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UX Metrics – Measuring User Experience

Last updated: 25.05.2022
Author: Marko

Why is UX design important? The effectiveness of your UX design is essential to ensuring that you’re delivering the best possible experience for your users. But where do you start? And how to measure user experience? This article will introduce you to some of the most popular UX metrics and help you get started on using them in your own work.

Measuring User Experience

You are probably asking yourself, why user experience metrics are good for your business? Well, UX assessment provides insights that help you understand how users interact with your product, identify areas for improvement, and make data-driven decisions about where to focus your efforts. 

There are many ways to measure UX and with the right tools and methodology, which are also used by the top UX design firms, you can measure everything from satisfaction and engagement to task completion rates and net promoter scores. This information will help you improve your product in the ways that matter the most to your users, leading to more sales in the future.

What Are UX KPIs?

Key performance indicators are a valuable way of measuring the user experience design. They can help you track how well your users are able to complete tasks and achieve their goals on your website or app. By tracking these metrics, you can make sure that your design is meeting the needs of your users and improving over time, UX statistics indicate. Let’s check out some of the most important and most widely used UX KPIs.

Average Time on Task

Wondering how long your team is spending on tasks? The KPI average time on task can help you answer that question. This metric will tell you how long your team is taking to complete tasks on average. Armed with this information, you can work to improve productivity and efficiency.

Error Occurrence Rate

The error occurrence rate KPI measures the percentage of errors that occur in a given time period. This metric is used to identify and correct problems with processes, products, or services.

Task Completion Rate

The task completion rate KPI measures the percentage of tasks that are completed on time and within budget. It’s one of the most UX design metrics for businesses that want to ensure they are getting the most value for their money.

Retention Rate

The KPI retention rate measures the percentage of customers who return to your business after a specific time period. It’s an important metric because it can help you understand how satisfied your customers are with your product or service, customer retention statistics show.

Adoption Rate

The adoption rate KPI measures the percentage of a target population that adopts a new product or service. It’s used to track the success of marketing campaigns and measure customer demand.

Net Promoter Score 

Our list of UX metrics continues with a measurement of customer satisfaction and loyalty that correlates with a company’s growth. 

The user is asked a single question which is basically how likely they are to recommend the product/service/website. Respondents are then divided into three categories — promoters, passives, and detractors — based on their replies, with the NPS calculated by subtracting the number of detractors from that of promoters. 

UX Engagement Metrics

User engagement metrics are a way of measuring how interested and active users are on your website or app. By tracking these metrics, you can determine whether users are finding what they need and whether they’re sticking around to explore your site. This information is valuable for understanding how well your site is performing and for making changes that will keep users coming back. Let’s take a look at the most important ones. 

Unique Visitors

Unique visitors, also known as UVs, are another one of the most essential UX success metrics — the number of individuals who visit a website over a given period of time. This metric is especially useful for determining the effectiveness of online marketing campaigns and the reach of a website or brand.

New vs. Returning Visitors

New visitors are essential for growing your business — they help you expand your reach and attract new customers. Returning visitors, on the other hand, are more valuable because they’re already familiar with your site and might be more likely to buy from you.

Conversion Rate

A conversion rate is the percentage of website visitors who take the desired action, such as subscribing to a newsletter or making a purchase. It’s one of the most important UX metrics to track for measuring the success of your website.


Pageviews are measuring how many times users have accessed a particular page on your website within a given period of time. By understanding how users interact with your website, you can improve their experience and keep them coming back for more.

Pages per Session

Tracking pages per session can help you determine whether or not visitors are finding the information they need on your site. If people are leaving after viewing just one page, it may be because your content isn’t relevant to their needs.

Time on Page

Time on page is among the most popular website UX metrics nowadays. The longer people stay on your website, the more likely they are to become customers. That’s why it’s important to make sure that your website is engaging and interesting enough to keep people around for as long as possible. 


Knowing the most essential UX metrics, as well as knowing how to quantify user experience, will help you make relevant decisions about your UX design, based on evidence, rather than assumptions. This will set you on the path to the right strategy and result in more both new and returning customers.