What are the best metrics to test user satisfaction of your web app?

1 Net Promoter Score (NPS)

Net Promoter Score (NPS) is a simple and popular metric that measures how likely your users are to recommend your web app to others. It is based on a single question: How likely are you to recommend this web app to a friend or colleague? Users can answer on a scale of 0 to 10, where 0 means not at all likely and 10 means extremely likely. The NPS is calculated by subtracting the percentage of detractors (users who give a score of 0 to 6) from the percentage of promoters (users who give a score of 9 or 10). The higher the NPS, the more satisfied and loyal your users are.

2 Customer Satisfaction Score (CSAT)

Customer Satisfaction Score (CSAT) is another common metric that measures how satisfied your users are with your web app. It is based on a question that asks users to rate their satisfaction with a specific aspect of your web app, such as the usability, the design, the features, or the support. Users can answer on a scale of 1 to 5, where 1 means very dissatisfied and 5 means very satisfied. The CSAT is calculated by averaging the scores of all the users who respond to the question. The higher the CSAT, the more satisfied your users are with that aspect of your web app.

3 Customer Effort Score (CES)

Customer Effort Score (CES) is a metric that measures how easy or difficult it is for your users to use your web app. It is based on a question that asks users to rate how much effort they had to put in to achieve their goal with your web app, such as finding information, completing a task, or solving a problem. Users can answer on a scale of 1 to 5, where 1 means very low effort and 5 means very high effort. The CES is calculated by averaging the scores of all the users who respond to the question. The lower the CES, the more effortless your web app is for your users.

4 User Engagement Metrics

User engagement metrics measure how often, how long, and how deeply your users interact with your web app. Examples include active users, session duration, bounce rate, pages per session, retention rate, and churn rate. These metrics can help you understand user engagement and the factors that influence user behavior. For instance, you can track the number of users who use your web app in a given time period, the average length of time a user spends on your web app in one visit, the percentage of users who leave after viewing one page or screen, the average number of pages or screens viewed in a visit, the percentage of users who return after their first visit, and the percentage of users who stop using your web app after their first visit.

5 User Feedback

User feedback is a qualitative metric that collects the opinions, suggestions, and complaints of your users about your web app. User feedback can be gathered through various methods, such as surveys, reviews, ratings, comments, emails, chats, calls, or social media. User feedback can help you identify the strengths and weaknesses of your web app, the needs and expectations of your users, and the areas for improvement or innovation.

6 How to Use These Metrics

These metrics can provide you with valuable insights into your user satisfaction, but they are not enough by themselves. You need to use them in combination with each other and with other data sources, such as analytics, usability testing, or user personas. You also need to define your goals, benchmarks, and targets for each metric and track them over time. You need to analyze the results and identify the patterns, trends, and correlations that can explain the causes and effects of your user satisfaction. And you need to act on the findings and implement the changes or enhancements that can improve your user satisfaction and your web app performance.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?