User experience (UX) builds the customer’s relationship with the brand. To some, it can be their first encounter with the product or service. It can be the first determiner for a potential customer to engage and purchase from the store.
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As for existing customers, UX can affect general customer satisfaction. Technical difficulties in UX can negatively impact customer and brand relationships. User satisfaction can increase customers’ likelihood of recommending to the people they know or leaving a positive review.
UX became more vital since the world is experiencing an economic recession from the COVID-19 pandemic. According to The Wall Street Journal, businesses see more value in technology’s influence on the customer experience that can combat economic crises. Superb website usability and other UX metrics are the keys to higher customer satisfaction.
Read on to learn more about the UX metrics that can increase customer retention, engagement, and satisfaction.
Why Do We Need To Measure User Experience?
Current marketing strategies, although continuously evolving, are still centered on the customer experience. Successful companies aim for happy customers, captivate potential customers, and engage repeat customers.
But all of this won’t be easy to achieve without benchmarking or measuring key metrics. Brand campaigns can improve when marketers can scale quantifiable metrics.
Usability and customer satisfaction make for a great UX. Regularly measuring metrics yield valuable insights for successful digital marketing strategies. Evidence-based metrics can make a difference in how companies approach their UX strategies.
Essential UX Metrics You Need To Measure
There are two main categories of metrics: marketing and user experience metrics. Marketing metrics are helpful in the quantitative tracking of campaigns. However, they do not always reveal user experience regarding attitudinal and behavioral effects. For this reason, usability metrics matter.
Usability refers to the general accessibility of the product that leads users to accomplish their goals satisfactorily. The metrics involve task completion time, ease of use, and task success rate. UX is better when it’s easy to complete a task.
Retention, conversion, and error rates also constitute usability. The retention rate indicates the percentage of long-term users. The conversion rate measures the number of site visitors who complete the sign-up process and purchase order. With low conversion and retention rates, the number of errors or error rates can give valuable insights. Error rates are calculated by dividing the error number by attempts made.
Important UX KPIs You Need To Measure
Customer satisfaction is at the heart of UX. To measure UX, brands can use one or a combination of the following key performance indicators (KPIs):
System Usability Scale (SUS)
SUS is a survey about the perceptions of usability. SUS is helpful for UX designers to gain insights into the users’ feelings on UX. Example statements for SUS are “I felt confident using this software” and “I felt confused using the tools of this software.”
Customer Satisfaction Score (CSAT)
As the name suggests, CSAT focuses on measuring customer satisfaction. Questionnaires will include “How satisfied are you with the digital product or product design?” and “How would you rate your mobile app experience?”
CSAT can be in the form of online surveys or user needs interviews. It is helpful to gauge satisfaction at various points of the customer journey. CSAT can be a form of check-in with existing customers.
Net Promoter Score (NPS)
NPS is a variant of CSAT, but it focuses on the likelihood of new users recommending the product to others. A high NPS score can indicate that users like what they see on the page. It can also give insight into which metrics need improvement. For example, NPS can tell when retention is low if users don’t frequently visit the page and there are low page views.
Focusing on UX Can Improve Customer-Brand Relationships
UX metrics are evidence-based UX strategy that helps guide brands to improve their services. The right metrics will improve user interface, customer experience and brand image will improve