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List of UX Metrics

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List of UX Metrics

List of UX Metrics

Property

Name

Description

How to calculate

Category

Task Success Rate

This metric measures the percentage of users who are able to successfully complete a task on your website or application. It is calculated by dividing the number of successful task completions by the total number of attempts.

Task Success Rate = Number of Successful Completions / Total Number of Attempts

Time on Task

This metric measures the amount of time it takes for a user to complete a particular task. It is important to track this metric to identify areas where users may be struggling

Time on Task = Time Task Completed - Time Task Started

Conversion Rate

This metric measures the percentage of users who take a desired action, such as making a purchase or filling out a form. It is calculated by dividing the number of successful conversions by the total number of visitors.

Conversion Rate = (Number of Conversions / Total Number of Users) x 100%

Bounce Rate

This metric measures the percentage of users who visit your website or application but leave without taking any action. A high bounce rate can indicate that users are not finding what they are looking for

Bounce Rate = (Number of Single-page Sessions / Total Sessions) x 100%

Error Rate

This metric measures the percentage of errors encountered by users while using your website or application. It is important to track this metric to identify and fix any issues that may be causing frustration for users.

Error Rate = Number of Errors / Total Number of Actions

Net Promoter Score (NPS)

This metric measures the likelihood that a user would recommend your product or service to others. It is calculated by subtracting the percentage of detractors (users who would not recommend) from the percentage of promoters (users who would recommend).

NPS = % of Promoters - % of Detractors

Retention Rate

This metric measures the percentage of users who return to your product, website, or application after their initial visit. It is important to track this metric to ensure that users find value in your product and continue to use it over time.

Retention Rate = ((E-N)/S) x 100Where:• E = number of customers at the end of a period• N = number of new customers acquired during the period• S = number of customers at the start of the period

Task Completion Time

This metric measures the amount of time it takes for a user to complete a specific task. It is essential to track this metric to identify any areas where users may be experiencing difficulties.

Track the time it takes for users to complete the task from start to finish.

Click heatmap

Click heatmap is a metric used to measure the areas of your website or product that receive the most clicks from users. It is a visual representation of user behavior and can help you identify which areas of your website or product are most engaging or relevant to your audience.

Scroll heatmap

Scroll heatmap is a metric used to measure how far down the page your users scroll. It is a visual representation of user behavior and can help you identify which areas of your website or product are most engaging or relevant to your audience.

Navigation Flow metric

Navigation Flow metric is used to measure how easily users are able to navigate through your website or product. This metric can help you identify areas of your website or product that may be confusing or difficult to use.

Track the paths that users take through your website or product and identify any areas where users are getting stuck or dropping off.

Error Messages metric

Error Messages metric is used to measure the number and type of error messages that users encounter while using your website or product. This metric can help you identify areas of your website or product that may be causing frustration or confusion for users.

You need to track the number and type of error messages that users encounter and analyze the patterns or trends that emerge

User Satisfaction Score

This metric measures the satisfaction of users with your product, website, or application. It is typically measured through a survey or questionnaire and provides valuable insights into how users perceive your product.

Engagement Score

This metric measures the level of engagement of users with your product, website, or application. It can be calculated based on metrics such as the number of visits, time spent on the site, and the number of interactions with features.

Engagement Score = (Weighted Metric 1 + Weighted Metric 2 + Weighted Metric 3...) / Total Weight

Click-Through Rate (CTR)

This metric measures the percentage of users who click on a specific link or button. It is typically used to measure the effectiveness of marketing campaigns or website design.

CTR = (Number of clicks / Number of impressions) x 100%

System Usability Score (SUS)

This metric is based on a user's overall experience with your website or application. It is typically measured through a survey or questionnaire and provides valuable insights into areas for improvement.

