Here are some of the top recurring web usability issues we identified in our research this year:
1. Feature Bloat. Loading your website full of features and extras that come with your Content Management System or that "might" be used by some of your users often tends to distract the majority of users away from their goals. It is important to emphasize only features that directly support users in their train of thought, problem solving or decision making. If it doesn't help 80% of the probable uses of your website, it's probably not worth having.
2. Lack of cross selling or next step. Many e-commerce, banking and insurance websites still lack related product and accessory cross-selling. For the rest of your websites, consider the next step an important part of your "call to action" (CTA). The CTA is an important part of user experience design for several reasons. It lets you direct user navigation, it lets you measure the interest level and it makes sense to users!
3. Lack of relevant content. Content sequencing or "chunking" is tricky because of the "scanning phenomenon" (users don't read on the web, they scan content). Offering enough information or in the right sequence depends on the expectations of your audience as well as the navigational flow and complexity of information. In e-commerce for example, at the product detail level, the more description about the product, the higher the likelihood of purchase.
4. Confusing navigation. Poor navigation seems to be an accepted standard on the web. Many designers and consultants even believe navigation is too complex to actually solve! In 2003, we saw many websites that seemed simple to navigate but were extremely complex upon "drill down".
5. Missing user needs. It can be misleading to assume your user profiles or personas are good enough based on internal discussions and pure market research can be misleading. Usability issues arise out the need to address user behavior, therefore behavioral research techniques are required to address your user needs properly.
6. Cross-mapping from print world to screen. The web is the first mass information medium in the world to reflect and be used as an extension of print advertising and layout techniques. Newspapers, books, magazines, brochures and other print media design challenges each have their own stylistic boundaries. Cross-mapping from print to web is risky due to the fact that the web is an interactive medium and that human perception and cognition are different in electronic screen environments.
7. Screen layout clutter. There is a temptation online to add more links, navigation options, ads, images, content pieces and shortcuts to a home page or landing page. The biggest problem with screen clutter is that it impacts ease of use, which in turn impacts intention to purchase, register, explore or interact with the full extent of services or content offered on the site.
8. Support for user tasks missing. We found that website navigation, content, and even "landing pages" are lacking intuitive next steps and problem solving support. Many sites require conscious thought on the part of the user to understand navigation and content organization. Since user behavior is unconscious, many users in our studies this year failed to use the sites as they were intended and instead turned to other problem solving strategies.
9. Registration missing transparency- Many websites continue to make the classic mistake of not clearly stating the value of registering. Registration must make user benefits clear and indicate why registration is required and what to expect from the process.
10. New web controls that are non-intuitive. Inventing or copying new ways to scroll or interact with tables, searches etc. can lead to additional confusion and stress for users.