Sharing experiences of UX in the world of eCommerce. What metrics to look at, how much of an increase can you expect, real numbers, benchmarking, business case justification and much more.

1. UX & ROI: What to measure and what to
expect
Joe Leech
cxpartners
@mrjoe
Hello
er,
Fol low me on twitt
I’m
@mrjoe
@mrjoe http://www.flickr.com/photos/fortyninerfan/2659708574

2. $3.6 Billion goes through
the sites I’ve
worked on
(That number keeps me awake at night)
@mrjoe

3. C
grade
GCSE maths
I’ve realised the hard
way numbers are really
important to justify UX
work
@mrjoe

4. What I won’t be talking about
Usability metrics
Research metrics
GOMS (yuck)
SUS etc...
This book is
really good
through
@mrjoe

5. A few years ago...
You could hit our
website with a big
stick and it’d better
than it is now
Sadly those days
s
a re behind u
@mrjoe

6. The world we work in
Business e-Commerce
Analysis
Product SEO
UX
Analytics /
MVT
Marketing
g
We are learnin And they are
r
from othe
disciplines always do
ne)
Sales interested in
the same
(as we have
metrics we are
@mrjoe

7. Visionary metrics Strategic metrics
What and why How
Drive change and culture Goals, objectives & performance
Eg.
Eg. $ales
Net Promoter score Conversion
FAcebook likes average order value
Twitter mentions Basket abandonment
gross Margin
@mrjoe

8. Classic RSS -Google +1s Internal search
-Conversion (sales / visits) -Feedburner subscriptions -Bookmarks on Delicious -Search no results
-Product page conversion -Shares on Google Reader -StumbleUpon thumbs up -# Search 1 - 10 results
(sales / visits to product page) -StumpleUpon reviews -# Search 10 - 25 results
-Funnel analysis Call centre calls -Diggs -# Search over 50 results
-Basket abandonment -Average call length -Google BlogSearch links
-Bounce rate -Support vs sales calls -Blog comments IA:
-Sales -Inbound vs outbound calls -Blog articles -GOMS technique
-Leads -Web generated calls (unique -Video views -Time to content
-Subscribers number on website) -Youtube favourites -Clicks to content
-Unique visitors -Web fulfilled information calls -Youtube channel subscriptions -Back button clicks
-Returning visitors -Youtube channel comments -Task completion
-Page views per visit SEO -Youtube video reviews -Errors
-Visit to order ratio -SEM keyword value -Slideshare views
-Load time -SEO positioning -Forum mentions Testing metrics:
-Registrations -Changes in SERP results/ -Thread size -Words Recognition Rate
-Visit / session length rankings -Online review mentions -Reported expectations and
-Page views per visit -Top entry pages -Stars in reviews performance
-Time on page -Number of keywords -Bit.ly / URL shorteners usage / -Facial reaction
-Time on site triggering results for your site clicks -Number of back presses
-Form abandonment -Number of clicks to your site -Gap satisfaction
-Failed internal search from keywords Third party / benchmarks -Path's taken as a measure of
-Referring pages / links -Google trends -Comscore scent
-Geographic locations -Inbound links (back link -Hitwise -Work-flow matches mental
-Print page discovery) -Alexa model or not
-Percentage share of each -Compete (US)
Banners: engine Satisfaction measurements:
-Branded vs non-branded Email & campaigns
-Click through rate -Net Promoter Score
-Impressions searches -Email newsletter churn -ASQ PDF: After Scenario
-Affiliate links -Email sign-up Questionnaire (3 Questions)
Financial / sales / business -Affiliate fees -Emails sent -NASA-TLX : NASA's task load
-Average order value -Emails bounced (bad address) index is a measure of mental
-Basket value Social media -Email forwards effort (5 Questions)
-Profit margin -Facebook referrals -Email campaigns -SMEQPDF: Subjective Mental
-Average sales price -Incoming Twitter links -Open rate Effort Questionnaire
-Cross sell -Facebook sends/shares/ -Delivery rate (sent - bounces) -UMEPDF : Usability
-Gross margin mentions -Click through rate (CTR) Magnitude Estimation
-Category margin -Facebook likes -Email related to conversion / -SEQ PDF: Single Ease
-Cost per lead -Facebook fans other metric Question
-Customer acquisition cost -Facebook fan rates -Unsubscribe rate -SUS: Single usability score
-Lifetime customer value -Tweets -SMS subscribers
-Average customer value
-Membership / subscription
-Retweets
-@s on Twitter
-Via print publication / 3rd party
(unique URLs) Wah!
churn -Twitter followers
@mrjoe -Twitter follow rate

