A/B Testing for Websites: How to Design Tests for UX Wins
Digital Marketing 7 min read
We use cookies to personalize content and ads, which enables us to analyze our traffic.
If you continue to use this website, you consent to the use of our cookies. Find out more here.
Type it below, and we'll show you what we've written about it!
Home Blog User Experience DesignKey Metrics for Customer Experience to Monitor on Your Website
“The customer is always right” is an age-old adage that has guided many digital marketing professionals over the years.
As a digital marketer, it’s always in your best interest to know what customers want; with the help of certain metrics for customer experience (CX), you can find your way towards achieving big goals for your many digital marketing executions.
One of these executions in a digital execution might include your website’s user experience (UX) design for the brand. Utilizing the aforementioned customer satisfaction indicators will help you determine whether or not you need to improve your website’s UX design, and can help drive website wins for the brand in the long run.
Discover new ways to optimize your website’s UX today when you check out this guide for digital marketing professionals right now.
Looking for ways to improve upon your website’s UX and drive business success? Keep on reading to learn more about these five key metrics that you can use to measure a customer’s experience.
The first metric on this list, time on page, is a very useful indicator for websites with blogs, articles, or longer customer feedback forms to fill. If users are spending a lot of time on a certain blog entry, for example, that might indicate that its contents are genuinely interesting for an online audience to read and engage with today.
Using this insight, you can create other blog entries and articles that mirror the content from your successful web page. On the other hand, if the time on page of another article is lower than your other web pages, you might want to change up its contents or experiment with the way the page is laid out to improve usability and increase user engagement.
Bounce rate, on the other hand, measures the percentage of online users who visited your website and then “bounced” or exited without any further actions done.
It isn’t a bad thing to have a high bounce rate if your website is just a single page designed to inform users about a brand event or sale. Users might open up your site, read the announcement, and then exit – leading to a higher bounce rate than most.
However, if you’re noticing a high bounce rate on pages that require a conversion action, that might indicate that your UX design isn’t meeting user needs right now. That should serve as a sign for you to reevaluate your internal links, calls-to-action (CTA), or content to improve upon the customer’s online experience.
Behavior flow refers to the audience’s actual journey through your brand’s website, from landing on a web page to fully exiting the site. By analyzing behavior flow, you can identify the strategies that you should deploy to guide users from point A to point B, leading them towards successful conversions.
To leverage this key metric, you can utilize heat maps that give you a more detailed look at an online audience’s behavior on your website. That way, you can identify the UX design that works best for the customers’ experience and your business needs simultaneously.
Second to the last on this list of metrics is the number of page views for your site. Higher page views generally imply that more users are engaging with your web page. However, you’ll still need to analyze that score with your behavior flow, heat maps, and other tools and metrics, to get a clearer picture of your design’s effectiveness for customers.
For example, if your page views are high but conversion rates are low, then that might mean your audiences are jumping from page to page without moving towards a conversion. This might suggest that you need to reassess your layout, CTAs, or direct links, to ensure customers aren’t getting lost or confused around your website.
Last but certainly not least is the overall number of conversions for your business’ website. Conversions refer to the specific tasks or actions that you want customers to take when they’re on your website. This might include signing up for a newsletter, purchasing a product, or even just filling out a short survey for your brand.
Conversion rates are a clear signal of your UX design’s success among customers because they measure the number of people who went from point A to point B and completed a conversion. So if you have a high rate on a certain page, you can assume that the page’s UX design was effective in guiding users towards that much-desired conversion.
Now that you’re equipped with the five key metrics to use as indicators of customer satisfaction, it’s time to learn how to utilize them properly for UX design success. One major evaluation framework that you can use to assess these KPIs in customer service is the heuristics analysis in UX design.
A heuristic analysis allows you to collect user testing insights from subject matter experts (SMEs), and is usually done earlier on in the design process. Evaluating the UX earlier on with SMEs allows you to revise your design for an optimized CX, resulting in even better product messaging and improved conversion rates from the get-go.
By using evaluation frameworks like heuristics analysis, you’ll get to leverage those key metrics and use them to optimize your UX design for better CX in the long run.
The customer is always right, especially when it comes to their own online experiences. So make sure they have a great CX on your website to guarantee their satisfaction with your brand today.
Here are a few final takeaways in tracking key metrics for improving your website’s UX:
Need tips on how to get better at metrics tracking? Drop us a line on Facebook, X, and LinkedIn let’s talk about it.
You can also subscribe to our newsletter so you can these tips weekly via email.
Choose topics you want to get regular updates on:
Thank you for downloading our free template.
Expect fresh digital marketing resources delivered straight to your inbox every week.
The email address used was already subscribed to the newsletter.
Sign up for our newsletter to get the latest marketing tips and best practices delivered to your inbox.