Workshop held on March 5th, 2016 during MeasureCamp in London.

1. Customer Experience
Metrics Workshop
March 5th, 2016

2. Workshop Objective
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Define the main customer
experience metrics
in 3 groups and
in less than 30 minutes !

3. About Nicolas Malo
• 20 years of experience in Cyber, Online, E-Marketing, Digital Marketing
• Focusing full time on Digital Analytics for the last 6 years
• Digital Analytics Consultant, based in Lille (Northern France)
• Co-founder MeasureBowling
• Lead Organizer MeasureCamp Paris
• President AADF (French-speaking Digital Analysts Association)
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4. Many thanks to all Participants!
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5. Group #A
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6. Group #B
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7. Group #C
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8. Analysis Framework
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Behavorial
Technical
Attitudinal
Operatio
nal

9. Behavorial Metrics
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Behavorial What happened?

10. Attitudinal Metrics
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Attitudinal What’s the user
perception?

11. Technical Metrics
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Technical
Did we have any
technical issue?

12. Operational Metrics
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Operatio-
nal How fast did we
respond to users’
requests?

13. Part 01 Behavorial Metrics

14. A few indicators to start with
• Bounce rate
• Clickthrough rate
• Average pages per visit
• Funnel conversion rate
• Visit to order conversion rate
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15. Indicators suggested by participants (1)
• Refresh rate (# of refreshes / # page views)
• Scroll rate (# of scrolls started / # page views)
• Site search usage rate (# of sessions with site searches / #
visits)
• % of site search refinment
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16. Indicators suggested by participants (2)
• Exit rate (# of exits / # page views)
• Cross-device rate (# of cross device visits / # visits)
• Visit social share rate (# of visits with social shares / # visits)
• Page social share rate (# social shares / # page views)
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17. Indicators suggested by participants (3)
• Add to cart rate (# of visits with add to cart / # visits)
• Revenue per user / customer
• Dwell time (actual length of time that a visitor spends on a
page before returning to the SERPs)
• % of visits with at least 2 page views
• Cart abandonment rate
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18. Indicators suggested by participants (3)
• CTR on phone number
• Newsletter sign up rate (# of visits with newsletter sign-up / #
visits)
• Account creation rate (# visits with account creations / #
visits)
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19. Part 02 Attitudinal Metrics

20. A few indicators to start with
• Satisfaction rate
• Task completion rate
• Customer Effort Score
• Net Promoter Score
• Intent to Buy Rate
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21. Indicators suggested by participants
• % of intent to recommend
• % of intent to return
• Average users / brand / product ratings
• % of FAQ helpfulness
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22. Other measurement points suggested by participants
• Intent of visit
• Free text feedback
• Reason for not purchasing
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23. Part 03 Technical Metrics

24. A few indicators to start with
• Uptime rate
• Average page load time
• % of visits with errors
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25. Indicators suggested by participants (1)
• 404 rate (# of visits with 404 pages / # visits)
• Type of error pages being served
• Average server response time
• Average page weight
• Average number of different elements on a page
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26. Indicators suggested by participants (2)
• % of forms viewed with error messages
• % of bot traffic
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27. Part 04 Operational Metrics

28. A few indicators to start with
• % of visits with contact requests (chat, Email, etc…)
• % of visits with self service transactions
• Average response time
• Average resolution time
• First contact resolution (FCR)
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29. Indicators suggested by participants (1)
• Average handling time
• Wait time for chat
• % of pages with chat requests
• Share of contact method (Email, Twitter, chat, etc…)
• #of referrals to call centers
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30. Indicators suggested by participants (2)
• % of unnecessary contacts
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31. Nicolas Malo
OPTIMALWAYS
45/1 avenue de Flandre
59290 Wasquehal
France
Tel : +33 3 59 36 50 35
nmalo@optimalways.com
www.optimalways.com