Keys to measure the User Experience in Ecommerce – | Blog

It is important to be able to measure the user experience or UX having defined the appropriate metrics and using a correct study methodology.

Although we have already talked about measuring the User Experience, it is important to have your own method that controls the main KPIs.

When to measure UX in an Ecommerce or Online Store

There are some tips or , but even if they are followed to the letter, the evolution of the user experience of a product or service through the use of metrics is more than necessary.

These types of metrics are collected through Usability analytics or surveys. Measuring the user experience in an Ecommerce or online store will help when you want:

• Track the overall progress of the product.
• Compare the UX with a previous version of the product or service or a competitor.
• Demonstrate the value of the UX work done.

Measure the User Experience in an Online Store or Ecommerce

The most important thing is to determine what to measure and how. At first, defining how and what can be difficult or costly, but once it is clear, the measurement process becomes repetitive and requires much less effort.

what to measure

Assuming that the objectives are already defined and clear, it is necessary to focus on the metrics or KPIs that best reflect the quality of the user experience of the product or service.

Some of those metrics that we can take into account are:

• Performing to measure clicks or scroll.
• Keeping track of the events that happen on the pages.
• Reviewing the keywords that brought users to those pages.
• Reviewing the metrics of recurring users, bounce, etc.
• Loyalty of users with the product through a .

Logically, before obtaining the metric data, we must be clear about what product, what group of users the product is aimed at, and what tasks or characteristics we want to measure.

You need to know the main tasks that users perform in the product. If the company does not know them, it will be necessary to make a list, prioritize them and select between 5 to 10 of them that are the most important for users.

For example, in an Ecommerce, make the purchase with just 1 click.

To measure this set of tasks, Google provides the . Below is the template for data collection using this type of methodology.

Following the previous example, if one of the important tasks within Ecommerce is to make the purchase in just 1 click, a metric to take into account could be: Weekly sales with just 1 click.

How to measure

Several aspects must be considered to define the way in which the measurement will be carried out. Some of these aspects are:

• The time required by the research method.
• The cost of the chosen method.
• The skill of the investigators.
• necessary to carry out the investigation.

UX measurement methods in Ecommerce or Online store

There are several methods that work well for user experience evaluation:

• Quantitative usability tests. In them, the participants perform the main tasks and the researchers collect the metrics such as: the time spent on each task, the success rate or the satisfaction of the users when performing the tasks.
• Analytics. In them, the data is reviewed with the appropriate and corresponding tool to look at the abandonment rate or the events.
• Surveys. In them, users answer questions to report on their behavior. Satisfaction ratings and customer score are metrics to watch out for.

Therefore, if we follow the previous example of making the purchase in 1 click only, the metrics could be: Sales, Adoption and NPS and we would obtain them using surveys and analytics.

When collecting the data to measure the UX in an Ecommerce, it is important to take into account external aspects or factors that can distort the data.

An example is when a website or online store has active marketing or affiliate campaigns or if temporary economic situations are influencing, the metrics may not be entirely valid and the results may not be conclusive.

conclusion

In conclusion, measuring the UX or user experience in an Ecommerce is essential to demonstrate the value of the designers’ work. It is the best way to demonstrate the value of UX by connecting with the metrics and objectives of the company to calculate the return or ROI.

Measuring the UX helps to improve the numbers or KPIs of the product or service and to focus efforts on future redesigns.

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