How to track user satisfaction with UserReport

By Letizia Zappa

User satisfaction is vital for any business. It promotes customer retention, keeps you ahead of competitors and promotes customer loyalty. For this reason, it is important to keep track of your user satisfaction at all times. With the new UserReport, you can track your users’ satisfaction over time, and understand how you can make your customers even happier.


Why user satisfaction is important

User satisfaction is a marketing measure that allows businesses to easily evaluate whether or not their customers are happy with their products. The level of satisfaction among the customers reflects not only the quality of a company’s product but can also be used to gauge customers’ experience with a brand’s websites and apps.

The more users are satisfied, the more likely they are to stay loyal to you and recommend your brand. Studies show that 80% of customers will switch companies after a poor experience.

How do you know where you stand? Are your users satisfied with you and the experience you’re offering them? To understand what your users like and dislike about your website or app, and to be able to plan a strategy to improve your website or app, you need to track your users’ satisfaction.

How to track user satisfaction

There are a number of ways you can gauge user satisfaction, like monitoring social media and support emails requests, but the most accurate way to track customer sentiment is via customer surveys. Surveys allow you to gain in-depth information as you can ask specific questions to your respondents and cover all aspects of your website or app.

The very first step you should take is determining which satisfaction metrics you would like to track. This of course depends on your needs and what you and your team want to focus on, but generally, it is a good idea to investigate these areas:

  • Overall rating: Ask your users to rate your website or app. This metric allows you to quickly gauge your users’ sentiment and is a good indicator of overall satisfaction.
  • Content: This is the core of any website or app. Do users find that your content is clear and written in plain language? Do they genuinely enjoy reading or watching the content you’re offering them?
  • Design: A good graphical user interface matters a lot. As design can be a subjective matter, it is important to ask your users whether they like the design of your interface or not.
  • Usability: This metric is a vital user satisfaction indicator. You should at all times know if your interface is easy to use and navigate, and to make sure of this, you need to ask your users whether or not they are finding what they are looking for.
  • Trustworthiness: Do your users trust you? Do they think you are sharing trustable information, and does your system have a safe login access? It is a good idea to also keep track of this aspect when considering user satisfaction.
  • NPS®: The Net Promoter Score. NPS® is a recognised standard for loyalty measurement and used by several brands around the world. It is based on the question “How likely is it that you would recommend this company to a friend or colleague?” and gives you a precise idea on how many of your users are actually loyal to you. 

These metrics are guidelines, but by asking all of these questions, you will get a solid understanding of your users’ satisfaction.

Give meaning to your survey data

It is very important that once you’ve collected the data, you do not just leave them unused. Your users’ insights are just waiting for you to dig into them! Here are a few suggestions on how to tackle data and give meaning to them.

  • Find correlations between answers: This can help you understand the main reason behind some more general questions, like overall rating or NPS®. E.g. you may find out that people not satisfied with your website design are giving you an extremely low NPS®.
  • Prioritise issues: Once you have been through the reponses, you will likely see that some areas require your attention more than others. A good way to discover this is to visualise the data you have collected in a spider web graphic. Then make a list so you know where to start from.
  • Keep tracking user satisfaction: Whether you decide to act fast and make changes to your interface or not, you should keep tracking user satisfaction at all times. It is a good idea to compare this metric before and after a change, and also good practice to always keep an eye on users’ input and be ready to quickly respond to anomalies.
  • Match the satisfaction of your users with their sociodemographic profiles: Your website or app is most likely focused on specific user segments, e.g. young women or families with kids. You will want to devote more attention to user satisfaction of those groups particularly important to you.

How to track user satisfaction with UserReport

UserReport offers a survey widget that can be implemented on any website or app. In this survey, you are able to choose whether to ask predefined questions or create your own ones, more directly related to your brand and offerings. 

Among the predefined questions, you can find the Satisfaction and Net Promoter Score packages. They include a set of questions specifically designed to measure users’ satisfaction and can be implemented very quickly. It just takes a click to add them to your online survey.

All the insights you collect are displayed in the reporting interface, where you are able to visualise the data you collect in a bar chart or in a spider web graphic. 

The satisfaction report automatically creates an overall satisfaction score made up of all the metrics you are measuring with the survey, so you can get one number as a quick indicator of your website/app performance. In the ‘over time’ graph, you can see how the different metrics change over time – daily, weekly and monthly. 

What’s more, if you have created customer personas in your interface, you will be able to see how specific user segments are rating your website/app and whether or not those individuals are satisfied with you.

Finally, you can find a whole report dedicated to NPS®, where you can immediately see how many of your users are Promoters and Detractors. Also in this report, you will be able to track the metric over time and see the ratings coming from specific segments.

Check this video to have a look at the satisfaction and NPS® reports and understand how easy it is to make sense of data and combine them with sociodemographic metrics:

How UserReport works

Installing and activating UserReport is easy. Once you’ve created a free account, you will need to add some basic information about your website or app. You will then get a small piece of code which should be implemented on your website or app. Once the survey is activated, you will be able to access the results you’ve collected in the reporting interface.

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