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.
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:
Name | What it is | What it indicates | Platforms | Frequency |
---|---|---|---|---|
Low Interaction Time | Short time interacting with the page or screen |
Low engagement |
| 1 in 8 pageviews |
Low Focus Time | Short time with page or screen as main focus on device |
Low engagement |
| 1 in 2 pageviews |
Low Focus Time Compared to Duration | Short time with page or screen as main focus on browser compared to total session duration |
Low engagement |
| 1 in 100 pageviews |
Low Focus Time on Images | Short time with images as main focus on page or screen |
Low engagement |
| 1 in 8 pageviews |
Low Focus Time on Text | Short time with text on page as main focus on the page or screen |
Low engagement |
| 1 in 5 pageviews |
Low Scroll Reach Compared to Height | Visitor stops scrolling before reaching the bottom of the page or screen |
Low engagement |
| 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 |
|
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:
Name | What it is | What it indicates | Platforms | Frequency |
---|---|---|---|---|
Clicks with Errors |
Visitor clicks leading to JavaScript errors on the page |
Broken elements potentially not responding to a click |
| |
Rapid Cursor Movements | Quickly moving the cursor across a large part of the page | Page unresponsiveness |
| 1 in 120 pageviews |
Rapid Scrolling |
Quickly scrolling up and down the page |
Difficulty locating content |
| 1 in 220 pageviews |
Repetitive Device Rotation | Repetitively rotating the device in a short space of time | Difficulty visualizing content on a mobile device screen |
| 1 in 850 pageviews |
Unresponsive Clicks | Repetitively clicking or tapping anywhere on a page |
Unresponsive UI elements |
| 1 in 120 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?
Name | What it is | What it indicates | Platforms | Frequency |
---|---|---|---|---|
Native App Crash | Native app crashes during use |
Usability issues |
|
Very low |
Native App Error | Error detected on the native app |
Usability issues |
|
Very low |
Client Error | 4XX client error, such as 404 Not Found | Non-existing link |
|
Very low |
Server Error | 5XX server error, such as 502 Bad Gateway | No connection to server |
|
Very low |
Multiple JavaScript errors | Multiple JavaScript errors occurring simultaneously Note: This signal is not measured to produce the Page DXS of a property. |
JavaScript errors |
| 1 in 170 pageviews |
JavaScript Errors in a Pageview | Total number of JavaScript errors in a pageview |
JavaScript errors |
| 1 in 700 pageviews |
High Connection Time | Longer than normal time for the browser to receive server response | High connection time |
| 1 in 17 pageviews |
High Download Time | Longer than normal time to download page content | High download time |
| 1 in 45 pageviews |
High Rendering Time | Longer than normal time to render page content | High rendering time |
| 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 |
|
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:
Name | What it is | What it indicates | Platforms | Frequency |
---|---|---|---|---|
Errors on Form Submission | One or more errors present on form when submitted |
Form errors |
| 1 in 4,500 pageviews |
Repetitive Form Field Interactions | Multiple interactions with the same field |
Form errors |
| 1 in 670 pageviews |
Form Abandonment | Visitor interacts with form without submitting details | Visitor giving up due to form errors or another reason |
| 1 in 91 pageviews |
Errors on Form Element | One or more errors on a form field |
Form errors |
| 1 in 15,000 pageviews |