What metrics are commonly used to measure website usability?

Measuring website usability involves assessing various aspects of user experience to determine how effectively and efficiently users can achieve their goals on the site. Several metrics are commonly used to evaluate website usability:

1. **Task Success Rate**: Measures the percentage of users who successfully complete specific tasks or goals on the website. Tasks can be predefined actions such as making a purchase, signing up for a newsletter, or finding information.

2. **Task Completion Time**: Measures the average time taken by users to complete tasks on the website. Shorter completion times typically indicate better usability, as they reflect more efficient navigation and interaction.

3. **Error Rate**: Measures the frequency of user errors encountered while performing tasks on the website. Errors can include incorrect selections, failed submissions, or navigation mistakes. A lower error rate indicates better usability.

4. **User Satisfaction**: Measures users' subjective satisfaction with their experience on the website. This can be assessed through surveys, feedback forms, or post-test interviews, using metrics such as Likert scales or Net Promoter Score (NPS).

5. **Navigation Metrics**: Assess the ease with which users can navigate through the website. Metrics include:

   - **Pageviews per Session**: Measures the average number of pages viewed by users during a single session. Higher pageviews may indicate better navigation or engagement.
   - **Bounce Rate**: Measures the percentage of users who leave the website after viewing only one page. A lower bounce rate typically indicates better engagement and navigation.
   - **Exit Rate**: Measures the percentage of users who leave the website from a specific page. High exit rates from critical pages may indicate usability issues.
   - **Time on Page**: Measures the average time users spend on each page. Longer times may indicate deeper engagement or difficulty in finding information.

6. **Usability Testing Metrics**: Assess user behavior and interaction during usability testing sessions. Metrics include:

   - **Think-Aloud Protocol**: Measures the frequency and quality of verbal feedback provided by users as they navigate the website.
   - **Task Completion Rate**: Measures the percentage of users who successfully complete tasks during usability testing sessions.
   - **Task Difficulty Rating**: Measures users' perceived difficulty of completing tasks on a scale (e.g., from "very easy" to "very difficult").

7. **Accessibility Metrics**: Assess the website's compliance with accessibility standards and guidelines, ensuring that users with disabilities can access and use the site effectively. Metrics include:

   - **Accessibility Conformance**: Measures the level of compliance with WCAG (Web Content Accessibility Guidelines) standards.
   - **Keyboard Navigation Support**: Assesses whether users can navigate and interact with the website using only a keyboard, without relying on a mouse or touchpad.

By measuring these usability metrics, website owners and designers can gain valuable insights into user behavior, identify areas for improvement, and optimize the website to enhance the overall user experience.