UX Benchmarking: Tracking Metrics
UX benchmarking can be a valuable research method for organisations to understand current user experience performance, set objectives and goals for the future, and track progress over time or against competitors.
Fundamentals of UX benchmarking
UX benchmarking involves comparing a digital product against different metrics, competitors or previous versions of the same product. In some cases, initial ‘benchmark’ measurements (baseline metric) may be taken and then the same process repeated at intervals over time to track changes or alternatively, a number of competitors are all measured against the same metrics. UX benchmarking aims to gather quantitive data across set metrics related to the user experience such as ease of use, satisfaction, pain points, usability etc. This can then be used to identify improvement opportunities and track user experience changes based on updates.
UX benchmarking is different from other UX evaluation methods as it is not a one-time activity, with a focus on measuring and comparing user experience against set metrics, and tracking progress over time. Other methods such as usability testing, heuristic evaluations, UX audits, surveys and A/B testing involve a mix of qualitative and quantitive feedback and may be a standalone activity i.e. not repeated in the same way over time and results compared as is the case with UX benchmarking.
Top metrics to include in your UX benchmarking process
When benchmarking, putting adequate thought into defining and deciding on your metrics to track is critical. This is especially important when benchmarking over time as you will need to remain consistent with the data you track. When deciding your metrics you should have a clear understanding of your objectives There are four typical metrics that you should consider to provide a good foundation for your benchmarking.
Read more at Makeitclear.com: https://makeitclear.com/ux-benchmarking-tracking-metrics/
