User experience (UX)

The set of perceptions, emotions and interactions experienced by a user when navigating a website, application or other digital product. UX encompasses much more than just design: it includes ease of use,efficiency of the user journey, comprehension of content, loading time, consistency of interactions, and even the emotional experience generated by the interface.

A good UX aims to make products useful (meeting a real need), usable (easy to understand and handle) and enjoyable (satisfying to use). It reduces friction,improves engagement andincreases conversions, while fostering user loyalty.

UX vs UI :

• UX = the overall perception of the experience (useful, fluid, reassuring),
• UI (User Interface) = thevisual interface (graphics, colors, typography, visible interactions).

UX relies on UI, but is not limited to it: a beautiful interface (UI) poorly thought out in functional terms (UX) can generate frustration and harm performance.

UX issues in CRO :

In a Conversion Rate Optimization strategy, UX is a central lever for :

• facilitate user paths (navigation, search, checkout),
• avoid friction points (slow loading, error messages, long forms),
• improve content comprehension (clarity of offers, hierarchy of information),
• build trust (reassuring design, social proof, fluidity),
• test UX variants via A/B tests or user prototypes.

Examples of high-impact UX optimization :

• Simplified forms (fewer fields, clear labels),
• Instant visual feedback (button status, online errors),
• Content hierarchy (explicit titles, visible buttons),
• Mobile-first design (touch-friendly navigation, fast display),
• User testing during the discovery phase to understand any blockages invisible to analytics.

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