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The Impact of UI/UX in Digital Marketing on Conversion Rates in E-Business

Author

Listed:
  • Zeyad Alkhazali

    (Al-Ahliyya Amman University)

  • Mahmoud Alghizzawi

    (Applied Science Private University)

  • Ibrahim Abu-Alsondos

    (MEU - Middle East University)

  • Rana Husseini Frangieh

    (SUAD - Sorbonne University Abu Dhabi, SUAD_SAFIR - SUAD - Sorbonne University Abu Dhabi)

  • Soha Salem El Mokdad

    (Higher Colleges of Technology - UAE University)

  • Ahmad Marei

    (MEU - Middle East University)

Abstract

User experience and marketing are crucial aspects of the digital landscape, significantly enhancing digital marketing performance. This study investigates the impact of user experience on user engagement and conversion rates, encompassing the entire customer journey in the digital world and its various influencing factors. By examining the customer experience, the study relies on visual and interactive cues, focusing on numerous details the user encounters during the purchasing process, such as ease of use, information availability, technical support, and the payment process. The research concludes that utilizing modern technologies that enhance the customer experience through interactive cues during the user's visit has a significant impact on marketing campaigns. These insights should be studied and implemented to improve websites and create a marketing strategy that effectively addresses customer needs throughout their digital journey to complete a purchase. Therefore, this study offers general recommendations for companies to enhance their digital presence in a way that aligns with customer expectations, thus improving their visibility and impact, and enabling these companies to develop marketing strategies that meet the actual needs and desires of their customers.

Suggested Citation

  • Zeyad Alkhazali & Mahmoud Alghizzawi & Ibrahim Abu-Alsondos & Rana Husseini Frangieh & Soha Salem El Mokdad & Ahmad Marei, 2026. "The Impact of UI/UX in Digital Marketing on Conversion Rates in E-Business," Post-Print hal-05664804, HAL.
    • Handle: RePEc:hal:journl:hal-05664804
    DOI: 10.1007/978-3-032-23897-9_25
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