There are several indicators of negative visitor experience during a visit. By tracking them you can conduct customer experience optimization, but first you have to know them. The most common effects of bugs, errors, or design flaws are frustration and disorientation. What do users do in such cases? Based on our continual analysis of user behavior on numerous web pages, we can point at 4 major patterns:
Zooming
Rage clicking and angered key pressing
Chaotic mouse movements
Refreshing
Zooming
Where: mobile and responsive views
Why: unreadable text or media
Users zoom their view to get a closer look at page elements that appear too small or unreadable on mobile devices. “Unreadable” can mean a lot of things, the most obvious is too-small text or images that cannot be enlarged. In brief, frequent zooming on your pages means that they aren’t accessible enough.
To learn more about zooming, see What is zooming?
Chaotic movements
Where: desktop
Why: visitors are confused or lost
Users make a lot of mouse movements during a single visit. They’re moving the mouse cursor in different directions, the cursor often goes into the direction where they look. You can observe that in the visit recordings. When the cursor trace does not seem to go along a logical path or does not indicate a particular thoughtful journey in a relatively short period of time, we start to mark it as a chaotic movement. When people start to be confused or lost — their mouse movement reflects their state of mind. They are scrolling down-up-down-up, or move the mouse in various directions without a specific goal.
To learn more about chaotic movement, see What is a chaotic movement?
Rage clicking
Where: desktop and mobile
Why: visitors are frustrated and angered
Rage click shows where people click numerous times and get no computer response. In effect, they experience something that’s referred to as computer rage — the state of anger and angered actions directed against computers.
To learn more about rage clicking, see What is a rage click?
Rage key pressing
Where: desktop
Why: visitors are frustrated and angered
Rage key pressing is another case of computer rage, similar to rage clicking, but occurs when people quickly and chaotically press numerous keys on their keyboards.
To learn more about rage clicking, see What is a rage key press?
Refreshing
Where: desktop and mobile
Why: page load errors or display problems
Refreshing as a sign of experience deterioration occurs when someone reloads the page right after it has loaded, or keeps reloading the page one time after another in very short intervals. It’s usually an indication that some page elements haven’t loaded correctly or at all. Visitors hope to see the features that hadn’t been displayed, or to see the misplaced or misaligned parts of the page in their proper place.
To learn more about rage clicking, see What is refreshing? Experience Metrics
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