Understanding User Frustration using Web Analytics

Frustration is defined as “the feeling of being upset or annoyed, especially because of inability to change or achieve something.” Frustration could result from non-intuitive information architecture, tedious process of checkout, long download times, or hard-to-find features.

In this post, I’d like highlight a few metrics that could prove helpful in tracking whether or not your users are facing frustration with mobile or online experience:

  • Fallout in Conversion Funnels – Track the time taken at each step of a User Registration or Checkout process. It helps identify transactions where most fallout occurs. For example, if fallout is occurring on the Registration page then simplifying the number of form fields or introducing Facebook Login could help. If fallout are occurring at the payment page then adding more payment methods may help.

  • Frequency of Error Messages – Track the occurrences of error messages across the site. It provides an opportunity to proactively add instructions on a form or improve backend logic for optimal user experience.
  • Transaction/Download Time – Track the time taken for a checkout process or to download a software, and compare it against industry averages. This provides an insight into improving performance. Site performance is often overlooked yet critical part of the holistic user experience. A recent Forbes article talks about the Importance of Site Performance for Traffic and Conversions.
  • Search Results – Track the search result count for each query including the zero results. It is an invaluable input to marketing about products/content that should be added to the site that doesn’t already exist.
  • Broken URLs – Track the pages that trigger 404 or ‘Page Not Found’ errors. This provides an opportunity fix frequently clicked broken links and to update content to reduce confusion.
  • Contact Us page – Track the pages visited by the users before they selected the Contact Us link. Alternatively, asking users to select a category of support before showing an appropriate phone number, allows us to understand self-service improvements to the site.

Site owners can more effectively manage their portals with knowledge of user emotion and add/remove content to positively influence emotions.