You have posted a great quality content that people will love to read. The number of clicks you are getting vouches for the sincere efforts you are putting on the SEO of your website. However, there is one thing that upsets you when you look at the stats showing the performance of your website, high bounce rate. The bounce rate has remained more than average without showing any sign of improvement. And, only a small percentage of first-time visitors are returning. Definitely, there is something out of the line on the website that is annoying your visitors. Here, we are compiling the list of the 7 annoying web design trends that visitors cannot resign to.
Higher rank and convincing meta description are enough to make the user click. However, instead of content, it is a pop up that welcomes the visitor. It looks like you are forcing some condition before offering what the visitor is interested in. Until now, the visitor doesn’t know anything about the quality of the content you are offering and you are expecting him to subscribe to get email updates. Give the visitor an opportunity to see whether the content is worthy or worthless. Make the pop-up appear when the visitor moves the cursor to the back button of the browser or the visitor is about to close the browser.
Disallowing ad Blockers
As long as it is not obtrusive, visitors will not have any problem with the ad. However, audio and video adverts are obtrusive. Apart from getting rid of this nuisance, people have one more legitimate reason to use ad blockers. Super cookies, adverts and tracking codes are often used to understand the browsing behavior of the visitor. So, people use ad blockers to address this privacy issue as well. Ad blockers actually enhance user experience and improve security. However, it has been seen some websites forcing visitors to turn-off ad blockers. The content is displayed only and only when the visitor turns off the ad blocker. Well, the internet user is endowed with many more options. Your mistake will be an opportunity for one of your competitors.
Auto Play Audio and Video
This trend is a relic of the past. We are not living in the 90s. However, this trend has made a comeback to rub the audience the wrong way. Many websites are annoying visitors with video adverts or videos embedded in the content or audios. The visitor is not going to appreciate if you set these audios or videos to auto play. The visitor will abandon your website without wasting any time.
Imagine you are listening to your favorite indie rock band while booking a hotel for your next family vacation. You Google ‘cheap hotel in Paris’ while the music player running in the background and you click the first link. Music never sounds better at a low volume. Out of nowhere an annoying music at the same volume comes like a bolt from the blue to displease you. This heavy content slows down the website on all devices.
So, don’t set anything to auto play.
Using Ajax Spinners
Instead of reducing weight and improving page load time, designers are using loading icons such as spinners. Is it the solution? This is not what the visitor wants. So, it will still annoy your potential customer. Put your best efforts on improving the website performance. Optimize the website.
It is a long known and proven fact that user abandons a website taking more than 4 seconds to load. However, web pages are heavier these days. Many websites contain unoptimized CSS code, embedded audios and videos, HD images and frameworks increasing the weight of a web page. Back in 2010, the average payload was 0.7MB and in 2017, it was 3MB (an increase of 78%). Less speed is a consequence of more weight. The user is not going to wait. A heavy page worsens the experience of mobile phone users. Google will make your efforts on search engine optimization fruitless if you make the user wait.
Not showing content on one web page with a single click is not a good practice. The visitor is not going to click ten times to read ten points. Scrolling down is the best interaction. There are a lot of internet users who hate clickbait. This trend is not even considered by popular websites. You don’t even let the visitor visit the previous page with a single click. The number of clicks required on the back button is equal to the number of slides the user has seen.
Too Much Of Scrolling
This can be seen in new websites in which one story comes after another story as the user scrolls down. It looks like there is no end to these stories and scrolling. Length of the page is further increased whenever a new story is added. It takes several clicks on the back button to leave this website.
Whenever you are annoying a visitor, you are losing a business opportunity. So, scrap the idea if you are thinking about using any of these trends in your website. Just keep it simple and remember, content is the king; customer is the king.
About the author: Keith Hearn is the CMO of the Michigan based digital marketing company Finepoint Design. He specialized in website development, including online marketing in the fields of SEO, SMM, and SEM.