Strategy
In this section, we'll highlight different data points you can use to measure the impact of UX/UI improvements. We have outlined existing metrics that you can start measuring today as well as ones that are good to consider for future use. Getting access to these data points can not only help provide a broader understanding of the platform's health, user behaviour, and the overall performance of sponsorship sales but also help inform future business strategies.
The User Pilot integration is currently the main source of data for these customer insights. Below are the two main metrics that can be accessed through User Pilot.
This looks at how many users continue to engage with a platform over a certain period of time. A low retention rate over the Event Platform lifecycle would indicate that users did not see the value of the platform.
CSAT (Customer Satisfaction) data provided by the User Pilot rating tool can give a more direct indication of how users feel about the Event Platform in a quantifiable format.
With continued developments to the Event Platform, it’s good to keep looking out for new opportunities to measure user behaviour and engagement. Below are additional metrics that could be helpful to assessing your user’s experience of the platform and support its continued improvement.
This type of data is ideal for tracking patterns in user behaviour. It’s also invaluable for adding a numerical context to certain marketing, content or strategic decisions that you may need to make as teams.
When users repeatedly click on a specific area of a page, it can be a strong sign of frustration and that the page is not behaving in the way they expect.
This is a click that takes a user back to the previous page within a very short time frame. This can suggest that the new page did not show what the user was looking for so clearer labelling may be needed.
This quantifies how many users leave a page before completing a task, for example the profile page. If users leave before completing all required input fields it may indicate the form is too long or the questions are unclear.
Also known as ‘useless clicks’, are clicks which do not lead the user anywhere. This may indicate that there is an icon or text which is being mistaken for a button and needs to be replaced.
The number of users who leave the platform after just viewing the homepage can be a broader indication that the Event Platform does not offer what the user needs.
This measures how far a user scrolls down a page and can be a good indicator of how engaging or useful the page content is.
This type of data usually requires more direct and proactive engagement with users. As a result they have more time and budget implications but can offer invaluable feedback for how users really feel about the Event Platform and the Informa events more generally.
Conducting face to face interviews with people who have used the Event Platform can provide more context and understanding of the quantitative data. These can also include usability testing where you can observe people using the platform and see the feedback in real time.
Future outlook: Further exploration of data analytics opportunities in 2025.