The Lesser-Known User Experience Metrics to Track Now
In user experience, metrics are essential. One of the key benefits of doing business online or in an app is the ability to track and measure everything. Understanding how customers interact — or how they choose not to interact — with your product delivers valuable insights that can inform business decisions. Actionable insights can illustrate what needs to shift on your site to improve conversion rates.
Some metrics are obviously valuable. Metrics that directly affect the bottom line rise to the top when profitability suffers. But, other metrics can tell a very different story about your business and the user experience on your site. Tracking these metrics can help optimize and improve your website or app and drive user adoption and engagement. Here are a few of the lesser-known site metrics businesses may not be tracking and why it is critical to make them part of your strategy for better conversion.
1. Customer Churn
How healthy is your relationship with your customers? Customer churn tells you how many customers are leaving your brand, product or service, which you can then use to figure out how to keep them and bring them back. This is particularly useful for SaaS or subscription model businesses where it is easy to see when a customer has left. To calculate customer churn, divide the number of customers who have canceled or left by the number of current customers.
Businesses can customize customer churn to include different segments and time periods to understand how different markets and messaging affects loyalty. This is especially useful for tracking specific campaigns or identifying common drop-off
Georg Richter, Founder, and CEO of OceanX, explains in an Entrepreneur.com article, “Companies can gain valuable insights by asking customers why they’re ending the relationship. Maybe it was a bad product experience or subpar service, or perhaps they signed up with a discount code and felt the subscription wasn’t worth the full price. By asking customers what prompted them to churn, subscription companies can avoid similar situations in the future.”
All companies have a growth ceiling or a limited number of customers they can bring on board. Reducing churn prevents companies from spending more on acquiring new customers and keeps current customers happy.
2. Customer Stickiness
Closely on the heels of customer churn is customer stickiness. Depending on your marketing, you may have the potential to build a cult following for your brand and see your customers come back time and time again. Customer stickiness is calculated by dividing the Daily Active Users (DAU) by the Monthly Active Users (MAU).
Sandhya Hegde, VP of Marketing for Amplitude, notes that companies have shifted from buyer relationships to adoption to create stickiness.“It used to be the case that customers bought software with complex year-long implementations. Vendors considered used the complexity of the install as a way to get their customers ‘locked in’ to their platform. Times have changed,” she says.
Deliberately creating an experience that results in an “Aha!” moment is crucial for driving customer stickiness. Once a customer comes back frequently of their own volition, they are hooked and building lifetime value.
Brands create customer stickiness when they demonstrate value to customers quickly. Show customers why they need your product and make it easy for them to come back and be excited about it. This metric also helps brands grow their customer lifetime value.
3. Segmented User Retention
Are customers initially excited about your product, but over time, they drop off? Tracking segmented user retention can identify patterns and problem spots that cause your customers to leave. It functions alongside the customer churn metric to understand where customers leave. Calculate segmented user retention by observing the number of active users in the days following acquisition.
Mobile games live and die by this metric. When a customer downloads a game, their journey is just beginning, and it is up to developers and brands to keep them coming back and engaged from day one to day thirty and beyond.
For mobile games, this is especially challenging. Survey data from Braze.com found that “more than 75% of users failing to return the day after first use, on average.” Keeping customers past 90 days requires early, consistent engagement from the app.
Identifying these touchpoints within your own brand can improve the user experience and discover when to re-engage with customers to keep them coming back.
Use segmented user retention as a guide for problem spots along the customer journey. See where customers lose interest and develop strategies to engage them again. Create a good first impression, but keep the momentum going to reduce churn.
4. Conversion Rate
Conversion rates are not just a marketing or sales metric; they matter for user experience, too. A conversion does not have to be a purchase; it can include any action you want your user to take.
To calculate conversion rate, divide the number of users who completed action by the total number of users. Once you have identified the action you want users to take, see what boosts your conversion rates. You can also learn which parts of your product are popular and what users are steering clear of or not adopting.
In order to identify the proper action or conversion metric for your business, you need to determine the core value of your business, or the North Star Metric. This metric allows your entire team to build a consensus on where you are headed and the worth you bring to customers. As Florent Defontis, Air360 Founder puts it, “The North Star Metric is a metric that reflects best if your business is moving in the right direction, and it is one of the simplest and most effective ways to increase your conversion rate.”
Conversions aren’t just about money and revenue. Your conversion rate can identify products or features your customers love and highlight where users lose interest.
Don't Miss the Opportunities in Lesser-Known Metrics
Data is only as good as the decisions you make with it. Pairing popular metrics with these lesser-known metrics will inform some of your most important KPIs.
Identify how many of your customers leave your app or service and track at what point in their journey they fall off. Optimize not only for the initial sale but also build adoption over time and enhance your brand’s stickiness. Choose conversion rates that demonstrate the value you bring to your customers. Each of these metrics provides an opportunity to improve the customer experience and increase sales.
Track these lesser-known metrics more quickly and easily with our enterprise-grade user experience analytics tool. Learn how Air360 tracks every, scroll, and mouse movement to provide actionable data you can use to reduce friction points and improve conversion rates.