Development of an E-Shop – Growth Hacking and User Experience

Abstract

This paper examines how growth hacking strategies, combined with user experience optimisation and data-driven experimentation, enhance business performance and long-term competitiveness in e-commerce. The study employs a quantitative, data-driven methodology using Google Analytics 4 to collect and analyse six months of e-commerce user data through descriptive, comparative, and behavioural analytics (including segmentation, funnel, and cohort analysis) to evaluate user behaviour, conversion performance, and UX optimisation opportunities.

Findings: Integrating growth hacking and UX optimisation significantly improves e-commerce performance by increasing traffic, conversions, and customer retention through data-driven experimentation, SEO, personalisation, and continuous user experience enhancements. The originality and value of this study lie in its integrated, data-driven framework that combines growth hacking and user experience optimisation to demonstrate how their synergy drives sustainable e-commerce performance, offering both empirical insights and practical guidance for digital transformation.