UIChanges to website (excluding UI) to improve CX

What things could be done in a website (apart from UI & other obvious stuff) to improve CX & more conversions?

If you want to work on Conversions, then don’t worry about fancy stuff.

Identify what are the core experience aspects of your visitors such as device sensitive, quick, easy, effort required to complete the desired task (say a purchase), completeness of information, etc and address them first.

Delights such as amazon acoustics are icing on the cake. But Core Experience is like the sponge. Amazon has got the sponge right and is focusing on icing now. Many inĀ  e-commerce space are struggling with the sponge.

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