First Impressions, Lasting Conversions: The UI/UX Edge

In the digital age, where first impressions are formed within seconds, the visual appeal and usability of a website or app can determine whether a user stays with you or goes to a competitor. As a specialist who combines knowledge of web design (UI/UX) and marketing, I am increasingly convinced that truly effective digital products are born at the intersection of these two disciplines.

UI/UX is not just about “looking good” — it’s about “working effectively,” “driving action,” and ultimately “generating sales.”

How UI/UX Impacts Marketing: A Practical Perspective

1. First Impressions: 3 Seconds to Capture Attention

• Statistics show that 75% of users judge a company’s credibility based on its website design.source1
• If the site looks outdated or is difficult to navigate, users may leave even before the homepage fully loads.
• Marketers invest in attracting traffic — but poor design can undo all that effort before any engagement begins.

2. UX Design = More Conversions

• Clear navigation, logical page structure, and noticeable CTAs (calls to action) are not just convenient — they’re conversion tools.
• For instance, simplifying a checkout form from five fields to just two can significantly improve the user experience and increase conversions.
• UX testing identifies where users encounter difficulties, providing marketers with actionable insights for optimisation.

3. UI Design Builds Trust and Branding

• A cohesive visual language (colors, typography, spacing) fosters a sense of trust and professionalism.
• Strong UI is a key part of branding — it communicates your values and style without words.
• According to Adobe, 38% of users will stop engaging with a website if the layout or content is unattractive. source2

As a Marketer, I Understand the "Why" — As a Designer, I Build the "How"

This dual perspective is my strength.

• I don’t just create interfaces — I understand why users come, what motivates them, and how to guide them toward completing their goals.
• Thanks to my marketing background, I design in a way that:
  • aligns with the brand’s tone of voice,
  • highlights the unique value proposition (UVP),
  • strengthens emotional connection,
  • and leads users naturally to conversion.

Personal Experience

In my work, I always strive to combine design logic with a marketing mindset. For example, while creating a landing page for a breakfast service, I aimed to design not just a visually pleasing interface, but one that communicates mood, drives engagement, and encourages action.

Copyright: Anzhelika Tolstykh

I intentionally chose a light color palette with yellow accents — a color strongly associated with warmth, positivity, and energy. These tones subtly evoke feelings of a fresh morning, perfectly matching the brand’s promise of a cheerful and convenient start to the day. The background remained soft and neutral, allowing the yellow elements — such as buttons and call-to-actions — to stand out and gently guide the eye.

I used generous white space and a minimalist aesthetic to keep the experience clean and focused. The typography was chosen for readability and friendliness — a modern sans-serif that feels casual yet trustworthy. I also ensured the mobile version retained all the emotional impact and usability of the desktop experience, since most users were likely to browse on their phones.

These choices weren’t just aesthetic — they were intentional, grounded in user behavior insights and marketing goals. The result was a site that not only looked good but also aligned with how people think, feel, and make decisions in the morning rush.

Conclusion

UI/UX design is not just about how things look, but how they work, how they sell, and how users perceive the brand. Combining deep marketing insights with design skills allows me to create digital experiences that are not only beautiful but also strategically effective.

When a business ignores UX, it doesn’t just lose users — it loses revenue. When a business invests in thoughtful, data-driven design, it gains more than it expects.

Images: Anzhelika Tolstykh

Sources:

20+ Web Design Statistics You’ll Need to Create the Perfect Website for 2022

5 Stats That Prove the Importance of Web Design