Criteria to measure progress toward strategic goals or the maintenance of operational goals. KPIs help inform design decisions along the way and measure results of the UX efforts.

What goes into an effective UX KPI

The properties of an effective UX KPI:

Behavior based: Behavior is critical for a UX KPI. Many organizations try to use non-behavioral metrics, like customer satisfaction or Net Promoter referral attitudes, but those don’t work well as a UX KPI. Without the behaviors, you can’t tell what’s happening in the experience of the users.

Key to the business: The first word in KPI is key. There are five basic areas that are easy to tie KPIs to: (1) increasing revenues, (2) decreasing costs, (3) increasing marketshare, (4) increasing revenue from existing customers, and (5) increasing shareholder value. An effective KPI is tied to one or more of these.

Performance indicator: A good KPI predicts an important change in the business, hopefully with enough of a lead time to react if necessary.

Unique to how the business or industry runs: Generic KPIs produce generic results. If we really want something that touches the core of what makes our business special, it should be a metric that only applies to what we’re doing.

Easy to measure: By using the unanimous voting mechanism of a three-person review team, they turned a subjective measure into something quantitative. Even though it takes 90 minutes to review the one-hour training session video, the exposure to their users and a glimpse into how the product is used is priceless.

Diagnostic: Because the developers are seeing their users futz in these tool time incidents, they not only know the frequency and duration, but the specific instances when it happened. The teams can compare notes and see what keeps reappearing across sessions.

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The 7 most important UX KPIs

UX KPIs are divided into behavioural and attitudinal KPIs:

Behavioural KPIs express in numbers what a user is effectively doing and how they interact with a product or website. Nowadays, this data can usually be collected fully automatically without the intervention of an interviewer or observer. This is therefore a fairly simple and inexpensive way to start collecting UX KP.

  • Task success rate
  • Time-on-task
  • Search vs navigation
  • User error rate

Attitudinal UX KPI measures how users feel or what they say before, during or after purchasing a product. In this section, I will introduce three prominent examples of this type:

  • System Usability Scale (SUS)
  • Net Promoter Score (NPS)
  • Customer satisfaction (CSAT

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10 Essential Mobile App KPIs

Here are 10 key metrics formulas and mobile app KPIs that will help you measure the impact of the hard work you put in to develop your audience.

  • Retention rate
  • Churn rate
  • Monthly Active Users (MAU)
  • Daily Active Users (DAU)
  • Daily Sessions Per Daily Active User
  • Stickiness
  • Average Session Length
  • Cost Per Acquisition (CPA)
  • Customer Lifetime Value (LTV)
  • Return on Investment

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