User experiences (UX), which are successful, require a deep understanding of the target audience. In order to create user-friendly interactions, websites must consider users’ needs, capabilities, and limitations. Sometimes companies believe they have completed this process, but then find out that customer acquisition rates remain low. What should an organization do next?

Why Metrics are Important

Sometimes websites don’t work, despite all the planning and best intentions. It is crucial to have a neutral way to determine what is working and what isn’t. Developers can pinpoint problems and adjust them by using measurement systems.

User metrics are a huge asset to any website. The stakeholder community appreciates the ability to quantify customer activity, conversion, acquisition, or acquisition. Transparency is key to better-informed decisions. The company’s unique position on the market and its value to customers are highlighted by user metrics.

There are many ways to measure UX satisfaction. We will be focusing on the most common.

Task Level Satisfaction Measurements

Some companies use questionnaires to measure task satisfaction. These surveys should be sent immediately after a task has been attempted. A Single Ease Question is the most common inquiry used by companies. This simple question can be answered with a single answer.

The Subjective Mental Effort Questionnaire (SMEQ) is another single-answer test. The Subjective Mental Effort Questionnaire (SMEQ) is similar to the SEQ. It asks one question about a single task. In this instance, however, the questionnaire asks users to answer a scale system that measures the mental effort required to complete the task.

The After Scenario Questionnaire, (ASQ) has a slightly wider range of questions. These three questions are easy to answer and quick. The ASQ is require users to rate their satisfaction with the task at hand, how easy it was, how long it took, and what support they received. Although this ASQ is not intended to provide a complete set of metrics, it does offer useful data about user experience.

The NASA-TLX is a more complex tool that can be used to measure task satisfaction. The two-part questionnaire consists of six questions that relate to different demands on the user, including mental, physical, and temporal. It also asks users to rate their performance in terms of effort, frustration, and performance. The NASA-TLX second section asks users to rank the six elements mentioned and which element they consider most important for completing the task. For example, if a user finds a task time-consuming, they might rate the temporal section more important than that of the physical.

Developers can quickly identify problems by using task-level satisfaction metrics. This allows them to make changes to improve UX satisfaction. It is essential to conduct UX research in order to find layouts and techniques that work. These questionnaires are great for extracting clear, direct data points. They do not provide an overall view of UX.

Test Level Satisfaction

The range of satisfaction measured at the test level is wider than that in task-level questionnaires. These surveys are given to users at the end of a session and not for a specific task. They ask about the website’s overall usability. These questionnaires come in multiple-choice format. Users are asked to choose from one to five statements, ranging from strong agreement to strong disagreement.

Eight questions are included in the shorter of the two questionnaires. The SUPR-Q is a test that measures the perceived usability, design, and reputation of a website. Two questions generally address the website’s usability or navigability. The next four questions are about how trustworthy the users consider the site to be. The last two questions are about site loyalty. Two of them are based on only appearance.

The longer satisfaction surveys at test level contain 10 questions. The System Usability Scale (SUS), as it is appropriately named, focuses entirely on the user’s perceptions of the system. The questions range from whether the user is likely to return to the site, to whether or not the system is too complex.

Similar to task-level satisfaction measures, test-level metrics are used to highlight problems in websites. These metrics are useful for improving UX and comparing them to other companies. Businesses can gain insight into where their organization ranks in comparison to other companies to help them understand what they need to do to improve.

Task Completion rates

The task completion rates are an important set of metrics that you should be looking at. System administrators can quickly gather relevant data without any user input. To calculate the site’s overall completion rate, simply count the number and completeness of all tasks. Divide the number of completed tasks by the total task count, then multiply this answer by 100.   

Example: 1000 tasks with 240 completed.

Divide 240 by 1,000 = 0.24

1.24 times 100 = 24

This example has a completion rate of 24%. This is lower than the industry average of 75%.

It is also possible to choose individual tasks to measure. For example, cart abandonment is one common metric. These abandonments are common across all industries. Unintuitive cart designs and long checkout processes often result in abandonment. Companies can assess if their checkout processes need to be streamlined by testing how many users complete transactions.

Combining overall and targeted task completion rates is the best way to make informed decisions about what elements aren’t working in maintaining your website. Some companies use Google’s HEART framework to get a holistic view of UX satisfaction on a website.

Google’s HEART Frame

Google has created a framework that can apply to any website, or part thereof, to measure UX satisfaction. HEART is made up of the following elements:

• H is Happiness. This information is usually gathered using questionnaires. It calculates the user’s attitude, satisfaction, perceived ease of use, and perceptions.

• E is Engagement. This refers to user involvement in a site. It can be measured using certain activities, such as visits per week or shares.

• A- Adoption. User acquisition plays a significant role in UX satisfaction. This section examines new user purchases, subscriptions or upgrades.

• Retention. This part of HEART analyzes whether existing users renew their subscriptions, repeat purchases, or return over time.

• T- Task Success. This section measures profile completion, upload times, and search result success.

To use the HEART system, you must first determine the ultimate goal of your site. With that goal in mind, you can decide which signals are good indicators of success. Then, select the metrics that provide the required signals from the list of metrics. Your company will be able to gain valuable insights into the performance of your business by tracking the right metrics.

Stay Competitive

A high UX satisfaction rating is essential to remain competitive in an environment with many websites. Companies can gain valuable insight into what works and what doesn’t by using the measurement methods described above. You can increase customer retention and conversion rates by consistently monitoring trends and movements on your website.