How to measure UX success?
How to measure UX success?
A successful UX design can be measured by many different factors: decreased time to market increased sales, or more active users. You need to have the metrics to measure your product quality and effectiveness. But for almost every metric you come up with, there are sub-metrics.
While we can’t measure every single metric, we can think about some common and valuable metrics that help us to determine whether the UX design is working as intended.
Let’s start with a benchmarking exercise.
What are the most important factors to measure in order to gauge a user’s “appreciation”?
This question will be answered in a while. First, let’s take a look at some metrics you can measure in order to determine whether the UX design is working as intended.
1. Conversion Rate
The conversion rate is the total number of users that complete a goal for the first time.
More specifically, this number is the rate at which the intended user completes a certain action — e.g. a form submission or a download.
User experience designers have always been fascinated by the conversion rate. It’s very telling to see how many users complete a task on your site. It gives you a hint about what is important to your users, their time, and motivation.
Are users abandoning your website? Is there a barrier to completing the task they started? Are they using all the tools you provide?
Why is the conversion rate important?
A conversion rate above one means that the design and the process you’re using for improving the user experience is effective. If it’s below one, you might need to rethink your process.
Conversion rate is what decides whether you have succeeded in implementing your UX design.
In the case of a web app, you can measure the conversion rate simply by adding up the number of subscribers to a newsletter over a month.
In case of an e-commerce site, we can compare the number of customers who buy one product with the number of customers who bought the same product the previous month.
But the conversion rate can also be applied to a service. For example, customer support teams can use this number to measure how successful they are.
Does the average customer support call generate a response within 24 hours? Is it less than 24 hours? If the call is a minute or less, are they going to issue an email?
Conversion rate tells you how well you’re engaging customers in your company. You can also use it to understand how customers are using your product, or their experiences on your website.
If you’re building a social network, the conversion rate is likely to increase as the number of users increases. You can measure the conversion rate of your user page, and get insight into how well people are engaging with your network.
How to do Conversion Rate Optimization?
There are a lot of tools that are helping marketers understand conversion rates, but we’re going to share some techniques here for you to try.
Do A Website Audit: You can go into any website and do a quick audit to see if the conversion rates are what you think they are. A website audit is a quick process that involves using tools like Google Analytics to quickly make sure that the customer journey is aligned with your conversion goals.
Get Lost Into the Machine: Search engine optimizer tools like Ahrefs can help you understand how well your company is performing in different categories. Just enter your site name and Google Analytics location to see how your site is performing.
Take Quality Questions: Next, turn to tools like CustomerChannel and the ClickFunnels Lead Gen Form to help you understand which questions are the most searched for on Google.
Check for Duplicate Content: Optimize your content with in-page additions like additional calls to action and call to action changes that can help improve your conversion rates.
Turn Customers Into Customers: Drive traffic to your site with free email campaigns and contests so you can increase the number of people who convert.
Make Better Products: Choose products that are built to drive more revenue. If you sell someone a tool and the customer doesn’t convert, that probably means that they’re not very happy. Make sure your products are valuable enough for your customers to be happy with.
Make Better and More Ambitious Goals: Make your conversion goals as hard as you possibly can to make sure you beat your goals and achieve more success.
Make your consumers happy
All in all, your goals for UX design should be to have engaged customers. Often times, no compliments are the greatest compliments because that means your site is working effectively.
If a user has a complaint, it is great to listen to them and take them seriously, after all they have to interact with this more than you!