Top UX metrics you should be using

Simplifying CX Youtube series episode on the three most important UX metrics and how to measure them.

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Video transcript

Hey everyone, Rachel here from GetFeedback. Welcome to another episode of Simplifying CX.

If you’re new to this channel, welcome! Our videos are here to provide you with straightforward answers to the biggest CX challenges. If that sounds relevant to you--don’t forget to subscribe!  

Today I’m going to go over the basic User Experience Metrics, also known as UX metrics, which are essential to measuring and improving the user experience. We’ll cover Customer Satisfaction, Emotional Rating,  Usability, and Net Promoter Score. 

First, I’ll introduce UX metrics and what they’re used for.

Next, I’ll cover each of the four UX metrics you should know.

UX Metrics are used to measure, compare, and track the quality of the user experience over time. 

They are also used to measure the effectiveness–outcomes and success–of your attempts to improve the user experience. 

So let’s dive into our first UX metric: the Customer Satisfaction Score. 

The customer satisfaction score is a customer loyalty metric also known as CSAT.

It measures how satisfied a user is with your brand at a particular touchpoint, like specific features, products, or functionality. 

CSAT is based on a 5-point scale from 1 = very unsatisfied to 5 = very satisfied. 

To calculate the percentage of satisfied customers, divide the total number of customers who selected very satisfied (5) or satisfied (4) by the total number of responses and then multiplying that by 100. 

For more on CSAT, check out our Simplifying CX episode titled: How to Use the Customer Satisfaction Score (CSAT) Metric. 

Let’s move on to UX metric #2,  Emotional rating.

Emotional ratings, also known as star ratings, have become synonymous with site reviews and online feedback. 

Emotional and star ratings are popular because they make it easy to capture a customer’s general mood. Plus, many digital natives use emojis daily to share how they feel about content across platforms like Facebook, Instagram, review sites, and the likes.

To measure the emotional or star rating, you simply ask, “How would you rate your experience today on our website [or app]?” 

Users then select from one to five stars or a series of smiley faces. 

Now for UX metric #3, Customer Effort Score. 

Customer Effort Score, also known as CES, is a touchpoint metric used to measure usability. How easy was it for your users to accomplish their goal or task on your digital channels? 

The idea behind CES is that organizations create loyal customers when their users can find what they’re looking for or solve their issues quickly and easily.

According to the Harvard Business Review, 94% of customers who report a low level of effort would repurchase products from the business while 88% would spend more.

CES is often related to a certain task or action, for example, “How easy was it for you to complete your donation today?” or, “How easy was it for you to check-out?” 

For how to measure CES, check out our Simplifying CX episode on Customer Effort Score available in our playlist.

Our last UX metric is the Net Promoter Score, also known as NPS. 

NPS is a relationship metric, which means it’s used to measure long-term customer satisfaction and loyalty. 

There is much debate over the degree of importance and flexibility NPS has on evolving UX measurement standards.

As a relationship metric, NPS offers an overall assessment of how users perceive their experience across your digital channels.

NPS is not a touchpoint metric like CES and CSAT, but small nuances can be made to make an NPS question more specific, 

For example, you can rephrase  it as, “How likely are you to recommend Company or Service X based on your visit today? Or, based on your purchase, based on the app experience, based on your trip.

Users rate their experience on a scale from zero to ten. From highly unlikely to recommend to extremely likely to recommend. 

Users who report a NPS score of 0-6 are detractors, those who report a score of 7 to 8 are passive, and if users give a score of 9 to 10, they become promoters.  

To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.  

In summary: Customer Satisfaction, Emotional Rating, Customer Effort Score, and Net Promoter Score are 4 UX metrics you should know, measure, and track to improve the customer experience. 

For a complete guide on UX metrics, click on the description section of this video. 

Also, if there’s a topic that you’d like us to cover -- tell us in the comments section! 

And make sure to subscribe now to see more videos that simplify CX. 

Until next time!  

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*Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.