So What? The Marketing Analytics and Insights Show

So What? How to do a UX Audit

So What? Marketing Analytics and Insights Live

airs every Thursday at 1 pm EST.

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In this week’s episode of So What? we focus on User Experience (UX) of your website. We walk through how to set up your system, review the analysis, and take action to improve your UX. Catch the replay here:

So What? How to do a UX audit

In this episode you’ll learn: 

  • How to identify dead clicks
  • How to review heat maps of UX
  • How to interpret user recordings

Upcoming Episodes:

  • Out of the box attribution models – TBD
  • How do you benchmark a website’s performance? – TBD
  • Podcast advertising – TBD


Have a question or topic you’d like to see us cover? Reach out here:

AI-Generated Transcript:

Katie Robbert 0:22
Welcome, Happy Thursday gang’s all here. I’m joined today by Chris and john, as usual. And this is so what the marketing analytics and insights live show from Trust Insights. Today, we’re going to be talking about your user experience on your website and how to get to some of that information and also what to do with it. And so just a little plug, we recently started running our q4 one question survey. This is something we do every quarter. And one of the themes that have has been very prominent so far is that people are digitally exhausted. So obviously with everyone quarantining, quarantining at home, you know, awesome marketers have been like going really hard and heavy on emails and ads and social posts and blog posts and content. And it’s even more overwhelming than it was before for our customers and our consumers because they’re getting so much information. So our goal with this show today is to really dig into Well, if you are, you know, lucky enough to get someone’s attention long enough to get them to your website, you want to make sure that they’re getting everything they need from your website, as efficiently as possible. So Chris, john, we are today going to talk about how to get to some of that information and diagnose any UX issues with your website.

Christopher Penn 1:44
That’s right. So let’s get started with right talking about the the tools and the stuff, you’re going to need to make this happen. There are so many different UI UX tools out there. Lucky Orange crazy a hot jar, and the one that we’ve been using the most recently, Microsoft clarity as the latest in the mix of these tools. And they’ll pretty much do mostly the same thing, which is figure out where people are getting hung up on the website, so that you can go ahead and make fixes. Now, here’s the challenge about that particular thing. A lot of the time, what people do with UI UX is kind of random, right? There’s not a lot of quantification built into, it’s just like, okay, let’s run some tests, do some optimizations, Hope it all works out. And that’s okay. If it’s, you know, just you’re just tinkering around. But if you’re trying to do it more strategically, the first and biggest thing you need to do is figure out where the repairs need to go first. So one of the tools that we recommend you use it, obviously, we have our own tool that we built for this called most valuable pages, but you can use Google Analytics or the web analytics package of your of your choice. To get close to this. What this is, is a list of pages on the website that have played a either a supporting or starring role in conversions. And these are essentially the most valuable pages. And this is, this is for the Trust Insights website. I did this from April one, reminder and blogged everybody do not use data before March 2020. Because that world does not exist anymore. To see what are the pages that people got, that encouraged people to convert. And so we’ve got things here, you know, our paper on social media trends during the pandemic, or LinkedIn webinar, or newsletter, you want to do this assessment first, so that you know what page is optimized. Because if you just start doing, you know, a page at random, it may not have the greatest leverage. Now, if you want to kick this up a notch, by the way, this is something that I’m personally working on, you would then take these conversion ratios, and divide them by the traffic, they get to see if there are pages that are extremely efficient at conversion, but you just haven’t given them enough love. But that’s for another show. So once you know the pages that are of concern, then you got to start tracking this stuff. And here’s where you should see some familiar friends.

Katie Robbert 4:15
Oh, Chris, before you get into the different kinds of software, I do just want to mention. So obviously, what you’re showing is an analysis that we at Trust Insights have built and can provide. If you don’t have access to this kind of report, you can use SEO traffic data. So which pages on your website are losing the most traffic? So it may be a content issue, maybe a UX issue, you can even go as simplistic if you’re just starting out as bounce rate. So look at which pages have the highest bounce rate or the most frequent bounces of people exiting, because maybe they’re you’re driving traffic to those pages, but people just aren’t sticking around because they can’t find what they need.

