Imagine witnessing more than 70 percent surge in your overall sales. Although, there are some ways that can help you achieve this, one of the most important factors is UX or user experience. This is proven through research conducted by eMarketer. Many customers confess that if the user experience is not good they prefer not to make a purchase from an eStore.

By now almost every e-store owner knows that user experience or briefly UX can determine the success of an e-store, website or app. It can play a major role in converting prospects into satisfied or returning customers. User experience gets the desired result because with it customers get a much better user experience.

With user experience analytics you can gain valuable insight into the attitude and emotions of your customers toward your e-store. It will help you in adjusting your products or services to fit their needs perfectly.

Understanding your customers is the key to building trust between your brand and your customers and this is where UX comes in. Co-creator and the CEO of Moz rightly said that while creating any content, one should be empathetic and try to live the customers’ lives. UX metrics will help you understand your audience better.

User experience analytics for better customer experience

But how can UX analytics help you in achieving the desired results? Let’s have a look at the 7 ways UX analytics can help you in evaluating user experience.

Drawing insight from average page time and pageviews

The Google Analytics Metrics will offer you a good point for entry to start your investigation or research. You will know the reason behind however small or big things happening in your e-store.

Average page time

With average page time, you will get an estimated duration of your customers’ stay on your page. If you observe a low average page time and a high exit percentage, you can work on finding out the possible reason behind that. The average time on page that your customers are spending will serve as an eye-opener for you.

Pageviews

With Pageviews, you will know the number of times users visited a site or a section on your eCommerce platform or the entire eStore itself. You can understand if the content of your website is engaging enough to keep users on the website long enough. In addition to that, with Pageviews, you will also get the number of times the page was reloaded and that will give you an idea of the possible errors on your website.

Lowering the bounce rate

As you all know, the bounce rate is the percentage of average visits of a page by customers who left without browsing any further. Usually, bounce rates can result from reasons like a complicated signup page, bad web design, poor performance, or weak content. In an e-store, a high bounce rate can also mean a high cart abandonment rate.

Using the System Usability Scale

System Usability Scale or SUS is a common tool to measure software usability that has been used since 1986. The SUS is a 10-question survey used for usability assessment. Customers answer using options like “strongly agree” or “strongly disagree.” It helps identify areas of improvement for your e-store.

Measuring the UX of your e-commerce with SUPR-Q

Jeff Sauro developed the SUPR-Q (Standard Universal Percentile Rank Questionnaire). It evaluates websites and is partially based on SUS. Unlike SUS, it also focuses on appearance, loyalty, and trust. It consists of 8 questions answered using preset options like “strongly agree” or “strongly disagree.”

Serving as an alert for your customer support

You can use both SUPR-Q and SUS survey results to measure user experience. It can also help your customer support team identify recurring concerns and gather feedback to improve user experience while resolving support tickets.

Takeaway points

Today, user experience has an important place in business strategy. As brands like Amazon and Apple focus heavily on UX, you should take it seriously too. Understanding your customers better will help you sell better and deliver improved experiences.