Key takeaways
📍 Tracking UX KPIs increases conversions, reduces support costs, improves retention, and builds stakeholder trust
🧠 Behavioral KPIs focus on what users do, while attitudinal KPIs focus on how users feel
📊 Crucial UX KPIs include task success rate, onboarding completion rate, time on task, error rate, feature adoption, SUS, CSAT, NPS, retention rate, and perceived ease of use
🔦 To track KPIs over time, set up a research repository, prioritize key metrics, establish check-ins, use dashboards, and compare performance
💡 To share KPI insights in UX reports, explain the “why,” connect to business goals, use visuals, tailor insights to your audience, and make clear recommendations
You’ve improved the flow, polished the copy, and launched that exciting new feature—but users still drop off, support tickets grow, and “good UX” means something different to everyone. Sound familiar?
If you’re trying to prove impact or figure out what’s working, UX KPIs can be your best ally. Not vague hunches.
Not stakeholder opinions. Just real, actionable data.
In this guide, we’ll break down the most crucial UX KPIs you need to track, why they matter, and how to use them to drive better product decisions.
Let’s get started!
What are UX KPI’s?
Key Performance Indicators are metrics that help you measure the effectiveness of the user experience. Simply, they let you know what’s working and what’s not across your product’s UX.
These KPIs focus on things like usability testing, engagement, and user satisfaction. They give you data that tells a clear story.
As a UX researcher or designer, these KPIs are your guide. They help you make data-driven decisions, stay aligned with business goals, and ensure your design is working as intended.
Importance of measuring UX KPI’s
As Lord Kelvin famously said,
If you can’t measure it, you can’t improve it.
That holds especially true for UX. Without clear, consistent metrics, it’s impossible to know whether your design is actually solving user problems or just looking good on a Figma board.
UX KPIs give structure to your intuition. But the real power of UX metrics shows when you start tying them to business performance things like ROI, revenue growth, and customer loyalty.
Let’s break it down👇
💡 Increases conversion rates
Conversion is where UX and business outcomes meet. Whether it’s completing a checkout, booking a demo, or submitting a form, users are constantly making micro-decisions.
If a flow feels confusing, slow, or overwhelming, even a motivated user can bounce.
Tracking KPIs like task success rate, completion rate, or drop-off points can pinpoint where users hesitate.
That data tells you exactly where to intervene: maybe a button label needs rewording, or a multi-step flow needs simplification.
Even small tweaks backed by data can improve conversions and that’s the ROI of UX in action.
Better experiences drive measurable results, including increased revenue.
💡 Pro Tip
To boost conversions fast, track where users drop off and make small, data-backed tweaks like clearer labels or simpler steps.
💡 Reduces support and operational costs
When your UX isn’t intuitive, your support inbox feels it first.
Confusing navigation design, unclear error messages, or poorly written microcopy can lead users to reach out for help, or worse, give up altogether.
Measuring error rate, first-time success rate, and help request frequency can help you get early warning signs of broken or misleading experiences.
Fixing these issues doesn’t just make users happier, it saves your business money.
Fewer support tickets mean reduced load on customer service teams, faster resolution times, and more time for innovation.
💡 Boosts customer retention and lifetime value
A smooth first impression might earn you a signup, but only a consistently good experience keeps users coming back.
Retention is one of the most overlooked ROI levers in UX. If users regularly hit dead ends or get frustrated, they churn.
But if your experience feels effortless, delivering value quickly and predictably, they’re more likely to stay, engage more deeply, and eventually upgrade or refer others.
This is where tracking UX metrics like time to first value, feature adoption, and user satisfaction scores can be game-changers.
They help you identify what’s actually working for your power users and where your onboarding or flows are losing people.
💡 Builds credibility with stakeholders
You might know your design changes are working, but can you prove it? UX KPIs give you that proof.
When you can show that a recent update led to a 15% reduction in task time or a 20-point jump in CSAT, you’re speaking in a language that product managers, marketers, and executives understand.
You’re not just saying “the design is better”—you’re showing how it’s moving the business forward. This kind of alignment makes it easier to secure buy-in, budget, and influence.
Types of UX KPIs
Not all KPIs measure the same thing: some track what users do, while others capture how they feel. Let’s break them down so you know exactly what to measure and why it matters.
