Web Associates’ Dennis Morrow explains how companies can amplify their user experience.

PERFORM: What is the most common mistake you see companies making when it comes to their website design and usability?

Morrow: Common online oversights include using a font size that is too small or using inconsistent page templates or nonspecific page names. However, the biggest mistake that many companies make regarding their online properties is failing to connect with their site visitors. Obviously, there are business goals to consider, but balancing those objectives with user feedback enables a company to create engaging user experiences.