• Joe Leech
• 06 Sep 2011
• 3 Comments

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 could measure. 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.