Behavioral
Behavioral KPIs are all about what users do. These metrics give you a clear picture of how people are interacting with your product and where things might be going off track.
👉 Task success rate: How well are users completing tasks?
👉 Onboarding completion rate: Are new users making it through the onboarding process?
👉 Time on task: How long does it take users to complete tasks?
👉 Error rate: Are users making mistakes? If so, where?
👉 Feature adoption rate: How quickly are users embracing new features?
Attitudinal
Attitudinal KPIs are all about what users feel. These metrics tell you how people perceive your product, helping you get a sense of satisfaction and overall experience.
👉 System Usability Scale (SUS): How usable your product really is?
👉 Customer Satisfaction (CSAT): How happy are users with their experience?
👉 Net Promoter Score (NPS): Would users recommend your product to others?
👉 Customer Retention Rate: Are users sticking around or leaving?
👉 Perceived Ease of Use: How easy do users think it is to use your product?
💡 Pro Tip
We recently sat down with Vitaly Friedman, Founder of the Smashing Magazine, UX Lead & Consultant, where we went into details of how you can pick the right UX metrics to track. You can watch it here👇
Crucial UX KPIs
W. Edwards Deming said it best:
In God we trust; all others bring data.
In UX, data isn’t optional; it’s essential. KPIs are your guide to understanding what’s working, what’s not, and where to improve.
So, let’s dive into the key metrics that drive better user experiences.
1. Task success rate
Let’s start with a classic. This KPI answers a simple but powerful question: Can users complete the task you designed for them?
Type: Behavioral
How to calculate it: Task Success Rate = (Number of successful attempts / Total attempts) × 100
Why it matters: A high success rate means your interface likely aligns with how users think.
📌 Example: Let’s say you’re testing a new booking flow. 18 out of 20 users are able to complete a reservation without any help. That gives you a success rate of: (18 ÷ 20) × 100 = 90%
But don’t treat it as a pass/fail metric. If the 10% who failed represent a specific user type (say, mobile users or international customers), that’s a clue worth following.
💡 Pro Tip
Pair this with error rate or post-task surveys to dig deeper into what “success” really felt like for your users.
2. Onboarding completion rate
You only get one shot at a first impression. This KPI shows how many users make it through the onboarding process. And if they drop off early? You’ve probably lost them for good.
Type: Behavioral
How to calculate it: Onboarding Completion Rate = (Users who finish onboarding / Users who started onboarding) × 100
Why it matters: Low completion often signals overwhelm, poor information hierarchy, or unclear next steps. If a new user feels confused within 30 seconds, they are less likely to stick around to learn why your product is great.
📌 Example: 500 users start onboarding, but only 350 finish.(350 ÷ 500) × 100 = 70
💡 Pro Tip
Track this across time and conduct A/B testing on onboarding changes. Even a 5% lift here can compound over thousands of new users.
3. Time on task
This one’s tricky: it tells you how long users take to complete a task, but faster isn’t always better.
Type: Behavioral
How to calculate it: Time on Task = Total time taken by users / Number of users
Why it matters: If your design is meant to streamline something, long task times might mean friction. But if the task requires careful input (like setting up a profile), speed isn’t everything.
📌 Example: You’re testing how long it takes to send an invoice. Five users take 40, 35, 50, 30, and 45 seconds. (40 + 35 + 50 + 30 + 45) ÷ 5 = 40 second
Use this metric to investigate why some flows take longer: maybe it’s poor labeling, maybe it’s just user caution.
💡 Pro Tip
Compare time on task between new users and returning users. If everyone’s slow, the UX may need help. If only new users struggle, onboarding might be the real culprit.
This is a great opportunity for usability testing: running sessions with real users to pinpoint where the friction happens and why.
🌟 Did you know?
One Reddit user shared a great insight on KPIs:
They’re only meaningful if they align with the people, company, and context you’re designing for.
Comparative KPIs, like click counts, can be misleading as they might measure speed but ignore the importance of user experience and connection.
It’s crucial to focus on the company’s objectives and the actual impact of the metrics. Generalized stats can be distracting if they don’t align with your goals.
4. Error rate
When users make mistakes, it’s a red flag. This KPI measures how often they encounter errors while interacting with your design.
