Value Metric
Standardized Universal Percentile Rank Questionnaire (SUPR-Q)
SUPR-Q is a standardized questionnaire that rates website quality across usability, trust, appearance, and loyalty as a percentile.
What is Standardized Universal Percentile Rank Questionnaire (SUPR-Q)?
The Standardized Universal Percentile Rank Questionnaire (SUPR-Q) is a short, validated survey for measuring the quality of the website or web-app experience. It produces an overall score plus sub-scores for usability, trust and credibility, appearance, and loyalty, and expresses results as a percentile rank against a large benchmark database.
Because scores are percentiles, a SUPR-Q result is instantly interpretable: the 90th percentile means the experience rates better than 90% of the sites in the reference set.
How to calculate it
SUPR-Q = Percentile rank of the respondent-averaged item scores vs. the benchmark database
- Item scores
- Responses across the usability, trust, appearance, and loyalty items
- Benchmark database
- Reference set used to convert raw scores into a percentile
Worked example
If your averaged scores map to the 75th percentile, your site rates better than about three-quarters of benchmarked sites.
What good looks like
- Percentile-based50th = average · 90th+ = excellent
By construction the 50th percentile is average; higher percentiles indicate a stronger experience relative to the benchmark set.
Source: MeasuringU (Jeff Sauro)
Why it matters
SUPR-Q gives a holistic, comparable read on web experience quality — not just usability, but trust, aesthetics, and loyalty, which drive conversion and retention on the web. The percentile framing makes it easy for stakeholders to grasp and to track over redesigns, and the sub-scores show where to focus.
How to improve Standardized Universal Percentile Rank Questionnaire (SUPR-Q)
Target the weakest sub-score
Use the usability, trust, appearance, and loyalty breakdown to focus effort where the experience lags most.
Strengthen trust and credibility signals
Trust is often the lowest sub-score; test social proof, transparency, and design polish to lift it.
Frequently asked questions
How is SUPR-Q different from SUS?
SUS measures perceived usability of any system as a 0–100 score. SUPR-Q is specific to websites and web apps and measures four dimensions — usability, trust, appearance, and loyalty — reported as a percentile rank against a benchmark database.
What does a SUPR-Q percentile mean?
It expresses how your experience compares to a large reference set of sites. The 50th percentile is average; the 90th percentile means your site scores better than about 90% of benchmarked sites. This makes results easy to interpret and compare over time.