User Experience (UX) is the overall experience that a user, customer, or visitor has with a product or service, in other words, how satisfying and easy they think it is. Positive UX increases conversion rates, customer retention, and referrals. In eCommerce, the following factors contribute to positive UX: easy navigation through good information architecture, adequate customer support, hassle-free checkouts, and user-friendly return policies. There are many ways to measure UX, but the most popular metrics include: Net Promoter Score (NPS), completion rate, churn rate, bounce rate, Customer Lifetime Value (CLV), retention, product page conversion, and returning visitors. Although UX and UI (User Interface) are interdependent, UI differs from UX in that it focuses on how the user interacts with the design of the product or website.