How to ... Measure User eXperience

Or at the very least, how to get started

As a skilled website analyst, I am often asked to help improve User eXperience (UX) through data analysis. This can be a fairly simple or complicated task, all hinging on one main question: What is the user SUPPOSED to do on the website? If you can’t define your expected UX through the website, you will never be able to measure your UX. Here are three steps to get you off and running.

Step 1 - Define the User eXperience

The problem with this step is that so often marketers are engrained within their internal processes and goals, it’s difficult to see the website through the lens of a consumer. However, you should be able to answer these questions to get started:

  1. What are the top 2-3 categories of users do I want visiting my website?
  2. Do any of these user categories have a consumer funnel location, i.e. awareness, engagement, and/or conversion?
  3. Are there things on the website for users to do related to each of these funnel locations?
  4. Can you track these objectives with your website analytics service?

For example, let’s take a website that has a clear UX and answer the questions to start our process.

**** NOTE: I will be GUESSING a lot of these answers based on my marketing experience. These are not validated or in any way associated with anyone at GEICO.


First let’s define the potential audiences and their customer funnels.

  1. Potential New Customers
    1. Awareness: Looking for high-level products and/or pricing
    2. Engagement: Reading reviews, comparing prices against competitors, availability of service by area
    3. Conversion: Buying a policy
  2. Existing Policy Holders
    1. Awareness: Cross-Sell Options
    2. Engagement: Updating/Initiating Account/Policy Details
    3. Conversion: Adding on additional products, extending current products, referral incentives

Once we have a concept of who will be coming to the website and what they may be doing based on their funnel location, we can start defining which actions they may take.

  1. Potential New Customers
    1. Awareness
      1. Pricing Sheet/Page
      2. Pricing Calculator
      3. Product Comparison
    2. Engagement
      1. Customer Review PageView
      2. Zip Search
    3. Conversion
      1. Get a Quote Form Submission
      2. Contact Sales Rep
  2. Existing Policy Holders
    1. Awareness
      1. My Account Additional Product PageViews
      2. CRM Product Email Engagement
    2. Engagement
      1. MyAccount Usage Rates
      2. Online vs. Offline Claim Submission Rates
    3. Conversion
      1. UpSells
      2. Renewal Rate

Look how easy it is to be user on this site!

These are all of the customer actions based on both audience and funnel location. In theory, we can use this to set up tracking on how well our audience is making it through the funnel, and in turn, measure User eXperience.

And yes, I'm done with numbered lists.

Step 2 - Ensure all of the actions you defined for audience and consumer funnel are measured.

Many of the actions you defined above have the ability to be tracked with click events on your website. For example, measuring the proportion of sessions from non-branded search campaigns that interact with the pricing calculator is a great metric for New Customer Awareness. If this metric seems too low, you may need to adjust your website to allow users to find the pricing calculator. aka, Optimize User eXperience.

If you can segment your website traffic into account holders only, you can use that to determine the proportion of users that are looking at additional product pages. Or measure the interaction from a CRM email to view cross-sell campaigns.

Some of the activities you need to successfully measure all User eXperience may not be currently available. They may be located in call center reports, customer value reports, or other data centers. This is when high-level data analytics can really help drive your customer conversion and retention.

Step 3 - Improve

Rome wasn’t built in a day, neither is the perfect User eXperience. As long as you can measure the actions you want your user to take, that’s a line to improve upon. Today it’s 5%, tomorrow you want it to be 6%.

That's it for now. Until next time, Happy Analyzing!