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UX & ROI: What to measure and what to
expect
Joe Leech
cxpartners
@mrjoe

        Hello
                   er,
Fol low me ...
$3.6     Billion          goes through
                            the sites I’ve
                             worked on

...
C
 grade


         GCSE maths
                 I’ve realised the hard
               way numbers are really
             ...
What I won’t be talking about




                                Usability metrics
                                Resear...
A few years ago...




            You could hit our
            website with a big
           stick and it’d better
     ...
The world we work in



                                        Business    e-Commerce
                                   ...
Visionary metrics             Strategic metrics



      What and why                        How
 Drive change and culture...
Classic                            RSS                                -Google +1s                          Internal search...
Classic                            RSS                                -Google +1s                          Internal search...
Net promoter score

                                                                   •
                                 ...
Conversion




                      $
             Attach a $ value
              to a metric to
             make a busi...
What’s a good conversion?




                                intent plays a
            Certain markets,      huge part -...
What’s a good conversion?




             it
         Depends...
                                intent plays a
         ...
2%-7%
             # Sales / visits


         Based on the last      I’ve seen as high
            8 years of           2...
How much can I expect my metrics to
improve by?




                 be cautious, especially
                 if there are...
How much can I expect my metrics to
improve by?




             it
         Depends...
                 be cautious, espe...
How much of an improvement can I expect?




                         Low                        High                     ...
How to improve conversion




                                                            other ways to
                  ...
Read more

• cxpartners.co.uk/blog
• How Much Will Your Web Site Metrics Improve?
  http://www.forrester.com/rb/Research/
...
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Sharing experiences of UX in the world of eCommerce.

What metrics to look at, how much of an increase can you expect, real numbers, benchmarking, business case justification and much more.

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UX & ROI: What to measure and what to expect

