Customer experience analytics (metrics)

Last Updated: Dec 04, 2017 06:30AM PST

When your subscription plan has the Customer Experience Analytics feature enabled, you have access to metrics questions. Metrics are a set of questions, available alongside tasks, which provide quantitative data you can directly export after a session is completed.

You can find metrics questions below Tasks on the second page of the order form when creating a new test. Just export to excel to view responses to these questions, outside of viewing them in the final video.

Why use metric questions?

They save you time

Want to settle a team debate over which version of your signup page appeals more? Multiple choice questions help quickly and easily provide an answer.

Curious if a drop-down menu or a list is easier to use to find information? Have participants try it both ways and then rate the task's ease or difficulty on a 5-point scale.

Responses to metric questions can be viewed almost instantly (from your Dashboard) saving you time and helping your team to make swift decisions.

They improve the quality of your research

Unlike the results of traditional surveys, which bring you lots of numbers and little context, asking these survey-style questions during a test gives participants a chance to explain WHY they are providing the negative or positive feedback. Their answer often concisely highlight certain problems areas on the site and might also highlight confusing areas.

They make it easier to share study results with others

While clips and notes can be powerful illustrations of usability issues, supplementing your qualitative findings with charts and graphs can provide "big picture" information in an easily digestible way.

Metric question types

Multiple choice - This question type is great for collecting responses that are categorical. Multiple choice survey questions should be written with care so that participants aren't forced to give an answer they don't agree with. Its also useful in situations where you might want the participant to choose from a predetermined set of responses, instead of letting them come up with their own verbiage.



  • Do you trust this company?
  • How often do you shop for running shoes?
  • Were you able to find the product you were looking for?
  • Which site do you prefer?

Some customers like to use this metric when asking participants which label they'd prefer to see on high-level navigation or to gauge expectations. For more information, visit the "Multiple Choice Questions" article.

Rating scale - These are great questions for benchmarking a common task, comparing your site with a competitor, or collecting ordinal variables (low, medium, high). Be sure to label your endpoints. We recommend having lower numbers as detractors and higher numbers as promoters (1 = worst, 5 = best). You may select from a 5, 7, 9, or 11 point scale.



  • How unlikely or likely are you to return to this site again?
  • Rate your agreement with this statement: These search results are helpful.
  • How unsatisfied or satisfied were you with the checkout process?
  • How not useful or useful does this feature seem?

For more information, visit the "Rating Scale Questions" article.

Written response - These are questions great for running post-study analysis, collecting rich qualitative insights and creating quick quotes for building user stories. Since written responses take more time to answer, it's best to ask questions that can be answered in a sentence or two.


  • What three words best describe this site?
  • What questions do you have about this service?
  • What is this site for? What can you do here?
  • What do you think is missing from this page, if anything?

For more information, visit the "Written Response Questions" article.

Exporting metrics

Once the sessions in your study have filled and completed videos have uploaded to your dashboard, you have the ability to easily export your metrics into an Excel document. This is a quick way to see all of the participants' metrics responses in one place.

Log into your dashboard and scroll to the study details of the project you would like to export metrics for and select the Metrics tab.

Next, select Export to Excel from the Options dropdown to download an Excel spreadsheet that will contain the metric responses from every participant from the study. The document will also contain participant demographics, metrics, tasks, and any notes and/or video clips you created.
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