Measure UX with these useful metricsUser interaction with forms. Track page views and time on page. Conduct a customer success survey to measure UX. Leverage your customer service team.
Track page load speed to measure UX. One of the best ways to know if you have a good user experience is to survey your end users and get their feedback. In some cases, this may mean interacting with them before you create your website to better understand what they want and the problems they face. Don Norman, a cognitive scientist, introduced the term User Experience or UX in the early 1990s.
At the time he was Vice President of the Advanced Technology Group at Apple Inc. It refers to all the characteristics of the end user's interaction with services, products and the company. It defines how a user interacts with the system or website, and whether it helps them achieve their goals. If users have problems, UX strives to solve them and lessen the impediments.
Industry best practice for your website load time is 2 seconds. Websites that offer higher security, i.e. HTTPS websites, take longer to load, as data encryption and long distance can slow website loading. Your metrics should match your research objectives.
Searchability, completion rates, likelihood to recommend and purchase rate are all good things to measure. Or perhaps ketchup pour accuracy, pour time and spill factors. This is important for usability testing in particular. Testing can be done in a lab for websites and applications that are purely digital experiences, but for products that include a physical component, more care is needed to create the right context for evaluation.
The more it resembles the proposed use case, the better the conclusions will be. Light and dark conditions, the physical and cognitive load of the user, ambient noise and other environmental factors can drastically influence how testers interact with your product. This is a practical consideration of what constitutes good website design, such as ease of use, speed, security, site maps and other technical details, etc. Don't subject your study participants to needing special equipment in order to conduct your user experience surveys.
Expert evaluations can be a time saver as well as a matter of convenience, as it can sometimes be a real challenge to gather the target user demographics of your B2B website for a user experience test. One of the most common problems I see is that websites are created for an internal stakeholder rather than the end user. One of the criticisms of this type of evaluation method is that it prevents you from understanding how your users feel as they navigate your B2B website. One of the biggest criticisms of user experience testing of a B2B website in the lab is that it obviously does not adequately mimic real-life conditions.
If your navigation is not up to these standards, you may want to consider making design changes so that users are clear at all times where they are on the site and where they should go next. If you are in the early stages of the project and have not yet decided on a solution, consider surveying your intended users to collect quantifiable data about them, or conduct individual interviews to formalise the process of understanding them. User experience evaluation methods that incorporate field studies can be used to observe people at an interface over a period of time, just as they can be used only for test sessions to observe users in a real context or the interface itself in a real context. So, while we all want to have a better ketchup experience, few of us have the responsibility to actually design and evaluate ketchup bottles.
If the visitor is not able to find what they are looking for due to poor navigation, the user will generally leave. However, when it comes to marketing and sales, I have found that many organisations fail to consider the user experience. The ketchup bottle introduced in 2002 with its distinctive inverted bottle and lid is supposed to be the user experience. Sometimes a combination of the most popular evaluation methods can give the best results to test your B2B website design effectively.