Features used: Page Comparator, Journey Analysis, Zoning
Time: 20 min.
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.
- Create a high-level mapping to ensure your Login page has been properly mapped out.
- If there are any additional pages linked to the Login like Account creation page, Password retrieval or Password reset page, you want to separate them out as well.
- Create a goal for Viewing the Login page
- Viewed the Login page
Step-by-Step
1. Open Journey analysis, and apply the segment 'Viewed the Login page' in the Analysis context. When using “All journeys from landing pages” you will be able to see the main way visitors are reaching the Login page and analyze the following metrics:
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What is the most common paths before seeing the login page? Do they exit straight after?
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Navigation journeys after the login page - do they continue their journey or make multiple sign-in attempts? Do they have a smooth login experience or do they request a password reset? Do they encounter error pages? Are they directed to unexpected pages (e.g., a homepage where login is usually required during checkout)?
Note! If the Login page is not displayed in the journeys from landing page, click on 'Reverse journeys' and look for the Login page in the 'Before a page group' drop down.
2. Open Page comparator, keep the 'All Visitors' segment in the Analysis context and analyze the following metrics:
- Check the time spent and activity rate. How did the users interact with the page? How much time are they spending on the page? If they are spending a significant amount of time on the page, they might be looking for specific information, such as a password reset CTA.
- Check the views per visit. If the login page is seen multiple times, that might indicate that users are struggling with their account details and making multiple attempts to log in..
3. Open Zoning analysis, keep the 'All Visitors' segment in the Analysis context and analyze the following metrics:
- Look at their time spent and activity rate. Are they spending a lot of time on the page but being fairly inactive?
- Check their exposure rate to determine if your visitors are exposed most attractive elements on the page? Is the Login CTA visible enough? What is the exposure rate for the Forgotten password/username CTA?
- Look at the click rate and the engagement rate (for Desktop)/ attractiveness rate (for Mobile). How are they interacting with the page? Are the requesting a password reset?
- Look at the click recurrence and hesitation time (Desktop only) to identify potential frustration or confusion. Is there a high click recurrence on elements that should only require one click, indicating an error? Are users clicking multiple times on the Login CTA, suggesting attempts with different credentials? Are they repeatedly clicking on the Password Reset field, potentially indicating an invalid email and leading to frustration when expecting the reset email to arrive?
4. If there is another key page within the Login flow like Account creation, open the Zoning analysis with the Account creation page and 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.
Take action
- If you observe a high click recurrence on the Login CTA, provide meaningful and specific feedback to users when something goes wrong. Identify whether it's the email or password causing the issue, and consider highlighting the respective form field with an error message.
- If you notice a high hesitation time on the Login CTA, consider including the "Forgot Password" link directly on the login page instead of displaying it only after users enter an incorrect password.
- If there is a high click recurrence on the "Forgot Password" link, add an additional check to verify if the email account exists when users are resetting their password. Informing users of an invalid email address will allow them to re-enter a proper email address for retrieving their reset information.
- If a significant percentage of visitors either exit directly after the Login page or exit after being redirected to a generic page (e.g., Homepage), ensure that once logged in, they are taken back to the page they were on before to avoid frustration and confusion.
- If you notice issues with the Account creation page, such as a high percentage of users interacting without submitting, simplify the process by reducing the number of fields. Remove optional fields, use full name instead of separate first and last name fields, and hide company and address line 2 fields by default. Additionally, consider hiding billing information by default to expedite completion.
Go further
- Learn how to set up alerts and monitor key KPIs to easily track your Login flow performance and quickly detect technical issues and frictions.
- Look at this Help Center article to better understand how to analyze your checkout flows.