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5 Important UI/UX Metrics to Focus On

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Peter F. Drucker, the father of management thinking was right when he wrote, “What gets measured, gets managed.”

Unfortunately, this wisdom is yet to fully permeate into the general consciousness of the UI/UX world. Without accurate results and figures of how UI impacts consumer behavior, you can’t justify investing in UX design.

But user experience (UX) is subjective by nature.

Sure, we can measure its effects on product engagement (conversions, page views, etc.) But how do we directly measure and benchmark UX? The truth is, there is an awful lot you could measure. In this article, we’ll explore the key UX metrics that you should be tracking.

1. Usability

Usability is undoubtedly a great barometer of UX. After all, something that is difficult to use or navigate isn’t going to provide a great user experience.

A good way to gauge the usability of a product/service is to ask users how they would describe a product from easy to use to extremely hard to use. System Usability Scale (SUS) is a handy tool that is commonly used to measure usability.

The scale consists of a 10-point questionnaire with 5 answers each: Strongly disagree, Disagree, Neutral, Agree, and Strongly Agree.

Ux/UI survey

Some sites such as usability.gov provide a SUS template that you can use to determine the SUS score for your product/service. The higher the score, the better the usability rating.

Poor scores can be mapped to UI problems, although there are many other factors that can come into play. However, a great UI can help to enhance a product’s usability. For better usability, leverage the services of reputable user experience design agencies, like these UI/UX agencies.

2. Customer Satisfaction

Customer satisfaction plays a critical role in determining the quality of user experience provided by a digital product. After all, a bad experience is unlikely to lead to satisfied customers.

It’s hard to quantify customer satisfaction. However, you can leverage surveys alongside customer feedback to gauge the degree to which your products satisfied your customers. But how do you benchmark customer satisfaction?

One way is to use what’s called Net Promoter Score (NPS). This KPI is often used to measure customer loyalty and satisfaction. With this method, users are asked one question to determine the NPS. For example, you can ask “On a scale of 1 – 10, how likely are you to recommend this product to a friend?

The answers are then put into three categories:

  • Detractors: 0 – 6
  • Passives: 7 – 8
  • Promoters: 9 – 10

Net Promoters Score (NPS) = (No. of promoters – No. of detractors) / number of participants x 100. For instance, if you survey 100 participants and they return an NPS value of less than 50%, that’s an indication there is a serious flaw with your products.

3. Time on Task

Most of the time, this metric is also known as task completion time. Time on task is the de facto measure of efficiency and productivity.
Basically, this metric measures the length of time users take to complete a task on your website. For example, you can record the time taken by uses to complete a task, like filling out a form, then calculate the average.

4. Task Success

Task success measures the rate at which users complete a certain task.

The success could be anything from the number of users who reach a certain stage in a mobile app to those who unlocked a special feature on a website, etc.

For the success rate to be a great measure of the effectiveness of UX, having a clear definition of success/failure is paramount. For example, if 80 out of 100 users completed a task successfully, then the task success rate would be 80%. Due to the large sample size used, the Margin of Error at a 90% Confidence Level would be +-8%. In simpler terms, this means we are 90% confident that the task success rate falls somewhere between 72% and 88%, which is great for your product/website.

What other UX metrics do you consider important to measure? Share with us in the comments section below.

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