#4. Broken UX patterns and how getting price quotes can push customers away

We’re three editions deep into fully perfecting your landing page. In our previous deep dives, we covered vague headlines, digital inclusivity and website content, so make sure you’re all caught up before you jump into this edition.

This time, we’re taking a look at just.insure — affordable auto-insurance for everyday use. While the concept of the startup is simple yet persuasive, their landing could use some improvement. Stay tuned as we uncover broken UX patterns, user barriers and sticky menus.

Jumping the barriers

Most websites have learned to politely ask for permission to collect users’ data. Still, excessive data collection may be concerning for some customers and could become a barrier for registration. Not only is it time-consuming but it can also lead to objections among potential customers otherwise ready to sign up or buy the product. Handling data is like explaining Tik Tok to your grandma: it’s a complicated process that we have to break down in simple terms.

How to fix it
Cut to the chase by assuring the users that their data is secure and won’t be sold to third parties. Here’s a great example of how to prevent objections:

Medium explains their principles of data collection right on the front page, and it certainly adds to their competitive advantages.

Make it stick

As you can see here, the top navbar always overlaps the content while scrolling. It can be a distraction for users, as it constantly attracts unnecessary attention. Instead, always direct your users’ attention to what’s important — your product — and why they should buy it.

How to fix it
We recommend sticking the menu on the second screen and not hiding it when the user scrolls up. This frees up space and makes the whole experience more seamless. Airbnb has a great example of how to get the most of a sticky navbar.

Broken UX patterns

UX patterns are hidden maps the users are meant to follow. Mess with the map, and things are going to go wrong. For example, if your «Next» button changes the slide on one page, and works as a link to internal pages in other blocks, you’re going to send your users walking in circles. Practice shows that inconsistent patterns mislead users and decrease conversion.

How to fix it
One possible solution is changing the slider navigation type to something more common, like navigation dots, as in the example below.

A similar issue is that the FAQ section's navigation is different from the navigation on the main website. It can confuse users, make them feel lost on the website, and increase bounce rate. In short, it’s a small design inconsistency that can have a huge impact.

How to fix it
Consistency is key, so make sure you use similar menu and navigation styles for all sections of the website.

Money talks

Price is one of the main criteria for the decision-making process in most life situations, but specifically when buying a product. So it’s surprising that it’s so hard to find here.

How to fix it
Give your users a faster and more convenient way to get a quote. Consider adding a quote calculator on the main page. It's a powerful tool, which users love.

Content updates

Situational and seasonal offers are big on social media and often serve as the drivers of sales and traffic. There are loads of these offers on the company’s social channels, but none of them are displayed on the website. This can leave users confused and become a real bump in the road of their digital experience.

How to fix it
Instagram it! No, literally, add an Instagram feed to the main page. It’ll keep your website's content looking fresh for customers who come from search engines or direct sources.

To sum up, there’s more to any landing than meets the eye. What seems like a small design slip-up can have huge consequences. Luckily, that means that even the tiniest fix can massively upgrade your digital experience.

Let us know your thoughts and which landing we should analyze next. Stay tuned for more content in the upcoming issue of the Landing Upgrade.