Everyone wishes to see their website or application getting more user engagement, thus business success. If you realize that your site or application has not been performing as expected, something could be wrong.
This is where UX metrics come in to give you insight into the user experience. By measuring UX metrics, you will better understand your website’s performance, engagement rate, and what you can do to optimize the user experience.
What Are UX Metrics?
Metrics are the standard units for measuring or assessing a website’s quality, efficiency, performance, and progress. Measuring metrics gives you more insight into the issues you are trying to rectify.
Metrics will help you understand what users are doing on your site and whether your website design requires improvements.
With the assistance of advanced applications such as Decibel, you can identify what is happening on your site and the best tools to help you understand why.
Why Should You Bother With Metrics Measurement?
The primary benefit is that measuring metrics facilitates better decision making. The process helps you spot the areas of your site that suffer the most, and in return, you can make timely improvements.
UX metrics measurement helps you get away from UX metrics myths to focus on improving your business for success.
UX Metrics Measurement Tools
The idea of measuring website performance can sound complex, especially for first-timers. But it does not have to be with the right tools in place. Technology has made it easier for you to measure UX and collect valuable analysis data for your business.
The right measurement tools should be;
- Quick to set up
- Easy to use and understand
- Capable of measuring an extensive range of metrics
It would help if you also went for automatic tools for convenience and to save time. Have a look at some reliable metrics measurement tools to help you make a sound decision during your selection.
- Google Analytics
Google Analytics is the most frequently used tool for user behavior analysis. The best part is that it comes in different versions, so you can select one that suits your business needs. The standard version is available for free and is suitable for all business sizes.
The standard version is super easy to set up and use. You can count on Google Analytics to track common UX metrics, including;
- User behavior – Both quantitative and qualitative
- Conversion rate
- Number of visitors on your site
- Visitors’ details including demographic, gender, and language
- Bounce rate
- The average amount of time spent on page
These metrics will help you identify the areas on your site that need optimization for higher conversion.
Woopra allows you to track and unify data across your website seamlessly. It is characterized by custom tracking with over 50 integrations. The tool collects UX metrics to track who your site visitors are, what they are doing on your site, and what keeps them coming back. Even better, it is free to use.
Woopra works in an almost similar way as Google Analytics. It aims to help you understand your site areas that require improvements for a better user experience.
Tracking this information helps you to take real-time actions as per the user behavior. For instance, if you realize why the visitors keep coming back, you can optimize that feature. If you notice a low conversion rate, you know what to do to change the narrative.
With this UX measurement tool, you can quickly analyze and evaluate a range of qualitative or behavioral-based metrics. It allows you to measure net promoter score, customer satisfaction, and customer effort score effortlessly.
What’s more? You can analyze the customers’ feedback on your products’ ratings, so you will understand the areas that need improvement.
Upon collecting this data from your website, the information will be displayed on a clear dashboard. Delighted has an easy-to-use and interpret dashboard for clear insights. Also, it features a high response rate due to its appealing interface.
Delighted provides you with the necessary metrics to help you measure user experience. If you realize that the customer satisfaction level is dropping or getting a poor rating, you can identify what you have been doing wrong.
- Survey Monkey
If you have been in the eCommerce industry for a long period, the chances are that you already know or have come across SurveyMonkey. The tool has been used for years to help users conduct online surveys and, in return, get people’s opinions about their website, products, or services.
SurveyMonkey provides a wide range of survey templates so that you can select the best as per your membership type and scope. This enhances convenience and saves time since you do not need to design every survey from scratch each time.
While the tool is mostly used to survey employee satisfaction, marketing performance, and net promoter score, you can pay an extra fee to benchmark your site’s performance. If you wish, you can compare the website’s performance against other businesses in the industry.
This feature is impressive as it allows you to identify reasons for losing potential customers to competitors.
Heap has emerged as the number one Google Analytics competitor. Both tools have similar features, but heap has more advanced elements to capture both website and mobile app actions.
This metrics measurement tool allows you to track website user events automatically. You can track the active users and those that take no action on your site. Heap helps you to identify the attractive features that keep visitors coming back.
With this tool, you can track the conversion rate, bounce rate, and average duration on each page. Such metrics are crucial in establishing what areas on your site are doing great and which ones need optimization for a better user experience.
Which Are the Best UX Metrics Tools?
The suitable UX metrics tool depends on the metrics you wish to track. Each of the tools above has different features and helps you analyze user-experience differently. Take your time to do in-depth research before settling with a particular tool to ensure that what you decide to use meets your needs.
For more guides on improving the user experience for business success, could you keep checking our posts?