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Key KPIs to Measure Your Digital Experience
Digital Experience (DX)

Key KPIs to Measure Your Digital Experience

Mayank Singh
6
 min read
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As digital consumption increases, a growing need for digital experience exists. In today's world, people are spending more time online than ever before, whether it's to shop, socialize, learn, work, or entertain themselves. As a result, digital experience has become a critical aspect of businesses, organizations, and even individuals who want to remain relevant and competitive in their respective fields.


According to the DataReportal's 2022 Global Overview Report, Global internet users have climbed to 4.95 billion at the start of 2022, with internet penetration now at 62.5 percent of the world's total population. Data show that internet users have grown by 192 million over the past year.


Why Digital Experience Matters?

The need for digital experience has grown significantly in recent years as more and more customers use digital channels to interact with brands and make purchasing decisions. Businesses are shifting towards digital platforms, which makes them accessible to everyone holding a smartphone or a laptop. The need for digital experience is driven by the changing behavior of customers, increased competition, higher customer expectations, and the need to stay ahead in an ever-evolving digital landscape.


Need for Digital Experience KPIs

With increasing competitors in the market, companies must monitor digital experience on their platforms to give users an excellent digital experience to stay ahead of competitors. Digital experience KPIs are essential because they help organizations measure the competence and impact of their digital initiatives. These KPIs provide valuable insights into customer behavior, preferences, and expectations, allowing organizations to make informed decisions and improve their DX. 


8 Key Digital Experience (DX) KPIs to Track


1. Crash Rates

Crash rate is the average number of crashes per app launch. The number of app crashes is divided by the total number of app sessions to calculate app crash rates. For example, if an app crashes 10 times out of 1,000 sessions, the app crash rate would be 1%. The typical crash rate is 1-2%, but this varies widely depending on the type of app, its usage, user base, etc. 


Controlling crash rates is crucial for ensuring the safety and reliability of any digital product, including websites and applications. Industry standards and best practices exist to minimize crashes and errors. Companies can monitor crashes using testing, user feedback, and performance monitoring software. Adhering to standards and best practices such as Agile and DevOps can improve product stability. Prioritizing testing and continuous improvement is key to maintaining stable and reliable digital products that deliver a positive user experience.


2. ANR Rates

ANR stands for "Application Not Responding," and an ANR rate refers to the frequency at which an application becomes unresponsive or freezes on a user's device. In other words, it is the percentage of time an application fails to respond to user input or perform tasks.


ANR rates are an essential metric for measuring the stability and performance of an application. A high ANR rate indicates that the app is more likely to become unresponsive or crash, resulting in a poor digital experience.


To control ANR rates, digital products must adhere to industry standard controls such as minimizing app size and optimizing code. Monitoring methods include automated testing, Crash reporting tools, and performance monitoring software. Best practices for controlling ANR rates include adhering to coding standards, prioritizing stability and performance, and using performance profiling tools. Organizations can reduce ANR rates and improve the overall user experience by prioritizing these best practices.


3. Screen Loading Time

App screen load time refers to the amount of time it takes for an app's screen to load and become fully visible to the user after the user has requested it. This includes the time it takes for the app to load and process any necessary data, render the user interface, and display content such as images, text, or videos.


In the context of Android App Development, an app can be launched in two ways: Hot Launch and Cold Launch. Cold Launch is when an app is launched for the first time or after it has been completely stopped, which can result in longer startup times. Hot Launch is when the app has already been launched and is still running in the background. Reducing cold launch times is important as users are often less patient. Techniques to reduce cold launch times include optimizing app size, reducing the number of resources loaded, and using preloading or caching to speed up initialization. It's recommended that apps load their screens as quickly as possible, ideally within a few seconds, to ensure a smooth experience.


4. API Performance

The speed at which an API can manage and process requests to communicate with or provide data for other programs or services is referred to as API performance.  API performance and response times are so crucial to the integration and efficiency of applications and IT ecosystems; poor API performance or slow response times can negatively affect the digital experience. Several industry standards, best practices, and monitoring methods exist to improve API performance. Some of these include RESTful API design principles, implementing caching, load balancing, using an API Gateway, and conducting continuous monitoring and performance testing.


