I often see this when reviewing heatmaps or screen recordings, especially ecommerce websites.
Clicks. Lots of clicks.
The problem is, those clicks didn’t go anywhere.
The first click … gets people to your site (ads, social, curiosity? etc).
The second click … gets people off (when it goes nowhere).
Hitting dead ends isn’t a bug or a minor design flaw. It’s a conversion killer.
Navigation isn’t isolated to menus. It’s every element of your site.
If something looks interactive, make it functional.
Fix these top three on-page elements to get the flow going again:
1. Images – Product images, hero banners, infographics
2. Text – Coloured text or underlined? They’ll want linking
3. Icons – Especially ones that look like actionable graphics
These are some of the smallest tweaks you can make that can play a large part in your website’s conversion rate.
Bonus tip:
Look up tap targets on mobile.