7 KPIs to Measure the ROI of UX Design

UX design plays a vital role in the overall success of your website or software application. It’s not uncommon then that companies put a large number of resources into developing UX that is both highly functional and innovative for their user base. However, how do you know if you’re seeing a positive ROI when it comes to your investments in UX? The answer can be found through the measurements of KPIs.

KPIs are quantifiable measurements that can help you reach the goals of your UX design while ensuring better usability for the user base. While there are many KPIs you can track, there are specific measurements that directly impact your bottom line. Here are seven essential performance metrics that can help you better understand the ROI of your UX design.

 

Time On Task

Knowing how long it takes for your users to complete a task will give you valuable insight into the effectiveness of your UX design. “Tasks” can be any process that the company defines for its users, including filling out forms, completing surveys, making a purchase, or following through with other calls to action. Regardless of the task defined, it’s important to establish benchmarks on the length of time it takes for each task to be completed. In most case, the less time spent on specific tasks, the better, and this data will help to monitor the performance of subsequent designs.

Use of Navigation Vs. Search

Every new development project should take into consideration the usability preferences of your target audience. While some users may prefer seamless navigation through a website or application, others may require better searchability. Measuring preferences of navigation vs. search when it comes to your UX design with help you to make improvements that make a difference to your users. Typically, you’ll want to strike a balance of intelligent navigation and intuitive search functionality rather than competing one against the other. This will help to keep your UX open to a broader customer base and make the design more sustainable over time.

 

User Error Rates

All UX designs should be user-friendly with a focus on improving the customer experience. However, no two designs are the same, and each of them may generate their own frequency of errors when users interact with them. These errors can happen when users improperly fill out forms, submit payment information, or forget to enter their credentials. While these issues may seem to be user-generated, recognizing consistencies around this measurement may show signs of inefficiencies when it comes to the overall structure of your UX.

 

Drop-Off Rates

Your UX design should be highly engaging while limiting the number of user drop-offs that you experience. Measuring the number and percentage of visitors who leave the conversion funnel is essential to ensuring your UX design is optimized correctly. This KPI will help you to identify common issues your design may be suffering from while showing you the effectiveness of your calls to action. Measuring your drop-off rates over time gives you the ability to conduct more in-depth analysis on every level of your UX design, helping you to gauge the success of simple or more substantial improvements.

 

Conversion Rates

One of the more obvious KPIs that should be tracked when monitoring the ROI of your UX is your conversion rates. Without knowing the percentage of your users that complete an action or convert a sale, you won’t be able to track the profitability of your project. When measuring conversion rates, companies should consider if their current UX design is producing the number of actions they had hoped for. If not, conversion rate KPIs can help drive decisions towards needed UX design changes. Conversion rate measurements help to recognize the effects that adequate branding, usability, and accessibility can have on your UX design.

System Usability Scale (SUS)

When companies need an answer to the question “is my software or website easy to use?”, using a System Usability Scale (SUS) can help. System Usability Scales provide UX scores provided through short questionnaires that users take after using your software. The small surveys are typically quicker and less expensive than larger-scale focus groups and can provide valuable insights on if your current UX design is sufficient. The average scores that are calculated typically show you how usable your design is and if users would recommend it to others. You can then use these scores as another benchmark to track as you implement changes or create new UX designs over time.

 

Net Promoter Score

A critical measurement that companies should look at when evaluating ROI in UX design is customer loyalty and the potential for repeat business. Net Promoter Scores help to measure overall customer loyalty for your brand, products, or services. Net Promoter Scores are designed to help you segment your customers into one of three types, namely, Promoters, Passives, or Detractors. While the use of Net Promoter Scores has been mostly used when it comes to dealing directly with customers, they have been proven to help companies identify more significant issues in their UX design. As bad UX and software bugs are a common reason for Passive or Detractor-type customers, measuring Net Promoter Scores across your entire user base can be another valuable KPI to track over time.

While taking the time and resources to develop your UX efficiently is vital, it’s important to track its performance over time. Not only will this help to measure the ROI of your UX design, but it will also help you to create a more sustainable environment when it comes to the usability and accessibility of your products. By tracking conversion and drop-off rates, the amount of time spent on tasks, and measuring the overall usability of your UX design, you’ll be able to ensure you’re meeting the goals of your company while providing a valuable user experience to your entire user base.|

 


Start Your Own Journey Mapping Exercise

A Journey Map is a comprehensive timeline grid capturing a series of user goals and actions throughout the lifecycle of your experience. A narrative driven by user thoughts and emotions is created, then condensed into a visualization used to communicate insights that will inform design processes. Our Journey Mapping Worksheet will help get you started telling your story.
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