UX Trends 2025: Interface Optimization For Business Growth

Web users worldwide are actively trying to reduce their screen time, making it harder for online businesses to grab their attention. As a result, in 2024, consumers are becoming less engaged and interested in brands. So, what steps should e-commerce owners take in this situation?

In this article, Denys Studennikov, COO and head of UX/UI at Turum-burum, shares key considerations for developing a UX/UI strategy in 2025.

Key UX/UI trends for 2025: personalization, inclusive design, and CRO

The average Internet user reduced their time spent online by 20 minutes per day, which is 5% less than the previous year. And this tendency is expected to continue.

What does this mean for online business owners? The competition for users' attention and loyalty is getting fiercer: if the purchase process on your website takes too much time or effort, users will simply switch to competitors.

In 2025, advanced user experience (UX) will be the main e-commerce focus. Content personalization, accessibility, and seamless interactions across platforms will be key indicators for web product success.

For that reason, the top 5 most important trends for 2025 will be:

1. Website personalization via artificial intelligence (AI)

AI allows creating personalized experiences for each user, which lead to increased user engagement and business conversion. Therefore, websites should include personalized blocks with recommendations based on a customer's purchase history and preferences to retain loyal customers and increase their interaction with the brand.

2. Accessible (inclusive) design 

By meeting the needs of people with disabilities, businesses can reach a broader audience, align with global standards, and build stronger customer loyalty. This approach helps companies reach a broader target market while demonstrating their commitment to social responsibility.

3. Focus on service design 

Minimalism in UX design simplifies user interaction with the site, places appropriate accents, and doesn’t overwhelm customers with unnecessary information. This approach will help you create simple, user-friendly interfaces that allow customers to make purchases on the go easily. 

4. Adaptive design

Website optimization for mobile devices is a must for attracting a wide target audience today. Adaptive design, which automatically adjusts to the screen sizes of different devices, ensures a smooth shopping experience, regardless of the device: smartphone, tablet, or desktop.

UX and growth strategy in 2025: things to consider

Changes in user behavior prove that online business owners should focus less on getting more traffic and more on converting their current traffic more efficiently. After all, regular customers bring 3 times more profit than one-time buyers. 

So, although traffic is an important component, customer retention will be a key identification of e-commerce success in 2025. That is why the approaches that improve the online user experience should be among key priorities. These include:

• Website’s usability audit 
• Content personalization 
• A/B testing
• Mobile optimization
• Improve page load time
• Conversion rate optimization through UX/UI changes (CRO)

By optimizing an online resource for customers' needs, businesses increase conversion and build trustful and loyal relations with clients. This contributes to repeat sales and sustainable growth in the long run.

Things to consider before planning your budgets for 2025

According to a survey conducted by the Turum-burum team in summer 2024, most companies do not allocate enough resources to optimize conversion and usability of their websites. Only 44% of companies agree on a separate budget for these activities, while 28% do not include such expenses at all, and for 15% it is part of the marketing budget. 

Improving the user experience of online customers, shortening the journey to their target actions, increasing customer loyalty and engagement rate, and improving the website's personalization to increase the average check: all these goals can be achieved by optimizing your website's interface.

It’s time to rethink your business growth strategy and allocate a dedicated budget for CRO to optimize conversions through interface improvements. After all, 54% of interviewed companies acknowledged that it was a big mistake that they haven’t included CRO into their 2024 strategy. Other key challenges for their success involved insufficient employee skills (36%), lack of quality data for analysis (36%), and ineffective team processes (25%).

Global companies allocating budgets for CRO: real-world success stories 

Leading companies all around the world have long been actively incorporating user experience (UX) and conversion rate optimization (CRO) into their business strategies to be competitive in the market.

Here are the growth strategies of leading companies from previous years, with short examples and fragments provided:

• Netflix allocates budget to continuously improve its user interface and technology, making it easier for users to find content they enjoy. The company focuses on personalized content and service usability to attract new users and retain existing ones.

• Amazon is investing in technology and product development, including interface improvement, which are essential for increasing customer loyalty and business conversion.

• Booking Holdings also includes investments in technology, development, and UX into their strategy each year. It allows the company to continuously improve conversion of their platforms and provide exceptional user experience.

• Shopify also ensures sufficient budgeting for the development of tools that bring about conversion rate and user experience optimization to drive customer satisfaction rate.

Drawing the line

Based on changing user behavior patterns, online businesses in 2025 must shift their focus from simply driving traffic to prioritizing website conversion and customer retention. The most effective tools for achieving this will be content personalization through artificial intelligence, inclusive design, and interface optimization based on the analytics data. These UX trends will allow businesses to increase customer engagement and loyalty, which contributes to long-term business growth.

Conversion rate optimization (CRO) is becoming a must-have for companies in different niches since it helps retain loyal customers and guarantees consistent business revenue.

Each business is unique. This means they have different growth stages, team sizes, traffic, and revenue. There are successful cases of startups and small companies using social media to increase sales. So, for them, interface optimization is not a priority.

Even brands with their own online stores can work without heavy investments in UX/UI optimization and stay successful for a while. Still, if you want to grow and be competitive, CRO should be a key part of your UX strategy for 2025. It’s not just a smart decision – it’s a necessity for dynamic growth and future success.