The Netflix API is a famous case in which these best practices were implemented. Netflix implemented a number of performance-enhancing strategies, such as using a RESTful API design, load balancing, and caching to ensure that their streaming service was fast and reliable. They also implemented monitoring and logging tools to keep an eye on performance and identify issues quickly. As a result, they were able to deliver a seamless streaming experience to millions of users around the world.


5. Rage Taps

Rage taps are a type of user interaction with a touchscreen device that occurs when a user taps the screen multiple times in rapid succession due to frustration or impatience with the device's response. Rage taps often happen when a user perceives a delay or lag in the device's response to their touch input, and they may tap the screen rapidly and repeatedly in an attempt to force the device to respond. Rage taps can be an indication of a more significant problem with the device's performance or user interface design. They can also negatively impact the user experience, leading to frustration and lower user engagement.


6. User Journey Times

User journey times measure how long it takes a user to finish a particular task or collection of functions on a website or in an application. The entire user journey, from the first point of entry into the application or website to the intended outcome, is included in the user journey time.


Examples:

  • Payment apps require lesser user journey times because they are designed to simplify the payment process and provide a faster, more convenient way for users to make transactions. By streamlining the payment process and reducing the number of steps involved, payment apps can significantly reduce the time it takes for users to complete a transaction.
  • OTT (Over-the-Top) media platforms and any other media platform can require more user journey times than payment apps. This is because they offer a vast array of content and features that users need to navigate to find what they are looking for. Once a user selects content to watch, they typically spend a significant amount of time engaged with that content, which can increase the total time spent on the platform. In addition, users may spend time exploring the content library or watching previews of shows and movies before deciding what to watch.


7. MTTD and MTTR

The term "Mean Time To Detect" (MTTD) alludes to the typical interval of time between the occurrence of a failure and the system's realization of it. When examining how well your team can connect IT changes to incidents, MTTD is crucial.


The average amount of time needed to recoup from a system or product failure is called the mean time to recovery (MTTR). This spans the entire period of the failure, from the moment the system or product malfunctions until it resumes regular operation.


MTTD and MTTR are critical to ensuring a positive digital experience for users. They help organizations detect and resolve issues quickly, minimizing downtime and reducing the risk of user frustration and dissatisfaction risk. By tracking and improving these metrics, organizations can better prioritize and allocate resources to ensure that their digital experiences are reliable, fast, and effective.


8. Net Promoter Score (NPS)

A customer loyalty metric called Net Promoter Score (NPS) gauges how likely customers are to suggest a business, good, or service to others. It is based on a straightforward question that asks clients to rank their likelihood of referring the business to a friend or colleague on a scale of 0 to 10. Customers are divided into three categories based on their ratings :

  • Promoters (score 9-10): Customers are highly likely to recommend the company and its products or services to others.
  • Passives (score 7-8): Satisfied customers need to be more enthusiastic about promoting the company or its products or services.
  • Detractors (score 0-6): Customers unhappy with the company and its products or services will likely spread negative word-of-mouth.

NPS for digital experiences can be a valuable metric for organizations to monitor and improve the digital experience for their customers. By tracking NPS over time, organizations can identify areas for improvement and prioritize initiatives that will drive customer loyalty and satisfaction.


Conclusion 

In conclusion, measuring your customers' digital experience is crucial for maintaining their loyalty and satisfaction and ultimately driving business success. By tracking the right key performance indicators (KPIs), you can gain valuable insights into how your digital experience is performing and identify areas for improvement. The seven KPIs discussed in this article, including Crash Rates, ANR Rates, Screen Loading Time, API Performance, Rage Taps, User Journey Times, MTTD, and MTTR and Net Promoter Score (NPS), provide a comprehensive view of the digital experience and can help you optimize it for maximum impact. Regularly monitoring and analyzing these KPIs ensures that your digital experience is fast, reliable, and effective and that your customers remain loyal and satisfied for years.

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