CWA User Behavior Analysis & UX Metrics Flashcards

What does 'Net Promoter Score' (NPS) measure?

Answer: Users' likelihood to recommend a product or service to others

NPS measures customer loyalty and satisfaction by asking users how likely they are to recommend the product on a 0–10 scale, categorizing them as Promoters, Passives, or Detractors.

What is 'task completion rate' in UX analytics?

Answer: The percentage of users who successfully complete a defined task on a website

Task completion rate measures how effectively a website enables users to accomplish their goals, serving as a direct indicator of usability.

What does 'time on task' measure in UX research?

Answer: How long it takes a user to complete a specific defined task

Time on task measures efficiency—shorter times generally indicate a more usable design, while long times may reveal confusion or friction in the user flow.

What is the 'System Usability Scale' (SUS)?

Answer: A standardized 10-item questionnaire for measuring perceived usability

The SUS is a reliable, cost-effective questionnaire using 10 Likert-scale statements to produce a single usability score between 0 and 100.

What does 'Customer Effort Score' (CES) specifically measure?

Answer: How easy or difficult customers find it to accomplish their goal or resolve an issue

CES directly measures the ease of a customer interaction; lower effort scores correlate with higher customer loyalty and reduced churn.

What is 'error rate' as a UX metric?

Answer: The frequency at which users make mistakes while attempting to complete a task

UX error rate tracks how often users make incorrect actions during tasks, indicating design problems that need attention to improve usability.