SUPR-Q: User Experience Quality Metric

SUPR-Q (Standardized Usability Percentile Rank Questionnaire) is a short, standardized survey used to measure the overall quality of user experience on websites and applications.

It focuses on four key dimensions:

• Usability – often compared with SUS, UMUX and UEQ as usability/UX scales.
• Trust – closely related to perceived risk, security, and reliability.
• Loyalty – connected to NPS, mNPS and Customer Retention.
• Visual design – clarity, aesthetics, and perceived quality.

The questionnaire uses a Likert scale, and the results are converted into a percentile rank based on a benchmark database of hundreds of other sites. This allows you to see:

• how your UX compares to similar products,
• whether recent redesigns actually improved things,
• and which areas lag behind.

SUPR-Q also includes a Net Promoter Score (NPS) question, measuring how likely users are to recommend your product to others. If you already run a separate NPS survey, you can align or reuse that question.

In practice, SUPR-Q fits nicely into a broader UX measurement stack alongside metrics like CSAT, CES, and task success rates - especially if you run it through a survey platform like SurveyNinja with UX and product feedback templates.

SUPR-Q Procedure

A typical SUPR-Q study follows a simple, repeatable flow:

1. Define goals and target audience

Clarify which KPIs you want SUPR-Q to drive (e.g., Abandonment Rate in checkout, CPC efficiency, or product LTV).

2. Prepare the questionnaire

Include the standard SUPR-Q items and add a few product-specific questions if needed (e.g., about navigation in a key flow or specific features). It's a good idea to run a small pilot study with a handful of users first. In tools like SurveyNinja's usability survey templates, you can clone and tweak an existing layout instead of starting from scratch.

3. Launch and recruit participants

Invite users through on-site widgets, email or a panel study. You can also organize sequential monadic testing when comparing two design variants.

4. Collect and analyze data

Once responses are in, calculate your SUPR-Q scores and compare them with benchmarks. With SurveyNinja analytics, you can segment results by device, traffic source, or user type to see where UX problems cluster.

5. Identify priorities and plan improvements

Use the results to highlight which UX dimension is weakest (usability, trust, loyalty, or visual design) and which specific screens or flows need attention.

6. Implement changes

Work with design, product, and engineering teams to address the identified issues - for example simplifying navigation, clarifying error states, or improving content hierarchy.

7. Repeat regularly

Running SUPR-Q on a regular cadence (e.g., quarterly or after major releases) helps you monitor trends and confirm whether changes are actually improving UX. You can automate recurring studies with survey triggers and schedules.

SUPR-Q Instructions and Questionnaire Structure

SUPR-Q typically consists of seven core items, grouped into four categories, plus one NPS question:

Participants rate each statement on a 5-point Likert scale from "strongly disagree" (1) to "strongly agree" (5). The NPS item uses a 0–10 scale.

Usability

• Perceived ease of use of the site or app
• Simplicity of navigation and finding needed information

Trust

• Comfort level when making purchases or sharing personal data
• Confidence in the site/app as a safe and reliable environment

Loyalty

• Likelihood of recommending the company to friends or colleagues (NPS question, 0–10)
• Willingness to revisit the site or use the app again

Visual Design

• Attractiveness of the visual design
• Clarity and ease of understanding of the layout and content

If you already run a separate NPS program, you can exclude the NPS item from SUPR-Q and keep your existing process for that metric.

In a survey builder like SurveyNinja, you can set this up as:

• 7 Likert-scale questions using the matrix or scale question type
• 1 NPS question with a 0–10 numeric scale

…and save it as a reusable "UX Benchmark Survey" template for future rounds.

Answer Analysis

SUPR-Q reporting is based on both raw scores and percentile ranks.

1. Calculating SUPR-Q scores

To compute the SUPR-Q index:

• Calculate the average score across all items answered.
• Normalize the eNPS score by dividing it by 2 before averaging (to bring the 0–10 NPS scale in line with the 1–5 Likert scale).
• Optionally, compute sub-scores for each dimension: usability, trust, loyalty, visual design.

This gives you:

• a global SUPR-Q score,
• and four dimension scores you can track over time.

With SurveyNinja's reporting and export tools, you can automatically calculate averages, slice by segment, and export for further analysis.

2. Percentile ranks and benchmarks

The key power of SUPR-Q lies in benchmarking: comparing your scores to a database of other sites and apps. Instead of just saying "our average is 4.1/5," you can say:

• "our usability is at the 70th percentile,"
• "our trust is only at the 45th percentile," etc.

Running SUPR-Q regularly (e.g., every quarter or after major releases) lets you:

• track whether your percentile rank is improving,
• catch early warning signs if UX quality drops,
• and see how new designs perform compared to old ones.

What is a Normal SUPR-Q Score?

SUPR-Q scores are interpreted primarily through percentile ranks rather than raw numbers. General guidelines:

• 50th percentile – your UX is average compared to the benchmark database. You're doing better than 50% of sites, worse than the other 50%.
• Above the 50th percentile – your UX is better than average, indicating you're ahead of many competitors.
• 75th percentile and higher – a very strong result, meaning your UX is significantly better than most sites in the benchmark.
• Below the 50th percentile – a clear signal that UX improvements are needed; users are having a worse experience than on most comparable sites.

"Normal" will vary depending on:

• industry (e.g., e-commerce, finance, SaaS, media),
• user expectations in that domain,
• and the competitiveness of your niche.

In highly competitive, UX-driven sectors such as e-commerce and financial services, staying merely at the 50th percentile is often not enough. Teams usually aim for above-average SUPR-Q scores to gain a real advantage.

Ultimately, instead of chasing a single "magic number," it's better to:

• benchmark against your own past scores,
• watch how SUPR-Q changes after each new release,
• and use it together with qualitative feedback from open-ended UX survey questions and usability tests.

If you'd like to incorporate SUPR-Q-style measurement into your workflow, you can start with a website feedback survey template in SurveyNinja, adapt the questions to match the four SUPR-Q categories, and then schedule recurring surveys to track your UX quality over time.