A big list of UX KPIs and Metrics

In my presentation last month on UX and ROI: what to measure and what to expect I shared a big list of metrics.

The idea being you can scan the list to see if there are any useful metrics to help measure the project / site you are working on.

I’m not suggesting measure all these things, that would be crazy. This is more a suggestion / help list to use to think about what you might want to measure.

Don’t forget, for a metric to be useful it must have:

  1. A timescale
  2. A benchmark
  3. A reason to be reported
  4. An associated action

So without further ado here is a big list of things you couldmeasure. Hope you find it useful.

Any suggestions you have let me know on Twitter, I’m @mrjoe

Classic

  • Conversion (sales / visits)
  • Product page conversion (sales / visits to product page)
  • Funnel analysis
  • Basket abandonment
  • Bounce rate
  • Sales
  • Leads
  • Subscribers
  • Unique visitors
  • Returning visitors
  • Page views per visit
  • Visit to order ratio
  • Load time
  • Registrations
  • Visit / session length
  • Page views per visit
  • Time on page
  • Time on site
  • Form abandonment
  • Failed internal search
  • Referring pages / links
  • Geographic locations
  • Print page

Banners

  • Click through rate
  • Impressions

Financial / sales / business

  • Average order value
  • Basket value
  • Profit margin
  • Average sales price
  • Cross sell
  • Gross margin
  • Category margin
  • Cost per lead
  • Customer acquisition cost
  • Lifetime customer value
  • Average customer value
  • Membership / subscription churn

RSS

  • Feedburner subscriptions
  • Shares on Google Reader

Call / customer contact centre

  • Average call length
  • Support vs sales calls
  • Inbound vs outbound calls
  • Web generated calls (unique number on website)
  • Web fulfilled information calls

SEO

  • SEM keyword value
  • SEO positioning
  • Changes in SERP results/rankings
  • Top entry pages
  • Number of keywords triggering results for your site
  • Number of clicks to your site from keywords
  • Google trends
  • Inbound links (back link discovery)
  • Percentage share of each engine
  • Branded vs non*branded searches
  • Affiliate links
  • Affiliate fees

Social media

  • Facebook referrals
  • Incoming Twitter links
  • Facebook sends/shares/mentions
  • Facebook likes
  • Facebook fans
  • Facebook fan rates
  • Tweets
  • Retweets
  • @s on Twitter
  • Twitter followers
  • Twitter follow rate
  • Google +1s
  • Bookmarks on Delicious
  • StumbleUpon thumbs up
  • StumpleUpon reviews
  • Diggs
  • Google BlogSearch links
  • Blog comments
  • Blog articles
  • Video views
  • Youtube favourites
  • Youtube channel subscriptions
  • Youtube channel comments
  • Youtube video reviews
  • Slideshare views
  • Forum mentions
  • Thread size
  • Online review mentions
  • Stars in reviews
  • Bit.ly / URL shorteners usage / clicks

Third party / benchmarks

  • Comscore
  • Hitwise
  • Alexa
  • Compete (US)

Email & campaigns

  • Email newsletter churn
  • Email sign-up
  • Emails sent
  • Emails bounced (bad address)
  • Email forwards
  • Email campaigns
  • Open rate
  • Delivery rate (sent – bounces)
  • Click through rate (CTR)
  • Email related to conversion / other metric
  • Unsubscribe rate
  • SMS subscribers
  • Via print publication / 3rd party (unique URLs)

Internal search

  • Search no results
  • # Search 1 to 10 results
  • # Search 10 to 25 results
  • # Search over 50 results

IA:

  • GOMS technique
  • Time to content
  • Clicks to content
  • Back button clicks
  • Task completion
  • Errors

User testing metrics:

  • Words Recognition Rate
  • Reported expectations and performance
  • Facial reaction
  • Number of back presses
  • Gap satisfaction
  • Path’s taken as a measure of scent
  • Work-flow matches mental model or not

Satisfaction measurements:

  • Net Promoter Score
  • ASQ PDF: After Scenario Questionnaire (3 Questions)
  • NASA-TLX : NASA’s task load index is a measure of mental effort (5 Questions)
  • SMEQPDF: Subjective Mental Effort Questionnaire
  • UMEPDF : Usability Magnitude Estimation
  • SEQ PDF: Single Ease Question
  • SUS: System Usability Scale or sometimes the Single usability score (why it needs two names I don’t know)

I’m sure there are many more, so please let me know what you think should be added to the list.

Tags: