I've seen the same errors come up again and again:
Withdrawing instead of transferring. This is the big one. Take money out of your ISA yourself and you lose the tax-free wrapper on that amount permanently. Always use the official transfer process through your new provider.
Not checking exit penalties. Fixed-rate Cash ISAs often charge a penalty for early exit — typically 90 or 180 days' interest. If your fixed term is nearly up, it may be worth waiting a few weeks rather than paying the penalty. Do the maths.
Forgetting about previous years' ISAs. Many people have old Cash ISAs from years ago sitting with different providers, often on terrible rates. You can transfer these too — previous years' subscriptions can be moved in full or in part without affecting your current year's allowance.
Assuming all "top rate" ISAs accept transfers. Some providers offer great headline rates but don't accept transfers in. Always check before you start the process. Similarly, some restrict how much of a transfer they'll accept at the promotional rate.
Ignoring the Personal Savings Allowance interaction. If you're a basic-rate taxpayer, you already get £1,000 of savings interest tax-free outside an ISA via the Personal Savings Allowance. If your total savings are modest (under £20,000–£25,000), you might earn more in a non-ISA savings account that pays a higher rate, since the PSA covers the tax anyway. For larger pots, the Cash ISA's unlimited tax-free status becomes genuinely valuable.
For related reading on making the most of your savings, see our savings hub.