  1. 1. UX & ROI: What to measure and what to expect Joe Leech cxpartners @mrjoe Hello er, Fol low me on twitt I’m @mrjoe @mrjoe http://www.flickr.com/photos/fortyninerfan/2659708574
  2. 2. $3.6 Billion goes through the sites I’ve worked on (That number keeps me awake at night) @mrjoe
  3. 3. C grade GCSE maths I’ve realised the hard way numbers are really important to justify UX work @mrjoe
  4. 4. What I won’t be talking about Usability metrics Research metrics GOMS (yuck) SUS etc... This book is really good through @mrjoe
  5. 5. A few years ago... You could hit our website with a big stick and it’d better than it is now Sadly those days s a re behind u @mrjoe
  6. 6. The world we work in Business e-Commerce Analysis Product SEO UX Analytics / MVT Marketing g We are learnin And they are r from othe disciplines always do ne) Sales interested in the same (as we have metrics we are @mrjoe
  7. 7. Visionary metrics Strategic metrics What and why How Drive change and culture Goals, objectives & performance Eg. Eg. $ales Net Promoter score Conversion FAcebook likes average order value Twitter mentions Basket abandonment gross Margin @mrjoe
  8. 8. Classic RSS -Google +1s Internal search -Conversion (sales / visits) -Feedburner subscriptions -Bookmarks on Delicious -Search no results -Product page conversion -Shares on Google Reader -StumbleUpon thumbs up -# Search 1 - 10 results (sales / visits to product page) -StumpleUpon reviews -# Search 10 - 25 results -Funnel analysis Call centre calls -Diggs -# Search over 50 results -Basket abandonment -Average call length -Google BlogSearch links -Bounce rate -Support vs sales calls -Blog comments IA: -Sales -Inbound vs outbound calls -Blog articles -GOMS technique -Leads -Web generated calls (unique -Video views -Time to content -Subscribers number on website) -Youtube favourites -Clicks to content -Unique visitors -Web fulfilled information calls -Youtube channel subscriptions -Back button clicks -Returning visitors -Youtube channel comments -Task completion -Page views per visit SEO -Youtube video reviews -Errors -Visit to order ratio -SEM keyword value -Slideshare views -Load time -SEO positioning -Forum mentions Testing metrics: -Registrations -Changes in SERP results/ -Thread size -Words Recognition Rate -Visit / session length rankings -Online review mentions -Reported expectations and -Page views per visit -Top entry pages -Stars in reviews performance -Time on page -Number of keywords -Bit.ly / URL shorteners usage / -Facial reaction -Time on site triggering results for your site clicks -Number of back presses -Form abandonment -Number of clicks to your site -Gap satisfaction -Failed internal search from keywords Third party / benchmarks -Path's taken as a measure of -Referring pages / links -Google trends -Comscore scent -Geographic locations -Inbound links (back link -Hitwise -Work-flow matches mental -Print page discovery) -Alexa model or not  -Percentage share of each -Compete (US) Banners: engine Satisfaction measurements: -Branded vs non-branded Email & campaigns -Click through rate -Net Promoter Score -Impressions searches -Email newsletter churn -ASQ PDF: After Scenario -Affiliate links -Email sign-up Questionnaire (3 Questions)  Financial / sales / business -Affiliate fees -Emails sent -NASA-TLX : NASA's task load -Average order value -Emails bounced (bad address) index is a measure of mental -Basket value Social media -Email forwards effort (5 Questions)  -Profit margin -Facebook referrals -Email campaigns -SMEQPDF: Subjective Mental -Average sales price -Incoming Twitter links -Open rate Effort Questionnaire -Cross sell -Facebook sends/shares/ -Delivery rate (sent - bounces) -UMEPDF : Usability -Gross margin mentions -Click through rate (CTR) Magnitude Estimation  -Category margin -Facebook likes -Email related to conversion / -SEQ PDF: Single Ease -Cost per lead -Facebook fans other metric Question -Customer acquisition cost -Facebook fan rates -Unsubscribe rate -SUS: Single usability score -Lifetime customer value -Tweets -SMS subscribers -Average customer value -Membership / subscription -Retweets -@s on Twitter -Via print publication / 3rd party (unique URLs) Wah! churn -Twitter followers @mrjoe -Twitter follow rate
