Do you think all of these are the same? They are all important to your business, and they all can and should be tested, but they are measuring different factors.

• CX refers to the total customer experience, which includes all interactions with a brand throughout the buying cycle.
• UX refers to user experience and considers all customer interactions with a brand, including their products and services.
• UI refers to user interface and specifically focuses on things like screens, buttons and icons in the design on websites and other digital channels.

Just as SEO is a part of SEM, both UX and UI fall under the broader umbrellas of CX. In the B2B sector, a client could give you a low CX score because they don’t like your invoicing policies; a high UX score because the user loves what your product does to save time; and an average UI score because the buttons felt a bit clunky when the user tried to use your mobile app while traveling recently.