Using 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. They are 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.

Specify whether participants should be able to select more than one answer, or must select only one answer.

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Examples:

  • 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.

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Examples:

  • 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.

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Examples:

  • 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?

Related Topics:

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

If you'd like to learn more about exporting analytics, please review: View and export Metrics from completed tests.

 

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