Most metrics are marketing oriented, not experience oriented. Unique visitors can tell you whether your marketing campaign worked and social mentions can tell you whether you’ve got a great headline, but these metrics do not reveal much about the experience people have had using a site or application.
User experience is about more than just ease of use, of course. It is about motivations, attitudes, expectations, behavioral patterns, and constraints. It is about the types of interactions people have, how they feel about an experience, and what actions they expect to take. User experience also comprehends more than just the few moments of a single site visit or one-time use of an application; it is about the cross-channel user journey, too. This is new territory for UX metrics. – See more at: http://www.uxmatters.com/mt/archives/2014/06/choosing-the-right-metrics-for-user-experience.php#sthash.zmdVOE0q.dpuf
Three categories of UX metrics: Usability; Engagement, and Conversion
Usability metrics focus on how easily people can accomplish what they’ve set out to do. This category of metrics includes all of the usability metrics that some UX teams are already tracking—such as time on task, task success rate, and an ease-of-use rating. It may also include more granular metrics such as icon recognition or searching versus navigating. Plus, it could include interaction patterns or event streams that show confusion, frustration, or hesitation.
- Time on task
- Task success
- Confusion moment
- Perceived success
- Cue recognition
- Menu/navigation use
Engagement is the holy grail for many sites and is a notoriously ambiguous category of metrics. But UX teams could make a real contribution to understanding how much people interact with a site or application, how much attention they give to it, how much time they spend in a flow state, and how good they feel about it. Time might still be a factor in engagement metrics, but in combination with other metrics like pageviews, scrolling at certain intervals, or an event stream. Because this metric is tricky to read, it yields better results in combination with qualitative insights.
- Attention minutes
- Happiness rating
- Flow state
- Total time reading
- First impression
- Categories explored
Conversion is the metric that everyone cares about most, But its use can mean focusing on a small percentage of users who are ready to commit at the expense of other people who are just becoming aware of your site or thinking about increasing their engagement with it. You can use UX metrics to design solutions for these secondary scenarios, too—for example, by looking at users’ likelihood of taking action on micro-conversions, in addition to considering conversion rate and Net Promoter Score (NPS).
The metrics in this category can help us to spot trends and get past the So what? question that applies to all data. The big metrics give us the big picture, showing how a site or application changes over time and how it lives in the world or the broader context of other experiences.
- Micro-conversion count
- Brand attribute
- Conversion rate
- Likelihood to recommend, or NPS
- Trust rating
- Likelihood to take action
Pamela Pavliscak: Choosing the Right Metrics for User Experience