Experience Issues

Experience Issues are digital patterns captured in sessions negatively impacting pillar scores due to bad user experience. For example, when more than one Device Rotation is detected in succession, this is captured as Repetitive Device Rotation, an Experience Issue likely caused by difficulty viewing content on a mobile screen.

Note: Experience Issues differ to Behaviors, which are digital patterns combined with specific measurements. For more information, see Digital Experience Signals.

Engagement Score

Engagement Score is one of the pillar scores that are measured to produce the Digital Experience Score (DXS) of a property or page. It is scored between 0 and 10, with 10 indicating an exceptionally engaging visitor journey.

To receive a high Engagement Score, your visitors must positively interact with your content. The more attentive visitors are, and the more positive behaviors they display, the greater the Engagement Score.

When assessing how engaged visitors are with a property, it's important to go beyond surface metrics like clicks, bounce rate, and the length of time spent on a page. They might have your website open for 45 minutes, but if they've actually spent that time watching a video on another device, making dinner or chatting with a friend, it means very little in terms of engagement.

The Engagement Score looks at a whole host of more subtle engagement metrics like focus time, scroll depth and velocity, as well as Behaviors like mouse Reading and Scroll Engagement. A visitor actively navigating through the property and hovering over content, pausing to trace copy with their cursor, and zooming in on mobile devices is displaying a high level of engagement.

DXA's intelligent algorithms analyze all of these actions and quantify them into a single score, offering a much more sophisticated and complete look at engagement than the traditional view of page duration.

The table below lists the Experience Issues impacting the Engagement Score:

NameWhat it isWhat it indicatesPlatformsFrequency
Low Interaction TimeShort time interacting with the page or screen

Low engagement

  • Desktop
  • Mobile
  • Native app
1 in 8 pageviews
Low Focus TimeShort time with page or screen as main focus on device

Low engagement

  • Desktop
  • Mobile
  • Native app
1 in 2 pageviews
Low Focus Time Compared to DurationShort time with page or screen as main focus on browser compared to total session duration

Low engagement

  • Desktop
  • Mobile
  • Native app
1 in 100 pageviews
Low Focus Time on ImagesShort time with images as main focus on page or screen

Low engagement

  • Desktop
  • Mobile
1 in 8 pageviews
Low Focus Time on TextShort time with text on page as main focus on the page or screen

Low engagement

  • Desktop
  • Mobile
1 in 5 pageviews
Low Scroll Reach Compared to HeightVisitor stops scrolling before reaching the bottom of the page or screen

Low engagement

  • Desktop
  • Mobile
1 in 4 pageviews
Over-scrolling

Excessively scrolling up and down the page

Usability problems, such as difficulty finding page content or a need to repetitively interact with UI elements

  • Desktop
  • Mobile

Frustration Score

Frustration Score is one of the pillar scores that are measured to produce the DXS of a property. It is scored between 0 and 10, with 0 indicating a pleasant and frustration-free visitor journey.

To receive a score indicating low levels of frustration, navigating your properties and pages should be smooth and simple thanks to intuitive layouts, responsive elements, and clear information.

Any erratic or illogical movements performed by users are generally indicative of frustration. These include suddenly scrolling up and down a page, Bird Nest behavior, multi-clicking, and, on mobile devices, rapidly switching between portrait and landscape orientations. Frustration at any stage of the customer journey has a knock-on effect. Every instance of it that we experience compounds on the last, so even minor irritations can quickly ruin an experience.

The table below lists the Experience Issues impacting the Frustration Score:

NameWhat it isWhat it indicatesPlatformsFrequency
Clicks with Errors

Visitor clicks leading to JavaScript errors on the page

Broken elements potentially not responding to a click

  • Desktop
  • Mobile

Rapid Cursor MovementsQuickly moving the cursor across a large part of the pagePage unresponsiveness
  • Desktop
1 in 120 pageviews
Rapid Scrolling

Quickly scrolling up and down the page

Difficulty locating content

  • Desktop
  • Mobile

1 in 220 pageviews
Repetitive Device RotationRepetitively rotating the device in a short space of timeDifficulty visualizing content on a mobile device screen
  • Mobile
1 in 850 pageviews
Unresponsive ClicksRepetitively clicking or tapping anywhere on a page

Unresponsive UI elements

  • Desktop
  • Mobile
  • Native app
1 in 120 pageviews

Navigation Score

Navigation Score is one of the pillar scores that are measured to produce the DXS of a property. It is scored between 0 and 10, with 10 indicating an exceptionally smooth customer journey.
Note: Navigation Score is not measured to produce the Page DXS of a property.

