Detect user frustration

Contributors

@paul-boag


Business Benefits

Provide great user experience by increasing word of mouth recommendations, customer retention, and average lifetime value.


Use a tool like TryMyUI or Hotjar to watch user session videos on your website and see how real visitors behave on your site.

Identify and analyze videos where users are rage clicking, such as a rapid succession of clicks on a page element.

When a user rage clicks a page element on your website, it could mean that the element is broken, unresponsive, slow, or simply appears clickable when it is not.

For example, a user session video, where a user visits a plan page and rage clicks on bolded feature names, was analyzed. This analysis revealed that this user was trying to learn more about the features, but the bolded names did not reveal any extra information like he thought they would.

Identify and analyze videos where users appear to scroll randomly or rapidly.

When a user scrolls randomly, often through a large chunk of text, it could indicate that the content page is too long and causes the user to become impatient or the user finds some information useless and others useful. If users scroll through a whole page without finding what they need, you’ve got a scent of information problem to address. For example, your content doesn’t match what you suggest in your ad title.

It can also show you the relationship between your content and your calls to action. Do users scroll through most of the content to hit the CTA or do they linger on it and read up before they’re convinced of the value? Or, do they leave the page unconvinced?

Identify and analyze videos where users backtrack; navigate to a new page and return to their previous page without taking any actions in between.

Backtracking can indicate that your user didn’t find what they were looking for. It could also mean that the scent of information for some flows is pointing people in the wrong direction, leading them to navigate to a page that doesn’t help them achieve their objective.

Identify and analyze videos where users appear to zip the mouse erratically around the screen.

If this behavior occurs while your user is engaged in filling out a form, creating, writing, or other challenging tasks, it could mean that the cognitive load is too high. If it occurs while trying to view close-ups of a product, watch a demo video, or visit a new page, it could mean that your website speed is harming the user experience.