10 UX mistakes in web design that drive customers away

10 UI mistakes that drive customers away from the website – and how to avoid them

The article presents the 10 most common UI mistakes that cause users to leave websites according to Jakob Nielsen – adapted and commented on by the NIT team. For each one, a solution is offered, supported by a real example and professional advice.

How small obstacles in website design turn into big losses

You may have the best product, a great team, and a great price, but if the user cannot easily use your site, they will leave. And often – without coming back.

UX expert Jakob Nielsen summarizes ten of the most common web design and interface mistakes that frustrate users when using websites. We at NIT help Bulgarian businesses avoid them every day through better web design. 

• „Why do customers leave my site?“

• „How can I improve the user experience?“

• „What annoys people in online forms?“

• „Which UI mistakes hurt sales?“

We at NIT offer website development tailored to human habits and needs – not just to trends. Contact us to create an interface that does not annoy, but works.

1. Pop-up assault: when the site repels instead of attracting

Jakob Nielsen says the first seconds on a site are crucial. Instead of showing value, the user is often flooded with overlays: subscriptions, chats, cookie notices....

What we offer: Wait until the user lingers or reads something valuable before showing them a form. A pop-up is an invitation, not an ultimatum.

Example: An online store reduced abandonment by 38% after delaying pop-up messages by 15 seconds.

2. Videos that start automatically with sound: from curiosity to irritation

Jakob defines autoplay videos as aggressive. Especially when they start with sound. They scare, repel, and even cause technical problems.

The solution: Show an icon, a clearly labeled „play“ button, and (if needed) allow muted preview. The control remains with the user.

Example: After stopping video autoplay, an information site increased average time on page by more than a minute.

3. Tiny buttons for using the site: a test of fingers and patience

Tiny and hard-to-notice buttons are a mistake that seems small but has a big impact: you left the buttons too small and the client struggles with your site. Jakob recommends a minimum 1x1 cm clickable button – because people do not use the site with a pencil, but with their fingers.

What we do: We use generous spacing and clear active areas – especially for mobile devices.

Example: A financial app reported 70% fewer button selection errors after increasing button size

4. Mandatory registration: a barrier to trust

Do you want registration before giving something? Big mistake! Nielsen calls it one of the most annoying practices – you ask for personal information before providing any value. That pushes people away.

Alternative: Guest mode. Demo before registration. Only when the person is already convinced should you invite them to create an account.

Example: An online courses platform removed mandatory registration on the first visit and doubled actual sign-ups.

5. The three lines or the "hidden menu": like navigation with your eyes closed

The „hamburger menu“ (the three lines) is convenient on a mobile phone, but on a computer it hides key navigation. Jakob is clear: hidden navigation costs the user time and effort.

We advise: Make the menu structure visible, the buttons clear, and the hierarchy logical. This builds trust and makes important information easier to find.

Example: A corporate site increased visits to the „Contacts“ page by 122% after changing the menu from an icon to a visible row of buttons.

6. Requiring overly complex passwords = complex users

Do you have to come up with a new password two or three times before the site accepts it? Very annoying, right? Jakob points out that people are not programs – if a password requires letters, numbers, symbols, and 3 more conditions, they will write it down or leave. Which is counterproductive.

What we recommend: Long phrases instead of complex symbols. Support for a password manager. A strength indicator. And a „show password“ button.

Example: An online cosmetics store reported a 27% higher successful registration completion rate after simplifying password requirements.

7. Pressing the BACK button or „Back“ does not mean „lose everything“

When the „Back“ button leads to an unexpected result – reload, loss of text in a form, or logout, it destroys trust and causes confusion.

Our approach: The site should behave the way the user expects. „Back“ should mean exactly that.

Example: An online delivery service reduced abandonment by 19% by allowing users to return to the form without deleting the entered data.

8. CAPTCHA – protection or a barrier for customers?

Jakob emphasizes how frustrating CAPTCHA tests can be. Sometimes even people cannot solve them and leave. The only ones who will stay to solve your captcha are the bots ...

We prefer: Behavioral filters, logic questions, delayed verification, and CAPTCHA only when truly necessary.

Example: A web form for a loan with a classic CAPTCHA recorded 30% fewer submitted applications. After replacing it with an invisible filter – an increase of 42%.

9. Using "icons" without explanation: as if you used "digital hieroglyphs"

Jakob Nielsen is clear: without text next to the icon, the user can only guess what it means. Think about it: an icon like a pencil can mean „edit“, „create“, or „save“.

Our advice: Combine the symbol with short text. This does not hurt the design – it helps the user act confidently.

Example: A booking app added text to the icons in the bottom navigation and reported 18% easier orientation for new users.

10. Clearing a form after an error: as if the user never existed

Jakob defines this as one of the most painful mistakes – when after a small error (such as a missing phone number) the entire form is erased. This is not a mistake, it is punishment.

What we do: We preserve the entered data, show errors clearly, offer instructions, and sometimes – suggest solutions while typing.

Example: A seminar registration form increased completed registrations from 54% to 89% after adding real-time validation and data retention.

Final advice: What we learned and what we recommend 

A good user experience is like a good conversation – it does not interrupt, does not threaten, and does not demand proof. Think about your site that way. Does it help? Or does it make the user fight for the information?

In our opinion:

• Every second without value = lost interest

• Every obstacle = a chance to lose a customer

• Every unnecessary complexity = a missed opportunity

If you are wondering:

• „What repels users?“ — everything that prevents them from reaching their goal quickly and painlessly.

• „How can I make my site better?“ — by putting yourself in the shoes of the person visiting you for the first time.

We at NIT offer website development tailored to human habits and needs – not just to trends. Contact us to create an interface that does not annoy, but works.