UX design is a crucial part of any successful website. It’s not surprising that brands that want a better ROI prioritize it. A lot of resources often goes into the process of developing UX.
Web designs with UX and UI that is top-notch are in high demand. Ending up with a successful website boils down to tracking certain KPIs (Key Performance Indicators). This is the way to attain website goals and provide an awesome brand experience.
Measuring all the KPIs that are associated with UX can be time-consuming. It’s best to focus on the ones listed below.
1. User error rate
Ensure that your UX design revolves around customer experience. Errors tend to occur as customers submit payment details and fill forms on the landing pages. Although wrong entries can be traced to users, you still need to track this KPI.
The user error rate can show a glimpse of user-friendliness your site is. A high score means there are many usability issues.
2. Task success rate
The task success rate is a common KPI used for estimating the numbers of tasks that users were able to carry out successfully. It’s ideal for tasks with specific endpoints. Try to define the goals that matter from the onset.
Another thing is to include first time users. You will be able to compare results over time. A high success rate indicates better design UX.
3. Use of navigation vs search
Consider whether your target audience prefers using the navigation bar to search and vice versa during any web development project. Usability often varies as the target audience can be segmented into different user personas.
It’s imperative to meet halfway instead of improving one and ignoring the other. Make sure that your navigation is simple and seamless. The search function should be as intuitive as possible. This will help you to expand your customer base.
4. Time on task
This KPI can help to reveal the time users take to complete a particular task. These tasks often include completing surveys, subscribing to a service, completing forms and making a purchase. Be clear about the timeframe for completing each task.
5. Net promoter score (NPS)
NPS is a yardstick for measuring the level of customer loyalty and satisfaction. The scores are categorized into Promoters, Passives, and Detractors.
This KPI is based on a scale of 1-10 and can come in handy to discover underlying issues. For instance, the reason for most Passive and Detractors score may be poor UX.
6. System usability scale (SUS)
SUS is a tool for finding out whether your website is easy to use or not. Also, it shows if they can recommend your brand to those in their network. Encourage users to provide correct answers to questionnaires. The feedback can be used to improve your UX design.
7. Conversion rates
Conversion rate is an important KPI you should measure. It can be daunting to track ROI without estimating the percentage of users that take the desired action. Ascertain whether your current UX design is meeting your expectations.
The businesses of this era have access to big data and analytical tools. UX KPIs are handy tools to present data in a language that everyone on your team can understand.