Research: Metrics

Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets.

Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. Read More

In this installment of Ask UXmatters, our experts discuss how to write effective usability requirements and determine the right metrics for the redesign of a legacy, public-sector system.

Ask UXmatters exists to answer your questions about user experience matters. If you want to read our experts’ responses to your questions in an upcoming installment of Ask UXmatters, please send your questions to: [email protected]. Read More

15 seconds. That’s how long 55% of users stay on an unfamiliar Web site before bouncing. Think about that—you spend time, money, and effort to bring people to your site, only for them to vanish in less than a minute. What makes new users leave? What makes other users stay longer? And, most importantly, how can you increase the duration of visits?

The answer to all these questions lies in understanding what users actually do when they land on your Web site. The discipline that lets you gain this understanding is user-behavior tracking, which enables you to figure out what users click, how far they scroll down pages, and the exact point at which they lose interest. Read More