The Impact of Navigation and Usability, Conversion-Focused Features, Visual and Brand Identity and Personalized User Experience in Marketing Effectiveness a Case Study of Jiji.ng

This study examines the impact of user experience (UX) design on marketing effectiveness in Nigerian e-commerce, using Jiji.ng as a case study. Focusing on navigation, conversion features, visual identity, and personalization, the research evaluates Jiji.ng's alignment with global standards through quantitative surveys of 100 users (aged 18-35) and comparative analysis. Findings reveal critical UX gaps affecting performance: only 47.4% found navigation intuitive, 34.1% trusted the payment process, and 79.1% demanded better personalization. These shortcomings correlate with poor marketing outcomes - 73.2% use the platform rarely, while 21.6% report checkout frustrations. Theoretical frameworks, including the Technology Acceptance Model, explain how these UX deficiencies hinder adoption and retention. The study demonstrates that Jiji.ng's current UX design creates unnecessary cognitive load, reduces trust, and fails to effectively engage users. Compared to global leaders like Amazon, the platform lacks advanced filtering, secure payment integrations, and AI-driven recommendations that enhance user experience. Recommendations propose specific UX improvements, including streamlined information architecture, escrow payment systems, personalized features such as wishlists, and mobile-first optimization. These changes would address identified pain points while taking into account Nigeria's unique digital landscape. This research contributes to the emerging market e-commerce literature by validating the relationship between user experience (UX) and marketing effectiveness in Nigeria. It provides actionable insights for local platforms competing internationally while adapting global best practices to regional contexts. The findings highlight UX design as a strategic tool for enhancing customer acquisition, retention, and conversion rates in Nigeria's rapidly evolving digital marketplace.