Some brands don’t understand how to measure the user experience (UX) of their website. While you may not have considered this, it is a common problem for brands these days as UX is being thrust into the spotlight.
Many brands are not sure how to measure something like user experience, thinking it would be difficult to measure quantitatively.
Basic metrics like conversion rate, bounce rate, session duration and page views are important information that marketers need to understand. However, it is important that you do not stop there. These metrics do not give you an understanding of the ‘how’ and ‘why’ behind user behavior.
Here are three KPIs that should help you have a deeper understanding of how your customers are interacting with your website.
Activity rate measures the amount of time spent interacting with items on a page. Rather than looking at just the time spent on the page, it can help tell you more about how your website is being used.
Here you measure the time users take to actually complete tasks on a web page. This is far more useful than simply measuring how long users spend sitting on your page because users could have opened other tabs and be reading them.
Creating great calls-to-action is an art. Fortunately, measuring the effectiveness of your calls-to-action is a science. Engagement rate is the number of visitors that interact with a particular call-to-action. This number is expressed as a percentage of the number of users that visit the page.
It is essential that you pay careful attention to this metric. Don’t forget to monitor you call-to action engagement over time. This will allow you to understand whether changes are making a positive or negative change. This will help you optimize you calls-to-action for maximum effectiveness.
Time before the first click
The first click on your website is often the most important click. The time between landing on your website and clicking on something is a key time that should be paid attention to.
During this time the user is forming an impression of your brand and processing the information you have chosen to present them with. They are also deciding if they want to take action and what action to take. Understanding this time frame can be useful information. A long time before first-click could mean that maybe the website is confusing or input forms are too complex.
Pic: Michael Summers (Flikr) http://bit.ly/2kVxb7l