Type: Behavioral
How to calculate it: Error Rate = (Number of errors / Total number of actions) × 100
Why it matters: A high error rate means users are struggling with your design; whether it’s due to confusing instructions, poor interface design, or ambiguous input fields.
📌 Example: You’re testing an online form. Out of 100 form submissions, users made 10 errors (like selecting the wrong date format).(10 ÷ 100) × 100 = 10%
Every error is an opportunity to improve clarity.
💡 Pro Tip
Review where users are making the most errors and simplify the interaction. Clearer instructions, more intuitive form validation, or even reordering fields can lead to fewer mistakes.
5. Feature adoption rate
This shows how quickly and widely new features are being used by your audience. It’s especially important for tracking product updates and new functionality.
Type: Behavioral
How to calculate it: Feature Adoption Rate = (Users who used the feature / Total users) × 100
Why it matters: Low adoption can indicate that your users don’t understand the feature’s value, or they simply don’t know it exists.
📌 Example: You release a new search filter. 250 out of 1,000 users engage with it.(250 ÷ 1,000) × 100 = 25%
If the feature is buried or not clearly highlighted, it will remain unused.
💡 Pro Tip
Measure adoption in the first few days or weeks after launch. The faster users adopt a new feature, the more likely it will become a valuable part of their routine.
6. System Usability Scale (SUS)
The SUS is a tried-and-true metric for gauging overall usability.
It’s a simple 10-item questionnaire that asks users to rate their experience with your product, with questions related to ease of use, confidence in using the product, and the overall user experience.
Type: Attitudinal
Formula: SUS Score = [(Sum of adjusted responses) × 2.5]
How to calculate it: After collecting user responses, you’ll have a score for each of the 10 questions. Each question is rated on a scale of 1-5, where 1 is “strongly disagree” and 5 is “strongly agree.” You’ll need to follow these steps to calculate the SUS score: For odd-numbered questions (1, 3, 5, etc.), subtract 1 from the user’s response score. For even-numbered questions (2, 4, 6, etc.), subtract the user’s response score from 5. Add up all the scores and multiply the total score by 2.5 to get the final SUS score.
Why it matters: The SUS score ranges from 0 to 100, with scores above 68 considered above average. The higher the score, the better your system’s perceived usability.
📌 Example: Let’s say you receive the following user responses (scale of 1-5) for the 10 questions: 3, 4, 3, 4, 2, 4, 3, 4, 2, 5.Adjust the scores (subtract 1 for odd questions, subtract the score from 5 for even questions). 2, 1, 2, 1, 2, 1, 2, 1, 3, 0
Add them together: 2 + 1 + 2 + 1 + 2 + 1 + 2 + 1 + 3 + 0 = 15Multiply the sum by 2.5 to get the final SUS score: 15 × 2.5 = 37.5
Anything below 50 is a sign that significant usability improvements are needed.
💡 Pro Tip
The SUS is a great tool for quick usability assessments. Use it alongside other metrics to dive deeper into specific usability issues—don’t rely on it as your sole indicator of user experience quality.
7. Customer Satisfaction (CSAT)
CSAT is one of the simplest ways to measure user satisfaction. It’s a quick post-interaction survey asking users to rate their experience, usually on a scale of 1-5 or 1-10.
Type: Attitudinal
How to calculate it: CSAT = (Total number of satisfied users / Total respondents) × 100
Why it matters: High CSAT scores mean users are happy with your product and the experience. Low scores could indicate pain points that need immediate attention.
📌 Example: After completing a purchase, 150 out of 200 customers rate their satisfaction as a 4 or 5.(150 ÷ 200) × 100 = 75%
💡 Pro Tip
Use CSAT in conjunction with other metrics like NPS or task success rate to get a more rounded view of user sentiment. A low CSAT with high task success might suggest users are completing tasks but not enjoying the experience.
8. Net Promoter Score (NPS)
NPS measures the likelihood that users will recommend your product to others. It’s simple but tells you a lot about overall user loyalty and satisfaction.
Type: Attitudinal
How to calculate it: NPS = % of Promoters – % of Detractors
Why it matters: A high NPS score means users are enthusiastic about your product and are likely to spread the word. Low NPS could suggest that while users might be using your product, they aren’t particularly loyal or excited about it.
