UX and UI optimization are both focused on the user experience. User Experience (UX) actively changes the user’s behavior, emotions, and attitude about your product. The aim is to make everything as smooth and user friendly as possible, with the least amount of friction. When done correctly, the website visitor will take the desired action.
User Interface (UI) optimization is anything that improves the look or structure of the website. It could be the navigation menus, layout, color scheme, or even the shape of buttons that will influence the way a user interacts with the website.
The reality is that most visitors will leave your website in the first few seconds if your site is ugly, confusing, hard to navigate, has vague messaging or no calls to action.
A website that has optimized UX and UI will help retain customers, keep them happy, and ultimately increase revenue.