While user research can provide answers to many questions related to a digital product, it is not always necessary to carry out a complete package of them. The progress of the actions can also be checked with data, which is referred to as hard. Numerical values in the form of UX meters are used to delineate the user experience.
User experience — why measure it?
The effectiveness of user research can be complemented by UX metrics that need to be monitored, to be able to check on an ongoing basis whether users are using the digital product well. Introducing these types of metrics in a larger organization is an excellent way to learn about the benefits that come with user-centric design.
Meters, expressed numerically, are easier to understand and translate into conclusions than verbal opinions, that is, soft data. They can be used as a tool to assist in the UX audit process — they facilitate obtaining information about the progress of the work and the effects of modifications introduced after the audit.
ROI in UX — return on investment and experience design
One of the basic metrics of User Experience is Return on Investment, or ROI for short. Simply put, it is part of the investment that pays off as a result of the work of people responsible for UX. This indicator allows you to specify what the result of the investment in User Experience design can be. ROIs are best reflected in monetary values, but also conversion rates, number of clients or support costs. Return on Investment in UX shows the impact of experience design on business.
UX metrics and business KPIs
In order to be able to visualize the results of activities and progress in the company, it is necessary to know the value of indicators. Each department focuses on different factors and measures effectiveness in different ways. For the purpose of visualizing the activities and progress of the company, it is necessary a number of indicators. Similarly, UX metrics and business KPIs can differ from each other.
UX indicators and KPIs — how do they differ?
UX metrics allow you to measure the user experience when using a product over time. It could be the number of mistakes he made or the time it took him to complete the action. Business KPIs make it possible to assess the purpose of the company, for example, whether sales activities were effective or whether revenue growth was achieved.
UX indicators how to choose them?
Key growth factors should be selected after thinking about what are the goals of the enterprise that UX designers can help realize. The company can focus on achieving a large number of clicks on a specific offer, the realization of many shopping sessions or the acquisition of users who subscribe to the newsletter. Only with this information can you think about the selection of indicators.
UX Meters — Types
User satisfaction and the development of a digital product can be measured by indicators, referred to as behavioral and opinion-based.
Behavioral
Indicators indicate so in numerical values how the user uses the product and what his actions are most effective. You don't need a person to collect this data — the process can be automated. It's a cheap and fast way to start collecting data from UX metrics. Among the behavioral measures, the following stand out:
- the number of page views,
- abandonment rate,
- the number of tasks that were successful,
- the time of completion of the task,
- error rate.
These metrics allow you to see a drop in sales before it happens, all by controlling the number of views and abandoned carts.
Feedback based indicators
These indicators provide information about the user's feelings before, during and after using the product. Thanks to them, it is possible to notice how the sensations affect the opinion about the company. Among these types of indicators can be mentioned:
- Net Promoter Score (NPS)) — determines the satisfaction of the user who responds to the service request to other users on a scale from 1 to 10,
- System Usability Scale (SUS) — these are 10 sentences that can be summed up with the statement “Strongly agree” to “Strongly disagree”.
UX indicators — when to monitor?
In order to be able to obtain reliable results that testify to UX activities, it is necessary to constantly and regularly monitor the metrics. This will ensure the determination of user satisfaction and assess whether the work has had a tangible effect. The key to success is to maintain even intervals. So it is worth setting up, for example, a monthly check.
UX Meter Monitoring Errors
Of course — the meters must be monitored with attention and accuracy. It can happen that the conclusions that employees draw are wrong. So what is worth paying attention to?
Incorrect assessment of indicators
It is necessary to carefully look at the given indicators and be able to interpret them correctly. Meters can mean something different depending on the action that the user takes. For example, the abandonment rate on the page where the payment is confirmed and on the shopping cart page means something completely different.
Rejection of external factors
When analyzing and interpreting UX metrics, external factors must also be taken into account, which in a way happen outside the website itself. The increase in the conversion rate may be related, for example, to an advertising campaign that was not the result of the work of UX designers. Therefore, it is important to look closely at all events to be able to assess what the changes have resulted from.
User satisfaction — how to measure it?
The methods that make it possible to collect information vary depending on the type of indicators that employees choose. For this purpose, qualitative or quantitative data can be used to conduct research.
Site traffic control tools
Data can be collected through appropriate tools, such as Google Analytics, Fullstory, Hotjar. The information can be used to calculate behavioral UX metrics, that is, conversion or abandonment rate.
Surveys
Conducting a survey is a fairly cheap quick way to gather feedback from users. However, it is worth remembering that the questions should be simple and the answer to them — intuitive.
Research with users
It is worth conducting them cyclically, as long as the company has the right budget and time. In this case, usability tests in a task-based form can work best.
summary
UX growth factors are an excellent method of presenting the results of the activities of UX designers in the enterprise. They help identify the elements worth investing in when creating digital products for users. Meters should be selected for previously set business goals. The best way to determine whether UX activities are effective is to monitor indicators, as well as research with users.
Want to learn a little more about running an online business successfully? Familiarize yourself with the others Entries on our blog, where you will find a lot of valuable information. If you need help with usability auditing, UX design or web analytics — report to us. Together we will find the best solution.