📌 Example: ou send an NPS survey to 100 users. 60 are promoters (score 9-10), 30 are passives (score 7-8), and 10 are detractors (score 0-6).
NPS = 60% – 10% = 50
💡 Pro Tip
Track NPS over time. A decrease in NPS might indicate that users who once loved your product are starting to feel less engaged, so identifying the cause early can help you react before it turns into churn.
🌟 Did you know?
Multiple users on Reddit have shared that they aren’t huge fans of NPS for measuring UX, as it doesn’t always capture the full experience.
Instead, they recommend focusing on actionable KPIs like ensuring projects meet UX goals, increasing the variety of UX activities (e.g., usability tests), and gathering direct user ratings through different methods.
For more effective customer feedback collection, here’s a list of NPS alternatives that can provide deeper insights.
9. Customer retention rate
Retention is all about keeping your users happy and coming back. This KPI tells you how many users return to use your product over a set period.
Type: Behavioral
How to calculate it: Retention Rate = (Users who return / Users who were active during a previous period) × 100
Why it matters: Retention is a critical measure of customer loyalty.
📌 Example: Out of 500 users who signed up for a free trial, 350 returned to make a purchase.(350 ÷ 500) × 100 = 70%
If users keep coming back, it means your product is valuable and relevant. Low retention suggests users are dropping off after the initial interaction, often because the experience isn’t compelling enough.
💡 Pro Tip
Segment your retention rate by user type (new vs. returning, power users vs. casual). This helps you understand where efforts should be focused to keep different groups engaged.
10. Perceived Ease of Use
This KPI measures how easy users think it is to use your product. It’s a self-reported measure that reflects user confidence in interacting with your design.
Type: Attitudinal
How to calculate it: Usually collected through surveys asking users how easy or difficult they find the product, often on a scale of 1-7.
Why it matters: If users think your product is difficult to use, they won’t stick around, no matter how powerful the features are.
📌 Example: After completing usability testing, users rate the product’s ease of use as a 6 out of 7.
This metric helps you understand if your interface is intuitive or frustrating.
💡 Pro Tip
Pay attention to PEOU as a signal of overall user experience quality. A low score means you might need to rethink your interface design to make interactions feel more seamless and less overwhelming.
Tools to measure UX KPIs
The right tools don’t just help you collect UX data, they make it easier to track KPIs consistently, reduce manual errors, and share insights that matter.
Here are some platforms that help you focus on interpretation, not calculation:
UXtweak
UXtweak makes KPI tracking almost effortless. After each research session, it auto-calculates key metrics like task success rate, error rate, and time on task; so there’s no need to crunch numbers manually.
You just log in, and the data’s already waiting.
What really sets it apart? You can conduct all your research: usability tests, surveys, tree tests, preference tests, and much more, in one place.
That means everything stays consistent, and you’re not stitching together insights from five different tools. Fewer discrepancies, more confidence in your findings.
🔽 Ready to see it yourself? Try UXtweak’s survey in action and website usability testing tools!
And when it comes to participants?
UXtweak’s built-in user panel gives you access to targeted panelists from over 130 countries, so you can recruit and run tests with the right people, faster.
Key features
- Website testing
- A robust customizable survey tool
- Session recording
- Prototype testing
- Mobile testing
- Various questionnaire types
- Skip logic
Pricing & Plans
- Starter Plan: Free, includes 1 active study and 15 responses per month.
- Basic Plan: €113/month, with 3 active studies and 50 responses per month.
- Custom Plan: Unlimited responses and custom support, with pricing based on requirements.
Maze
Maze is all about speed. It’s great for unmoderated usability testing; perfect when you want to validate flows, check if users understand your layout, or gather quantitative data in a pinch.
It tracks things like time on task, misclick rate, and path analysis, and pairs them with built-in survey questions so you can capture user sentiment too.
Key features
- Prototype Testing
- Live Website Testing
- Surveys
- Interview Studies
- Card Sorting
- Tree Testing
Pricing
- Free Plan: Basic features with limited functionality.
- Starter Plan: $1,188/year.
- Organization Plan: Custom pricing for larger teams with extensive research needs.
