User experience and metrics: how to measure your user experience

Any marketing strategy that arises must be checked whether the actions are having results or not, so it is necessary to have some metrics. We explain what data should be measured when you want to know the user experience and why this data is so important.

Why is measuring user experience important?

User experience refers to how a person feels when they are using a company product or service. Knowing this sensation and measuring it can help a company achieve its objectives and increase revenue. If the user experience is good, the purchase will be finalized; And if he is satisfied with the product or service, he will buy again, which generates more income in the company.

Measuring the user experience also detects the points that must be improved to avoid a potential client deciding to compete. In addition, getting satisfied customers is a way for them to speak well of the brand and get positive comments, generating greater confidence in the brand. On the other hand, bad experiences generate negative comments, creating distrust and leading users to trust other brands. For this reason, it is essential to measure the user experience and detect those points where the experience can become negative in order to solve them.

It should be borne in mind that even if the user experience is based on subjective opinions and even if users comment on the design of a web page or application or on its usability based on their intuition and their own experience, they are data that must be taken into account as a starting point for improvement.

Main user experience metrics

following should be considered in order to improve the user experience and to have measurable data that can be used for this task:

Success rate

The success rate is a way of knowing the number of completed processes compared to those processes that have been left halfway. When the number of processes not completed is very high compared to the completed ones, this data is a clear indication that there is something that is not working. However, it is not possible to know where the error is or what it is that makes users quit before completing the process. Other data, such as the time it takes to carry out the process or its difficulty, will have to be taken into account to determine what needs to be improved or changed for the success rate to increase.

Time on task

At this point, the time it takes a user to complete a task should be measured and try to make it as short as possible. The less time a user spends on a task, the more likely they will complete it and not leave it halfway. In this case, we would not be talking only about the purchase process since the same registration form, or a satisfaction survey must be quick and simple, among other actions.

In the event that the user abandonment rate during a particular process is very high, it should be optimized as much as possible.

Achievement rate

The achievement or conversion rate is an important piece of information since it refers to the percentage of users who carry out a specific action, such as a purchase, filling in a form, a download etc. It is a key piece of information for any brand since it indicates the direction the business is taking and whether or not it is close to the objectives set. When the percentage is much lower than expected, it is because something does not work correctly, so it would be necessary to review those factors that could influence it, such as the time to achieve it. 

Error rate

Another factor to consider is the error rate or mistakes that users make throughout the process. This data is very significant, for example, when filling in a form, since if many users give information that is not the correct one, it is because they are not correctly specifying what is being requested. Or if several users leave this information incomplete, it will be necessary to check that there is enough space to provide it. 

Another frequent error is that users try to follow or end the process, leaving some mandatory fields. This will mean that what is required has not been correctly specified. 

User feedback

One of the best options to know the user experience is to ask him himself.  Although it will be dealing with a subjective opinion, when many users agree on something, relevant data is obtained.

This  feedback  can be obtained in several ways, through satisfaction surveys, by having the user mark the level of difficulty of a process, asking them whether or not they would recommend the company’s product or service, as well as the company in general, or what has been most annoying to you about the process or what you would change.

Knowing the user’s opinion is a way to quickly detect what is wrong or needs to be improved within a process. Of course, this is valid when you have a high number of opinions, and there are several coincidences.

User retention

User experience can also be measured by the number of people who buy or trust the brand again. When the percentage of people who repeat purchase or trust the brand again is high, the user experience is satisfactory.

Considering all these factors, measurable data on the user experience is obtained, giving clues about those aspects that should be improved or changed. What is clear is that the user experience is one of the most important metrics within any marketing strategy since, through it, you can know how close we are to achieving the objectives.

Photo by UX Indonesia on Unsplash

Back To Top