UX teams are always struggling to showcase the impact they have on the business. Although some sources suggest businesses can expect $100 return for every $1 invested in UX, it is not so simple to show internally (Forrester, 2016). Many UX practices utilize benchmarking studies to showcase the improvements of UX over time, but they tend to lack a direct impact on business metrics like revenue. Some organizations may even track improvements to conversion rates over time and how that has translated into revenue for the business; however, it’s still difficult to argue how much of that was due to UX compared to marketing or other factors. Alternatively, this article presents a unique statistical approach to measuring the impact of UX on business metrics like revenue.
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