Measuring UX metrics and KPIs
UX metrics show which changes work, giving you a sound basis for deciding where the budget goes.
Background
UX metrics let you justify and prioritise investment in design and development. Measure everything and you learn nothing. Focus on a few metrics linked directly to revenue, enquiries or support workload.
The metrics that count
Task success: how many users complete an enquiry, purchase or registration.
Drop-off points: where users leave a form or checkout.
Effort: time and steps needed to reach the goal.
Satisfaction: standardised questionnaires such as SUS, or short on-page surveys.
Technical quality: loading speed and responsiveness, measured with the Core Web Vitals.
In portals and web applications, support requests about a feature show where an unclear interface is costing money.
Tools and data protection
We use Google Analytics 4, Matomo or Hotjar as needed for analytics, heatmaps and surveys. Tracking complies with the GDPR, with consent management, IP anonymisation and a documented tracking plan. Heatmaps and session recordings run for limited periods only, with form input masked.
Approach
Agree goals and metrics.
Define events and funnels and set up tracking.
Record a baseline before anything changes.
Compare results with the baseline regularly and prioritise by impact and effort.
Outcome
You get a dashboard with a handful of meaningful metrics. Where needed, usability tests explain why something happens. The tracking is documented so that your team can read and extend it.