The user interface of an app or a website has the power to make or break businesses. It’s true. A great UI design can entice customers to make purchases or it can deter them from ever using the app or website again. To put it in a nutshell, a UI of a business website or app should be designed to attract, convert, and retain visitors. To do this, it has to be engaging and captivating at the same time.

But surprisingly many companies still neglect the impact a UI can have on visitors resulting in mistakes that essentially turn off potential buyers.

Here are a few such common mistakes that are negatively impacting conversion rates of business websites and apps.

Poor responsiveness

At the top of our list is poor responsiveness. People use a wide range of devices to complete tasks or to find information. So it’s imperative that the website is responsive to engage users regardless of the device they use to access the website. Mobile responsiveness is also a major Google ranking requirement. A site that isn’t optimized for mobile or tablet is digging its own grave.

Unappealing CTAs

CTAs are the most important elements in a UI that entice already impressed users to convert. Not giving enough attention to CTAs to make them appealing is one of the biggest, if not the most common, UI mistakes made by many businesses.

CTAs should be shaped like a clickable button preferably surrounded by white space to appear distinct in a UI. Positioning them strategically is key. Even if these two aspects are covered, CTAs can be made even more appealing by coloring it with one that matches the site’s color scheme. Lastly, CTAs shouldn’t be too big in size.

No social proof

People trust reviews from other people. A 2018 survey by ReviewTrackers found that 6 in 10 consumers rely on Google reviews before putting their trust in a business. This is what many business websites lack. Designers should definitely consider displaying positive customer reviews of their services or products at the right places. Reviews reassure customers of the brand’s credibility while guiding them deeper into the sales funnel.

Cluttered layouts

Some businesses tend to display as much information as they can so the customers will not have to go elsewhere to understand the business. Though this approach is understandable, stuffing too much information or anything else for that matter actually do not help with conversions. Ironically, this may overwhelm visitors who simply don’t want to spend time going through every bit of information.

A good rule of thumb is to go for an uncluttered layout with no more than 2 font layouts and 3 main color schemes supplemented by top quality images that are of relevance to visitors. It’s best to avoid low-resolution illustrations, photos, or videos. One great trend to follow is using UI animations and high-res videos to pique visitors’ interests to discover more about the product or service they are interested in.


The aforementioned mistakes are actually quite common. A UI centered on customer experience (CX) is the way to go to stay ahead of competition in today’s super-competitive business arena. The idea is to keep things simple. We hope this blog relayed the importance of having a fantastic UI in websites as well as apps. If you are interested to know how we design websites and apps at AOT, drop us a message.

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