Most websites do not fail because of one dramatic mistake. They fail because of a dozen small ones: a menu that hides the important page, a hero image that takes four seconds to load, a contact form that asks for eleven fields, body text set in a decorative font nobody can read on a phone. Each problem looks minor on its own. Stacked together, they quietly send visitors to a competitor.<\/p>\n
The basics decide conversion more than any trend does. Google’s research on mobile pages found that as page load time goes from one second to three seconds, the probability of a bounce increases by 32 percent (Google\/SOASTA, 2017). The Baymard Institute puts the average documented cart abandonment rate at around 70 percent, with a large share tied to friction that good design removes. Getting the fundamentals right is cheaper than any paid campaign, because you are keeping the traffic you already paid for.<\/p>\n
This guide sets out the dos and don’ts across the ten areas that matter most, in plain tables you can check your own site against. If you would rather hand the whole list to someone, our web design and development team<\/span><\/a> works through exactly these categories on every build.<\/p>\n