Was site design successful? Check user experience metrics
User interaction is foundation of website design success. So, when a website building company provides a website to a client, what is user experience of website? How to quantify user experience of a website? We have chosen following metrics to measure user experience of website.
Interaction with website users
Task Success Rate
Task Success Rate is one of most widely used and understood user experience metrics. It shows percentage of participants who successfully completed task and helps designers identify UX issues. As long as a task has a clear goal, success can be measured.
Tasks such as completing registration process or adding a specific product to cart are well suited for this metric. Remember that success rates do not explain how well users perform tasks and why they fail.
Task execution time
This metric measures amount of time a user spends completing a task. Due to different factors, different users will have different time to complete same task. In general, less time a user spends on a task, better user experience.
Depending on estimation method and type of project, there are several ways to determine time to complete a task.
Mean Time to Complete: Only users who actually completed task are counted.
Mean Time to Abandon: The average time it takes users to abandon tasks or perform them incorrectly.
Average Task Time: The sum of average time that users spend completing a task.
In general, user retention is percentage of users who continue to use a product over a given period of time. But to accurately measure product retention, you need to be clear about what behaviors and activity levels contribute to retention.
Actions can include logging in, visiting web pages, downloading/downloading files, using core product features, etc. Measuring retention is a great way to understand long-term performance of your product.
The conversion rate measures percentage of users who complete desired action. Desired actions are related to goals of product and cover everything from completing registration process to purchasing.
Please note that percentages can be misleading. For example, a website may experience a traffic spike due to a marketing campaign. Even with an increase in sales, site's conversion rate will drop significantly due to increase in traffic.
The error rate shows percentage of incorrect entries entered by user. It is calculated by dividing number of errors by number of attempts. A high error rate indicates a usability issue. As with other UX metrics, it's important to define error behavior.
Customer satisfaction measures overallthe level of user satisfaction, which can be monitored in various ways.
Satisfaction surveys. Surveys allow companies to ask customers questions to determine their level of satisfaction.
Customer satisfaction assessment. At end of survey, many companies get this score by asking customers to rate their overall satisfaction on a scale of 1 to 5.
Net Promoter Score: Calculated by asking users how likely they are to recommend a brand or product on a scale of 1 to 10.
Assessing efforts of clients. Calculated when users are asked to rate their efforts. For example, "From very easy to very difficult, how would you rate your experience?"
Social media monitoring: Monitor user comments on a social media website such as Baidu Koubei, and then determine user's rating of website's performance.
Evaluating user experience is important, and data provided by UX metrics allows designers to measure and compare usability of digital products. They identify areas for improvement in a product and help designers evaluate decisions based on facts, not opinion. Like all tools, metrics and frameworks should be used in right context. UX designers must strategically link metrics to client goals and user needs. Measuring user experience is critical for designers to create products that are simple and easy to use.