As a marketing strategist, I know how important optimising your ecommerce store is and the impact even a few simple tweaks can have on revenue and profits. So, I asked my friends at Turum-burum, a CRO agency to help me explain how you can drive more sales. Their head of UX/UI and COO, Denys wrote the follow! Over to him.
Why do some websites sell while others do not? What can help ecommerce engage and retain customers better? How does optimising an online store’s interface help with it? If you are asking yourself these or similar questions, then it is more likely that you have heard nothing about Conversion Rate Optimisation (CRO) through UX/UI improvements or don’t know enough about it
You’re not alone in it, as according to research, the average ROI for ecommerce businesses using CRO tools is 223%, only 4 out of 10 companies have a documented CRO strategy. And we’re going to melt all the dots today by sharing the reasons you need to constantly improve the UX/UI of your ecommerce.
4 out of 10 companies have a documented CRO strategy
CRO or Conversion Rate Optimisation: What Is That?
Before we go to the “why,” let’s define what the CRO is and what does it eat. So, CRO is a way to get more people to do the desired action on a website: buying something, signing up for a service, or clicking a link, etc.
The conversion optimisation through UX/UI improvements is about understanding what motivates customers and enhancing the user experience. And this is what increases your conversion rate and, as a result, ecommerce revenue.
Why Is Interface Optimisation Not Optional Any More?
Let’s learn how UX/UI improvements can lead to increased conversion and loyalty, and why incorporating CRO into your strategy is critical to your ecommerce success. Below, you’ll find at least 5 reasons to optimise the interface to increase business revenue.
1. First Impressions Matter More Than Ever
Your website is the bridge between your brand and customers. It’s the very first point of contact with potential buyers. That is why the first impressions are everything because 88% of online users won’t return to a site after a bad experience (Forbes Advisor).
88% of online users won’t return after negative experience
Thus, if users don’t like the look of your site or can’t immediately understand what you’re selling or what makes your business stand out, they’ll move on to a competitor.
So, make sure that there are eye-captivating banners with current promotions, a clear value proposition, a clean layout, and intuitive navigation to keep users engaged within those critical first seconds so they move further on your site.
2. The More Intuitive Navigation, The Simpler the Path to Purchase
Organised menus, breadcrumbs, pagination, efficient filters and search tools are what can not only improve the user experience, but also shorten the user journey.
In order to help users find the information they require more efficiently, it is recommended that structured menus, efficient site search and filtering, breadcrumbs, pagination, and other navigation elements be added to the website.
3. Not Only Traffic, But Usability Matters
Increasing traffic is not enough without optimising your interface. It just makes no sense. If your UX/UI design can’t engage users so they keep their journey through your website and make a purchase, then what is the point?
If your site takes too long to load, is not mobile-friendly, unclear or difficult to navigate, users will leave, increasing the bounce rate and affecting business revenue. So, when you measure your marketing KPIs to drive traffic to your site, don’t forget to improve website usability to decrease bounce rate and boost conversion rate.
What’s more, usability isn’t just for users — it’s key to ecommerce SEO as well. Yes, Google favours fast, mobile-friendly, and easy-to-navigate websites, rewarding them with higher rankings. Better usability reduces bounce rates and boosts engagement, improving your site’s SEO performance.
4. M-commerce Matters: Enhance Mobile Responsiveness (Or Risk Irrelevance)
With over 7.3 billion mobile users worldwide (Statista), mobile responsiveness is no longer optional — it’s a necessity. As mobile dominates, adaptive design ensures your site works seamlessly on all devices, capturing the growing m-commerce market and driving conversions.
Make sure navigation, page layouts, product photos, descriptions, shopping carts, and checkout processes work as smoothly on mobile as they do on desktop.
Number of mobile users worldwide in billions (source: Statista)
5. Meet Ever-Changing User Needs To Win Competitive Advantage
User needs and expectations change constantly, and your website must adapt to stay relevant. Continuously optimising your site based on user behaviour analysis helps you meet their demands, keeping you ahead of competitors and fostering long-term customer loyalty.
Ecommerce UX/UI Tips That Increase Sales
Optimising your ecommerce UX/UI isn’t just about aesthetics — it’s a strategic investment in conversion, retention, and growth. Whether you’re refining navigation or enhancing mobile responsiveness, every improvement contributes to a better shopping experience and stronger business outcomes.
Continually refining usability ensures your site meets ever-changing user expectations and stays ahead of the competition.
About the author: Denys is a Head of UX/UI and COO with 9 years of experience in UX/UI design who knows how to turn business goals into effective digital solutions with user-friendly interfaces. He works for Turum-burum, a close partner of Audacious Commerce,
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