What are UI/UX and how do they affect sales and advertising performance?
Even strong advertising won't drive sales if the website is inconvenient. We break down what UI and UX are and how they affect an online store's conversion rate.
UI (User Interface) is the visual component of a web product.
UX (User Experience) is its logic.
Quite often, these two important components of a web product are not taken into account when a website is being built. As a result, the client builds the site as if for themselves and fails to consider how convenient it will be for users to actually use it.
The client pays no attention to product categorization, to the checkout page, to the menu, to the color of the buttons and their placement. The outcome — the site turns into a beautiful but useless showpiece. To explain it in the simplest possible terms, let's give an example. You have an offline store.
But it looks terrible: the products aren't sorted, and inside the customer feels uncomfortable. Advertising is the person who invites people to enter your store. But if the store is unpleasant from the start, the main thing advertising is done for — sales — won't happen.
What matters when building a website? Using an online store as an example
1. The visual part — text readability, visibility of buttons (essential for the "add to cart" and "submit a request" buttons). It's especially important to pay attention to the color scheme; for example, when yellow and white are combined, the text becomes hard to read.
2. The home page — what will the user see the moment they land on the site? It's good if these are promotions, discounts, and attractive offers. You can also add categories. As for the site menu — it should be intuitive.
3. The product page — it's recommended to add several purchase options to the product page and, importantly, a one-click buy option. Also include information about delivery and payment methods. You need to describe the product's specifications in as much detail as possible (this is especially true for electronics and home appliances) and add photos from different angles.
4. Adding to cart — the button should be visible and located within the user's field of view. It's good if, when the button is clicked, the user sees a pop-up window offering to continue shopping or proceed to checkout. Important! The notification should be displayed for at least 7 seconds, otherwise the user simply won't have time to read it.
5. The checkout page — one of the most important elements of a web product. Nevertheless, this is where many mistakes occur. First, it shouldn't be too complicated. Second, you shouldn't create five checkout pages — this will most likely bore the user and they'll leave the site. Third, don't force users to register. Everything should happen as quickly as possible.
6. The thank-you page — don't forget about it either. Here you can invite the user to follow you on social media (with the option to go to the relevant pages).
On all the sites we advertise, event tracking is implemented through the pixel. As a result, when there's a problem at a particular step, we see it and try to resolve the issue.
No matter how great the advertising is and how cool the creatives are — an online store won't sell if the site's UI/UX hasn't been taken into account.
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