An end user is a person who uses a product or service. This individual isn’t necessarily the one who purchases a product but the one who ultimately uses it. The term is often used in the technology industry to define the employees of a customer who use products or services.

In this article, we’ll make the difference between a customer and an end user clear, review several types of end users, and get to know how to improve the end user experience.

What is the difference between a customer and an end user?

Very often these two terms are perceived as the same yet they aren’t. Let’s review each to understand the key difference.

A customer is a person or a company that buys a product or service from an individual or a brand. Customers play a great role in the selling process and growth of various businesses. Firms compete with each other, offer new high-quality products, reduce prices just to increase customer base. For example, when you go to the supermarket and purchase some fruits and eat them, it means that you are a customer.

An end user is a person who uses a product or service. This individual shouldn’t necessarily be a buyer of the product to consume it. You can often hear this term in talks about the technology industry. End user refers to an individual who uses the product. Say, you work in a marketing agency. To do your job you are provided with the necessary devices such as a laptop, smartphone, earphones, etc. In this situation, you are an end user.

Simply put, the main difference between these terms is that a customer purchases and consumes a certain product while an end user only uses it. So, now when the main difference is clear, let’s walk you through the types of end users.

Types of End Users

There are different types of end users. They can be individuals, entrepreneurs, or companies. Graphic designers create company logos, websites, graphics, and layouts for product installations by using laptops and other additional devices of their employers. Secondary marketing research companies conduct surveys and obtain results and then sell them to business customers who use the information to their benefit.

Now that you are acquainted with the types, it’s time to figure out how to improve the end user experience with our tips.

How to Improve End User Experience?

  • Make sure your interface is user-friendly
  • Stick to consistency
  • Optimize your site’s loading time
  • Conduct surveys
  • Ensure readability
  • Take into account reviews and feedback of users
  • Create a visually appealing website
  • Design a mobile version

User experience is a top priority for every company. It shapes the first impression and depends on many factors. We’ve prepared a list of best practices to help you in improving your product or service for the best. Stick to our tips to increase end user experience for your company.

Make sure your interface is user-friendly

With a user-friendly site and easy navigation, you can reduce search time and ultimately improve satisfaction with your product or service. This way, you fulfill the needs of end users quickly and efficiently. As a result, your company receives high sales volume, develops customer loyalty, and reduces extra costs.

Let’s take Uber Eats, for example. This online food delivery service provides users with convenient desktop and mobile versions of its site. Below you can see Uber Eats for laptops.

User-friendly interface

To compare, let’s review its version for smartphones. A user doesn’t have to swipe right and left because of the convenient menu. A clear, big, and easy-to-tap CTA “Find Food” is in the center to invite people to order food.

Mobile version

Stick to consistency

If you want your users to take your brand seriously then you need to be consistent. The color scheme of your email campaigns should match your website and advertising campaigns. Besides, be consistent in using fonts, coloring, heading size, buttons, spacing, style, photo choices, and visual elements across all your communication channels. Make sure that the chosen website design fits your product. With consistent content, you can provide value and knowledge to users quickly.

SendPulse is a great example of consistency. Its website, blog, glossary, and email campaigns use blue background, white font, and visual elements in the same style.

SendPulse website

SendPulse’s website

SendPulse blog

SendPulse’s blog

SendPulse glossary

SendPulse’s glossary

Optimize your site’s loading time

Website speed impacts everything from sales to search engine performance. It influences the decision of an end user whether to continue staying with your company. To avoid losing customers, evaluate the site’s speed by leveraging tools like Google PageSpeed Insights and Pingdom. If the results are unsatisfactory then strive to improve the site’s loading time by optimizing the size of images, moving to a better host, reducing plugins, decreasing the number of JavaScript and CSS files, etc.

Below you can see the results of assessing the speed of the desktop version of SendPulse, a marketing automation platform.

Page Speed Insights

Conduct surveys

To figure out whether users are satisfied with a product, you can use surveys. As an option, you can conduct them on your website to better know your customers and offer the right products in the future.

For example, Thrive Market, an online store with healthy food, asks new visitors about products they buy most often.


Ensure readability

Since the majority of people don’t want to waste time and effort on learning about companies, it’s critical to provide them with the appropriate information. Website readability identifies how easily your users can read and understand information on your web page.

Easy-to-digest copies are more likely to convert consumers, inspire them to act, and retain customers. To make your content more readable, use large fonts, color contrast, adequate line height, enough white space, short paragraphs, lists, and large buttons so that users can tap them on their smartphones.

Pixpa uses short and sweet headings, short paragraphs, visuals, and lists to make it easier for users to perceive the information about the platform.


Take into account reviews and feedback of users

Remember that your users are the most valuable source of information about your product. By obtaining reviews and feedback, you have a great opportunity to improve your product. Go through the messages from your customers to find out the benefits and drawbacks of your product. This way, you can identify the missing features or problems with your service.

For example, Jared, a jewelry house encourages people to rate its products and write reviews for pleasant rewards.


Create a visually appealing website

According to Parqa Marketing, 46% of customers make their decisions based on the site's visual appeal and aesthetics. Designing a visually appealing site is critical since it helps convey your message in the right manner and evoke emotions like trust, interest, satisfaction, joy, confidence, and hope. Attractive websites are more likely to be used again by companies, agencies, or individuals.

Nectafy’s team knows for sure how to reach their users through visual design and evoke trust. When visiting its site, users can immediately appreciate the correct color scheme and visual elements that evoke positive emotions. The website has clear headers, copy, and settings that simplify the process of acquaintance.


Design a mobile version

Today, when the number of smartphone owners is steadily increasing, designing a convenient mobile landing page is a must. Since 51% of internet users leverage products and services via their mobile devices, it’s advisable to ensure an excellent customer experience.

Let’s take Oysho, for example. This clothing company provides users with an opportunity to shop from a phone. Its mobile version includes a clear menu, a visible large call-to-action button, and enough white space. A visitor can swipe left to jump into the new collections of different clothes. To see all new items a new user just needs to swipe down.


In a nutshell, the term “end user” is widespread in technology companies to define their employees who use products and services of different businesses. If you are a business owner, you now know how to improve user experience with your product or service by implementing our strategies.


  1. This article defines the term and uncovers the difference between a customer and an end user.
  2. In this article, you’ll find 10 ways to increase the end user experience.
  3. This article unveils 6 steps to improve the end user experience.
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