1. Choose a page to analyze and determine its goals
(5 min.)
Initial questions to ask yourself:
- What are the page’s business goals?
- What are the page’s conversion goals for visitors?
- What (if any) UX/UI friction is blocking the page's goals?
2. Select a mapping and set your analysis context
(1 to 10 min.)
Using the Analysis Context and Mappings:
- Choose a time period and the device type.
- Choose the appropriate mapping (exhaustive and includes the pages you are analyzing).
3. Analyze the user journeys
(10 to 15 min.)
Using Journey Analysis and the “viewed page” segment:
- Set your segment to the population who reached the page.
- Decide if it is an important landing page (i.e. at least ⅓ of total visits)?
- Analyze what visitors do after reaching this page. What are the main navigation paths?
- Check different journeys that led to this page (Paths after a page, reverse journeys, etc).
4. Identify key data
(10 to 15 min.)
Using Page Comparator:
- Select the goal of your page in the conversion column.
- Look at the key data on the page, for example: scroll rate relative to page size, average time spent on the page, load time (More than 3 seconds is considered too high).
- Compare the metrics between “Good visitors” (those who achieved the page’s objective) and “Bad visitors” (those who didn’t).
- In the case of a landing page, compare the data between bouncers and non-bouncers.
5. Analyze overall page consumption
(20 to 40 min.)
Using Zoning Analysis:
- Examine the overall trend around the consumption of the page.
(Exposure rate and click rate) - Is there a high engagement rate on little exposed elements of the page?
(Engagement rate and attractiveness rate) - Are unclickable elements being clicked?
(Click rate and click recurrence) - Are there zones with low exposure that have a high goal conversion rate?
(Exposure rate and conversion rate per click) - Are the first clicked elements on the page the most relevant?
(Time before first click) - Take it further! Answer those questions by comparing Good and Bad segments.
6. Confirm your hypotheses
(5 to 20 min.)
Using Session replay:
- If you notice any unusual behavior in zoning, but you're not sure why this could be, you can right-click to access the shortcut feature, and view that behavior in Session Replay.
- If you cannot find any differences in behavior between your 'good' and 'bad' populations you can use Session Replay to watch videos of these users on the selected URL.