What are User Metrics?
User metrics are measurements used to evaluate the behaviour and experience of users interacting with a product or service. These metrics are used to understand how users are interacting with the design, what problems they are encountering, and what aspects of the design are working well.
Some common user metrics used in product and service design include:
- User engagement: This metric measures the frequency and duration of user interactions with the product or service. It includes factors such as session length, click-through rates, and time spent on the site or app.
- User retention: This metric measures the percentage of users who return to the product or service after their initial visit or sign-up. It includes factors such as churn rate, repeat visits, and loyalty.
- Conversion rate: This metric measures the percentage of users who take a desired action, such as making a purchase or completing a form. It includes factors such as click-through rates, sign-up rates, and checkout completion rates.
- User satisfaction: This metric measures how satisfied users are with the product or service. It includes factors such as customer feedback, ratings and reviews, and surveys.
- User behaviour: This metric measures how users are interacting with the product or service, including the paths they take, the actions they perform, and the features they use. It includes factors such as heatmaps, user flows, and clickstream analysis.
- User demographics: This metric measures the characteristics of the users interacting with the product or service, including age, gender, location, and interests. It includes factors such as user surveys and social media analytics.
By tracking these metrics and others, designers can gain insights into the user experience and identify areas for improvement to optimise the design for their target audience.