How to continuously measure the success of UX
Even though companies are focused on measuring KPIs frequently, UX often isn´t included in strategic decisions and usability tests are only conducted occasionally. However, UX is one of the important keys to any successful business.
How can you evaluate the User Experience of a website? How do you compare this data with your past year’s results? What does the comparison to the competition prove? How do we know what is the ROI of the UX budget?
If you want to continuously measure UX values, you should resort to an UX Monitoring Programme. Intertwined with Web Analytics and Business Intelligence, UX becomes a constant component of the business strategy.
If you want to continuously measure UX values, you should resort to an UX Monitoring ProgrammeTweet
Define the basics
In order to create the basics for a well developed UX Monitoring Programme, you should start with asking yourself the following questions: which Websites, mobile Websites and Apps are relevant? Which target groups and personas do you want to differentiate? Who are the most important competitors? Start off with 1-2 target group segments and 1-2 competitors for one of your websites.
Link Key Performance Indicators with UX KPIs
In a second step, include important performance indicators for your own business. Ask yourself how you define the accurate success of your Website. Based on this fact, you will then be able to deduct, which UX KPIs are applicable, e.g.
- Conversion Rate → Success rate: number of users who can successfully do what they want on your Website, mobile Website or App.
- Shopping cart size → Findability: number of users who immediately find what they are searching for.
- Returning Customer Rate → Customer satisfaction: e.g. can be evaluated via the Net Promoter Score
Identify Data Sources
To generate relevant data for the monitoring, you should establish which data already exists, where it is coming from and what additional data sources are required. An important question to ask yourself is: what tools are available in order to realise UX research projects, to perform online-surveys or analyse Website traffic?
Select new Data Sources
Using either the help of test questions or questionnaires: with the previously defined UX KPIs, you can now generate different kinds of valuable user data. Generally including the following:
Voice of the Customer (VoC): Users visiting the Website are being invited to answer questions that follow:
At the beginning of the visit: “What is the purpose of visiting our Website today?“
After the visit: “Were you able to successfully find what you were looking for?” and “How do you evaluate the usability, Website-contents, the design, etc?”.
Standardised, quantitative Remote Usability Tests: Task-based studies are repeated regularly (every 2-3 months). Users are then requested to perform the following tasks:
“Find a pair of gloves and place them in the shopping cart“
“Register as a customer”
“Calculate the monthly cost for a mobile phone contract xy”
“Find a down jacket in this product line“
UX Benchmark Studies
Users are requested to conduct the same task-based usability test on the most important competitor’s site as well as on their own Website.
Example for an UX Timeline
To complete your own monitoring concept, you should now define how often and with how many participants this data will be collected. Appropriate online UX research tools help to implement the previously established studies. Prior to launching the UX monitoring, the studies should however be tested and optimised.
Visualise Data on an UX Dashboard
If you want to analyse and track results and trends, you should develop a standardised view to visualise result data. On an UX dashboard data will be updated in regular intervals. Furthermore, you can ensure that the results are being addressed to the proper recipient.
Example of an UX Dashboards
As soon as an UX monitor programme has been established for a Website, it should be transferred in a step-by-step process to all the other Websites, mobile Websites and Apps as well as to countries and target groups. If you are planning on using the programme long-term, you should pay attention to data comparison and train employees in the use of the UX monitoring programme.
If you intend to institutionalise UX in your own company, you should develop your own UX monitoring programme. It is not difficult to accomplish. The methods and tools are established; you simply have to use them in a consistent and strategic manner to be able to take full advantage of your UX monitoring approach.
For more info on implementing a UX strategy and choosing the right tool, download our Buyer’s Guide For Choosing The Right Remote UX Software.