Visitors abandoning your site at crucial conversion points? Hidden click barriers, such as unresponsive buttons or confusing form fields, might be the culprits.
Our latest feature, Frictionmaps in VWO Heatmaps, highlights these obstacles by pinpointing and visualizing frustration signals such as dead clicks, rage clicks, and error clicks:
- Dead Clicks occur when users repeatedly click on elements that appear interactive but aren’t, like non-clickable images or text. This misalignment can frustrate users and lead to disengagement.
- Rage Clicks happen when users click aggressively out of frustration on unresponsive elements, such as a frozen discount banner. They indicate areas where functionality needs urgent attention.
- Error Clicks occur when interactions lead to errors, like clicking a link that results in a 404 error page. These clicks highlight critical functional failures that need immediate correction.
Frictionmaps enable you to toggle between these signals to conduct detailed analyses of specific issues on a page, ensuring that every user interaction is as intuitive and productive as possible.
Why did we build Frictionmaps?
Previously, teams relied heavily on individual session recordings to identify pain points. While these recordings provide valuable insights into user behavior, manually reviewing numerous recordings to identify patterns was time-consuming. Even with filtering capabilities, it remained challenging to quantify the frequency and impact of these issues across the entire user base.
Frictionmaps solves this by aggregating user frustration signals across all sessions, giving you a comprehensive view of where users struggle most frequently on your site. This powerful addition gives you both a bird’s eye view of where issues occur most frequently and the foundation to dive deeper with targeted session recording analysis.
In short, by visualizing frustration data across your entire user base, Frictionmaps helps you:
- Connect patterns to individual experiences: Use the aggregated view to guide which session recordings to investigate for detailed context
- Spot the exact trouble spots: Identify problem areas at a glance with heat-mapped visualization
- Prioritize with precision: Strategically address the most frequently occurring issues first
Here are a few website optimization scenarios where Frictionmaps comes in handy:
- Streamline your checkout process: Imagine identifying rage clicks on the “Complete Purchase” button that isn’t responding properly on mobile devices. You could quickly fix the issue before it impacts your conversion rates.
- Improve navigation clarity: With Frictionmaps, you might discover dead clicks on product category images in your navigation menu that users expect to be clickable, helping you align your design with user expectations.
- Fix form submission issues: You could spot error clicks on your contact form’s submit button, revealing validation issues that prevent users from successfully sending their inquiries.
- Enhance content accessibility: Frictionmaps could help you identify frustrated users who click on video thumbnails that aren’t properly loading on certain browsers, ensuring all users can access your multimedia content.
Ready to transform user frustration into conversion opportunities?
Frictionmaps are now available for VWO Insights—Web’s Pro and Enterprise plans. To learn more about setting up and utilizing Frictionmaps, visit our knowledge base article or contact our support team at support@vwo.com.
