Avoid costly UX mistakes

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Improve user engagement.


Use a tool like Crazy Egg or Mouseflow to assess your scroll landscape and identify where scrolling tends to stop.

You can even use Google Tag Manager. If you use return-to-top arrows that scroll with the visitor, make sure the arrows are always visible. If it appears suddenly, visitors will assume they’ve hit the bottom of the page.

Check the amount of white space surrounding a content block.

Reduce it if it could lead someone to assume there is nothing below or to the sides, and they have reached the end of the page.

Use strong directional cues like an arrow or a Read More to bring visitors down the page.

For example, if you have a huge hero shot, add a strong directional cue to encourage continuation on your site. It should answer the question Is there content below or beside this point?

Put elements straddling the fold to make them appear half cut-off and clearly requiring scrolling.

You can make page elements in each column end at different heights on the page. That way, at least one page element will straddle the fold, regardless of the user’s screen settings. You can put banners cut off to the left and right. By being clearly incomplete, it’s obvious that horizontal scrolling is required.

Create a pattern by repeating heading and content formats, and include icons or arrows.

You can also alternate the background colors of content blocks, use numbers, or alternate the alignment of images. This way, visitors can predict whether there is more content below or beside. For example, the same pattern could extend down the page until the footer, which could be wider.

Remove familiar conclusions like ads, calls to action, article recommendations, in the middle of the page.

These conclusions can signal that the article is over.

Identify UX prototypes relevant to you and do your best to fit them.

For example stick to the prototypes that work in your industry like SaaS, agency, or ecommerce, and on your medium such as mobile site, desktop site, and mobile app. Your site should function the way your visitors expect it to function to prevent them from reaching logical ends.

If you have a carousel or slider, make sure it’s easily recognized for what it is and limit the amount of physical effort required to use it.

Alternatively, remove it completely.

Test your site on every device, browser, and screen resolution to ensure it appears the way it should.

Conduct QA to get relevant data.