Would you feel comfortable leaving your children with a person in a bright orange prison jumpsuit? Of course not! In the same way, visitors to websites are not going to feel comfortable if they are greeted with popups, loud music, and a multicolored skull logo.
Of course those are extreme examples. The common mistakes that I see are more along the line of the following:
- Lack of focus
- Crowded text
- Slow loading times
- Auto-playing music
- Unclear navigation
- Excess redirects
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