9. Classic RSS -Google +1s Internal search
-Conversion (sales / visits) -Feedburner subscriptions -Bookmarks on Delicious -Search no results
-Product page conversion -Share on Google Reader -StumbleUpon thumbs up -# Search 1 - 10 results
(sales / visits to product page) -StumpleUpon reviews -# Search 10 - 25 results
-Funnel analysis Call centre calls -Diggs -# Search over 50 results
-Basket abandonment -Average call length -Google BlogSearch links
-Bounce rate -Support vs sales calls -Blog comments IA:
-Sales -Inbound vs outbound calls -Blog articles -GOMS technique
-Leads
-Subscribers For a metric to be useful it
-Unique visitors
-Web generated calls (unique
number on website)
-Video views
-Youtube favourites
-Youtube channel subscriptions
-Time to content
-Clicks to content
must have:
-Web fulfilled information calls -Back button clicks
-Returning visitors -Youtube channel comments -Task completion
-Page views per visit SEO -Youtube video reviews -Errors
-Visit to order ratio -SEM keyword value -Slideshare views
-Load time -SEO positioning -Forum mentions Testing metrics:
-Registrations -Changes in SERP results/ -Thread size -Words Recognition Rate
1.
-Visit / session length
-Page views per visit
-Time on page
Timescale rankings
-Top entry pages
-Number of keywords
-Online review mentions
-Stars in reviews
-Bit.ly / URL shorteners usage /
-Reported expectations and
performance
-Facial reaction
-Time on site
2.
-Form abandonment
-Failed internal search
Benchmark triggering results for your site
-Number of clicks to your site
from keywords
clicks
Third party / benchmarks
-Number of back presses
-Gap satisfaction
-Path's taken as a measure of
-Print page
3.
-Referring pages / links
-Geographic locations A reason to be reported
-Google trends
-Inbound links (back link
discovery)
-Comscore
-Hitwise
-Alexa
scent
-Work-flow matches mental
model or not
Banners: 4.
-Click through rate
An associated action
-Percentage share of each
engine
-Branded vs non-branded
-Compete (US)
Email & campaigns
Satisfaction measurements:
-Net Promoter Score
-Impressions searches -Email newsletter churn -ASQ PDF: After Scenario
-Affiliate links -Email sign-up Questionnaire (3 Questions)
Financial / sales / business -Affiliate fees -Emails sent -NASA-TLX : NASA's task load
-Average order value -Emails bounced (bad address) index is a measure of mental
choose the
-Basket value Social media -Email forwards effort (5 Questions)
-Profit margin No need to
-Facebook referrals -Email campaigns -SMEQPDF: Subjective Mental
-Average sales pricehe
metrics that t-Incoming Twitter linksasure more -Open rate
Beware: Analysis
Effort Questionnaire (1-
-Cross sell me
-Facebook sends/shares/ -Delivery rate (sent - bounces) Question)
business uses. -Click through rate (CTR) paralysis
-Facebook likesthat 5 metrics
-Gross margin mentions -UMEPDF : Usability
-Email related to conversion / Magnitude Estimation (1-
-Category margin
-Cost per lead em
What makes th-Facebook fansrates other metric Question)
-Facebook fan
-Customer acquisition cost -Unsubscribe rate -SEQ PDF: Single Ease
tick -Tweets
-Lifetime customer value -SMS subscribers
-Via print publication / 3rd party
Question
-Average customer value -Retweets -SUS: Single usability score
-Membership / subscription -@s on Twitter (unique URLs)
churn -Twitter followers
@mrjoe -Twitter follow rate

10. Net promoter score
•
Well used
How likely are you to recommend to a •
often part of
colleague or friend? company /personal
targets
Detractor Passive Promoter •
However hard to
0 1 2 3 4 5 6 7 8 9 10 know the difference
between the web
experience vs the
Not at all Neutral Extremely experience
likely likely
Promoters - Detractors = NPS It’s not unusual
to see a negative
NPS
A good NPS is
between 30% -
80%
@mrjoe

11. Conversion
$
Attach a $ value
to a metric to
make a business
case
@mrjoe

12. What’s a good conversion?
intent plays a
Certain markets, huge part -
products and buying flowers
sectors mean the 12% vs buying a
number can vary holiday 3%
@mrjoe

13. What’s a good conversion?
it
Depends...
intent plays a
Certain markets, huge part -
products and buying flowers
sectors mean the 12% vs buying a
number can vary holiday 3%
@mrjoe

14. 2%-7%
# Sales / visits
Based on the last I’ve seen as high
8 years of 20% or as low
experience
0.5%
@mrjoe

15. How much can I expect my metrics to
improve by?
be cautious, especially
if there are aspects of
the project that are
outside of your
control e.g dev effort
matching requirements
@mrjoe

16. How much can I expect my metrics to
improve by?
it
Depends...
be cautious, especially
if there are aspects of
the project that are
outside of your
control e.g dev effort
matching requirements
@mrjoe

17. How much of an improvement can I expect?
Low High Mean Median
3% 200% 35% 20%
I tend to say 0.5 It may be more
increase in but better to
conversion (say exceed
from 5 to 5.5%) expectation
• http://www.forrester.com/rb/Research/how_much_will_web_site_metrics_improve/q/id/46499/t/2?src=54101pdf
@mrjoe

18. How to improve conversion
other ways to
improve
conversion
Sadly no real
figures in the
Econsultancy
report
• http://econsultancy.com/uk/reports/conversion-report
@mrjoe

19. Read more
• cxpartners.co.uk/blog
• How Much Will Your Web Site Metrics Improve?
http://www.forrester.com/rb/Research/
how_much_will_web_site_metrics_improve/q/id/46499/t/2?
src=54101pdf
• Conversion Report (eConsultancy)
http://econsultancy.com/uk/reports/conversion-report
Thank you!
Follow me on twitter,
I’m
@mrjoe
@mrjoe