AN INVESTIGATION OF USER EXPERIENCE DESIGN ON E-COMMERCE CONVERSION RATES: A STUDY OF A FASHION RETAILER IN PORT HARCOURT, NIGERIA.
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Background of the study:
User experience (UX) design is pivotal in enhancing e-commerce performance by creating intuitive, engaging, and seamless online shopping environments. Fashion retailers in Port Harcourt are increasingly focusing on UX improvements—such as responsive design, simplified navigation, and personalized recommendations—to boost conversion rates (Okeke, 2023). A well-designed e-commerce interface not only improves user satisfaction but also reduces friction during the purchasing process, leading to higher conversion rates and increased revenue. The integration of UX best practices, including fast load times and mobile optimization, is essential in a competitive market where consumers expect smooth and efficient digital interactions. However, challenges such as resource constraints, technical complexities, and rapidly evolving consumer expectations can affect the overall success of UX initiatives. This study examines the relationship between UX design elements and conversion rates, providing insights into how effective design can drive sales and customer loyalty (Ibrahim, 2024).
Statement of the problem:
Despite significant investments in UX design, fashion retailers in Port Harcourt often face difficulties in converting website visitors into paying customers. Issues such as poor navigation, slow page loads, and non-responsive designs lead to high bounce rates and low conversion rates (Okeke, 2023). These challenges reduce overall revenue and hinder competitive advantage. Therefore, a comprehensive analysis of UX design’s impact on conversion is necessary to identify improvements and optimize the online shopping experience (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of UX design on e-commerce conversion rates.
To identify challenges in current UX practices.
To propose strategies for improving UX to enhance conversions.
Research questions:
How does UX design influence conversion rates in e-commerce?
What are the main challenges in optimizing UX for fashion retailers?
What improvements can enhance the user experience and drive conversions?
Significance of the study:
This study is significant as it provides insights into the critical role of UX design in boosting e-commerce conversion rates. The findings will help fashion retailers in Port Harcourt refine their digital interfaces, resulting in improved customer satisfaction, increased sales, and a stronger competitive position (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a fashion retailer in Port Harcourt, Nigeria, focusing solely on the impact of UX design on e-commerce conversion rates.
Definitions of terms:
User Experience (UX) Design: The process of creating an intuitive and engaging online interface.
Conversion Rate: The percentage of website visitors who complete a desired action.
E-commerce: The buying and selling of goods and services through online platforms.
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