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 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.

Joe is an esteemed former member of the cxpartners team. His articles are still here to enrich us.