Christopher Penn 4:56
Yeah, I’d be cautious with bounce rate. Bounce Rate is one of those very tricky metrics. But for sure, even just something as simple as which pages get the most traffic is a great place to start. So all these tools that are out there have the same thing in common, which is they have a code that you need to put on your website. And, of course, we recommend for sanity sake, that you go through and just use something like Google Tag Manager, which is what we’re going to do. So we’re gonna, I’m gonna show the install process for marketing over coffee, it is super simple, you take your code, where I guess just hit the copy to clipboard button. Let’s go ahead and make a new tag. And we’ll call this Microsoft clarity. I choose our custom HTML tag here, paste our code in, trigger it on every single page, there’s no reason not to have it on all of our pages. And go ahead and publish this. And that’s going to be that will now have this tag implemented on every single page. Now, if you happen to run a site where things are a little messy, or that you have special software, then you’ll want to implement that manually. But certainly for for most people, most of the time using Tag Manager is going to be the way to go. So the next question is, what do you get? What’s in the box? Most again, most of these software packages have do pretty much the same things. They give you recordings of user interactions on your site. So you can watch people do stuff on your site. They give you some heat maps of where people are clicking. And then they give you you know, some kind of dashboard and some some common metrics. Now, again, because of our site here, we want to focus on very specific pages, we don’t want to see the site Overall, we want to know what on certain pages What are people doing. So this is the the basic interface for Microsoft clarity, there’s a couple of fun metrics here that I think are worth talking about. One here is called dead clicks. A dead click is when somebody clicks on a part of the page that isn’t interactive, but they think it is like it maybe it looks it looks like a button or It looks like a link. You know, the underlines would text a blog post and people are clicking on and nothing’s happening. That’s a good thing to look forward to say like, should we have some interaction there to put a call to action there. Second, my personal favorite, rage clicks. These are when people are just frantically pressing a button to try and get to do something. And there’s a lot of clicks in a very short period of space and time, there is excessive scrolling. And there’s what’s called Quick backs, when people go to a page and go right back there to where they were previously, they didn’t find what they were looking for. You’re going to see metrics like these pretty commonly, again, and all these different tools. So let’s go ahead and do this, we’re going to reference our chart. And we’re going to start with socially audience trends during the pandemic, that’s our top converting page for the job, they actually get the URL for that page out how we’re going to go to our filters here, I want to expand this out, expand to 30 days. And I’m going to say I want anyone who’s visited that page.

Katie Robbert 8:16
So just to be clear, because I actually got lost for a hot Second, you showed the implementation in Tag Manager for marketing over coffee. But now you are back looking at the Trust Insights website. Because we’ve already been collecting this data.

Christopher Penn 8:34
That’s correct. And you need at least three days of data, you probably should have a lot more 30 days is better. But obviously you need some results. So let’s, let’s take a look here. So this is this page, and in the last 30 days have been 12 users on on this page. The metrics on it so far, not a whole lot of of bad things have happened here. We see the different browsers and devices. Let’s go ahead and take a look at the heat maps. And we want to increase this again to 30 days.

Unknown Speaker 9:11
And now put in

Katie Robbert 9:12
isn’t this something that Google Analytics used to offer or still does offer like in some way, like you used to be able to see, you know, an image of your page with Google Analytics and the percentages laid over each of the links on your page to see how many people clicked that particular link. So if you have a page that has a lot of call to action on it, you used to be able to see, I don’t know if they still offer that Chris?

Christopher Penn 9:40
Yeah, so that’s gone. That went away when Google Optimize came out. And so it’s no longer event which is a shame. And that’s, again, why there’s now such a boutique industry for a lot of these different companies because frankly, you know, they have there’s a gap to be filled. So this is the page. And because this page has not been visited a whole lot in the last 30 days, we don’t actually have a whole lot of data to work with here. So I’m going to switch over to the newsletter page. Let’s go ahead and clear this.

And now, we can start to see just in the heat map, where is the people are clicking. We’ve got people looking for past issues to see what it looks like. We’ve got the submit button down there, we’ve got some off target stuff on company organization, we’ve got people clicking on the confirm my email, and on the name pages. So again, what we’re looking for here are things like, if you see a lot of missed clicks, like you know, just wildly off target, it probably means that your page elements are too small, especially on a mobile device. This is on a desktop, you can actually flip over to mobile, and see what are people doing on a mobile device? So there’s a little bit of some missing there. And then not much else. So that tells me we might want to look at this page on in a mobile rendering and see is it still as easy to use, like, this is weird white gap here, which I think is where the image used to be. And it’s not working on mobile. And this on both desktop and mobile, we’ve seen a lot of clicks here. So might be worth making this bigger. Right? just you know, if people are really interested in seeing back issues, yeah, let’s make that a little bit bigger, so that people can see what they’re doing. So this is the first step is, you know, identify the page, and then start digging in and looking at the different aspects. What are the things that people want to interact with? and critically, are they the things that we want them to interact with?

