Although conversions are the desired outcome of a good customer experience, they are not the end-all be-all for brands. A happy customer may make a purchase, but more importantly, a happy customer will return.
But how exactly do you define customer happiness? How do you understand the nuances of customer frustration and pinpoint what exactly fosters engagement? And how do you turn all this intelligence into an effective retention strategy and greater customer lifetime value?
There are plenty of systems designed to measure user experience; these primarily and, for the most part, deal with the locations users visit on your site, conversions and the oft-cited biggest UX failure: bounces.
But a basic set of analyses on user experience won’t cut it, and certainly won’t glean any discernment on the nuances of users’ digital happiness. The good news is that, for brands interested in quantifying the user experience as a whole, there’s a metric that does exactly that.
Calculated from several other behavioral metrics and consolidated into one mega metric, the Digital Happiness Index (DHI) is a unique measure of visitor satisfaction, providing an objective view of whether or not your overall experience is hitting the right notes.
What Is Digital Happiness And How Can You Achieve It?
Before we delve into the DHI, let’s focus on digital happiness. A rather simple concept, it denotes the convenience, satisfaction and even the pleasure of interacting with a website or online interface such as a search engine results page (SERP).
As a feeling, it is incidentally difficult to pin down, even in the digital realm. But with the new, futuristic metric that is the DHI, you can determine how happy your site visitors are, based on their experience with your site or app.
The first of its kind, the DHI combines KPIs from the 5 key strands that contribute to overall customer satisfaction:
Is navigation seamless and friction-free? Is your content proving effective to helping visitors reach their goals? Are visitors coming back to your site? Are they exiting early or completing their journeys? And finally, are they finding what they’re looking for — be that information or products?
By quantifying these various strands of experience, and combining metrics into one score, the DHI provides brands with an objective grasp of whether or not visitors are enjoying a positive experience.
Calculating the DHI: the 5 Dimensions of Digital Experience
Here is a look at what comprises the Digital Happiness Index and what makes it tick.
Using behavioral data from our tool, the DHI separates the data into 5 dimensions to filter the numbers into intelligible concepts behind visitors’ digital happiness. Our clients get a comparison to industry standards, and every score represents an aggregate of every session on the website.
As we mentioned earlier, the DHI has 5 components, aka the 5 dimensions that make up its final score, a number out of 100, which is the average of the 5 scores of each dimension. To come up with this rating, we consider the following five dimensions:
- Flawless: Are customers enjoying a smooth experience free of technical performance issues?
- Engaged: Are customers engaging with and satisfied with the content?
- Sticky: Are visitors loyal, returning to the site frequently?
- Intuitive: Does the navigation make it easy for visitors to enjoy a complete experience?
- Empowered: How easy is it for customers to find the products and services right for them?
Each of these 5 individual scores is determined by its own calculations, based on metrics like time spent on site, time spent engaging with pages/elements, bounce rates, and more.
It also takes into account if users have reached their destinations and the way they’ve done so. It captures whether users ran into UX issues like non-intuitive navigation — clicks on non-clickable content, misleading clicks, et al.
Making Sense of the Digital Happiness Index
Innovations in SaaS and marketing have led to more avant-garde methods of measuring digital customer experience and benchmarking customer satisfaction.
Although the complex, 5-tier system of our mega metric is supplemental, it is very much in line with our granular approach to behavioral analytics.
The fact that the 5 dimensions deal with different occurrences in the UX means the DHI is casting as wide a net as possible to capture your customer’s mindset. Based on this score, you can shine light on areas of friction and other obstacles in the customer decision journey.
Customers today will not hesitate to review a poor UX or give one star for a session that doesn’t meet their expectations. But they are also giving you continuous feedback on your site or app through their interactions — with every tap, click, scroll or hover, they are voicing their feelings about your CX.
Here at Contentsquare, we’ve got a horde of people dedicated to helping you hear and understand what your customers feel and want — in fact, we’ve got 170 people in R&D and innovation alone.
Happiness of any kind is difficult to pin down to a numerical format. With a consolidation of 5 distinct aspects of the UX, you will come as close as possible to determining how digitally happy your visitors are with your content.