  9. 9. Classic RSS -Google +1s Internal search -Conversion (sales / visits) -Feedburner subscriptions -Bookmarks on Delicious -Search no results -Product page conversion -Share on Google Reader -StumbleUpon thumbs up -# Search 1 - 10 results (sales / visits to product page) -StumpleUpon reviews -# Search 10 - 25 results -Funnel analysis Call centre calls -Diggs -# Search over 50 results -Basket abandonment -Average call length -Google BlogSearch links -Bounce rate -Support vs sales calls -Blog comments IA: -Sales -Inbound vs outbound calls -Blog articles -GOMS technique -Leads -Subscribers For a metric to be useful it -Unique visitors -Web generated calls (unique number on website) -Video views -Youtube favourites -Youtube channel subscriptions -Time to content -Clicks to content must have: -Web fulfilled information calls -Back button clicks -Returning visitors -Youtube channel comments -Task completion -Page views per visit SEO -Youtube video reviews -Errors -Visit to order ratio -SEM keyword value -Slideshare views -Load time -SEO positioning -Forum mentions Testing metrics: -Registrations -Changes in SERP results/ -Thread size -Words Recognition Rate 1. -Visit / session length -Page views per visit -Time on page Timescale rankings -Top entry pages -Number of keywords -Online review mentions -Stars in reviews -Bit.ly / URL shorteners usage / -Reported expectations and performance -Facial reaction -Time on site 2. -Form abandonment -Failed internal search Benchmark triggering results for your site -Number of clicks to your site from keywords clicks Third party / benchmarks -Number of back presses -Gap satisfaction -Path's taken as a measure of -Print page 3. -Referring pages / links -Geographic locations A reason to be reported -Google trends -Inbound links (back link discovery) -Comscore -Hitwise -Alexa scent -Work-flow matches mental model or not  Banners: 4. -Click through rate An associated action -Percentage share of each engine -Branded vs non-branded -Compete (US) Email & campaigns Satisfaction measurements: -Net Promoter Score -Impressions searches -Email newsletter churn -ASQ PDF: After Scenario -Affiliate links -Email sign-up Questionnaire (3 Questions)  Financial / sales / business -Affiliate fees -Emails sent -NASA-TLX : NASA's task load -Average order value -Emails bounced (bad address) index is a measure of mental choose the -Basket value Social media -Email forwards effort (5 Questions)  -Profit margin No need to -Facebook referrals -Email campaigns -SMEQPDF: Subjective Mental -Average sales pricehe metrics that t-Incoming Twitter linksasure more -Open rate Beware: Analysis Effort Questionnaire (1- -Cross sell me -Facebook sends/shares/ -Delivery rate (sent - bounces) Question) business uses. -Click through rate (CTR) paralysis -Facebook likesthat 5 metrics -Gross margin mentions -UMEPDF : Usability -Email related to conversion / Magnitude Estimation  (1- -Category margin -Cost per lead em What makes th-Facebook fansrates other metric Question) -Facebook fan -Customer acquisition cost -Unsubscribe rate -SEQ PDF: Single Ease tick -Tweets -Lifetime customer value -SMS subscribers -Via print publication / 3rd party Question -Average customer value -Retweets -SUS: Single usability score -Membership / subscription -@s on Twitter (unique URLs) churn -Twitter followers @mrjoe -Twitter follow rate
  10. 10. Net promoter score • Well used How likely are you to recommend to a • often part of colleague or friend? company /personal targets Detractor Passive Promoter • However hard to 0 1 2 3 4 5 6 7 8 9 10 know the difference between the web experience vs the Not at all Neutral Extremely experience likely likely Promoters - Detractors = NPS It’s not unusual to see a negative NPS A good NPS is between 30% - 80% @mrjoe
  11. 11. Conversion $ Attach a $ value to a metric to make a business case @mrjoe
  12. 12. What’s a good conversion? intent plays a Certain markets, huge part - products and buying flowers sectors mean the 12% vs buying a number can vary holiday 3% @mrjoe
  13. 13. What’s a good conversion? it Depends... intent plays a Certain markets, huge part - products and buying flowers sectors mean the 12% vs buying a number can vary holiday 3% @mrjoe
  14. 14. 2%-7% # Sales / visits Based on the last I’ve seen as high 8 years of 20% or as low experience 0.5% @mrjoe
  15. 15. How much can I expect my metrics to improve by? be cautious, especially if there are aspects of the project that are outside of your control e.g dev effort matching requirements @mrjoe
  16. 16. How much can I expect my metrics to improve by? it Depends... be cautious, especially if there are aspects of the project that are outside of your control e.g dev effort matching requirements @mrjoe
  17. 17. How much of an improvement can I expect? Low High Mean Median 3% 200% 35% 20% I tend to say 0.5 It may be more increase in but better to conversion (say exceed from 5 to 5.5%) expectation • http://www.forrester.com/rb/Research/how_much_will_web_site_metrics_improve/q/id/46499/t/2?src=54101pdf @mrjoe
  18. 18. How to improve conversion other ways to improve conversion Sadly no real figures in the Econsultancy report • http://econsultancy.com/uk/reports/conversion-report @mrjoe
  19. 19. Read more • cxpartners.co.uk/blog • How Much Will Your Web Site Metrics Improve? http://www.forrester.com/rb/Research/ how_much_will_web_site_metrics_improve/q/id/46499/t/2? src=54101pdf • Conversion Report (eConsultancy) http://econsultancy.com/uk/reports/conversion-report Thank you! Follow me on twitter, I’m @mrjoe @mrjoe
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