UX and UI in Marketing – how to improve User Experience?

In this article, you will learn:

The importance of an intuitive user interface (UI) in marketing.
How optimizing the purchase journey can increase conversions.
How A/B testing helps improve user experience.

Did you know that 88% of users never return to a website after a bad experience?

If your company doesn’t focus on UX (User Experience) and UI (User Interface), you might be losing customers before they even make a purchase. In today’s highly competitive online market, the key to success is not just attracting users to your site but keeping them engaged and guiding them toward taking action.

In this article, we’ll share practical tips on how to enhance UX and UI to boost conversions and build user loyalty.

UX jest kluczowy w marketingu — Amazon discovered that every **100-millisecond delay** in page loading leads to a **1% drop in sales**. Similarly, Google found that **53% of mobile users** abandon a site if it takes longer than **3 seconds** to load, according to Google’s **"The Need for Mobile Speed"** report (2017).

The importance of UX – intuitive user Interface

First impressions matter – this statement is especially true for websites and mobile applications. If an interface is unclear, unintuitive, or outdated, users will quickly leave the page in search of a better experience elsewhere.

What makes a good UI?

Simplicity and clarity – Users should immediately know where to click and how to navigate.
Visual consistency – Consistent use of colors, fonts, and icons makes a site look more professional.
Responsiveness – The UI should be optimized for all devices – from desktops to tablets and smartphones.
Fast loading speed – 53% of users abandon a page if it takes more than three seconds to load. Speed is crucial.

How to achieve this?

Invest in professional design – Use modern templates and proven design patterns.
Use clear CTAs (Calls to Action) – Buttons like "Buy Now" or "Sign Up" should be clearly visible and compelling.
Test across multiple devices – Ensure that the UI looks and functions well on both desktop and mobile.

Optimizing the purchase path

Why do users abandon shopping carts? In most cases, it is due to a complicated checkout process. The more steps involved, the greater the risk of losing a potential buyer.

How to simplify the purchase process?

Reduce the number of steps – The fewer clicks, the better. Keep the process as simple as possible.
Allow guest checkout – Do not force users to create an account; offer a guest purchase option.
Clearly communicate costs – Hidden fees, such as unexpected shipping costs, can deter customers.
Offer multiple payment options – More choices mean a higher chance of completing the transaction.
Use remarketing – If a user leaves their cart, remind them via email or ads.

A company we worked with reduced the checkout process from five steps to three, resulting in a 20 percent increase in conversions. The key was eliminating unnecessary form fields and simplifying payment options.

A/B testing for better UX and conversion rates

Do not guess – test. Sometimes, a minor change, such as the color of a CTA button, can significantly impact conversion rates. But how do you know which version of a page is more effective? The answer is A/B testing.

What are A/B tests?

A/B testing compares two versions of the same webpage (Version A and Version B), differing by one element, to determine which performs better.

What can you test?

CTA Buttons – Color, text, placement
Headlines and Content – Wording, length, tone
Images and Graphics – Different visuals evoke different emotions
Contact Forms – Number of required fields
Page Layout – The arrangement of key elements

How to conduct an effective A/B test?

Choose one element to test – Focus on a single change for accurate results.
Set a clear goal – Example: "Increase newsletter sign-ups by 15 percent."
Split your audience – Half sees Version A, the other half sees Version B.
Analyze results and implement changes – If Version B performs better, replace Version A.

Best A/B Testing Tools:

Google Optimize
Optimizely
VWO (Visual Website Optimizer)

A/B testing eliminates guesswork and enables data-driven decision-making. This makes marketing efforts more effective and increases conversion rates.

Conclusion

UX and UI are key to online success. Even the best marketing campaign will not work if users leave your website due to a poor experience. That is why it is essential to:

Design an intuitive UI that ensures effortless navigation.
Optimize the purchase path to make buying quick and simple.
Leverage A/B testing to continuously improve website elements.

Want to improve user experience on your website and increase sales? Contact MRKTG Heroes – we will help you implement effective UX and UI solutions that drive real business results.