With UX being a subjective, human and ever changing experience, it can be seen as difficult to track. However, there are some key tell-tale signs that you should be tracking in order to assess the overall user experience of your website.
Common metrics to use when tracking UX
1. Tracking how long it takes visitors to fill out your forms
If your contact forms take too much time to fill in, your visitors or potential clients may get frustrated and fail to complete the form. Forms need to be simple, short and easy. Some tips to keeping forms user friendly and easy to fill in include:
keeping the number of fields as simple as possible,
Keeping the number of fields to as few as possible, there will be opportunity to ask for more information later on in the customer journey.
Testing your form yourself, if you struggle to fill out the fields during testing then you definitely need to relook it!
Add a confirmation page or message to let your user know that they have submitted successfully
2. How many fields are skipped in submitted forms?
Do you allow for optional fields in your forms? If you do, do you find a trend on certain fields not being submitted? These fields may be too much trouble for your users to fill in - remember, most visitors are lazy when needing to contact you. Make it as easy as possible but also, its important to ensure that you aren’t being too intrusive when requiring information in your forms. If it’s not ‘need to know’ information, then cut it from your form. These skipped fields give you a good idea as to what your user is thinking and feeling. Make sure to keep an eye on how your forms are submitted and what your users are subconsciously telling you.
3. Analyse your user experience with the use of heat maps
Heatmaps give you the best view of the journey your visitors take when visiting your page. From where they are clicking to the amount of engagement a page gets and where. Simple things from users clicking your logo top of page to which links they view as engaging and click through to, these insights help you better optimise your page.
4. Collect feedback from customers and your customer service department
Your customer service department is front facing - these are the people that will know what users are saying about your website and they are able to provide insights into where your UX issues. If you haven’t already - this is a great place to start your UX measurement and feedback journey.
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