Hotjar
Hotjar focuses on what users actually do: no test scenarios, no scripts. Just real behavior on your live product.
It offers heatmaps, session recordings, and funnel analysis, which can surface pain points like rage clicks or confusing flows.
It won’t give you a traditional “task success rate,” but it shows where users struggle, hesitate, or drop off—just as valuable.
Key features
- Heatmaps
- Session Recordings
- Surveys
- Incoming Feedback Widget
- User Interviews (Hotjar Engage)
- Funnels
Pricing
- Observe (Heatmaps & Recordings) start at €32/month for 100 daily sessions and scale up to enterprise pricing for high-volume needs.
- Ask (Surveys & Feedback) plans begin at €48/month for 250 responses.
- Engage (User Interviews) starts at €39.20/month for 36 yearly interviews, with higher tiers available for more extensive usage.
Qualtrics
If you’re dealing with attitudinal KPIs like NPS, CSAT, or perceived ease of use, Qualtrics is a solid enterprise pick. You can customize surveys, target specific segments, and even trigger surveys based on user behavior.
It’s especially useful when you need statistically reliable data or want to benchmark sentiment across releases.
Key features
- Survey Builder
- Form Logic & Branching
- Dashboards & Reports
- Text & Sentiment Analysis
- Experience Management (XM)
- CRM & App Integrations
Pricing
Qualtrics pricing varies, but according to Vendr, the median buyer pays $28,533 per year, with costs ranging from $6,525 to $126,000, depending on the plan and features.
How to Track UX KPIs Over Time
Tracking UX KPIs over time isn’t just about collecting data—it’s about continuously measuring, comparing, and adjusting based on user feedback and behavior.
Here’s how you can track your KPIs effectively for sustained success.
📍 Establish a UX research repository
A UX research repository is basically your one-stop shop for all the research data, findings, and insights. It keeps everything organized and accessible, so you always have access to information you need.
Whether it’s KPIs from usability tests, surveys, or user interviews, keeping everything in one place helps you see trends over time. It’s key for:
👉 Easy access to historical data, which allows you to track changes and progress
👉 Clear documentation of what was tested, what you learned, and what actions were taken
👉 Better collaboration with your team and stakeholders to be on the same page
To make the most of it, categorize and tag the data by project, research method, or KPI.
That way, you can quickly pull up relevant insights when necessary.
📍 Prioritize what to track over time
Not every KPI needs constant attention. Some metrics will show changes right away, while others take longer to show meaningful shifts.
Prioritize the KPIs based on what matters most to your product’s performance and business goals. For instance:
👉 Task Success Rate: This one’s crucial and should be tracked regularly, as it directly impacts usability
👉 NPS (Net Promoter Score): Track this periodically. It’s valuable but might not fluctuate quickly
👉 Error Rate: Keep an eye on this, especially after product updates, to check if there’s been any regression
It’s also a good idea to reassess your KPIs as the product evolves. A new feature or shift in the user base might change which metrics are the most important to track.
📍 Set a regular check-in schedule
You’ll want to establish a routine where your team reviews KPIs on a regular basis. This could be monthly, quarterly, or even after major product updates.
Regular monitoring allows you to stay proactive and make adjustments before problems become serious. For example:
👉 Each month, track time on task and task success rate to spot any usability issues
👉 Every quarter, revisit CSAT (Customer Satisfaction) or NPS to gauge user sentiment and perception
Having a regular check-in keeps the team focused on continual improvements and ensures you’re not reacting to issues too late.
📍 Use dashboards for continuous monitoring
UX dashboards are essential for real-time tracking of your KPIs.
With tools like UXtweak, you can set up visual dashboards where you can monitor metrics like time on task, error rates, and NPS all in one place. This saves you from manually pulling data together. Dashboards help you:
👉 Keep an eye on metrics continuously, without having to generate reports constantly
👉 Spot red flags early, like a sudden drop in task success or a spike in error rates
👉 Share progress with stakeholders easily, so everyone’s on the same page about UX goals and outcomes
📍 Compare performance over time
Once you’ve collected data, the next step is to compare it against previous performance. Look at trends and benchmarks to see if there’s been improvement or if things are slipping.
For instance, if your task success rate goes from 75% to 85%, that’s a positive sign.
