UI/UX is the new marketing that sells and converts!

UI/UX has become a major driver of conversion in businesses today. While marketing was once synonymous with awareness, today it's directly responsible for performance, conversion, and scalable growth. In this landscape of hyper-competition and digital saturation, what separates memorable companies from forgettable brands is undoubtedly the user experience (UX) — combined with intelligent interfaces (UI) and behavior-based decisions.

Furthermore, by 2025, the integration between experience design and marketing is no longer optional: it is mandatory. Therefore, understanding this new paradigm is vital for any company that wants to remain relevant. Therefore, it is not just a question of aesthetics, but rather a strategic approach.

According to Luciana Bittencourt, CEO of Bittencourt Consultoria and strategist for brands such as Chilli Beans and Cacau Show:

“The customer experience has become the center of everything. Design now needs to be more than just pretty — it needs to be useful, fluid and emotionally coherent with the brand.”

1. The New Currency of Marketing: Experience

According to a Forrester survey, companies with a strong UX culture outperform their competitors by up to 228% in ROI. In Brazil, a recent study by Croma Insights Group (2024) shows that:

• 73% of consumers abandon brands that offer frustrating experiences, even if the price is competitive.
• 92% of marketing professionals say that UX is now the number 1 differentiator in digital campaigns.

Furthermore, this new consumer behavior reinforces the importance of investing in the experience from the first contact. Therefore, each point of contact must be thought out strategically.

This is what Marc Tawil, Brazilian strategic communicator and LinkedIn Top Voice, reinforces:

“Design is no longer a department. It is part of the strategic DNA of any company that wants to grow in the next 5 years.”

2. Table: Real Impact of UI/UX on Marketing and Revenue

3. UX and UI in practice: how design drives marketing

When we talk about UI and UX, we are not talking about “pretty colors”. We are talking about access, fluidity, reduced friction and emotional immersion with the product or service. As a result, the entire journey becomes more enjoyable and effective. Furthermore, the perception of brand value increases considerably.

Paula Englert, CEO of Box 1824, which leads global consumer behavior projects with Nike, Itaú and Ambev, summarizes:

“Winning brands create experiences. They don’t interrupt the user; they accompany them and seduce them with fluidity.”

See practical examples below:

• Magazine Luiza — implemented a redesign based on behavioral UX research and increased in-app conversion by 63%.
• Nubank — reduced support calls by 58% after redesigning the flow of bills and notifications within the app.
• iFood — using microinteractions, redesigned its payment experience, reducing order abandonment by 45%.

These examples demonstrate, above all, that investing in UI/UX goes far beyond aesthetics: it is a strategic action. Therefore, it is necessary to understand the role of design as a catalyst for performance.

4. Design is not cosmetic. It is business strategy.

Flávio Augusto, founder of WiseUp and former owner of Orlando City, has already said:

“It’s not the product that determines the success of the company. It’s the experience around the product.”

And he is absolutely right. UI/UX is the new invisible marketing — the kind that works behind the scenes, making the user journey so intuitive and enchanting that conversion happens as a consequence. That is why every click matters, every second of browsing must be valued. In this way, design becomes an unquestionable competitive differentiator.

5. Why CEOs and CMOs need to invest in UI/UX now

Strategic adoption of UI/UX reduces media spending, increases customer lifetime value, improves branding and consolidates digital authority. In practical terms:

• Reduces CAC (Customer Acquisition Cost);
• Increases LTV (Customer Lifetime Value);
• Increases retention, the basis for sustainable growth;
• Makes marketing more predictable and data-driven.

Furthermore, Camila Achutti, founder of Mastertech, which works with corporate education in technology, warns:

“User-centered design is now a matter of corporate survival. The company that ignores this is, in practice, digging its own irrelevance.”

With this in mind, companies that want to remain competitive can no longer postpone this decision. Therefore, the time to act is now.

6. The Future: UX with AI and Hyper-Personalization

The combination of UX, data, and generative AI is redefining how companies interact with their users. Imagine landing pages that restructure themselves in real time based on the visitor’s behavioral profile. Or checkout flows that automatically adapt to the user’s browsing style. This makes the experience truly personalized.

Rafael Coimbra, technology editor at Exame, points out:

“We are entering the era of behavioral responsive design. AI will transform every interface into a living, breathing organism.”

Therefore, it is essential that companies are prepared for this transition. After all, consumers demand smarter and more personalized experiences. Therefore, anticipating this trend is a relevant competitive advantage.

Conclusion: Those who don't focus on experience, focus on discounts

If you are a CEO, CMO or lead a business today, the truth is this: without UX, you are paying to lose customers.

It’s not an exaggeration, it’s a market. Consequently, companies that master UI/UX not only sell more. They grow faster, retain customers for longer and drastically reduce acquisition costs. In a world where everyone competes for attention, the winners are those who deliver value without friction.

FAQ – UI/UX in Business Marketing

1. What is the difference between UI and UX? UI (User Interface) is the visual design: buttons, colors, typography, etc. On the other hand, UX (User Experience) is about the journey: navigation, emotion, ease of use, and perceived value. Therefore, they are complementary concepts.

2. What is the real impact on revenue? Companies that invest in UX increase their revenue by an average of 20% to 30% in the first year, according to MIT Sloan. In other words, it is an investment with a measurable return.

3. Do I need an in-house team or can I outsource? It depends on the company's stage. For smaller companies, specialized UX consultancies are an excellent entry point. However, as the operation grows, in-house development becomes a differentiator.

4. Is UX only for websites and apps? No. It's applicable to every customer touchpoint, including customer service, emails, onboarding, packaging, and even after-sales support. Therefore, its application is much broader and more strategic.

5. Does UI/UX replace traditional marketing? It doesn't replace it, but it enhances it. It's like the foundation of a building: marketing is what you see, UX is what supports it. In this way, they complement each other perfectly, generating more robust and consistent results.