To measure is to know, we think. But we don’t know.
“Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets. Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. UX strategists need to take charge of the metrics for online experiences. First, we’ll look at the current state of metrics in most organizations and some of the problems in defining metrics for user experience. Then, we’ll focus on three key types of metrics for user experience, how to track them, and how to integrate them into an organization’s measurement framework.”
(Pamela Pavliscak a.k.a. @paminthelab ~ UXmatters.com)