How to Calculate the ROI of UX Using Metrics

How to Calculate the ROI of UX Using Metrics
July 12 d 2012
3 Comentarios

Metric #1: Conversion Rates

“Conversions might measure the number of sales on an ecommerce Web site in comparison to the number of visits, the number of product requests customers submit on a bank Web site, or the number of new registrations for a paid service.”
The Web became an effective sales channel some time ago, and for many companies, it’s now their main or even their only channel. Therefore, this channel has to provide a reasonable payoff, which requires understanding how a sale is made and how a company’s Web site can support the purchasing process. What does its sales funnel look like? What actions must a prospective customer take on what pages to complete a purchase?

Conversions might measure the number of sales on an ecommerce Web site in comparison to the number of visits, the number of product requests customers submit on a bank Web site, or the number of new registrations for a paid service.

When you optimize a sales funnel’s performance, the result is increased sales. And you can measure the value of a UX designer’s contribution in additional profits for a client. If you can show these kinds of numbers to your clients, there’s a good chance that you’ll be able to convince them of your value.

How to Calculate Conversion Rates
Let’s take a travel booking Web site as an example. The key metric here would be converting visitors to customers—that is, the number of site visitors who successfully finish the booking process. Here’s the formula:

number of people who complete the booking process / number of site visitors * 100% = conversion (%)

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boypablo2 (no verificado)
July 17 d 2012
Esto es un mensaje de prueba
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boypablo2 (no verificado)
July 17 d 2012
Esto es otro mensaje de prueba
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Pablo Noguerón
July 17 d 2012
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