Business Benefits of User Experience : Maximizing Impact

Abstract

This research delves into how user experience impacts the e-commerce industry in Pakistan, examining factors like website load time, ease of navigation, visual aesthetics, product information quality, and website responsiveness. We surveyed 180 people who shop online and in-person to understand their experiences. Our study used different statistical tests to see how these factors affect e-commerce measures like conversion rates, customer satisfaction, loyalty, revenue, and cart abandonment rates. We found strong connections between factors like website responsiveness and cart abandonment, as well as visual aesthetics and customer satisfaction. The study's reliability score, Cronbach's alpha, was moderate at 0.713. Our analysis revealed some crucial insights. For instance, faster website loading times are linked to higher conversion rates, meaning more sales. Additionally, factors like easy navigation, appealing website design, good product information, and website responsiveness significantly impact customer satisfaction, loyalty, revenue, and cart abandonment rates. The statistical tests showed significant differences among various groups for different variables, highlighting the need for further investigation to understand these differences better. Our findings emphasize the importance of these factors in e-commerce success. By understanding these connections, businesses can improve their websites to create better customer experiences,