Is your Website “Naughty or Nice”? Are there web design mistakes that seemed like a good idea at one time?
We’re in November, which means it’s officially the holiday season and digital marketers can pound holiday metaphors into oblivion. At Alter Endeavors, we’re always happy to audit a website and give feedback. We fundamentally believe that every website should be unique in its branding, calls to action, and user experience. Over the years, we’ve seen a wide array of web functionalities and marketing ideas that are designed to increase engagement or conversions. Most of them work, but here are a few ideas that seem “nice” but are actually web design mistakes that could end your website up on the “naughty” list.
1. Slide Show Carousels
If I’m a business owner and my business offers different service lines or promotions, a slide show carousel may seem like a great idea. It allows pictures to scroll through so that users can see my business’s versatility. But, that’s the problem. Your website should be designed to optimize interaction. When someone visits your website, they should be clearly directed towards the engagement that maximizes conversions for your business (or your call to action). By presenting multiple options, such as a carousel, you’re actually encouraging users not to click further into the site. Need more proof of how a carousel can frustrate users? Click Here.
Carousels can also be web design mistakes because they create an issue in regards to load time. When the page is pulled up, all of those images must load as well, which increases your load time. How does this translate to dollars? According to a recent study, for every second your website takes to load you are losing 16% of your traffic. If a carousel adds an extra second or two to your load time, you’re potentially losing up to 1/3 of your traffic before visitors even see the site. And while load time isn’t a major factor in Google’s search algorithm, it does play a part—so there’s that to consider.
2. Keyword Stuffed Copy
There’s a reason that black hat tactics exist in SEO. Because originally they worked. Keyword stuffing was a very popular technique 5 years ago because the content was designed to be recognized by crawling google bots rather than the users. In that respect, keyword stuffing seems like a “nice” idea to boost your SEO rankings. However, keyword stuffing is a web design mistake and a fast way to end up on Google’s “naughty list” and actually hurt your SEO rankings.
First, Google’s algorithm changes frequently. It’s designed to find optimal content for the user based on their search. Over time, Google’s algorithm advanced to the point where it is able to recognize what is valuable content and what is not.
Second, keyword stuffing is not designed to create easily digestible content for the user. Often times, the content overwhelms the user. Optimized content should encourage the user to engage further—either taking them deeper into the site or directing them towards a call to action. As Amy Renken of Amy Renken Writing Services put it, “when writing content for the internet, focusing on appealing to the human audience is just as important as writing for the search engines bots.”
3. Autoplaying Videos
If you’re considering a video on your homepage, first, I would like to highly recommend this idea. Video creates a palatable means of engagement with visitors and even helps your SEO rankings if executed properly. However, multimedia such as video that “autoplays” can actually decrease engagement on your site and are widely considered a mistake for website best practices. Here’s Sarah Murphy’s take, from our video partner Golden Arm Media:
“Autoplay videos on your homepage take viewers by surprise, particularly because of the audio. Instead, when a viewer clicks play to view the content, they are already more invested because they had to opt in to view it. It gives them the chance to be curious first, and dig deeper. Forcing it upon them with autoplay is an almost guaranteed way to turn them off before they have the chance to learn about your company. Just think about when you’re reading an article online, and a video ad starts playing—it’s not a very pleasant experience.”
Web Design Mistakes to Avoid
In whole, these are three ideas that seem like a great concept on your site but could actually put your website on the “naughty list” with your users and customers. Rather than a carousel, focus on one clear call to action. Instead of keyword stuffing, create content that is relevant to your business focused on creating engagement. Finally, video can be an excellent way to reinforce branding or give further insight to your business—just don’t force it upon your users!