Masterclass presenter pinpoints web design mistakes

"So many South African websites are memorable for all the wrong reasons," says Letowt-Vorbek. "Websites are products used by customers and the customer's experience of the website should be the first and last consideration when creating a site. There are some common design flaws on South African websites that damage brands by making the user's interaction with the website an unpleasant or incomplete experience.

"Our knowledge and insight into user experience, supported by the research of our UXalliance colleagues globally, has revealed these five website no-no's that South African web designers should address," she says.

1. Choosing the wrong navigation device

Tab-based navigation excludes around 80% of website users, particularly those surfing via their mobile phones. Testing has shown that it is only highly educated users that understand tab navigation. Good content categorisation is vital and cross-links are very important. This is particularly essential when designing for mobile, which is where the majority of potential lies in the South African market.

Assuming that everyone knows what banners are and how they work

Using banners on a site assumes that website users understand that they need to click on them to view new content. New online users, particularly in the mobile arena, see images as content - they rarely understand, without instruction, that an image is clickable, and that it will lead to more content or advertising.

Marketing speak thinly disguised as content

The general rule is that you have less than 10 seconds to grab the attention of a visitor to your website. You will be successful in grasping their attention with eye-catching images that provide context, strong headlines and well-crafted copy. If you copy and paste your entire corporate profile onto your website verbatim, nobody is going to read it. In fact, they will most probably get irritated, and they are likely to move on to the next search result.

Design-oriented content

Do not include content on your website because you think it looks good. Create concise content that gets your message across in 500 characters (not 500 words) for online, and in 250 characters for mobile websites.

Misunderstanding why people visit, and stay, on your website

When someone visits your website, it's not to browse - it's because they're on a 'mission'. They came to your site to find information that will help them make a decision. Successful websites have short, concise copy, transparent pricing, and bullet-pointed key benefits. People do not go to your website to see you - they go there to look for something specific. If you make it easy for them to get what they are looking for, they should choose you.

For more about UX Masterclass, go to www.uxmasterclass.com.