UX Personalization is a process that entails customizing the user experience as per customers’ preferences. Many organizations invest in UX to enhance client engagement and increase revenue. If consumers relate with your company, they will come back to shop on your online store or recommend it to interested parties.
Thus, personalization is significant in cultivating and fostering trust among your clients. For effective personalization, you must hire a UX designer to execute the entire process successfully.
Companies to monitor how UX designers work on specific projects. You need to consider KPIs – key performance indicators to know if your UX is effective. Hence, measuring essential KPIs is paramount to avoid problems and improve business growth.
KPIs are significant in taking your brand to higher levels because you will know the strengths and weaknesses. However, the metrics are different for each brand or personalization project and need individual assessment.
Let us explore the essential KPIs for measuring UX personalization. The KPIs are in two categories – behavioral and attitudinal.
Behavioral
These indicators convey how the user interacts with a website, app, or product in data form. Today, data collection is automatic and is an essential aspect of businesses. Hence, it is a practical solution for gathering major indicators.
Below are the behavioral UX indicators you should never overlook:
Abandonment Rate
Sometimes consumers visit an online store, place items on the cart, and leave without completing the transaction. Users often abandon the store at the checkout process because of many reasons. It might be because of high shipping rates, inconvenient payment options, or unclear policies. Hence, the abandonment rate is often measured by monitoring the users who leave the transactions hanging. It is the ratio of the people leaving the shopping carts to the transactions initiated.
Average Order Value (AOV)
This is the quantity of overall revenue to the checkouts initiated. It is a key indicator that reveals the business profitability. If you have invested heavily in your UX, then AOV will show if your business is selling more or not.
Task Success
Task success rate usually involves measuring the tasks that users have executed successfully. It can be purchasing an item, filling forms, or identifying steps on an app. Each business has different success rates. That is why you must have clear objectives on what you regard as successful tasks.
Page Views
One standard KPI for many websites is the number of page views. Most UX platforms capture the page views automatically, which simplifies the data collection. You can also measure the clicks on a mobile app to know the number of users accessing it. It allows you to know the level of user engagement on your website and if your UX is meeting your goals.
Attitudinal
These KPIs reveal the attitude of users regarding a particular product or service. How does the customer feel or say about your product? How will their attitude impact your brand?
These UX metrics include the following aspects:
Customer Satisfaction Rate (CSAT)
The primary objective of many companies is to satisfy customers. Your UX designer should personalize your product to meet and exceed users’ expectations. The customer satisfaction rate is usually measured through long surveys or short questions.
For instance, you can inquire if your clients are happy with your services or products. The answers are placed in several categories ranging from highly satisfied to dissatisfied.
Those who respond positively will define the scores. 100% represents total customer satisfaction.
Net Promoter Score (NPS)
After completing your UX personalization, you can include a Net Promoter Score. It is a survey that allows business owners to determine customer loyalty. Usually, the NPS uses a direct question posed to the customers asking if they would recommend the brand, product, or service to another party.
The scores are from 0-10. Customers who respond positively with 9 or 10 are known as promoters. These are loyal clients who love your product and are ready to recommend your brand to friends or colleagues.
Clients who select 7 or 8 scores are known as passive. They like your services or products but are not loyal enough to recommend or return for more.
Finally, those who choose 0 to 6 are unhappy with your services and will never recommend your brand to anyone. These customers are called detractors.
When tabulating the concluding results, remove the negative scores from the satisfied clients.
System Usability Scale (SUS)
After personalizing your UX, you may want to know if it has errors. One effective way of determining if your website is straightforward and friendly is to develop a Usability Scale. It is a short questionnaire that users must fill out, and you will derive the final scores. You can find out if your site is user-friendly, easily navigable, and has well-integrated functions.
This KPI is beneficial and simple to implement since you can use it on a manageable sample size. Moreover, this method can determine if your UX has any improvements or not. However, the system used for scoring is complicated and will not reveal the issue with your website. It only categorizes the usability and if customers enjoy using your site.
Find Your Best Mix
Other UX indicators are used to measure personalization, such as conversion rates, task time, and problems and frustrations of customers. Thus, you can use the above KPIs to know if your UX is valuable and meets your business goals.
UX designers have many effective indicators to measure their websites, apps, or other products. You can combine user ratings and usability to get qualitative and quantitative results. In addition, you must factor in your brand objectives and expected results as long as you are clear on what you want to measure and the reasons why.
The main thing is to understand your goals before embarking on UX personalization to know the right KPIs to measure. The process of choosing may be long and tedious, but arriving at the correct KPI mix is always rewarding. Once customers feel connected to your brand, you will experience high conversion rates and increased profitability.
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