Top UX Metrics You Should be Using
We know how important customer experience (CX) is to business success. But improving the customer experience is a huge undertaking, and like any major effort, it’s best to tackle it bit by bit. User experience (UX) is an end user’s perception while interacting with a digital interface and is an integral part of the customer experience. It’s the basic building block of your user’s journey on digital channels.
In this article, we’ll cover the impact UX has on your overall digital experience (DX) and why it’s important to measure the success of your UX. DX encompasses all interactions between an organization and its customers experienced through a digital interface like a computer, smartphone, or tablet. UX, in contrast, relates to the specific interface and how easy it is to use and how it looks, and is a vital piece of creating a great overall DX. Here, we’ll talk about the most important UX metrics to track and how to advance your UX strategy.
What is great UX?
The UX Collective writes, “At the root of every great product is a true understanding of what void that product fills, and how it will do an excellent job of meeting the needs of those who will use it.”
Impressive UX design requires a thorough understanding of your users and their objectives, and a focus on fixing users’ issues to make their experience as simple as possible. A well-designed user experience creates happy and loyal users. An intuitive experience will garner more conversions and increase your bottom line.
When you design a great experience on your digital channels from the outset, you’ll see fewer user issues down the road, which results in reducing costs for your brand. UX is essential to creating a phenomenal digital experience (DX), which impacts your overall customer experience (CX).
What are UX metrics?
More and more companies are focusing efforts on creating seamless user experiences. Before you can improve your digital platform(s), understand how they are performing right now. This means tracking metrics so you have a benchmark to beat in future iterations.
We define UX metrics in two groups: behavioral and attitudinal. Behavioral metrics are your traditional behavior metrics that track how a user behaves on a page or app. Attitudinal metrics seek to understand how a user feels using your product(s) or service(s).
Here, we’ll dive into which attitudinal metrics to track, how to measure them, how to act on them, and how to prove the ROI.
What are the most important attitudinal metrics?
Let’s dive into the attitudinal metrics you need to understand and track to improve your user experience.
Customer Satisfaction (CSAT)
This metric focuses on how satisfied a user is with your brand. We can drill it down to measure satisfaction on specific features, products, or functionality. CSAT is based on a 5-point scale from very unsatisfied to very satisfied.
Why is it important to track user satisfaction? A Hubspot study found that over 80% of companies believe retention is cheaper than acquisition–keeping your customers happy pays off. To calculate the percentage of satisfied customers, divide the total number of customers who selected very satisfied (5) or satisfied (4) by the total number of responses and times that by 100.
Star ratings are an extremely popular metric. Think about Facebook and Instagram, how you can express your emotions with the varieties of emojis available per post. In the user experience space, star ratings are a simple and clear way to track how your users’ perceive your product(s). Star/emotional ratings are measured on a scale from 1 to 5.
At Usabilla, we use emojis to track emotional ratings. The images help users identify how they want to report their impression of the experience.
Pro Tip: Always add an open-text field after an emotional rating question so users can explain why they feel the way they do. This gives you much more context and insight into your user experience. Also, users often offer solutions to any problems they come across, which can be very useful to redesign efforts.
How easy was it for your user to accomplish their goal or task on your digital channels? Tracking usability offers you insight into specific user journeys, allowing you to improve the ease of use of your website or app.
You can use a simple Customer Effort Score (CES) metric to track usability. CES is a metric related to a certain task or action so it’s necessary to ask it following a specific interaction or task. The question is quite standard: How easy was it to do X, Y, or Z?
To measure ease of use, companies mostly ask on a 5-point scale or, if phrased as: X Organization made it easy for me to do X, Y, Z–follow up with options: Strong disagree/Disagree/Somewhat disagree/Neutral/Somewhat agree, etc.
Net Promoter Score (NPS)
NPS is a brand loyalty metric, an indicator to measure engagement; how likely it is your audience will recommend your brand to family and friends.
Small nuances can be made to make an NPS question more specific, for example: How likely would you recommend Company or Service X based on your visit today/ Based on your purchase/ Based on the app experience/ Based on your trip/ etc.
NPS is a globally recognized metric to understand overall user satisfaction, and we highly recommend capturing this metric to improve the overall UX of your digital channels.
