KPIs help prioritize design and development efforts, ensuring that resources are allocated efficiently to enhance features that most significantly impact the user journey. Furthermore, they enable the setting of clear, measurable goals for UX improvements, facilitating the alignment of cross-functional teams towards common objectives. Consistent monitoring of KPIs also allows for the assessment of iterative design changes, making it possible to validate the effectiveness of modifications and to maintain an evidence-based approach to decision-making within product management.
KPI |
Definition
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Business Insights [?]
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Measurement Approach
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Standard Formula
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A/B Testing Conversion Rate More Details |
The comparison of different versions of a webpage or feature to determine which one performs better in terms of user conversion.
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Helps compare different versions of a product to understand which changes improve the conversion rate.
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Counts the number of conversions each variant receives and the total number of visitors to each variant.
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(Number of Conversions for Variant A or B / Number of Visitors to Variant A or B) * 100
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- Positive trend: Increasing conversion rates across A/B test variations may indicate successful design or content changes.
- Negative trend: Decreasing conversion rates could signal user dissatisfaction with new features or a decline in overall user engagement.
- Are there specific user segments that respond differently to A/B test variations?
- How does the performance of A/B test variations compare to historical data or industry benchmarks?
- Regularly analyze user feedback and behavior to inform A/B test variations.
- Consider testing smaller, incremental changes to pinpoint specific elements that impact conversion rates.
- Utilize user testing and feedback tools to gather qualitative insights alongside quantitative data.
Visualization Suggestions [?]
- Line charts showing the conversion rates of different A/B test variations over time.
- Comparison bar charts displaying the performance of each variation in a single view.
- Low conversion rates may lead to missed opportunities for user acquisition or revenue generation.
- Highly fluctuating conversion rates could indicate inconsistent user experiences across variations.
- A/B testing platforms such as Optimizely or Google Optimize for conducting experiments and tracking results.
- User behavior analytics tools like Hotjar or Crazy Egg to gain deeper insights into user interactions with A/B test variations.
- Integrate A/B testing data with web analytics platforms to understand the broader impact on user engagement and site performance.
- Link A/B test results with customer relationship management (CRM) systems to track the downstream effects on user behavior and conversions.
- Improving conversion rates can lead to increased user acquisition and revenue, but may also require ongoing investment in testing and optimization.
- Conversely, declining conversion rates may impact overall business performance and user satisfaction, affecting long-term brand reputation.
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Abandonment Rate More Details |
The percentage of users who start but do not complete a particular task or interaction within the product, and can provide insight into areas where design improvements are needed.
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Indicates potential issues in the user journey or checkout process that may cause users to leave before completing their goal.
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Measures the percentage of initiated transactions or processes that are not completed.
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(Total Number of Initiated Transactions - Total Number of Completed Transactions) / Total Number of Initiated Transactions * 100
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- An increasing abandonment rate may indicate usability issues or a lack of clear user guidance.
- A decreasing rate could signal successful design improvements or better user onboarding processes.
- Are there specific tasks or interactions within the product that have a consistently high abandonment rate?
- Have user feedback or usability testing results been analyzed to identify pain points in the product?
- Conduct user testing and gather feedback to identify pain points and areas for improvement.
- Implement user onboarding processes to guide new users through the product and reduce abandonment.
- Optimize the user interface and user experience based on usability best practices and user feedback.
Visualization Suggestions [?]
- Line charts showing the trend of abandonment rates over time.
- Funnel charts to visualize the drop-off points in user interactions.
- High abandonment rates can lead to decreased user engagement and retention.
- Consistently high abandonment rates may indicate fundamental issues with the product's design or usability.
- UX analytics tools like Hotjar or Crazy Egg to track user behavior and identify areas of high abandonment.
- User testing platforms such as UserTesting or Userlytics to gather feedback on the user experience.
- Integrate abandonment rate tracking with customer support systems to understand the impact on user satisfaction and support needs.
- Link with A/B testing platforms to measure the impact of design changes on abandonment rates.
- Improving abandonment rates can lead to increased user satisfaction and retention, positively impacting long-term user value.
