A comparative study of user experience design on e-commerce conversion: Evidence from a fashion retailer in Kaduna, Nigeria
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Background of the study
User experience (UX) design plays a crucial role in the success of e-commerce platforms, directly impacting customer engagement and conversion rates. For fashion retailers in Kaduna, Nigeria, investing in intuitive and visually appealing UX design can mean the difference between high and low conversion rates. As consumers become more discerning, an effective UX design not only attracts visitors but also facilitates seamless navigation, reduces friction in the shopping process, and enhances overall satisfaction (Nwosu, 2023). With the rapid growth of online shopping, fashion retailers are leveraging UX strategies to differentiate themselves in a competitive market. By integrating user-centric design principles and employing A/B testing, these retailers can identify design elements that drive higher conversion rates (Akinola, 2024). Moreover, the incorporation of responsive design and mobile optimization further enhances the customer journey. Despite the evident benefits, challenges persist in balancing aesthetic appeal with functional usability, particularly for retailers constrained by limited budgets and technical expertise. This study compares the impact of different UX design approaches on e-commerce conversion rates in a fashion retail setting in Kaduna. By examining consumer behavior, user feedback, and conversion data, the research seeks to uncover best practices that can inform future design strategies and improve overall sales performance (Okafor, 2025).
Statement of the problem
Fashion retailers in Kaduna struggle to optimize UX design for e-commerce platforms, often facing challenges that hinder conversion rates. Inadequate attention to user-centric design, limited technical resources, and the rapid pace of technological change contribute to suboptimal online shopping experiences (Nwosu, 2023). As competition intensifies, failure to effectively implement UX improvements can result in lost sales opportunities and diminished customer loyalty. This study aims to address the gap between current UX design practices and the ideal user experience needed to boost e-commerce conversions. By identifying critical pain points and areas for improvement, the research intends to propose actionable solutions that align with both consumer expectations and business objectives (Akinola, 2024).
Objectives of the Study
To evaluate the role of UX design in influencing e-commerce conversion rates.
To identify key UX elements that impact consumer behavior in fashion retail.
To propose recommendations for optimizing UX design to improve conversions.
Research Questions
How does UX design influence e-commerce conversion rates in fashion retail?
What key design elements most significantly affect consumer behavior?
How can fashion retailers optimize UX design to increase conversions?
Significance of the study
This study provides essential insights into the relationship between UX design and e-commerce conversion rates. Its findings will benefit fashion retailers by offering strategies to enhance user engagement and drive sales. The research also contributes to the academic literature on digital marketing and design best practices, providing actionable recommendations for industry stakeholders (Okafor, 2025).
Scope and Limitations of the Study
This study is limited to examining the impact of UX design on e-commerce conversion within a fashion retailer in Kaduna, Nigeria.
Definitions of Terms
User Experience (UX) Design: The process of designing products that provide meaningful and relevant experiences to users.
E-commerce Conversion: The successful completion of a desired action by an online visitor, such as a purchase.
Fashion Retailer: A business that sells clothing and accessories primarily through online platforms.
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