In recent years, the digital world has become more user-centric. Offering the best user experience or UX has become the challenge for marketing and sales departments. That is why today we will learn about some user experience metrics that will help us create a good UX strategy.
Keep reading and learn the metrics you should analyze to obtain the desired results.
What is the User Experience of a site?
User experience or UX (User Experience) refers to the general impression and sensations of a user after consuming a product, service or interface.
The term is especially used in the digital environment to identify the appreciation of websites and programs or applications by their visitors and users.
Most important elements of user experience
Today, the performance of a website or app is no longer defined by sponsor approval, but by user satisfaction. User satisfaction increases when the website or software meets these criteria:
- The layout is consistent and the ergonomics are good (e.g. a color scheme that ensures text is easy to read)
- The information is clear, without errors and with reliable sources (for example, testimonials, sources, company presentation page)
- Use is easy, intuitive and fun (e.g. search bar, animations, text, keywords)
- The visitor can navigate from different media (for example, smartphone, computer, tablet)
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.
7 user experience metrics you should monitor
These are some examples of user experience metrics that you should monitor now!
1. Number of page views
The figure most used by companies to check the performance of their website is the overall number of visits: specify this measure with the average number of pages viewed by each Internet user while browsing your site. The higher this number, the greater the interest of users.
2. Site speed
You know that the loading of your pages can be a strong incentive for your users to stay or leave. Knowing the speed of your website, that is, the loading time of each page, is essential.
3. Click rate / global and per page
This index is calculated from the number of clicks made in at least one area of each page, compared to the number of views of the same area. This data indicates the effectiveness of the main elements of your website.
4. Click Distribution
The distribution of clicks is another of the most valued user experience metrics; it corresponds to the number of clicks in different areas of the same page. The analysis of this indicator informs you about the areas most appreciated by your visitors.
5. Conversion rate / overall and per page
The more your potential customers’ navigation ends with an action desired by your company, the better your conversion rate will be (downloading a document, entering data into a form, purchasing a product). Therefore, it is an important criterion to take into account to optimize certain functions.
6. Dropout rate
Conversely, the number of users who have abandoned a process before completing it, that is, the abandonment rate, is an interesting metric to guide the least effective paths and elements.
7. Bounce rate
Similarly, the bounce rate allows you to calculate the percentage of visitors who have closed your site after viewing a page, and without having clicked. Above 50%, a bounce rate is considered bad. Hence the importance of tracking these types of user experience metrics.