Over 70% of website visitors are likely to return to your site if it offers a good mobile user experience (UX). Otherwise, you could scare away potential customers. For example, a one-second delay in your page load times could increase the bounce rate by 123%.
A high bounce rate indicates people are leaving without exploring your content. Your search engine ranking could drop as a result. A lower ranking could make it difficult for you to reach potential customers.
Instead, consider tracking these eight essential UX KPIs. Tracking your key performance indicators can help you better understand the user experience.
Then, you can make smart marketing decisions for your website.
Improve your UX design by tracking these eight KPIs today.
1. Task Success Rate
The task success rate (TSR) calculates how many correctly executed tasks a user completes. It can also indicate if a task has a clearly defined endpoint. For example, maybe you want customers to call you or fill out a form.
The TSR won’t indicate why users aren’t completing tasks. However, it can indicate you need to make changes to your UX design. By calculating the TSR, you can pinpoint potential issues with your CTAs or forms.
Time-on-task indicates how long it takes a user to complete a task. You can use this metric to determine the effectiveness of your UX design. If it takes too long for someone to complete a task, it’s likely time to make changes to your design.
Tasks include any process the user completes on your site, including:
- Completing a purchase
- Filling out a survey
- Completing a form
- Any other call-to-action
It’s important to set a benchmark for how long it should take a user to complete each task. That way, you can determine if the task takes longer than necessary.
The less time a user spends on a specific task, the better the UX.
For example, maybe a visitor is taking too long to fill out a form. It’s possible you’ve included too many unnecessary fields. You can shorten the number of fields to improve the UX.
You can use a heatmap to learn more about how people are interacting with your site. A heatmap can tell you about the user’s click behaviors. You can also determine how long they spend on any given portion of the page.
You can also use session replay. Session replay can give you an over-the-shoulder view into real user sessions. You can use this checklist to make the most of using session replay.
3. Search vs Navigation
When creating a website or app, it’s important to consider your audience’s usability preferences. For example, many users prefer seamless navigation. Others prefer to search for the content they need.
When measuring UX KPIs, don’t forget to track the use of search vs navigation. This metric helps you determine the preference between the two. You can then make improvements with your target audience in mind.
If you don’t consider your target audience’s needs, you’ll struggle to personalize your content for your audience. They might turn to a competitor that better understands their wants and needs instead.
4. User Error Rates
About 88% of online shoppers won’t return to a website after having a bad experience. If people continue experiencing issues with your site, they’ll leave. Improving the user experience can help you make smart marketing decisions in the future.
Unfortunately, every design can generate errors as users begin interacting with your content. These errors can occur as people:
- Fill out forms
- Submit payment information
- Enter their private credentials
Some issues are user-generated. You can measure these issues to recognize inconsistencies and avoid these issues in the future.
For example, maybe consumers forget to fill out required fields on a form. You can set the field as “required” and display an error message if the consumer leaves it blank. That way, the user won’t have to go back to fill it out later.
5. Drop-Off Rates
Improving your UX design can help you limit how many users drop off when using your website or app. You can track the number or percentage of users who leave. If the number increases, you can make improvements to the buyer’s journey.
For example, maybe there are issues with your forms or call-to-action buttons. These issues could cause you to lose potential leads and sales.
You can become a smart marketer by tracking these issues. An in-depth analysis can help you make informed decisions with your UX design.
Instead of a high drop-off rate, you can boost conversions and your ROI.
6. Conversion Rates
As you track your UX KPIs, looking at your conversion rates is essential. You could leave money on the table if you’re not tracking a project’s profitability. Conversion rates indicate the percentage of users who complete a specific action.
If you’re not using UX design trends, people could struggle to convert on a page. You can make UX design changes to drive conversions instead.
A higher conversion rate will indicate your branding, accessibility, and usability efforts are working to improve the UX.
7. System Usability Scale
The system usability scale (SUS) indicates whether or not your system is easy for consumers to use. You can use short questionnaires to learn more from your customers. Their responses can indicate you need to make changes to your UX design.
SUS can tell you if your current customers would recommend your system to others. You can create a baseline to measure your progress as you make changes, too.
8. Net Promoter Score
Net Promoter Scores help you measure your overall customer loyalty. Improving customer loyalty can help you retain customers, improving your ROI.
You can track your promoters, passives, and detractors. Your customers will help you make informed decisions as you update your design.
Kick Up Conversions: 8 UX KPIs You Need to Start Tracking
Don’t let issues with your website cause a bad user experience. Start tracking these eight US KPIs instead. These key performance indicators can help you recognize it’s time to make a change with your design.
Then, you can make smart marketing decisions and boost conversions.
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