To receive a high Navigation Score, moving around the app or website and finding the desired information should be as friction-free as possible.

Unresponsive links and buttons, a cluttered layout, and a confusing menu structure all contribute to a poor Navigation Score. Good navigation, much like good writing, is often taken for granted. When it's poor, it confuses and infuriates us.

The table below lists the Experience Issues impacting the Navigation Score:

NameWhat it isWhat it indicatesPlatformsFrequency
Stuck on ScreenVisitor consecutively arrives on the same page or screen multiple timesDifficulty progressing to next page or screen
  • Desktop
  • Mobile
1 in 200 pageviews
Stuck on Screen LoopVisitor consecutively goes through the same sequence of pages or screens multiple timesDifficulty progressing to next page or screen
  • Desktop
  • Mobile
1 in 1,300 pageviews
Go Back Using NavigationVisitor going back by clicking the back button on the browser or navigating through the browser historyDifficulty going back using page or screen navigation like breadcrumbs
  • Desktop
  • Mobile
1 in 160 pageviews
Manual Page ReloadVisitor manually reloading the browserDifficulty loading the page or visualizing UI
  • Desktop
  • Mobile
1 in 4,000 pageviews

Technical Experience Score

Technical Experience score is one of the pillar scores that are measured to produce the DXS of a digital property. It is scored between 0 and 10, with 10 indicating a flawless customer journey with everything running as it should.

To receive a score indicating excellent technical experience, every element of your website or app should load promptly without errors, be responsive for all devices, and perform as expected when a visitor interacts with it.

Any technical problems that affect your user's experience will count against your Technical Experience Score. The more issues a visitor encounters, the more frustrated they become, and the more likely they are to abandon the website or app in favor of a competitor.

In addition to creating an unpleasant experience, technical problems can also make you appear less trustworthy and established. After all, how can you expect a company with a poorly functioning website to deliver a high-quality service?

The table below lists the Experience Issues impacting the Technical Experience Score:
NameWhat it isWhat it indicatesPlatformsFrequency
Native App CrashNative app crashes during use

Usability issues

  • Native app

Very low

Native App ErrorError detected on the native app

Usability issues

  • Native app

Very low

Client Error4XX client error, such as 404 Not FoundNon-existing link
  • Desktop
  • Mobile

Very low

Server Error5XX server error, such as 502 Bad GatewayNo connection to server
  • Desktop
  • Mobile

Very low

Multiple JavaScript errorsMultiple JavaScript errors occurring simultaneously
Note: This signal is not measured to produce the Page DXS of a property.

JavaScript errors

  • Desktop
  • Mobile
1 in 170 pageviews
JavaScript Errors in a PageviewTotal number of JavaScript errors in a pageview

JavaScript errors

  • Desktop
  • Mobile
1 in 700 pageviews
High Connection TimeLonger than normal time for the browser to receive server responseHigh connection time
  • Desktop
  • Mobile
1 in 17 pageviews
High Download TimeLonger than normal time to download page contentHigh download time
  • Desktop
  • Mobile
1 in 45 pageviews
High Rendering TimeLonger than normal time to render page contentHigh rendering time
  • Desktop
  • Mobile
1 in 6 pageviews
Slow Page Readiness

The time needed for the page to be ready to interact with is longer than the standard for other websites

The page might not be optimized for quick loading

  • Desktop
  • Mobile

Form Experience Score

Form Experience score is one of the pillar scores that are measured to produce the DXS of a property. It is scored between 0 and 10, with 10 indicating a clear, accurate and easy-to-use form.

To receive a high Form Experience Score, interacting with a form on a page should be intuitive and friction-free.

No one actively enjoys completing forms. At their best they are a necessary but quick and painless process, but at their worst they can cause unending frustration and ultimately a loss in revenue for businesses. However, forms are unfortunately one of the only ways to exchange information and facilitate secure transactions online, so it's essential you get them right.

The table below lists the Experience Issues impacting the Form Experience Score:

NameWhat it isWhat it indicatesPlatformsFrequency
Errors on Form SubmissionOne or more errors present on form when submitted

Form errors

  • Desktop
  • Mobile
  • Native app
1 in 4,500 pageviews
Repetitive Form Field InteractionsMultiple interactions with the same field

Form errors

  • Desktop
  • Mobile
1 in 670 pageviews
Form AbandonmentVisitor interacts with form without submitting detailsVisitor giving up due to form errors or another reason
  • Desktop
  • Mobile
  • Native app
1 in 91 pageviews
Errors on Form ElementOne or more errors on a form field

Form errors

  • Desktop
  • Mobile
  • Native app
1 in 15,000 pageviews