more often than those with minimal amounts.

White space improves readability, focuses attention on key elements, and creates a sense of sophistication. It’s the visual equivalent of a well-organized closet – everything just feels right and inviting.

To implement this:

• Organize your most important elements.
• Then, give them breathing room.
• Use margins, padding, and line spacing generously.
• Don’t be afraid of empty space – it gives your unique selling points space to shine.

Sasaki, a multi-disciplinary design firm, nails this on their website. As design pros, they get the importance of balance and clarity.

Their site is a masterclass in white space usage. Key selling points, services, and projects stand out effortlessly against clean backgrounds.

This use of white space creates visual stepping stones, guiding visitors smoothly through the content.

Source: sasaki.com

The result is a website that’s not just easy on the eyes but also effortlessly communicates their expertise.

Mistake #7: Hiding Your Customer Support Options

One of the worst design choices you can make is to tuck away your support options, making customers jump through hoops to get help. This frustration can send potential buyers packing, taking their business elsewhere.

Instead, you should provide multiple customer support options prominently on every web page. This shows you value customer service and can be the deciding factor between a sale and a bounce. Additionally, it reduces friction in the buying process.

To do this right:

• Categorize your main support channels.
• Then, make them visible and accessible.
• Consider adding a floating chat button and a prominent “Contact Us” tab in your navigation.
• You can even go with a sticky header listing support options.

Quip, a brand selling oral care devices and products, aces this approach.

They feature a handy chat button that floats in the bottom right corner of every page. Anyone who needs help can just click it and start chatting with their bot, which handles most queries like a pro.

In case you’ve got a trickier question, the bot smoothly hands you over to a human.

Source: getquip.com

Customers appreciate when brands provide a friendly, knowledgeable assistant who’s always ready to help with anything from product questions to order issues.

Mistake #8: Failing to Implement Responsive Design

Nobody likes it when they visit a site on their phone, only to find a jumbled mess of misaligned text and oversized images. Businesses still neglect mobile optimization, essentially slamming the door on a huge chunk of their audience.

Don’t be one of those businesses. Ensure that your website loads perfectly on every type of device, especially mobile. There are tons of benefits to having a website that always looks its best, no matter the screen size.

A responsive design ensures you’re not losing customers due to poor user experience. It also boosts your SEO, as search engines favor mobile-friendly sites. After all, mobile traffic currently dominates the web. 

To achieve this:

• Start with a mobile-first approach.
• Design for the smallest screen first, then scale up.
• Use flexible layouts, responsive images, and CSS media queries.
• Test rigorously on various devices and browsers.

Typeform, a SaaS survey builder, shows how experts do it. Their mobile version is a thing of beauty.

Whether you’re exploring their software features, checking out solutions, comparing pricing, or digging into resources, everything renders beautifully on mobile. The layout is clean, focused, and easy to navigate.

Source: typeform.com

Using this method ensures visitors enjoy a smooth experience across all devices, boosting engagement and conversions.

Final Thoughts

In web design, even small changes can lead to big results. By avoiding these common mistakes, you’ll improve your website’s appearance and create a smoother, more intuitive experience that drives conversions.

Now’s the time to take a closer look at your site, apply what you’ve learned, and watch your numbers grow. Every tweak brings you closer to a site that attracts visitors and turns them into loyal customers.