Digital Experience Score (DXS)
Digital Experience Score (DXS) is the only metric designed to give holistic insight into every customer and their online experience. Founded in data science and powered by AI, DXS automatically identifies the highest-impact issues and opportunities across your digital properties, and uses these insights to power intelligent real-time actions that drive business growth.
For every user journey, DXS considers the emotional aspects of that user’s experience—i.e., Frustration and Engagement—as well as the more technical aspects of the experience—i.e., Technical, Form, and Navigation.
Use cases
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Analyze and score every experience in real-time with insight into key pillars of experience (Engagement, Frustration, and Navigation)
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Provide scores and intelligence to trigger in the moment actions that are relevant to every user's experience, e.g., survey moments (in-house), promotional offers, live chats
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Use feedback history to inform real-time actions so you can build on the relationships customers already have with your brand
The three DXS scopes
DXS Scope | Description | Use Cases |
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Session DXS |
Understand the digital experience for each session
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Page DXS |
Understand the digital experience per page
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Real-Time DXS |
Understand each digital experience as it happens
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Pillars used in DXS calculation
DXA aggregates the following 5 pillars into one overall Digital Experience Score (DXS) that provides at-a-glance insight into performance:
Pillar Score | Definition | Example Behaviors |
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Measures level of engagement and how well the user can achieve the purpose of the page | Focus time, interaction, scroll reach, time on images and text, reading, copy and paste... | |
Scores the experience of interacting with (individual) forms on a page & within sessions | Form completion, errors, repetitive form interactions... | |
Scores the users’ level of struggle while interacting with a page and its content | Unresponsive clicks, fast mouse moves and scrolls, device rotations... | |
Note: This pillar is not available for Page DXS.
| Measures the experience when navigating across pages within a session | Visiting multiple times the same page, looping through the same page, reloading page... |
Measures the technical issues on a web page |
JavaScript errors, HTTP errors, slow page readiness, native app errors... |
Signal impact and DXS calculation
Frequency — How often does it occur? | Duration — How long does it last? | Weight — How significantly does it affect the goal? |
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If a behavior/issue appears with a higher frequency, it will have a higher impact on DXS calculations. | If a behavior/issue lasts for a longer period of time during a session, it will have a higher impact on DXS calculations. | If a behavior/issue prevents a visitor from reaching his/her goal, it will have a higher impact on DXS calculations. |
E.g., if an Unresponsive Multi-Click occurs with 3x more frequency than usual in a particular user session, that behavior will affect Frustration Score more significantly. | E.g., if Repetitive Form Field Interaction lasts for x2 the usual time, it will impact Form Experience Score more heavily than usual. | E.g., if High Downloading Time prevents the user from moving to the next stage in a conversion funnel, it will impact Technical Score more heavily than usual. |