To calculate SUS, you will need to administer a survey that consists of 10 questions, each with a 5-point Likert scale response option. The questions are:1. I think that I would like to use this system frequently.2. I found the system unnecessarily complex.3. I thought the system was easy to use.4. I think that I would need the support of a technical person to be able to use this system.5. I found the various functions in this system were well integrated.6. I thought there was too much inconsistency in this system.7. I would imagine that most people would learn to use this system very quickly.8. I found the system very cumbersome to use.9. I felt very confident using the system.10. I needed to learn a lot of things before I could get going with this system.For questions 1, 3, 5, 7, and 9, participants should respond using a 5-point scale ranging from "Strongly Agree" to "Strongly Disagree" (with scores of 5, 4, 3, 2, and 1, respectively). For questions 2, 4, 6, 8, and 10, participants should respond using a 5-point scale ranging from "Strongly Disagree" to "Strongly Agree" (with scores of 1, 2, 3, 4, and 5, respectively).To calculate the SUS score, add up the scores for all 10 questions and multiply the total by 2.5. The resulting score will be between 0 and 100, with a higher score indicating a more usable system.SUS Score = (Sum of all scores * 2.5) / 10

Average Session Duration

This metric measures the average amount of time that users spend on your website or application during a single session. It provides valuable insights into the level of engagement of users with your product.

Average Session Duration = Total Time Spent / Number of Sessions

Page Views Per Session

This metric measures the average number of pages that users view during a single session on your website or application. It provides insights into the level of engagement of users with your content.

Task Abandonment Rate

This metric measures the percentage of users who abandon a task before completing it. It is important to track this metric to identify any areas where users may be experiencing difficulties.

Abandonment Rate = (Number of Abandoned Processes / Number of Started Processes) x 100%

Customer Satisfaction (CSAT)

Metric that measures how satisfied users are with a product or service. It is typically measured through surveys or other feedback mechanisms, and is often expressed as a percentage or score. A higher CSAT score indicates that users are more satisfied with a product or service, while a lower score indicates less satisfied.

CSAT = (Number of satisfied customers / Total number of customers surveyed) x 100%

User Effort Score (UES)

Measures how much effort a user has to exert to complete a task or achieve a goal within a product or service. It is typically measured through surveys or other feedback mechanisms and is often expressed on a scale from 1 to 5 or 1 to 10. A lower UES score indicates that users perceive a task or goal as easier to accomplish, while a higher score indicates higher perceived effort

UES = (Total Score / Number of Responses) x 100%

Likert scale ratings

Measure the degree to which users agree or disagree with a statement or question. They typically use a 5-point or 7-point scale, where users can choose a level of agreement or disagreement ranging from "strongly agree" to "strongly disagree." Likert scale ratings are commonly used in surveys and other feedback mechanisms to measure user opinions and perceptions.

Average of all the responsesExample: if a survey question asks users to rate their agreement with a statement on a scale from 1 to 5, where 1 is "strongly disagree" and 5 is "strongly agree," and 10 users rate the statement: 4, 5, 3, 4, 2, 5, 4, 3, 2, 1(4 + 5 + 3 + 4 + 2 + 5 + 4 + 3 + 2 + 1) / 10 = 3.5Likert scale rating for this statement would be 3.5 out of 5

Open-ended feedback

Metric that allows users to provide free-form comments or suggestions about a product or service. It can be collected through surveys, interviews, or other feedback mechanisms. Open-ended feedback provides valuable qualitative data that can help businesses better understand user needs and identify areas for improvement. However, it can also be more challenging to analyze than other metrics, as it requires manual review and categorization of user comments

Demographics (age, gender, location, etc.)

Provide information about the characteristics of users, such as age, gender, location, and other relevant factors. By tracking and analyzing demographic metrics, businesses can gain insights into the makeup of their user base and tailor their user experience to meet their target audience's needs better.

Collect demographic data through:- Surveys- Analytics- User profiles

User roles

The User Roles metric is used to measure the number and type of roles that your audience members assume within your brand or community. This metric can help you understand the level of engagement of your audience members with your brand or products.

