Guide
Why isn't my website converting? 12 common UX problems and how to fix them
The UX problems we see most often when auditing small business, shop and SaaS websites, why they cost you customers, and what to change.
By Grid Design · · 7 minute read
When a site gets visitors but not enquiries or sales, the cause is rarely one big thing. It's usually a handful of small frictions that add up. These are the twelve we find most often.
1. The first screen doesn't say what you do
Slogans like "Building better tomorrows" make visitors work out what you sell. Most won't. Say it plainly in the headline or the line directly under it.
2. It doesn't say who it's for
People want to know they're in the right place. Name your customer: "for independent gyms", "for families in Bristol".
3. There's no clear next step, or too many
One obvious primary button beats four equal ones. Make the main action the only solid button and repeat it further down the page.
4. Button labels are generic
"Submit" and "Learn more" say nothing. "Get my quote" and "Book a 15-minute call" tell people what they'll get.
5. Prices are hidden
Even a range or a "from" price stops visitors leaving to find out elsewhere. If quotes vary, show typical examples.
6. There's no proof
Named testimonials with a specific result, an independent review rating, client logos with context: put at least one of these near your main button.
7. Forms ask for too much
Every extra field costs completions. Ask only what you need for the next step and mark everything else optional.
8. The mobile first screen is a squashed desktop
On phones, a big image often pushes the headline and button off screen. Design the mobile first screen on its own.
9. A pop-up appears before anyone's read anything
Newsletter and discount pop-ups on arrival push people away. Wait until they've scrolled or spent some time, or use an inline sign-up.
10. Text is hard to read
Light grey text, tiny fonts and long lines all reduce reading. Aim for at least 16px body text with strong contrast.
11. It's slow on a phone
Large images and third-party scripts are the usual culprits. Compress images, lazy-load anything below the first screen and remove tags you no longer use.
12. Contact details are hard to find
Even people who never call want to see a phone number or email. Put Contact in the main menu and details in the footer.
The matching checklist rules
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