Normalized Score and Percentile RankGenerate Confidence Intervals around the SUPR ScoreScores are compared directly to 100 other websites (Full License Only)Simply Copy and Past the raw responses to the 13 ItemsHome Screen of the Calculator

SUPR-Q Full License


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Product Description

The SUPR-Q is an 8 item questionnaire for measuring Usability, Credibility/Trust, Loyalty and Appearance of websites.

This downloaded spreadsheet is a one-time fee that allows you to compare your website (one domain) to the various sites in the tool.

The SUPR-Q is a snapshot in time; there are no updates with this fee.

SUPR-Q Full License: See the 200 websites and industries behind the comparison, and sort by industry and by sub-scale (trust, usability, loyalty, and appearance).

Full Individual License: provides one person within an organization access to the license and compare one domain to 200 websites, see the industries behind the comparison, and sort by industry and sub-scale.

Full Site License: provides multiple people within the organization access to the license and compare one domain to 200 websites, see the industries behind the comparison, and sort by industry and sub-scale.

Purchase example:  Purchase the full individual license, and grant one person (on individual) in the organization access to the license.  This person can compare a website (one domain) to 200 websites, access the industries behind the comparison, and sort by industry and sub-scale.

Contact us for educational rates and additional questions

How it Works

  1. Have users of a website answer the 8 SUPR-Q items: Do this either using a pop-up on a website, a survey or after a usability test. Note: The older version of the SUPR-Q used 13 items.
  2. Paste the responses into the calculator: The calculator automatically generates percentile ranks for a global score and each of the four sub-scales (Usability, Credibility, Loyalty and Trust).
  3. Compare your results to other websites: With the Full License you can see how your score compares a list of 200 websites across twenty industries, government and academic institutions. The Limited License offers the comparative score at a discounted price.

Demonstration of the SUPR-Q Calculator

SUPR-Q Background

The SUPR-Q (Standardized Universal Percentile Rank) measures the essential aspects of a website in just 8 multiple choice questions.

It was developed through a process called psychometric qualification, in which the best 8 items from a pool of 75 candidate items were identified. A peer-reviewed journal article discusses the validation process in detail. The items were winnowed down by only retaining those which generated high internal reliability, loaded highest across common factors, had the highest item-total correlation and could discriminate best between websites.

The database contains responses from more than 10,000 participants and 250 websites. The websites are updated on an ongoing basis (about once per quarter).

Usability: If users can't accomplish what they want to do, find the product they're looking for, or complete their purchase, it's as if like the information or product doesn't exist. A usable experience means a profitable experience.

Credibility (Trust, Value & Comfort): Does the website sell products and collect credit card information? Are you gathering email addresses to build a subscriber base? If users don't trust your website, which for many companies is synonymous with their company and brand, they won't give up their information and website growth is impeded.

Loyalty: Are users talking about your website favorably or are they telling their friends to avoid it like the plague? Will they return to the website and purchase more things or at least see what you have to say? These two items touch upon repeat usage from existing customers and net-new usage from new customers.

Appearance: Is your website looking like it's circa 1998, or is the appearance hindering the experience? Users form impressions of your website based on the appearance in just a few seconds.

More information on the psychometric validation of the SUPR-Q.

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