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Liburkina L. M.

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The Marketing Substantiation of the Role of UX/UI Design in Shaping the Conversion Capability of Web Resources of International IT Companies
Volikov V. V., Shumilkina K. Y.

Volikov, Volodymyr V., and Shumilkina, Kateryna Yu. (2025) “The Marketing Substantiation of the Role of UX/UI Design in Shaping the Conversion Capability of Web Resources of International IT Companies.” Business Inform 12:65–65.
https://doi.org/10.32983/2222-4459-2025-12-65-65

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

UDC 339.138:004.774:004.5

Abstract:
The aim of the study is the theoretical substantiation of the role of UX/UI design in ensuring the conversion capability of web resources of international IT companies and the development, based on a case analysis of the Kitrum company web resource, of methodological recommendations for optimizing interface solutions to increase the effectiveness of digital marketing. The role of UX/UI design as a strategic asset in the digital marketing system of international IT companies has been studied. Key UX/UI factors have been grouped into three categories: 1) visual; 2) navigational; 3) informational. The influence of UX/UI determinants on the conversion activity of users has been systematized. For fifteen representative factors, their functional specifics and the direction of influence on decision-making in the digital environment have been determined. A matrix of the impact of UX/UI factors on key marketing performance indicators of international IT companies has been developed. The testing of the developed methodological approach was carried out through a case analysis of the web resource of the international IT company Kitrum, which confirmed that the synergy of expressive visual identity and linearly structured navigation creates a unique digital brand profile, increasing its competitiveness. The results of applying the authors’ matrix demonstrate that the reduction of the bounce rate and the increase in the conversion rate are significantly influenced by: hierarchically organized typography, industry-differentiated navigation, and intelligent content personalization. It is noted that the economic substantiation for investment in UX/UI design should be based on the projected increase in customer lifetime value and the reduction of customer acquisition costs due to enhanced conversion efficiency of the web resource. Methodological recommendations have been developed for international IT companies, structured according to three strategic vectors for optimizing the digital environment: 1) perception; 2) interaction; 3) decision-making. Each vector integrates a group of tactical UX/UI tools. Other factors (technical performance, loading speed, security, etc.) are considered within the study as background conditions, rather than separate strategic vectors. The proposed methodological recommendations serve as a strategic guideline for IT management, making UX/UI design an integral component of the comprehensive marketing plan of an international IT company.

Keywords: digitalization, e-commerce, user interface (UI), user experience (UX), digital marketing, digital environment, conversion.

Tabl.: 3. Bibl.: 21.

Volikov Volodymyr V. – Candidate of Sciences (Economics), Lead Engineer, Institute for Single Crystals of National Academy of Sciences of Ukraine (60 Nauky Ave., Kharkiv, 61072, Ukraine)
Email: [email protected]
Shumilkina Kateryna Yu. – Leading expert, IT Company Kitrum (suite 3300, 401 East Jackson Street, Tampa, United States)
Email: [email protected]

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