- However, changes in design or user experience may require investment and could impact short-term user engagement metrics.
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Accessibility Score More Details |
The degree to which a product or website is accessible to users with disabilities, which can affect user satisfaction and legal compliance.
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Reveals how well the product caters to users with disabilities and satisfies legal requirements for accessibility.
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Based on automated tool results and manual testing against guidelines like WCAG.
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Accessibility metrics or scores are usually given by automated tools; formulas may vary.
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- Increasing accessibility score may indicate a proactive approach to inclusive design and user experience.
- Decreasing score could signal neglect of accessibility standards or lack of awareness about the needs of users with disabilities.
- Are there specific areas of the product or website that pose challenges for users with disabilities?
- Have we conducted usability testing with individuals who have different types of disabilities to gather feedback?
- Implement accessible design principles such as proper color contrast, keyboard navigation, and alternative text for images.
- Conduct regular accessibility audits and address any issues identified promptly.
- Train UX designers and developers on best practices for creating accessible interfaces.
Visualization Suggestions [?]
- Line charts showing the accessibility score over time to track improvements or regressions.
- Comparison charts to visualize the accessibility scores of different sections or features of the product or website.
- Low accessibility score may lead to legal liabilities and damage to brand reputation.
- Excluding users with disabilities can result in loss of potential customers and negative word-of-mouth.
- Accessibility testing tools like Axe, WAVE, or AChecker to identify and fix accessibility issues.
- Screen readers and other assistive technologies to experience the product from the perspective of users with disabilities.
- Integrate accessibility considerations into the product development lifecycle, including design, development, and testing phases.
- Link accessibility metrics with user feedback and support ticketing systems to prioritize and address reported issues.
- Improving accessibility can enhance user satisfaction and loyalty, leading to increased customer retention.
- However, it may require additional resources and time to ensure compliance with accessibility standards.
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CORE BENEFITS
- 53 KPIs under User Experience (UX) Design
- 15,468 total KPIs (and growing)
- 328 total KPI groups
- 75 industry-specific KPI groups
- 12 attributes per KPI
- Full access (no viewing limits or restrictions)
FlevyPro and Stream subscribers also receive access to the KPI Library. You can login to Flevy here.
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Adoption Rate More Details |
The rate at which new users start using a product or feature over a certain period, indicating the success of the user onboarding process.
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Highlights the initial success and attractiveness of a product or feature to new users.
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Measures the percentage of new users who start using a product or feature within a given timeframe.
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(Number of New Users / Total Number of Targeted Users) * 100
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- Increasing adoption rate may indicate successful marketing efforts or product improvements that attract new users.
- Decreasing adoption rate could signal issues with user onboarding, product usability, or market saturation.
- Are there specific features or aspects of the product that new users struggle with during onboarding?
- How does our adoption rate compare with industry benchmarks or with similar products in the market?
- Enhance user onboarding processes to make it easier for new users to understand and use the product.
- Implement targeted marketing campaigns to attract new users and highlight the value proposition of the product.
- Collect feedback from new users to identify pain points and areas for improvement in the onboarding experience.
Visualization Suggestions [?]
- Line charts showing the adoption rate over time to identify trends and seasonal variations.
- Funnel charts to visualize the user onboarding process and identify drop-off points.
- A declining adoption rate may lead to reduced market share and revenue if not addressed promptly.
- High adoption rates without corresponding engagement or retention metrics may indicate superficial user interest that doesn't translate into long-term value.
- Analytics tools like Google Analytics or Mixpanel to track user behavior and identify onboarding bottlenecks.
- User feedback platforms such as Usabilla or UserTesting to gather insights from new users about their onboarding experience.
- Integrate adoption rate data with customer relationship management (CRM) systems to track the impact of onboarding on customer lifetime value.
- Link adoption rate with product development processes to prioritize features that improve user onboarding and retention.
- Improving adoption rate can lead to increased market share and revenue, but may require investment in marketing and product development.
- A declining adoption rate can signal the need for strategic shifts in product positioning, user targeting, or feature development.
