How to Measure the Quality of Each and Every User Experience: 2 Proven Methods

Liam Burns
Written by Liam Burns
June 24, 2020

Website or app optimizations that move the needle on engagements and conversions require analysts to answer one key question: how are user experiences performing?

If you can definitively measure the quality of your user experiences (UX) – from landing page forms to checkout processes – you can make expert recommendations for practitioners to spin into perfect digital experiences. And these perfect experiences aren’t for show, they’re business critical: well-designed user interfaces could raise your website’s conversion rate by up to a 200%, and a near perfect user experience design could yield conversion rates of up to 400%.

First things first, you’ll need to select a key performance indicator (KPI) well-suited to measure the quality of every experience across your website or app. Before making this decision, web analysts should consider the strengths and weaknesses of potential KPIs.

Depending on your selected KPI, you can effectively measure user experiences following one of two methods:

Method 1: Manually Measure User Experiences with Customer Experience Metrics and User Flows

If you choose to align on a traditional metric like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT) or retention rate, you’ll need to gauge your web analytics data to establish a view of user journeys across your website or app.

Reviewing user traffic patterns and site data, you can identify the most popular user journeys and map out your KPI across those user experiences to measure the quality of each one. With this view in place, you can distinguish high-quality vs low-quality experiences and pinpoint the right areas for digital optimizers and UX designers to investigate and improve.

For example, you may notice that all buying journeys from a new seasonal product menu generate below-average NPS, indicating new friction-points hurting conversion rates. These nuanced insights promote hyper-focused user experience investigations, which fast-track your optimization team’s efforts.

While this is an effective and viable method, it requires labor intensive and error-prone data mapping to measure end-to-end user experience quality of your website or app. This could prove troublesome as 52% of enterprise organizations agree that lacking a unified view of customer journeys is a top challenge for effectively measuring customer experiences.

Method 2: Automatically Quantify User Experiences with the Digital Experience Score (DXS)

To avoid the potential pitfalls of common customer experience metrics, web analysts can lean on Decibel’s AI-powered DXS and segmentation data for a streamlined approach to measuring user experience quality.

Taking advantage of the journey discovery tool, you can visualize and segment every user journey from popular first-time buyer pathways to the typical page sequences of a returning visitor. With DXS integrated within the journey discovery tool, it crunches billions of data points across these user sessions to automatically provide a score between 0 to 10 for every single journey and user experience.

As a web analyst, this radically reduces your workload, providing automated measures for navigation, engagement, frustration, along with form and technical experiences. This removes the tedious journey mapping, as well as any guesswork, from your analysis.

For instance, if users run into issues every time they have to fill out a form – whether it’s a landing page for a product discount or a billing information page at checkout – DXS automatically segments and quantifies those form-related experiences with a score for each one. This enables practitioners to immediately redesign forms in a more user-friendly manner which boosts conversions.

While ‘Method 1’ is still viable, Decibel’s DXS presents web analysts with a more effective and scalable way of measuring user experiences at the enterprise level. Forrester’s Test of Economic Impact Study of Decibel revealed these streamlined processes helped major global brands save 20,000 hours of end-user productivity and drive a 449% ROI.

Save Time with a Simple Process for Optimizing User Experiences

Regardless of the method you choose for measuring user experience quality, your digital team can establish a clear view of the which elements of your website or app requires optimization. However, it takes more than accurate UX evaluation to implement effective fixes which meet heightened online customer standards.

Digital teams – from marketers and analysts to optimizers and UX designers – need a simple and time efficient plan for improving digital experiences. Download The Ultimate Guide to Optimizing Digital Experiences for Enterprise to learn a basic 4-phase process for optimizing your website or app which includes:

  • 3 ways to investigate user experience issues
  • 3 steps for implementing digital optimizations
  • How to measure the ROI of your optimization efforts
Topics: Customer Journey, DXS, User experience
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