When you are looking for product success, there are several factors that you need to have in mind. Paying special attention to certain statistics helps shape the overall experience into something much more positive. Even though this sounds like a simple strategy, there are many companies that are focusing on the wrong areas and putting their UX at risk because of it.
Paying attention to the wrong metrics can confuse both the users as well as the site owners, creating a cluttered experience for everyone involved. Statistics provide a gateway into a customer’s mind, allowing website owners see what pages are visited the most often as well as how long their users are staying on a page before moving on to the next. By critically analyzing statistics, site owners can shape the user experience into something truly special and beneficial, ensuring that customers come back time and time again.
Joshua Porter’s Metrics Driven Design states that it is important to have a firm grasp on what types of needs your product is trying to support. Once you are able to identify this, it will be much easier to determine what analytics you need to collect so that your product is able to successfully support that demand. When you can see what people need from your product, you can cater your product much more specifically and benefit tremendously from that factor. Too many sites simply throw out their product onto the page and hope for the best. Take the time to see what people are looking for, and let customers know that your product is the solution to those specific issues.
Set specific goals that you want to achieve and give yourself a timeline as to how long it should take to reach them. These can be either big or small goals; ones that focus on moving more products or ones that want a cleaner user interface. Once you can successfully determine what you want your product to achieve, you’ll be much better at choosing the right path to get there successfully.
Once your goals have been set, it’s time to look at the metrics and see the key data that will be required for the highest success rate. There are many different metrics that a person can refer to, but there are also some that are beneficial for almost any need. The most-frequently used metric is gauging user expectation. As the name suggests, this is when you sit down and look at how satisfied your customers are. Look at their feedback and complaints to determine what you need to do to keep them happy.
The next metric to look at is how engaged the customers are. How often do they come back? Are you getting regular visits every week, or just doing certain periods of time? The adoption rate looks at this a little further, examining how many hits a site gets every day. The higher the adoption rate, the higher the chances for increased sales and revenue. If people don’t have a reason to keep coming back, they will only stop by when it’s convenient for them.
Lastly, site owners can look at tasks success and determine how long it takes to actually accomplish a task or when it becomes abandoned. If a task has been abandoned, take special note as to why things fell apart or the idea was ditched. Was it deemed not successful, or did things slowly stop moving forward. By understanding why something didn’t work out, you will be able to prevent the same mistakes from happening a second time around. At the same time, take the time needed to figure out what made certain ideas and concepts successful. Examine what steps were taken to ensure success so that they can be replicated again for more growth and development.
While it may sound like there is a lot that goes into gathering this type of data, there are several different sites that a person can use to obtain it. There is a verify app that can be utilized for customer feedback to get direct results, while Qualaroo gives helpful insight to owners looking to create a better site. Finally, there is also an interactive GPS of sorts, known as WalkMe, that can be used to guide users around your site and teach them tips and tricks regarding navigation.
Keep these metrics in mind to not only increase revenue, but make your site stand out when compared to competitors.