How to measure user experience: Essential metrics

Usability metrics

Usability metrics refer to the ease with which users can use an interface to perform the tasks they want. These metrics are usually obtained through usability tests, in which it is observed and recorded how users interact with the digital product or service while trying to complete a series of previously defined tasks.

Some of the most common usability metrics are:

• Success rate: It is the percentage of users who manage to complete a task successfully, that is, without making mistakes or abandoning. This metric tells us if the interface allows users to achieve their goals or if there are problems that prevent them from doing so. Ideally, the success rate should be as high as possible, close to 100%.
• Time to complete the task: It is the average time that users take to complete a task. This metric tells us if the interface is efficient or if it requires too much effort or attention from users. Ideally, the time to complete the task should be as short as possible, as long as it does not negatively affect the quality or user satisfaction.
• Satisfaction rate: It is the level of satisfaction that users express regarding the task they have just completed, regardless of whether they have completed it successfully or not. This metric tells us whether the interface generates positive or negative emotions in users, which can influence their loyalty and recommendation. Ideally, the satisfaction rate should be as high as possible, close to 100%.

Engagement metrics

Engagement metrics refer to the level of commitment and interest that users show towards a digital product or service. These metrics are usually obtained through the analysis of usage data and user behavior in the digital product or service, such as the number of visits, length of stay, frequency of use, etc.

Some of the most common engagement metrics are:

• Number of recurring users: This is the number of users who visit or use the digital product or service again after a first visit or use. This metric tells us whether the digital product or service generates value and loyalty in users, which can translate into greater income and profits. Ideally, the number of recurring users is as high as possible, which implies greater retention and loyalty.
• Bounce rate: It is the percentage of users who abandon the digital product or service after viewing only one page or performing only one action. This metric tells us if the digital product or service captures the attention and interest of users, or if, on the contrary, it disappoints or confuses them. Ideally, the bounce rate should be as low as possible, which implies greater attraction and conversion.
• Number of pages per session: It is the average number of pages that users see during a session in the digital product or service. This metric tells us if the digital product or service offers relevant and varied content for users, or if, on the contrary, it bores or saturates them. Ideally, the number of pages per session should be as high as possible, which means more exploration and discovery.
• Average session duration: It is the average time that users spend on the digital product or service during a session. This metric tells us if the digital product or service maintains the interest and motivation of users, or if, on the contrary, it tires or distracts them. Ideally, the average session duration should be as high as possible, which implies greater involvement and enjoyment.

Feedback metrics

Feedback metrics refer to the opinion and assessment that users express about a digital product or service. These metrics are usually obtained through surveys, questionnaires, interviews, comments, reviews, etc., in which users are asked about their experience, satisfaction, expectations, suggestions, etc.

Some of the most common feedback metrics are:

• Net Promoter Score (NPS): It is the index that measures the probability that users recommend the digital product or service to other people. It is calculated from the answer to the question: “On a scale of 0 to 10, how likely is it that you would recommend this product or service to a friend or family member?” Users who respond with a 9 or 10 are considered promoters, those who respond with a 7 or 8 are considered neutral, and those who respond with a 6 or less are considered detractors. The NPS is obtained by subtracting the percentage of detractors from the percentage of promoters. This metric tells us whether the digital product or service generates trust and loyalty in users, which can increase word of mouth and reputation. Ideally, the NPS should be as high as possible, above 0%.
• Customer Satisfaction Score (CSAT): It is the index that measures the degree of user satisfaction with the digital product or service. It is calculated from the answer to the question: “How satisfied are you with this product or service?” Users can respond with a numerical scale (for example, 1 to 5) or with a verbal scale (for example, very dissatisfied, dissatisfied, neither satisfied nor dissatisfied, satisfied, very satisfied). The CSAT is obtained by averaging the numerical responses or assigning a numerical value to the verbal responses. This metric tells us whether the digital product or service meets or exceeds user expectations, which can influence their loyalty and repetition. Ideally, the CSAT should be as high as possible, close to 100%.
• Customer Effort Score (CES): It is the index that measures the effort that users have to make to use the digital product or service. It is calculated from the answer to the question: “How easy was it to use this product or service?” Users can respond with a numerical scale (for example, 1 to 5) or with a verbal scale (for example, very difficult, difficult, neither easy nor difficult, easy, very easy). The CES is obtained by averaging the numerical responses or assigning a numerical value to the verbal responses. This metric tells us whether the digital product or service is intuitive and simple for users, which can reduce their frustration and abandonment. Ideally, the CES should be as high as possible, close to 100%.