Tips for Measuring User Experience - Get a Complete Picture of Your Website’s Performance
When it comes to websites, there is
far more to measuring site performance than the typical analytics behind
traffic, bounce rate, and conversions. Website
Magazine has put together an overview of what constitutes real
website success and how to achieve it.
By asking the right types of
experience questions (can people find what they need, would they recommend your
site, etc.) in the right way, marketers can begin to effectively measure user
experience. After all, it
doesn’t matter how good your product/solution is if users don’t enjoy or
understand how to use it.
There are several survey tools
available to help you ask users the important questions, from collecting their
opinions and insights about your products or services, to uncovering patterns
and trends. Try to keep the number of questions to a minimum so that you are
more likely to get a statistically significant response rate.
Other important data that you will
be able to take away from surveys include the rate at which people were able to
complete the task that brought them to your site (what were they looking for
and did they find it), overall user satisfaction with their web experience, how
likely they are to recommend your company or service to a friend/colleague, and
how ‘usable’ your site is—can visitors navigate it easily, search for what they
Web Analytics Tools
Your analytics tools also have valuable
information for you about the user’s experience on your site. Look at your exit
rates on 404 error pages; did the error drive the user away from your site
altogether, or did they recover and try again? Error pages can be made user
friendly, providing opportunities for visitors to recover via a search bar or
other method that lets them get back to their initial task.
Marketers should also be looking at
search data and how deep it goes. Are visitors finding enough information to
keep them engaged and clicking, or are they bouncing right away? A good user
experience may be defined by finding what they need right away or engaging on
multiple pages, whereas a poor experience is usually the result of failure to
find what they are searching for—or anything else to keep them on your site.
useful data through usability testing when you introduce new features or perform
a site redesign. Look at whether people are completing tasks and why/why not.
Take this opportunity to ask users about their expectations and whether your
site meets those expectations. Data here can help you know early on where you
may need to make site fixes. You can also look at information about how long
users take to complete tasks and figure out if there are any site hang-ups contributing
Combine the Tools for a Complete Picture
Surveys, analytics tools,
and tests—when used together—will give you a more complete picture of your website
user experience. By all means, continue to look at traffic, bounce rates, and conversions
but to really understand how to make the site more friendly and functional, marketers
need to be sure that they are measuring the right things.