But if your NPS drops from 50 to 40, it’s worth digging deeper to figure out why. Comparing performance helps you:
👉 See clear evidence of progress (or lack thereof)
👉 Identify areas that need attention before they affect user experience or business outcomes
📍 Keep the team informed and engaged
Tracking UX KPIs shouldn’t be a solo activity. Involve your whole team in the process:
👉 Designers can use the data to improve usability and refine user flows
👉 Product Managers can align the metrics with business KPIs to ensure product goals are met
👉 Stakeholders should be kept in the loop with regular updates on how the UX is evolving
How to share UX KPIs success in UX reports
Tracking UX KPIs is one thing. Sharing their success in a way that drives action? That’s where your UX research report does the heavy lifting.
It’s not just a data dump; it’s your chance to show impact, spark conversations, and shape product direction.
💡 Start with the “why” behind every metric
When including KPIs in your UX research report, never lead with raw data. Begin with the business or user problem you were trying to solve.
📌 Example: “We noticed a high drop-off rate during sign-up, so we focused on improving onboarding completion.”
That framing instantly tells your reader why this metric matters and what’s at stake.
💡 Connect the dots between UX outcomes and business goals
Numbers become meaningful when they’re tied to impact. Instead of saying, “Time on task decreased by 40%,” explain how that made the process faster for users and reduced support tickets.
Stakeholders want to know: Did UX move the needle on customer retention, acquisition, or cost savings? That’s where your KPIs shine.
💡 Visuals speak louder than tables
In your UX research report, avoid burying insights in walls of text or spreadsheets.
Use visuals like comparison charts, heatmaps, journey flows, and user quotes.
📌 Example: A before-and-after checkout screen with the corresponding increase in task success rate brings the story to life.
Even a quick line graph tracking NPS over time helps stakeholders see progress at a glance.
💡 Tailor your story to different audiences
One size doesn’t fit all.
👉 Executives care about ROI and big-picture growth: highlight KPIs like NPS, CSAT, and retention.
👉 Product managers are more interested in task success, feature adoption, and time on task.
👉 Designers want to understand user pain points and what worked or didn’t.
Structure your UX research report with clear sections or summaries for each stakeholder group.
💡 Make recommendations, not just observations
Don’t stop at, “Here’s what we found.” Your report should also include, “Here’s what we recommend next.”
Use your KPI trends to guide product improvements, prioritize design changes, or flag issues worth deeper testing.
This makes your UX research report a springboard for action, not just a summary.
💡 Pro Tip
If you’re still unsure where to begin or want tips on structuring your report effectively, here’s a quick resource:
Final tips on working with UX KPIs
So, you’ve got your KPIs, now what? Knowing what to measure is just step one.
The real magic happens when you know how to use those metrics to drive action, influence strategy, and show results.
Tie KPIs to your UX strategy
Don’t track KPIs just for the sake of it. Map them directly to your goals and your UX roadmap.
📌 Example: if your priority is improving the onboarding experience, focus on metrics like onboarding completion rate and time on task.
Let your strategy dictate your metrics, not the other way around.
Prioritize based on business impact
Ask yourself: Which of these KPIs aligns most closely with our business goals?
If your company’s top concern is retention, tracking customer satisfaction and NPS will matter more than time on task.
Focus on the few that will move the needle the most and then layer in others as needed.
Track consistently, but be ready to pivot
UX KPIs are not a one-and-done thing.
Measure regularly, and watch for trends over time. But stay flexible if a metric isn’t revealing useful insights, or if user behavior shifts, be prepared to update your approach.
Your KPIs should evolve as your product (and users) do.
Wrapping up
Tracking UX KPIs isn’t just about collecting data, it’s about understanding your users, proving design impact, and building better products.
But let’s be honest: doing it manually is a pain. Spreadsheets, scattered insights, and inconsistent reporting slow you down and keep you from focusing on your users.
That’s where UXtweak steps in.
From usability testing to surveys, heatmaps, and automated KPI tracking, UXtweak brings all your UX research tools under one roof. No switching between platforms.
Ready to see how effortless UX measurement can be? Try UXtweak for free today! 🐝
📌 Example: If users are abandoning the checkout process, it might indicate that the experience isn’t as smooth as it should be.