Abstract: This article analyzes the role of UX (user experience) and UI (user interface) design in online perfume stores and their impact on increasing sales. It highlights 10 key aspects that are crucial for effective design, with references to examples of successful online perfume stores.

1. Researching User Needs:

• Identifying user needs and expectations allows creating a website that maximally satisfies their requirements. Example: The online store Sephora offers categorized navigation by product types, helping users quickly find desired fragrances.

2. Appealing Visuals (UI):

• The aesthetics of a website play a crucial role in attracting users. Example: The FragranceNet online store features stylish design and high-quality images, which can catch the attention of potential buyers.

3. Navigation and Interface Convenience (UI):

• Simple and intuitive navigation contributes to ease of website usage. Example: The Ulta online store has a light and clear interface, allowing users to easily find desired products.

4. Providing Information (UX/UI):

• Each product should be thoroughly described, accompanied by high-quality photos and information on price, characteristics, and reviews. Example: FragranceX provides extensive information about each fragrance, including scent notes and customer reviews.

5. Mobile Adaptation (UX/UI):

• It’s important for the website to be adapted for all types of devices to ensure user convenience. Example: The mobile version of the Sephora website offers optimized user interaction on smartphones and tablets.

6. Loading Speed Optimization:

• Fast page loading is important for retaining user attention and reducing bounce rates. Example: The Perfume.com online store has a high page loading speed, contributing to website usability.

7. Product Visualization:

• High-quality product images help users make informed decisions. Example: FragranceNet provides high-resolution images, allowing potential buyers to better acquaint themselves with the range.

8. Personalization of User Experience:

• Individualized approaches increase user satisfaction and loyalty. Example: The Sephora online store uses personalized fragrance recommendations based on previous purchases and customer preferences.

9. Simplified Checkout Process:

• The checkout process should be intuitive and minimally time-consuming. Example: FragranceX offers a simplified checkout process with minimal steps.

10. Feedback and Support:

• Providing feedback opportunities and quality support increases trust in the store. Example: The Ulta online store provides prompt customer service and offers the ability to ask questions via chat or email.

Conclusion: The right combination of UX and UI design plays a crucial role in the success of online perfume stores. Implementing the aforementioned principles using examples from practice will help increase conversion and ensure user satisfaction.