How to analyze the performance of Personal Details space

Set up 

If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started. 

Mapping

• Create a high-level mapping that includes key pages, with the account and login pages clearly separated

• If there is a dedicated flow for account creation or managing account details flow, consider also separating those pages

Goals & Key Events

• Create a goal for users seeing the 'MyAccount' page or any of the pages in the account management flow (e.g., 'Change personal details', 'Change policy', etc.)

Step-by-Step

Analyze the performance of the Account/ Personal Details flow

1. Open Journey analysis, change the mapping to reflect the pages within that flow. Apply the segment of users who viewed the first step of that flow (e.g., 'Manage Personal details') in the Analysis context. Look at the following:

• Identify the primary pages from which users navigate to their personal accounts? Is there a standout entry point, such as a page with a pop-in?

• Analyze navigation journeys after users visit the chosen page (e.g.,  Manage Personal details'). Are these journeys smooth, or do users encounter errors or quickly loop back to the previous page? Identify any stumbling blocks that may indicate confusion with specific requirements or steps.

2. To understand the overall conversion and drop-off rates of the Account/Manage account flow, switch to the Funnels and define the steps in the funnel to include all the key stages of the user flow. Analyze the following metrics:

• Check the overall completion rate. What percentage of users who initiated the process successfully complete the different steps (e.g., modified their personal details, changed their policy, etc.)?
• Look at the step completion and drop off rates. Is there a page with a relatively high drop-off rate? The next step involves a deeper analysis of the problematic page in Zoning.

Example of an analysis of Manage Personal Account space

1. Open the Zoning analysis with the Manage Personal Account page and look at the following metrics:

• Check which functions or information need more attention by looking at the exposure rate, click rate, attractiveness rate, and exposure time. Identify the most important account information for users. Does it have a faster time before first click than other elements? Is there a difference in engagement between segments (e.g., when comparing new vs returning users)
• Evaluate the importance of the key CTAs and functions by looking at the click rate, attractiveness rate, and time before first click. Assess how frequently they are clicked, their level of attractiveness, and how quickly users engage with them, both at the top and bottom of the page. Compare these metrics to those of other functions.
• Look at the click recurrence and hesitation time (for Desktop only) to determine if any elements are generation frustration or confusion. Is there a high click recurrence on elements which should only require one click, indicating an error?

2. Optional. If the page you're looking at resembles a form and has fields to be filled in while still in Zoning analysis, navigate to Form Analysis. In edit mode, create the zones in your form needed for your analysis.

Using the form report, analyze the following metrics:

• Users who left the form without interacting: A high percentage of users loading the form without interacting may indicate that they didn't see the value of filling it out or that the form is too long. Consider using Session Replay to understand how the form is perceived.
• Users who interacted with the form but did not submit it: A high percentage of users leaving the form before submission could mean they didn't want to provide specific data or encountered an error. Verify this by:
  • Checking metrics like Blank rate, Refill rate, and Click recurrence: Are users leaving fields blank, refilling them multiple times, or struggling to fill them out?
  • Examining scroll reach: Do users see the entire form? Are they scrolling down without filling out fields further down?
• Users who tried to submit the form but failed: A high percentage of users attempting to submit the form but failing might indicate confusion about how to submit or encountering errors. If that's the case, take a closer at the different fields and deep dive into the following metrics:
  • Blank rate metric: Check for unfilled mandatory fields preventing submission.
  • Refill rate metric: Identify fields users struggle to fill out.
  • Click recurrence metric: High recurrence may indicate user difficulties or a broken field. If the submit zone has a high Click recurrence, it suggests frustration caused by the zone.
• Users who successfully submitted the form: Evaluate the percentage of successful submissions. If it's low, further analysis of specific fields may be necessary.

3. Monitor the post-login experience with Dashboards. Start by creating a new worspace based on 'Page group performance'. Define the context of your analysis and configure the pages you wish to track after login (e.g., Home, Login, Change Policy, Load, Payment, Renewal, and Document Summary) by following the provided instructions.

Here you can learn more about Workpsace and how to setup your first Dashboards.

Recommended metrics to analyze for each page in the post-login flow:

• Conversion rate on goal
• Activity rate
• Bounce rate
• Views per session

Example of a dashboard for monitoring post log-in experience

Page-level single widgets on the 'MyAccount - Login' page: Conversion rate (goal= Reached 'MyAccount Page'), Activity rate for all visitors, Bounce rate, Views per sessions.

Page-level single widgets on a 'MyAccount - Change policy' page: Conversion rate (goal= Reached 'MyAccount Change Confirmation'), Activity rate for all visitors, Bounce rate, Views per sessions.

Here you can discover more ways to use Dashboards for tracking important KPIs.

Take action

• For CTAs with high hesitation times, you may want to try making the wording clearer.
• For unclickable elements with high click rates, and click recurrences, consider why visitors are trying to click these. Make non-clickable text clickable. 
• If a section on a page yields a higher ineterst than another, potentially reorganize sections based on interest / need. Reduce the visibility of less-used areas. Make sure to evaluate section CTAs as well.
• If you notice a high drop off rate or a looping behavior  in your account management flow, simplify problematic steps or provide more explicit guidance.