A Forrester study found that offering great UX can increase conversions by 400%. We all agree on the importance of UX in a website’s design, its outcomes, and benefits.
However, there are several UX myths that are confusing.
UX improvement is tedious because you have to test and tweak several elements which can take forever and on top of that, you have to deal with myths that make your life miserable. Deciding what to tweak and where to begin gets challenging.
This article will debunk UX myths so you can work on robust UX best practices to improve user experience, conversions, and ROI.
1. Design Means Having a Beautiful Website
The design is often associated with the way how your website looks, its color scheme, decoration, etc. However, the design isn’t all about making a website look awesome.
It is all about how your website works instead of how it looks.
Consider this: As much as 57% of users say they won’t recommend a business that has a poorly designed mobile website.
Do you think these people actually mean that if a mobile website is not well-decorated, they won’t recommend it? Of course not.
A poorly designed website means they weren’t able to do what they were supposed to do. The website didn’t help them solve their issue.
As Charles Eames said:
“Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.”
When you assume designing to be something related to beauty, it destroys the whole purpose of achieving a purpose and that’s how UX is ruined.
A beautiful website isn’t equivalent to great UX.
2. Visitors Hate Scrolling
It’s a fairly common myth that users don’t like scrolling, therefore, everything important has to be pushed above the fold.
A website designed with this intention will definitely have a poor UX.
Because most of the content, CTA, form, and other critical elements are pushed above the fold and visitors who scroll (they will, trust me) won’t be much impressed.
Here is what research says: Half of the mobile users start scrolling within 10 seconds and as much as 90% will scroll within 14 seconds.
Visitors don’t hate scrolling – it’s your content (and UX) that restricts them from scrolling.
Design your web pages for people who will scroll and for those who won’t scroll. Let’s kill the scrolling myth forever.
3. Three-Click Rule
It’s a theory that states if website visitors are unable to get desired information within 3-clicks, they will quit.
This is, however, not true.
A usability test found that the ability of the website visitors to find relevant products on an ecommerce store increased by a whopping 600% when products were 4-clicks away from the homepage as compared to 3-clicks.
As long as you provide users with what they're looking for, it will work.
Make it easier for users to find relevant information with navigation, breadcrumbs, internal links, descriptive CTAs, and sidebars. It is known as the scent of information which focuses on three things:
1. Navigation (Keep it clear and obvious)
2. Orientation (Let them know where they're on your website)
3. Content value (Keep them engaged with valuable content and powerful CTAs)
If it has to be summarized in one word, it should be breadcrumbs.
See how Shopify provides superior UX with breadcrumbs. Visitors know where they're, how to move one level up or down, and the content is top-notch filled with links and relevant information.
If it’s easy, it doesn’t matter how many clicks they need to reach their destination, they will.
You don’t have to stick with 3-click rule anymore as long as you are doing an exceptional job in making visitor’s life easier.
4. Design Should Be Original
Businesses and designers focus too much on the originality of the design. They hate sticking with the tested UX designs and will come up with something new.
Originality in UX is merely a myth.
In a quest to be original and unconventional, you might end up ruining UX. And even if you come up with a better design, it will need several tweaks for optimization.
It will cost tons of resources and a lot of time.
Importantly, users will need guidance and explanation on how to use the new design.
Sticking with proven UX techniques is a wise option. This reduces cost, it’s quick, easier to implement, and your audience will love it.
5. The Homepage is the Most Important Part of Your Website
There was a time when homepage used to be the single most important part of any website, but times have changed.
Research shows that homepage doesn’t get as many views as your website’s inner pages do.
Focusing too much on homepage is nothing but a waste of resources.
Here is what you should do.
Create landing pages.
The focus has now shifted to personalization and that’s why a single homepage won’t work. Customized landing pages work best.
Landing pages are known to boost conversions and generate leads. When it comes to landing pages, the more is better. Businesses with 40 or more landing pages generate 12x more leads than businesses having 5 or fewer landing pages.
Create multiple landing pages for different buyer personas, test them for conversions, and tweak for better UX.
Personalized landing pages are your best bet to improving UX.
6. Visitors Read Online
If you still write content with an intention that visitors will read every single word, you won’t just ruin UX but you'll lose visitors and potential customers.
People don’t read online word-by-word. Don’t expect visitors to read your 3K+ words guide word-by-word. They won’t. It is a myth.
Research by NN/g revealed that only 16% of visitors read word-by-word while 79% just skim the content on the internet.
Your website should be designed to support skimmers as well as readers.
Yes, you can write long-form articles but make them user-friendly and make sure the design allows it. Here is how to do it.
1. Write short paragraphs.
2. Use a lot of subheadings.
3. Keep subheadings descriptive.
4. Use bullets and numbered lists.
5. Use graphics, images, and interactive content.
6. Write crux of the article in the introduction.
7. Use smart color themes that support reading.
Visitors will read content if and only if it’s interesting. And when they start reading word by word, they will still skim some parts (they don’t like or aren’t relevant) so generally, content should be written for skimmers.
7. Flash Isn’t UX-Friendly
This one is my favorite.
A lot of designers are of the view that flash is a total opposite of UX – which is absolutely wrong.
Yes, there was a time (back in the early days of the internet) when flash websites used to take forever to load and used to kill UX.
Things have changed now.
Flash websites are everywhere and they don’t have any UX problem. Google spiders can crawl and index all types of flash content.
Depending on your website’s purpose, you can use Flash without ruining UX. For instance, if you’re interested in creating a 3D website or animated content, you can use Flash without any hesitation.
Websites like Cisco, Hulu, Oracle, Starbucks, and several others still use Flash so why can’t you?
It’s time to let go of these UX myths and move on. What you should do is test different UX designs to ensure you’re not supporting a UX myth.
UX testing will never disappoint you. Businesses that invest in UX and run UX tests often are more likely to increase their UX budget for the next year.
Because it pays off.
It is time to explore the truth.