Website design is critical if you want visitors to have a great user experience. But this means more than just making your site pretty. While visual identity is vital, your website needs to do more than just look good, it must be easy to use and more importantly, it needs to answer the questions users are looking for online.
But how does one measure user experience? How can you tell whether you’ve created a user experience that’s generating leads, converting visitors into loyal customers, and retaining those customers for the long-term?
1. Identify the challenges your users might be experiencing
It’s vital to know and understand where in the funnel potential leads or existing customers are leaving and this means being able to identify whether any UX errors exist.
This can be learned by using UX KPI’s such as:
- task success rate (how many times a user has successfully completed a task on your site – the higher the success rate, the better the user experience),
- time on task (how long it took someone to complete a task on your site),
- user error rate (how many times a user made an incorrect entry – giving you an idea of how user friendly your website is)
- CSAT (a customer satisfaction survey based on pre-set criteria).
Access to the information this data provides will help you understand where to focus your attention on your site to improve the user experience, increasing the chances of converting a lead into a paying customer or motivating existing customers to buy more, ultimately boosting your company’s bottom line.
2. Look at the % of visitors that didn’t complete a sale
The buyer’s journey leading up to a sale is commonly referred to as the conversion funnel which is usually “divided into “upper funnel”, “middle funnel”, and “lower funnel” which reference the level of education that a potential customer has of a product and the closer they are to purchasing it.”.
The drop off rate is the number of visitors who exit the funnel without buying something. These visitors may stay on your site, but simply don’t complete a sale. To calculate the drop off rate, “create segments for each step in the conversion funnel in Google Analytics. Number of users / Number of unique users in each segment x 100 = Drop off rate (%)”.
The results of this calculation provide you with the insights you need to:
- optimise your conversion funnel
- adjusting the user experience at each stage to increase conversion
- maximise ROI
3. Calculate conversion rates
It’s important to understand this metric because they are impacted significantly by the experience one has on your website. One useful method to use is A/B testing (split testing). To perform an A/B test, two versions of a webpage are created (with changes to one or more variants) which are shown to users at random. An analysis is then conducted to determine which page performed better than the other over a pre-established period of time. With each test, you learn how to better your content, make it more effective – increasing your chance of achieving a higher conversion rate and profitability.