Mary Mickel

Mary Mickel

Austin, TX, United States

I'm a PR professional and writer based in Austin, TX.

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About the author

Since 2012 Mary Mickel has been a partner at Resplendent Hospitality, one of Austin, Texas’ leading PR and Marketing agencies.

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Five UI Mistakes That Kill Customer Interaction

A customer’s decision about whether or not to stay on a business website or purchase products depends largely on their ability to navigate the website, which makes User Interface all the more important. If a website is poorly designed, hard to navigate, or just all-around offensive, kiss that sale goodbye.


Here are some of the most common culprits in that regard.


Lengthy Fill-In Forms


Nothing kills enthusiasm faster than trying to fill in 30 different blanks to receive a .pdf download. At the least, an opt-in form should have two forms: email address and name. Anything more than that has the potential to turn away prospective leads. While a company never wants to leave important information on the table, they also need to minimize their ask if they want to maximize their leads.


Poor Font Selection


It’s immediately clear upon visiting a website whether or not a website creator has actually been to design school or simply watched a few Youtube videos on it. Fonts are usually the most notable giveaway. Companies need to limit the number of fonts that they use, reduce the amount of “impact” fonts, and keep a font selection that’s in tone with the webpage (don’t use a calligraphy font if the company sells hardware, for instance).


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Aug 07, 2018 20:14