1. Invasive advertising: Cunnington says users widely despise ads that cover content, ads that flash wildly and ads that chew broadband.

2. Re-inventing the wheel: people do not want to have to learn how to use a site before they can browse it, Cunnington said.

3. 'Leap of faith' links: that means disclosing information on content and file size.

4. Attention-deficit Web sites: "Users have a special hatred of flashing icons and banners, because they draw the eye away from what is important and hinder their progress," Cunnington said.

5. War and Peace length: "A common mistake in Web design is to just [convert] a brochure to the Web. But the Web is its own medium, and communication has to change to reach users. Users are known to read 25 percent slower on the screen than on paper, read fewer words and don't like long pages which require scrolling down," she said.