Thalia Hernández
Nov 1, 2023

Designing the perfect experience: Essential metrics to measure the User Experience

Automation
Design
CRM
Software Development
Marketing
Sales
RevOps
Representative image of the user experience
Thalia Hernández
Nov 1, 2023

Designing the perfect experience: Essential metrics to measure the User Experience

Automation
Design
CRM
Software Development
Marketing
Sales
RevOps

User Experience

In the exciting world of digital product design and development, User Experience (UX) has become a crucial aspect for the success of any project.It is about how a person feels when interacting with an interface, whether it is a web page, an application, software, etc.
A good user experience implies that the user can meet their objectives effectively, efficiently and satisfactorily, without encountering obstacles or frustrations. It is important to remember the importance of winning over the customer, there is no better brand ambassador than a loyal customer, because a loyal customer translates into sustained sales. But how can we measure and evaluate this mysterious but essential dimension?
Let's get started!
CasandraSoft Tech Solutions

User Experience

In the exciting world of digital product design and development, User Experience (UX) has become a crucial aspect for the success of any project.It is about how a person feels when interacting with an interface, whether it is a web page, an application, software, etc.
A good user experience implies that the user can meet their objectives effectively, efficiently and satisfactorily, without encountering obstacles or frustrations. It is important to remember the importance of winning over the customer, there is no better brand ambassador than a loyal customer, because a loyal customer translates into sustained sales. But how can we measure and evaluate this mysterious but essential dimension?
Let's get started!

In this article, we will explore some essential metrics to measure User Experience, giving you the necessary tools to achieve perfection in your creations.

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%.
Metrics

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%.

Importance of measuring user experience

Browsing the web should always be a pleasant, surprising and fun experience.

Internet users have little patience and high expectations: if they do not enjoy their visit to a website, most will not return. In the selection criteria we know, for example, that 40% of users abandon a site during loading if they have to wait more than 3 seconds.

Therefore, it is imperative to optimize the various design parameters and functionalities of your site to avoid a drastic loss of traffic.

This is where UX strategy comes into play: if your visitors have their navigation needs met, they will spend more time on your site, talk more about it with their friends and family, and ultimately be more willing to use it. to join your client portfolio.

User Experience

What affects the user experience?

When defining your UX approach, your marketing and sales departments should be aware of the most annoying elements for visitors, those black spots that drive them away:

  • Loading times exceeding a few seconds, especially on the home page;
  • Tedious reading of texts (small size, too wide columns, etc.);
  • Inconvenient access to tools (bad links, too small search bar);
  • Repetition of spelling and grammatical errors;
  • Complex/cluttered form navigation;
  • Difficulty of access to information.

Map your customers' experience to get a complete view of their journey and to design the perfect experience.

The changes made to your website will depend directly on the user experience. Thanks to a clear and precise analysis of UX through a set of user experience metrics, you will be able to significantly increase your company's conversion rates.

Tools to measure user experience

Tools to measure user experience

There are many tools to measure user experience, depending on the type of data you want to obtain and the objective you pursue. Some of the most popular tools are:

  • Google Analytics: It is a free tool that allows you to analyze traffic and user behavior on a website or application. Data such as the number of visits, dwell time, bounce rate, traffic sources, conversions, etc. can be obtained. You can also create segments, goals, and conversion funnels to measure the performance of marketing actions.
  • Hotjar: It is a tool that allows you to visualize how users interact with a website or application through heat maps, session recordings, forms and surveys. Data can be obtained such as the most clicked, moved or ignored areas, the obstacles or frictions that users encounter, the opinions and suggestions they have, etc.
  • UserTesting: It is a platform that allows usability tests to be carried out with real users and obtain video and audio feedback. You can create specific tasks for users to complete and evaluate their experience, as well as segment users based on demographic, geographic, or behavioral criteria.
  • SurveyMonkey: It is a tool that allows you to create and distribute online surveys to collect users' opinions and ratings about a product or service. You can use different types of questions, scales and options, as well as analyze the results with graphs and tables.
  • Maze: an excellent usability testing tool that makes the product design process continuous
  • Miro: a fantastic visual platform to collaborate and organize documentation and research
  • Notion: An easy-to-use, customizable workspace for your team
  • Confluence: A remote teamwork space from the creators of Trello.
  • Mixpanel: a wonderful tool for product analysis, allowing you to constantly find new improvements.
  • Tally.so: a survey builder that allows you to create online forms with dynamism

Conclusions

Measuring User Experience is essential to continually improve our digital products. Through these essential metrics, we will be able to evaluate and adjust our creations to offer more satisfying and memorable experiences. Remember that perfection is not a destination, but rather a constant journey of learning and improvement. So step into this exciting world and start measuring to delight your customers with a perfect experience!

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