How would you describe user Intent? This is our way of measuring it

Understanding users
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Our UX metric Intent measures how likely participants are to take the most desired actions on a page when their are multiple options in front of them.

Participants are presented with a design and multiple choice question that lists the most common actions to take on a page (sign-up, contact sales, request demo, etc.), and then asked to choose which action they are most likely to take.

The data is then plugged into this formula, which weighs the primary, secondary, and tertiary actions based on business goals:

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Now here’s what the outcome might look like:

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Does this definition of Intent make sense? Could you use it in your own work? We’d love to hear your thoughts!

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Re-upping the request here, would love to know how others have measured Intent, even if in different ways.

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I wonder if the weights should be different depending on how important each action is.

For example:

  • Primary action: 5x
  • Secondary action: 3x
  • Tertiary action: 2x
  • All others: 1x
  • Maybe a specified 0x action?

It feels like something that can be played with to get different results.

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I like this perspective. @MoData might have some thoughts on this.

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I like how this metric turns a gut sense of ‘will users do what we want?’ into something measurable.

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