How to track and measure attitudinal metrics
We can capture attitudinal metrics through a persistent feedback button or in-the-moment surveys, and embedded feedback.
The feedback button is an easy and practical way to capture feedback. It lives on all pages of your website and app so that users can leave feedback whenever they want to or more likely, when they come across an issue. A feedback button should be designed to fit your brand’s look and feel, and can be placed anywhere on your pages.
Targeted in-the-moment surveys
In-the-moment surveys are small questionnaires that slide-out within the browser’s window to not interrupt the user’s experience. This is important because a user is much more likely to fill out a small, non-obtrusive survey during their journey than a large pop-up. At Usabilla, we customize surveys to fit the goals and needs of the brand. They can be targeted to any specifications the brand wants to survey, for example, by region, by page, and many other segments.
For more on Usabilla’s targeted in-the-moment surveys, check out the Complete Guide to UX Metrics.
Embedded feedback icons
If you’re looking to understand the user experience on specific articles or content across your digital channels, embedded feedback is an effective way to capture their sentiment. Using a thumbs up or thumbs down, emojis, or a simple yes/no icon gives you quick and easy insight into your content. With embedded feedback, it’s important to also offer an open-text box for users to leave qualitative insight for more detailed responses.
Understanding how a user feels in the moment gives you direct insight into the effectiveness of your UX strategy. Since, for example, a survey sent a few days later may be skewed based on human factors like how the user remembers the interaction, any other interactions they’ve had with your brand since, and the fact that they may forget about their experience that happened days ago.
With feedback buttons and surveys in-the-moment, you drill down on specific features or stages of the user journey to understand how well your UX strategy is performing.
How to act on attitudinal metrics
Acting on attitudinal metrics takes place across four key steps.
1. Define your goals
First, you must understand your goals. Without a clear vision for success, tracking attitudinal metrics isn’t that useful. Do you want to improve the checkout page? Improve overall NPS? Increase email sign-up by 50%. Get clear on your ideal outcome for direction on which attitudinal metrics you will track, where, and why. Logical goals with specific metrics attached shape a measurable and actionable UX strategy.
2. Begin with a benchmark
As we mentioned earlier, you need to gather a baseline set of data for the metrics you want to track in order to understand if you’re improving. This benchmark should include each of the metrics you’re measuring so you know where you’re starting off. Without an initial benchmark, it’s tough to prove the ROI of your efforts.
You can look at industry benchmarks for attitudinal metric goals. Average scores vary by industry. For example, for an ecommerce company, 45 would be an average Net Promoter Score. With that said, always focus on improving your own user experience for your users, as opposed to only trying to beat industry averages.
3. Track continuously
Once you’ve created goals and found your baseline metrics, it’s time to continue tracking attitudinal metrics. After every change or update you make to your website or app make sure you are using a feedback button, embedded feedback and in-the-moment surveys to track your success. This way, you can track any improvements or downturns, and be equipped with the information you need to take the next steps.
4. Communicate with stakeholders
To prove the ROI of your efforts, show your results to key stakeholders and leadership. With a feedback solution, you can easily export and present your findings based on feedback. Communication with larger teams around customer’s attitudes helps the organization understand the role UX plays in the overall company strategy. Whether you send out a bi-weekly email or have monthly stakeholder meetings, ensure you always incorporate insights from user feedback and any updates on customer attitudes.
How to prove the ROI
Know that return on investment (ROI) is sometimes hard to prove directly or causally. There may be other factors in play, including broader changes to the customer experience or to the business that might affect the bottom line.
But if you can define as straight a line as possible between the work and the outcomes, you’ll be better off. We recommend making the argument that poor design is expensive, (because it is), and improving the user experience not only benefits the users but saves the business a lot of money. Cost savings are often the most effective way to start with and to prove.
For more on proving the ROI, check out this guide.
Want to learn more about the UX metrics you should be using? Our free complete guide to UX metrics examines:
- How to select the right user experience metrics for your goals
- Key behavioral and attitudinal metrics to collect and how to measure
- The relationship between UX strategy and success
- Calculations to prove the ROI of your UX strategy