You Can’t Build Great UX Without Measuring Experience
The proof is in the pudding, or, in the case of user experience (UX), it’s in what users tell you about their experiences with your website, software, or product. If you don’t know what your users think, it’s next to impossible to decide if you are truly offering the great UX that you think you are.
Types of UX Metrics
Of the many usability metrics available, here are a few worth tracking:
- Completion rate lets you know if your user accomplished their goals or not after experiencing your product. It’s either a success or failure; this measurement is important because if something isn’t working, users and potential users will disappear.
- Time rate tells you how quickly users were able to complete their task. You will have a sense of how this time rate impacted experience if you also ask if they felt the task took too long, met, or exceeded expectations.
- The satisfaction metric determines how satisfied the user was with their experience in terms of ease of use.
- The errors metric records all the times a user made a mistake, omission, or unintended action. This helps determine if the experience is efficient and easy to understand. If there are errors, segmentation can address individual issues to be implemented later as part of improving the UX.
- Page views and clicks are a specific type of UX metric for website and online applications. Clicks can determine how long a user was on a particular page, which helps explain the ease of the experience.
- Conversion rate measures whether or not users signed-up for more information or actually made a purchase. This rate is usually tied to other usability issues, such as errors and time, if conversions were lower.
- Finally a Single Usability Metric (SUM) is a score given for overall UX in which things like completion rate, task satisfaction, and task time are combined.are combined.
All of these shape what you know is working or not working. They help you know what to implement before it adversely impacts conversions and your company’s overall experience.
Avoid Common UX Metrics Mistakes
When collecting and measuring UX data, it’s important that you avoid common mistakes. First, too much data convolutes what you are trying to learn about the UX. Make sure you are collecting only what you need and combine both X-Data and O-Data.
Second, some usability measurements require that you dig deeper to ensure you understand the context of those metrics. Don’t just look at the numbers, but learn what they mean in terms of how the user is thinking and what their perception and motivation may be. This will give you a clearer picture of the overall UX.
Third, be sure to continually study the available experience metrics. These will help you create the kind of experience that keeps you in front of your competition.
Finally, consider how you can combine usability metrics with other marketing metrics you collect to uncover new patterns and insights. This is part of keeping a big picture perspective, bringing all your efforts together, and truly enhancing the user experience for both new and old customers.