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Average Handle Time (AHT) More Details |
The average time taken by users to handle a task or interaction with the product, which can indicate the efficiency of the design.
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Provides insights into the efficiency of customer support teams and can indicate areas needing process improvement.
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Calculates the average duration that support staff take to handle a customer interaction.
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(Total Handle Time for Interactions / Total Number of Interactions)
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- Increasing average handle time may indicate complex tasks or inefficient design elements.
- Decreasing average handle time can signal improved usability and user satisfaction.
- Are there specific tasks or interactions that consistently take longer than others?
- How does our average handle time compare with industry benchmarks or user expectations?
- Conduct user testing to identify pain points and areas for design improvement.
- Optimize user interface and navigation to streamline task completion.
- Implement user feedback mechanisms to gather insights for iterative design enhancements.
Visualization Suggestions [?]
- Line charts showing average handle time over time to identify trends.
- Heat maps to visualize areas of the product with the highest and lowest average handle times.
- High average handle time can lead to user frustration and abandonment of tasks.
- Consistently low average handle time may indicate oversimplified tasks that lack depth or value.
- UX analytics tools like Hotjar or Crazy Egg to track user interactions and identify areas for improvement.
- User testing platforms such as UsabilityHub or UserTesting for gathering direct feedback on task handling.
- Integrate average handle time tracking with agile development processes to inform design sprints and iterations.
- Link with customer support systems to understand user-reported issues and align design improvements.
- Improving average handle time can enhance user satisfaction and loyalty, leading to increased product adoption and retention.
- However, reducing average handle time without considering user needs may sacrifice depth and quality of interactions.
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Bounce Rate More Details |
The percentage of visitors to a particular website who navigate away from the site after viewing only one page, used as an indicator of the relevancy and quality of content.
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Indicates the effectiveness of the landing page and initial user engagement.
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Measures the percentage of visitors who navigate away from the site after viewing only one page.
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(Total Number of One-Page Visits / Total Number of Entries to the Page) * 100
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- An increasing bounce rate may indicate that the website content is not engaging or relevant to visitors.
- A decreasing bounce rate can signal that the website is effectively capturing and retaining visitor interest.
- Are there specific pages or content on the website that have significantly higher bounce rates?
- How does our bounce rate compare with industry benchmarks or similar websites?
- Improve website content and user experience to make it more engaging and relevant to visitors.
- Optimize page load times and ensure easy navigation to reduce bounce rates.
- Implement A/B testing to identify which website elements contribute to higher bounce rates and make data-driven improvements.
Visualization Suggestions [?]
- Line charts showing the trend of bounce rates over time.
- Funnel charts to visualize the drop-off points for visitors on the website.
- High bounce rates can lead to lower conversion rates and negatively impact the overall effectiveness of the website.
- Consistently high bounce rates may indicate fundamental issues with the website's content or user experience.
- Google Analytics for tracking and analyzing bounce rates on different pages of the website.
- Heatmap tools like Crazy Egg or Hotjar to visually understand visitor behavior and identify areas for improvement.
- Integrate bounce rate data with digital marketing platforms to understand the impact of marketing efforts on visitor engagement.
- Link bounce rate analysis with website performance monitoring tools to identify technical issues that may contribute to high bounce rates.
- Reducing bounce rates can lead to higher engagement, longer time spent on the website, and potentially increased conversions.
- However, overly aggressive tactics to reduce bounce rates may negatively impact the overall user experience and brand perception.
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In selecting the most appropriate User Experience (UX) Design KPIs from our KPI Library for your organizational situation, keep in mind the following guiding principles:
It is also important to remember that the only constant is change—strategies evolve, markets experience disruptions, and organizational environments also change over time. Thus, in an ever-evolving business landscape, what was relevant yesterday may not be today, and this principle applies directly to KPIs. We should follow these guiding principles to ensure our KPIs are maintained properly:
By systematically reviewing and adjusting our User Experience (UX) Design KPIs, we can ensure that your organization's decision-making is always supported by the most relevant and actionable data, keeping the organization agile and aligned with its evolving strategic objectives.