The KPIs that matter

I’ve always believed writing is a craft of clarity—especially in UX. It’s not about flowery prose; it’s about guiding people through a product with precision and intent. But how do you know if your words are doing their job? That’s where KPIs come in—key performance indicators that tell you whether your writing is a bridge or a barricade.

First, focus on task completion rates. If users can’t finish what they started—say, signing up or finding a feature—your words might be the bottleneck. I’ve seen teams obsess over click-through rates, but if people click and then stumble, what’s the point? Track how many users complete their goals after interacting with your copy. That’s the real test of clarity.

Then, there’s time on task. Good UX writing doesn’t make people linger—it gets them moving. If users spend too long deciphering your instructions, you’re not simplifying enough. I once worked with a designer who swore by A/B testing button labels—turns out “Start Now” shaved seconds off compared to “Begin Here.” Small wins, big impact.

Don’t sleep on user satisfaction scores, either. Surveys or quick feedback prompts—like “Was this helpful?”—cut through the noise. Numbers don’t lie, but feelings don’t either. If users rate your guidance low, it’s a signal to rethink your tone or structure.

Finally, error rates. Are people tripping over forms or misclicking because your labels confuse them? Fewer errors mean your writing’s invisible in the best way—users don’t even notice it’s there.

These KPIs show you where your words lift users and where they let them down. Because in UX, writing isn’t art. It’s a tool. Make it sharp.