It's not UX if you don't talk to the people who use your website or app
Find out how your customers think & react, where they stumble and what they're looking for
UX involves the user so that your business can cater to your customers.
In profitable eCommerce the customer is king.
And if you're not talking to & working with your customers (aks users), it's guesswork based on assumptions and number of clicks.
No amount of click rates can possibly fill in the gaps that are left, if you refuse to engage with your users.
There are no exceptions to this.
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