Identify the different roles that your audience members can assume. These may include customer, subscriber, follower, contributor, or ambassador. Once you have identified the roles, you can calculate the User Roles metric by dividing the number of audience members in each role by the total number of audience members.

Frequency of use

The Frequency of Use metric is used to measure how often your audience members interact with your brand or products. This metric can help you understand how engaged your audience is and how often they are likely to make purchases or take other actions related to your brand.

Track how often your audience members engage with your brand or products over a specific time period, such as a week or a month

Time of use

The Time of Use metric is used to measure how long your audience members spend interacting with your brand or products. This metric can help you understand the level of engagement of your audience and how interested they are in your content or products.

Track the amount of time your audience members spend interacting with your brand or products over a specific time period, such as a week or a month

Device type

Device Type metrics are used to measure the types of devices that your audience members use to interact with your brand or products. This metric can help you understand the preferences of your audience members and optimize your marketing campaigns or products accordingly.

Track the types of devices that your audience members use to interact with your brand or products. This can include devices such as desktop computers, laptops, smartphones, or tablets.

Browser type

The Browser Type metric is used to measure the types of web browsers that your audience members use to interact with your brand or products. This metric can help you understand the preferences of your audience members and optimize your website or web-based products accordingly.

Track the types of web browsers that your audience members use to interact with your brand or products. This can include browsers such as Google Chrome, Mozilla Firefox, Safari, or Internet Explorer.

Referral source

The Referral Source metric is used to measure the sources that drive traffic to your website or products. This metric can help you understand the effectiveness of your marketing campaigns and the behavior of your audience members.

Track the sources that drive traffic to your website or products, such as search engines, social media platforms, or referral links from other websites.

Churn Rate

This metric measures the rate at which customers stop using your product, website, or application over a period of time. It is important to track this metric to identify areas where users may be experiencing difficulties or dissatisfaction.

Churn Rate = (Customers lost during a given period / Customers at the beginning of that period) x 100

Number of sessions per user

The Number of Sessions per User metric is used to measure the frequency with which individual users interact with your website or products. This metric can help you understand how engaged your individual users are and how often they are likely to make purchases or take other actions related to your brand.

Number of Sessions per User = Total Number of Sessions / Total Number of Unique Users

User lifetime value (LTV)

User lifetime value (LTV) is a metric used to estimate the total value that a customer will bring to your business over the course of their relationship with your brand. It takes into account factors such as the amount of money the customer spends, how often they make purchases, and how long they remain a customer.

LTV = (Average Value of a Purchase) x (Number of Purchases per Year) x (Average Customer Lifespan)

Revenue

Revenue is the total amount of money generated by your business over a specific period of time. To calculate revenue, you need to multiply the total number of products sold by the price per product.

Revenue = Total number of products sold * The price per product

Conversion rate

Conversion rate is the percentage of visitors to your website or product who take a desired action, such as making a purchase or filling out a form. To calculate conversion rate, you need to divide the number of conversions by the total number of visitors and multiply by 100%.

Conversion Rate = (Number of Conversions / Total Number of Visitors) x 100%

Customer acquisition cost (CAC)

Customer acquisition cost (CAC) is the total cost of acquiring a new customer. This includes marketing and advertising expenses, sales commissions, and any other costs associated with attracting and converting new customers.

CAC = Total Cost of Sales and Marketing / Number of Customers Acquired

Return on investment (ROI)

Return on investment (ROI) is a measure of the profitability of an investment relative to its cost. To calculate ROI, you need to divide the net profit by the total cost of the investment and multiply by 100%.

ROI = (Net Profit / Total Cost of Investment) x 100%

Customer Lifetime Value (CLV)

This metric measures the total value of a customer over their lifetime of using your product, website, or application. It takes into account factors such as the frequency of use, the amount of money spent, and the length of time as a customer.

CLV = (Average Value of a Purchase) x (Number of Purchases per Year) x (Average Customer Lifespan)

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View of List of UX Metrics

View of List of UX Metrics