5 mobile UI and UX strategies your users hate

Hate is a strong word, but it’s more than appropriate when it comes to these mobile UI and UX strategies.

With over 50 percent of website traffic now originating from mobile, businesses need to try harder when it comes to converting smartphone users who have a much lower conversion rate.

Remember that some of these strategies are bothersome even on a desktop browser, but can often be detrimental to mobile users.

1. Intrusive pop-ups and interstitials

Ethan Zuckerman claims to have written the code that gave rise to pop-up ads while working at Tripod.com in the 90s. He has since apologised for unleashing this nuisance on the world, but in all honesty, someone else would have written the code anyway. Pop-ups became such a scourge that modern browsers now block them by default, which is probably what drove marketers to come up with interstitials. Early interstitials existed as a web page ‘between’ two pages, so clicking on a link on one page would result in the interstitial being shown, before the linked page loaded.

Newer interstitials appear either as a fullscreen overlay that you need to dismiss, or as a pop-up that appears as you scroll through a page.

Why do users hate them? They interrupt (and intrude) on what the user was originally doing. Even Google has acknowledged how annoying interstitials and pop-ups can be, and how they impede content accessibility, so they are now penalising mobiles sites who don’t follow their guidelines.

You don’t need to get rid of interstitials and pop-ups, you just need to adjust them according to Google’s guidelines so that they are less intrusive on mobile.

2. Too many (irrelevant) push notifications

My personal view on push notifications is that they are a great marketing tool. Unfortunately, even as a marketer, I have to acknowledge that they aren’t always welcome. There is value in push notifications for both businesses and users, but the problem is that they aren’t always implemented the right way. And anything done incorrectly soon becomes annoying.

Like pop-ups and interstitials, push notifications interrupt users, and if those interruptions are too frequent, or not relevant to the user, they’re not welcome. The sweet spot for the number of push notifications to send in a week is 2-5, but you’ll have…

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