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10 key metrics to measure website user experience

Website user experience is crucial than all other things on your website. Even SEO is fully depends on it. If your website users are satisfied by using your website, you have actually done everything you need.

In this situation search engines get a huge positive signal from your audiences. Let your audiences to tell search engines about your website.

Here I included the metrics of website user experience. These metrics will help you to determine your website quality according to visitors acceptance.

Website user experience metrics

What exactly user experience mean?

User experience defines how user feel when using website functionalities, navigating throughout pages, reading contents, and so on. User experience depends on user interface, usability, accessibility etc. Website success mostly depends on it.

What are the metrics to measure website user experience performance?

1. Unique visitors

If your website is well optimized, you will get a large number of unique visitors. Basically, SEO is important to generate organic traffic, and this is the main source of unique visitors.

But you can acquire unique visitors in different ways. If you have amazing pieces of contents, you may get traffic from social sharing. Whatever your strategies, a higher number always represents a good competitive standing.

2. Time on page

Sadly, higher number of visitors don't always represent the site strength. Because visitors can go back just immediately after visiting the website for bad user experience.

If this scenario is continuously happen on your site, you will see a reduction of unique visitors after a certain time.

So, you have to monitor average session duration, it refers the time which spent by your site visitors on your web-pages. When a visitor spend a large amount of time on your website, it definitely indicate the presence of a good user experience.

3. Scroll depth

Again sadly, session duration don't always says the exact scenario of user experience on your website. Because it could rarely possible that a visitor visit your website and spend time by doing nothing.

It can happen because when a visitor finds your website is unhelpful, then he visit another website without closing the previous tab where your website is opened.

So, you need to determine weather the user make scrolling your website or not. If users do scrolling till the end of the content, then you can say your audiences find it helpful.

4. Conversion rate

Not all of the website visitors are the website users. Because those who go back by doing nothing are counted as just visitors.

When a visitor make any single activity, then he convert visitor to website user. Conversion rate indicates the average visitors who converted to users.

It is very crucial to determine the website performance because a visitor only converts when he finds things perfect and helpful.

5. Returning visitors

Well performed website always get a large number of returning visitors. When a visitor come back again and again, it is called returning visitor because he return to use the website again.

There are different ways to identify the returning visitors. Simply, you can use Google analytics.

Try your best to create better user experience to come back users again. Because returning users have a high chance to accept your voice.

6. Task success rate

If you are running an e-commerce site, then nothing would help you instead of getting orders. In such case, order competition could be a given task to your audiences.

You have to ensure that if they can complete their task easily. Good website UI and UX increase the task success rate.

When you ask your website users to subscribe newsletter that could also be considered a given task to them.

Sometimes clicking links, for instance, affiliate links, is another example of a task to be completed.

7. Usage of navigation

When a user find your website helpful, then he try to navigate throughout your web-pages. This indicate that your site’s users are trying to acquire benefits.

Availability of all types of navigation systems indicate the fulfillment of better user experience. So when users are using navigation options then you can sure that everything is going fine.

8. Active users

Active users indicate the users who visited your website for a certain period of time. In the mean time the visitors could use your website’s single or multiple features.

The period of time could set as daily, weekly, monthly, or yearly. In analytics, you can see the number of active users for your chosen period of time.

9. User interaction with forms

Interaction with forms also indicate the task respond and task success rate. When users will find your website helpful then they will be motivated to use forms.

Some user subscribe newsletter forms just to get latest updates. You can also use forms to make survey to understand the users deeply.

10. Load speed

Page loading speed is also a common metric of SEO along with user experience. A slow loading page always make poor user experience, no matter the content’s quality is high or not.

You must optimize your website loading speed in any means. My recommendation is to avoid low quality hosting and use well organized source codes.

Why it is important to measure website user experience (UX)?

1. First impression of visitors

2. Search engine friendly contents

3. Enhance audience engagement

4. Increase organic traffic

5. Responsive for all devices

6. create competitive advantages

7. Increase website usability

8. Gain trust to use product and services


Understand your audiences deeply and find out what actually they want. Only after knowing them clearly you will be able to provide them better experience on your website.

To know them you can track their activity within your website. Instead you can identify them on social media platforms. No matter how you learn about them, just keep their attraction by doing your best.

Tarikul islam

About Torikul islam

Torikul islam is a professional web developer and affiliate marketer. Join Torikul to learn how to start a website and operate it well. He started his Web Developement career from Bangladesh Association of Software and Information (BASIS) in 2015. Later he continiued his journey to expanding knowledge and sharing it with others.

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