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:

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:

Navigation Score

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:

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?

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: