Just Say No: 10 Website Design Mistakes That Can Hurt Conversion

Design mistakes that hurt conversion

Avoid the following costly pitfalls when designing (or redesigning) your business’s website.

1. Missing or unclear call-to-action buttons

You may drive traffic to your website, but once there, visitors may not understand what you want them to do. Plus, they may leave without taking action. Unfortunately, too many brands lack a prominent call-to-action (CTA) button that clearly tells website visitors what step to take next.

“Unclear CTA buttons confuse people,” explained Stephen Do, founder of UpPromote. “If your website doesn’t guide users, they won’t know what to do next.”

When designing your website, consider precisely what action you want visitors to take. For example, do you want them to:

• Follow your brand on social media
• Share your article or infographic
• Comment on your blog
• Purchase your products
• Sign up for your email marketing list
• Register for your webinar

Once you determine the specific action you want visitors to take, design a clear, compelling CTA button. It should stand out and leave no room for confusion. It should be sized and positioned prominently so it’s hard to overlook.

Do emphasized that your CTA must be direct. “Some stores boosted their conversions just by changing ‘Learn More’ to ‘Shop Now,'” Do noted.

2. Poor website loading speed

Your website’s page load speed is critical to keeping consumer interest. “In e-commerce, every second matters,” Do cautioned. “If your site is loading slowly, it could lead the customers to give up and search elsewhere.”

According to Google’s PageSpeed Insights, a good page load speed means your most important content — like images or headlines — should fully appear on the screen within 2.5 seconds. If your site takes much longer, visitors are more likely to leave before engaging with your content. In fact, according to Illustrate Digital’s 2024 Global Page Speed report, websites experience an average drop in conversion rates of 4.42 percent for each additional second users have to wait between 0 to 5 seconds.

Here are a few tips for increasing your page load speed and helping create a better experience for website visitors:

• Upgrade your hosting: Your web hosting company may offer options to speed up your page load time. For example, you could switch from a shared plan to a dedicated or cloud-based option.
• Improve your server response time: Google recommends keeping server response times under 200 milliseconds to help pages load faster and create a better user experience.
• Identify performance problems: Various issues could affect your page load speed, so investigate potential problems. “Tools like Google PageSpeed Insights or Shopify’s built-in speed reports can help merchants identify bottlenecks,” Do suggested.
• Optimize website media: Reduce unnecessary plug-ins, scripts, large image files and high-resolution videos that slow down page speed. Compress JPEG images to maintain quality without increasing load times.
  

3. Bad stock images

Some business websites use stock photos for backgrounds and descriptions. However, overusing low-quality or generic stock images can make your website look unprofessional and impersonal. You may even inadvertently use the same images as another website or competitor. “Bad stock images kill conversions because they feel generic and untrustworthy,” Do cautioned.

Instead, when possible, create your own images. “Custom images tailored to your product or audience perform better,” Do noted.

If using original photos isn’t an option, consider alternative photo sources that offer modern, high-quality and unique images. Better yet, make stock photos your own — as long as modification is allowed — by editing them to better fit your brand.

Image quality can also affect conversions. Many online tools can improve the quality of your images. For example, Canva has an integrated tool for resizing and manipulating images according to their intended use.

4. Confusing site navigation

Clunky, illogical or otherwise poor website navigation frustrates visitors and hurts conversions. “If your menu is too complex, people leave,” Do warned. “I always advise clients to keep navigation minimal — three to five main categories at most.”

Follow these best practices for streamlined site navigation:

• Use a straightforward layout with well-organized, readable and clickable categories.
• Make category labels clear and easily recognizable so users can quickly find what they need.
• Ensure all links work properly to prevent broken navigation.
• Follow standard web design conventions to create a seamless browsing experience.

5. Website clutter

Many websites, unfortunately, subscribe to the “more is more” design aesthetic. However, the following commonly used website design and marketing elements may actually drive away visitors in droves:

• Excessive animations
• Bright, clashing colors
• Intrusive, annoying ad prompts
• Multiple overwhelming graphics
• Autoplay videos
• Background music

“Website clutter and disorganized content overwhelm users,” Do cautioned. “Less is more. Simplify your layout and prioritize the most important elements.”

6. Unresponsive design

Mobile optimization is no longer a buzzword or a trend; responsive web design is necessary for a successful site and a significant factor in Google rankings. In fact, according to Statista, mobile traffic comprises more than half of global web traffic. Additionally, according to HubSpot’s 2024 Consumer Trends report, consumers of all ages shop from their smartphones more than any other device. Furthermore, 71 percent of Gen Zers prioritize mobile shopping.

“A huge percentage of traffic comes from mobile devices, yet I still see websites that are hard to read or navigate on smaller screens,” observed Nicolas de Resbecq, CRO specialist at Oppizi. “Buttons are too small to tap, text is crammed together or images don’t scale properly. Poor mobile organization will lose you a lot of customers.”

Since mobile devices come in various shapes and sizes, optimizing your website for different screen sizes is crucial. “One of my clients had a beautifully designed desktop site, but their mobile version was clunky,” de Resbecq recalled. “After introducing larger buttons, simplified layouts and faster load times, their mobile conversions grew by 50 percent.”

7. Poor checkout experience

Your website may make a great first impression and even convince visitors to purchase your products. However, if your checkout process is clunky, confusing or time-consuming, customers may decide it’s just not worth the hassle and abandon their shopping carts. Even requiring users to create an account before checkout can be a major deterrent.

“If it takes too many steps or asks for unnecessary information, customers abandon their carts,” de Resbecq warned. “I worked with a client who required users to create an account before checking out, and we noticed a huge drop-off at that stage.”

Find ways to reduce friction on your e-commerce site and make checkout seamless. For example, one-click purchasing can reduce shopping cart abandonment and boost sales. de Resbecq also recommended creating a simplified guest checkout option to hasten the process for time-crunched buyers.

8. Use of AI-generated content

Artificial intelligence (AI) tools can be great at creating website text, product descriptions and marketing copy. However, if used without careful review, you risk your website’s credibility. Generic, formulaic AI-generated content may fail to engage your audience or convey your brand’s unique voice, leaving potential customers feeling disconnected.

“AI-generated content can be a double-edged sword,” noted Ashot Nanayan, CEO and founder of DWI. “While it’s a powerful tool for quickly producing content, it can come across as generic or impersonal if not optimized or reviewed for authenticity and tone. This disconnect can deter visitors who crave genuine brand connection, which is key to conversions.”

Consumers are getting savvier about detecting low-quality AI-generated content — and so are search engines. “Search engines like Google are increasingly prioritizing content that demonstrates expertise and originality,” Nanayan explained. “Poorly executed AI content risks being flagged as low-quality, which can hurt your rankings and organic traffic — both crucial drivers of conversions.”

9. Inconsistent brand color and typography

If visitors arrive at your site and encounter mismatched fonts, inconsistent color schemes or unclear branding, they may become confused. Worse yet, they may see your website as unprofessional and lose trust in your brand.

Visual consistency contributes to brand trust and an elevated user experience. A cohesive design builds comfort and familiarity, making it easier for users to associate your website’s look and feel with your brand.

Nanayan emphasized that consistency is critical in building trust and brand recognition. “Inconsistent typography and a lack of cohesive brand colors create a disjointed experience for users, making your site feel unprofessional or unfinished,” Nanayan explained. “When visitors encounter visual inconsistency, it can trigger doubts about your credibility as a business, leading to higher bounce rates and lower conversion rates. A unified design isn’t just aesthetic — it’s a psychological cue that reassures users they’re in the right place.”

Experts recommend using a color wheel or palette to choose one or two accents appropriate for your brand identity.

10. Not showcasing customer reviews

Shoppers increasingly rely on testimonials to guide their purchasing decisions. However, a website design that doesn’t showcase good customer reviews may make visitors uneasy about your offerings.

“No reviews? That’s a huge red flag in e-commerce,” Do cautioned. “Shoppers rely on reviews to validate their decisions, especially for products they can’t touch or try. I had a Shopify client who initially had no reviews on their store. Once we implemented an automated system to request reviews post-purchase, their sales jumped 30 percent within weeks. Even a few reviews can make all the difference.”

Reviews provide a sense of authenticity. They showcase real-life experiences and address common concerns, which can be a deciding factor for hesitant buyers. Without them, your business may appear less established or credible.

Nanayan agreed that highlighting reviews on your e-commerce website builds trust and can boost sales. “In my experience, even a few genuine, detailed reviews can significantly increase conversions by reducing perceived buyer uncertainty and validating your brand’s promises,” Nanayan said.

Why optimizing your site design for conversions is critical

Your website’s design plays a crucial role in converting visitors into customers. A well-optimized, visually appealing and user-friendly site removes barriers to conversion and encourages users to take action. Here’s why optimizing your site’s design for conversions is essential:

• Lower traffic acquisition costs: Many of your website visitors likely arrive via pay-per-click (PPC) advertising, marketing efforts or SEO strategies. The more visitors you convert through smart design choices — such as clear CTAs and intuitive navigation — the less you need to spend on acquiring new traffic. By making simple design improvements, you can gain more leads and customers without increasing your marketing budget.
• More lead-generation efficiency: A well-designed site guides visitors smoothly through the sales funnel. For example, if you have 5,000 website visitors per month and aim to generate 200 leads, you need a click-through rate (CTR) of nearly 4 percent. However, if your actual CTR is only 1 percent, you’d need 20,000 visitors per month to reach the same goal — significantly increasing costs. Optimized design elements — such as clear navigation, engaging visuals and compelling CTAs — help drive leads and conversions more efficiently.
• Improved brand reputation: When your website looks confusing, cluttered or otherwise dysfunctional, visitors make assumptions about your brand’s reputation and credibility. In contrast, a well-designed, clean and easy-to-navigate website demonstrates your business’s competence and professionalism, helping boost trust and loyalty.
• Increased sales: Although your website may serve many purposes, generating sales leads and successful lead conversions are likely your top priorities. A well-designed site makes it easier for visitors to take action — for example, filling out web forms, sending email inquiries, scheduling appointments or calling your company. Unlike cold leads, website visitors are already interested in your offerings; this trait makes them warmer prospects who are more likely to convert into paying customers.

Optimizing your website for conversions is worth the time and effort. In addition to generating more leads and sales, you’ll also have a better-functioning, visually appealing website that supports long-term scalability.

Turn clicks into customers

Your website’s design and functionality play a critical role in determining its success. From the moment a visitor lands on your site, you have only a fraction of a second to make a positive impression and guide them toward meaningful actions. By avoiding common design mistakes, you can create a user-friendly experience that boosts conversions. Furthermore, prioritizing mobile optimization, high-quality content and consistent branding helps build trust and credibility with your audience.

A well-designed website doesn’t just attract visitors; it turns them into leads and paying customers. By focusing on improving your conversion rate, you can maximize the impact of your existing traffic, reduce acquisition costs and strengthen your brand reputation.

Jennifer Dublino contributed to this article.