The following is a guest post by Cherryl Pereira, Head of Content at Chisel Labs
The user experience (UX) is not limited to just how the product you provide looks and feels.
It’s also about how easy it is to navigate, find what you’re looking for, and complete tasks on the site.
UX specialists use several methods and KPIs to assess this.
In this post, we’ll explore these methods and KPIs so that you can be confident in your assessment of any UX project.
What is UX?
What are KPIs?
Why do we need to assess UX?
What is UX?
User experience (UX) is a complex system of interactions between users and products. It is an integral part of every product, including software, hardware, or even medical devices.
It is similar to the term “customer experience” (CX), which addresses customer satisfaction throughout the entire lifecycle of interacting with a brand.
UX can include several different areas, including site navigation and design elements such as layout, content strategy, and interactivity.
The goal is to make users’ interactions with a company as easy and streamlined as possible.
In any firm, user research plays a critical role. But, before we can analyze the efficacy of the measures, we must first understand KPIs.
What are KPIs?
KPI stands for Key Performance Indicators, which are a set of data points that an organization uses to measure the performance and success of different activities.
KPIs are used to track the productivity of a business process, and they can be both qualitative (such as focus groups) or quantitative data points.
The following section will describe in detail what specialists use KPIs to measure:
Customer journey maps:
This is a very useful tool that shows how users move through your product/service from beginning to end. It helps you identify all touchpoints along with their relative importance.
By identifying pain points early on it’s possible to get rid of them before investing too much into an activity that may not produce enough value later on.
In other words, this KPI tells you which activities should be done at priority level A while others fall somewhere down the list.
Customer journey mapping also helps you see your customer’s entire journey with the product, from their first awareness of it to their final decision to purchase or abandon.
So if a user is not buying what you’re selling at one point in time, but suddenly changes their mind later on – this KPI will tell you why and how so that the next time around the process becomes even more efficient.
Number of transactions per user:
This can be calculated as:
Transaction Rate = the number of transactions divided by the number of active users during a certain period. It shows volume-based activity for each unique user over a given period (usually 30 days).
If there are lots of repeat customers using your website frequently, they make up most transactions performed which means the overall transaction rate is high.
So you should find out what exactly causes users to return to your website frequently so that they can be converted into loyal customers who keep returning for more business in the future too.
Number of sales per transaction:
This KPI measures how many transactions lead to one sale.
For example, if 100 visitors buy products from your website and only 30% complete their purchase successfully (transaction), then this number shows that less than three sales are made on an average for each successful purchase.
The goal here is to get as much information about those who abandon or do not convert at all to increase conversions next time around by improving various factors such as the content quality, design, user experience, and so on, during the development stages itself.
The number of unique visitors:
This KPI measures how many unique visitors are visiting the website every month.
It is good to have a large number since that means more people are exposed to your brand and products or services, leading to an increase in awareness about them.
However, it also needs to be kept in mind that this parameter should not be confused with traffic, which can either for example for search engine optimization (SEO) reasons or increases due to aggressive marketing by competitors among other things.
So you need both parameters at hand when assessing whether UX efforts are helping improve user experience on-site.
The number of page views per session:
Another important metric used here is page views per session.
Learn more about the landing page here.
For instance, if 100 users visit your website but only 20 view multiple pages, this might be a red flag. It can mean that few users are interested in your content and therefore it is of poor quality or the layout could also need improvement.
The number of new visits is another important metric used here to assess UX efficacy is how many first-time visits you receive per month.
For example, if the average user only views one-page view then they were not convinced by your website’s contents but instead had some other reason for coming on board (e.g., through an advertisement).
This value should always remain below 25%.
A high percentage means that users do not find what they are looking for on your site which needs improving immediately.
There are more metrics worth mentioning like bounce rate and time spent on site that give a good idea of the quality and quantity of users who visit your site.
Why do we need to assess UX?
The key reason we need to evaluate UX success is when a company has launched a new product and there are no customers.
Then there’s a good chance that something went wrong.
The issue might have been caused by a variety of variables, ranging from research process to development to promotional campaigns.
By examining how successfully these various stages were carried out, you can avoid repeating errors in upcoming work or correcting them as soon as possible rather than waiting until a working solution has been released.
Assessing early on also allows us to identify positive solutions quickly so that you know what works in your products before making more investments into those areas (e.g., which features need improvement, and so on.
This allows companies to save money by implementing changes earlier than they would otherwise. Moreover, companies can improve their products faster and more efficiently by pinpointing the strengths and weaknesses of a given product.
Now that you know what KPIs are and how they can be used to assess the efficacy of UX, consider using this data in your next product design.
That will surely help you improve your product in several ways.
Cherryl Pereira is the Head of Content at Chisel. Chisel Labs is a premiere agile product management software company that brings together roadmapping, team alignment, and customer connection.