We Measure The Wrong Things

Clicks. Scrolls. Views. Conversions.

None of them tell us whether the experience was transparent, clear or supportive in any meaningful way.

A click might mean understanding, but it might also mean uncertainty. A conversion might show completion, but it might also mean the person pushed through friction to get there.

Our dashboards treat every action like success, but success for who?

Most analytics frameworks measure behaviour but not the quality of the experience. They can tell us what someone clicked or where they went, but not whether the experience helped them understand the message, trust the content or feel in control.

If we want to design better digital experiences, we need more than performance metrics. We need a way to measure how well a website communicates, how clearly it explains itself, how respectful and honest it feels, and how much control it gives back to the person trying to understand it.

Right now we don’t measure any of that. We track the actions, but not the experience behind them.

Measuring the experience itself is the missing piece.

#DigitalMarketing #CustomerExperience #DataHuman #UXDesign #MarketingStrategy