Measuring Digital CX: the Industry's Search for Better Insights

Lucas Jones  |  October 25, 2016

Lucas Jones  |  October 25, 2016


As consumers, we have more information than ever before to inform our buying decisions. If we’re not sure about a product or company, we can look at reviews, compare competitors or just look on social media for feedback.

Businesses have to do more to deliver better digital experiences or face watching their audiences shift to companies that do. While good digital experiences have been shown to produce more customers, increased sales and repeat purchases - as we have previously discussed - many businesses are struggling to provide them.

To avoid frustrating customers, limiting their on-site interactions, or driving them to competitors, businesses need to focus on finding better insights into user behavior.

But how are businesses currently measuring user behavior? And are their methods effective?

Measuring digital customer experience is almost universal

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From the quantitative (web analytics and Net Promoter Score) to the qualitative (voice of customer surveys and live chat), nearly every business measures customer experience in some form.

Our digital CX research report finds that 96% of businesses have tools in place to measure digital experiences. The most popular quantitative tool among businesses is web analytics with 94% of businesses using free or paid-for platforms.

The fact that only 4% of businesses are not currently measuring customer experience is testament to the growing importance placed on improving digital experiences.  

Directly engaging with users is important

Businesses are increasingly adopting tools that give them qualitative insights about their users. 6 in 10 use Voice of Customer (VOC) tools to inform improvements to their digital experience, while around half take the direct engagement of VOC further by utilizing focus groups and user testing.

A great benefit of listening directly to users is the ability to prioritize and tailor website improvements. In addition to making improvements to the digital experience, direct user engagement also serves as an opportunity to better understand the needs of target audiences.

Over the next 12 months, more than one in three businesses are set to increase their investment in direct user engagement tools, underlining the importance placed on real user insights.

Businesses prefer evidence-based tools

Our research finds that businesses prefer tools which provide qualitative insights into user behavior. More than three-quarters of businesses found the data that they receive from direct engagement methods to be useful when seeking to improve digital experiences. 

In general, quantitative tools don’t fare as high in usefulness. For example, only 38% of businesses view NPS as a useful metric for example. Whilst it is a valuable metric when measuring customer loyalty, it doesn’t provide a qualitative explanation as to why users give a certain score. 


In order to stand out in today’s competitive digital marketplace, businesses not only want to know what their users are doing on their websites - they also have to understand why.

Download your free copy of our survey report now to discover more insights into how customer experience is measured in business.

Customer Experience Report

Lucas Jones

Written on October 25, 2016 by:

Lucas Jones

Lucas works in marketing at Decibel Insight.


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