Why are some online stores successful, while others, with good design and quality products, barely break even? Often, the secret lies not in advertising, but in a deep understanding of the customer. This is exactly why UX research is needed—a process that allows you to look into your buyer’s mind.
What is UX? It stands for “User Experience”—all the impressions a person gets from interacting with your website. In this article, we will explain how UX analysis and a systematic approach to interface design help create not just beautiful, but truly profitable online stores.
What we research: the three pillars of successful design
Our approach to interface design is data-driven, not assumption-based. Before drawing the first button, we conduct in-depth UX research in three key areas. 
- Target audience analysis: creating a customer avatar
For a website to sell, it must speak your customer’s language. We create a customer avatar—a detailed portrait of your ideal buyer, including their goals, pain points, and motivations.
This provides answers to key business questions:
- Which photos and visuals will work best?
- Which arguments in the product description will be most convincing?
- Which filters in the catalog are truly important for easy search?
- Competitor analysis: what do they do well, and where are their weaknesses?
We do not operate in a vacuum. Your customers always compare you to competitors. Therefore, we conduct detailed competitor analysis: examining their catalog structure, checkout process, mobile version, and customer reviews.
Our goal is not to copy, but to understand what already works in the market and do it better, avoiding others’ mistakes.
- Customer Journey Map: how does the customer move through the site?
We create a Customer Journey Map (CJM). Think of it as a GPS navigator showing every step of the user—from the first click on an ad to the final purchase.
This map allows us to visualize behavior analysis and identify “bottlenecks”—stages where customers hesitate or leave the site. Removing these obstacles directly improves conversion rates.
How we do it: our tools for UX analysis
To obtain objective data rather than rely on intuition, we use a set of proven methods and tools for conducting UX analysis: 
Data analysis (Google Analytics, Hotjar)
We study how real users behave on your current site or competitors’ sites. We analyze traffic sources, navigation paths, click heatmaps, and session recordings.
In-depth interviews and surveys
We talk to your target audience to understand their real needs, fears, and motivations that cannot be seen in analytics.
Competitive analysis
We systematically study 3–5 key competitors, dissecting their sites from structure to checkout process.
User testing
We give real people tasks on the site (e.g., “find and buy a specific product”) and observe their actions to identify all interface difficulties and issues.
Practical outcomes: from research to profit
The results of UX research are not just theoretical reports. They are direct action instructions, enabling us to make data-driven decisions that directly impact conversion improvement.
Here’s how it works:
- Thoughtful structure and navigation. By understanding user logic, we create a website structure where any product is reachable in 2–3 clicks. This reduces bounce rates and improves visitor behavior analysis.
- Design that inspires trust. Knowing your audience, we create a visual style that resonates with them, a key factor in purchase decisions.
- Increasing average order value. By analyzing the Customer Journey Map, we identify opportunities for additional sales (cross-sell and up-sell), offering the customer exactly what they need.
- Development budget savings. Conducting user testing at the prototype stage allows us to identify and fix 90% of errors before coding. This is tens of times cheaper than reworking an already finished site.
Kliox: data-driven design, not guesswork
Many studios start directly with design, relying on the business owner’s tastes or the latest trends. We believe this approach is a gamble. Your site may “hit,” or it may not. 
Our approach to interface design is fundamentally different. We first conduct in-depth UX research to understand your market and customers. Only after that, based on the obtained data, do we start working on the visual part.
By ordering a UX site audit or development at Kliox, you invest not in a “pretty picture,” but in a systematic approach that ensures every design decision contributes to the main goal—increasing conversion and your business’s profit.
Conclusion: investing in UX is investing in future profit
Thus, UX research is not an optional extra but a fundamental stage in creating any successful online store. It allows moving from subjective assumptions to decisions based on real data about your customers’ behavior and needs.
Ignoring UX analysis risks your budget and time. By investing in a deep understanding of users from the start, you lay a solid foundation for high conversion, customer loyalty, and stable business growth in the future.
Ready to understand your customers better?
We will analyze your audience and design the ideal path to purchase for your online store.
Order a free consultation where we will discuss your business goals and show how UX research can help you earn more.