Katie Robbert 11:55
So Chris, I have a couple of technical questions that I’m hoping won’t throw you off. But so, you know, this is a form filled page. So how does software like hot jar or Microsoft clarity? So let’s say I click on names first. And that’s to be expected as the first field? But what if I am just tabbing my way through the rest of the fields to fill them out? Or a lot of times people have, you know, if you’re using Google Chrome, it has the autofill information. So how does software like this account for that? It

Christopher Penn 12:29
doesn’t. And that’s one of the reasons why you’re seeing that anomaly where some fields have clicks on them some don’t. Because if you click on here, and you autofill, the rest of this will appear. But again, some form packages will say, No, you got to retype this manually. So you’re going to have the the activation there, but not on the email field. So sometimes, depending on what users are using, you have pieces that activate have a page of pieces that don’t so it’s a good question, you’re not going to catch those non mouse behaviors.

Katie Robbert 13:00

Christopher Penn 13:02
Yep. So again, we’re looking for the dead clicks. And obviously, you can see the colors here as as more and more clicks happen in a spot. A rage click, for example, would be just like a big hot red circle here that would tell you that there’s something not quite working there. Let’s do another example. Let’s go and just do the Google, go straight to the homepage here. couldn’t find it.

Katie Robbert 13:27
So a rage click is either something looks like a link, and it’s not. And people just keep clicking, and nothing happens. Or it’s a broken widget on your site or something like that. That is essentially making people angry when they keep clicking and nothing’s happening.

Christopher Penn 13:42
Right? Exactly. Just Okay.

Katie Robbert 13:49
Now, when I think of rage, clicking, I’m thinking of those websites that as everything is rendering, things are moving around. And I’m getting very upset because I’m trying to click on one thing, and an ad pops up and it takes you there and you immediately go back and another ad pops up. And you’re just trying to get to the one thing and you get so angry. And I’m guessing that that’s a lot of the data that comes through on a system like this. If you have like a big ad, if you’re selling ad space on your site, it’s probably very helpful to have this kind of software.

Christopher Penn 14:20
Absolutely. And even to know like, you know what’s going on? So here’s a look at this. We have a bunch of dead clicks on our headline, right that this does this doesn’t do anything. This is just a an agent. It sounds like okay, so why are people trying to click on that?

Katie Robbert 14:39
That is a great question. I don’t know the answer.

Christopher Penn 14:43
This is logically, well, the logical thing for us to do would be just fire up Google Optimize, maybe just link this to the services page. And then 5050 split the traffic and see when people click on that. Can we get them over services and then will they buy something right? So this is a this is now getting into not just what happened. But what should we do about this? Like, what is the name of the show itself is so what a bunch of people click on this thing. So what? It’s an maybe an opportunity to get them somewhere else. I just scrolling down the page, we’ve got an another dead click here on a featured case study. Again, that doesn’t go anywhere. But it raises the question, should we have a testimonials page that we direct people to and just hotlink the whole case study section worth a try? Let’s see. I’ve got a random click out on the side here. That’s, that’s fun. Let’s switch over to mobile. And let’s increase the timespan if we can here. Okay, on mobile, that’s interesting. So the first thing somebody does a mobile is they hit the menu button, and they go straight to the blog. And then we have all of our different services inside the menu. And then get help now.

Katie Robbert 15:59
Get that linked. It looks like it’s not it looks like it’s more of a header. It I think it is a header. Now contact us.

Christopher Penn 16:09
Yeah. Huh. Okay, well, we will try linking that to the contact page. There’s our form filled with data. Okay. So again, we’ve got some stuff happening here, like, should we be concerned about these kinds of things is this stuff that’s, that’s important to jesses. Or maybe, let’s go now into our recordings. Okay, and let go sort high to low clicks. And let’s go ahead and just see what the session looks like. So what you’re going to watch now is going to watch somebody actually going in and doing stuff on a page. And one of the nice things is, you don’t have to watch the whole 11 minutes here. You can have it skip the activity. I just kind of fire this person. You know, they’re they’re entering some data. I also like this feature is very useful. it obscures the input so that you’re not seeing personally identifiable information being displayed, which is I probably should have tested before we went live with it.

Katie Robbert 17:14
I was going to ask that question. If with these recordings, are they anonymized.

Christopher Penn 17:21
And Microsoft cloudy, apparently they are,

Katie Robbert 17:23
which is good. is one of the things if you are using this is just more of a PSA, if you’re using this kind of software on your website to record how people are interacting, and you’re recording their information, you definitely want to include that in a consent form or your terms and services, or your privacy policy, you want to make sure that you’re being clear about it, and that the users have an option to opt out. Because you could find yourself in some pretty hot water if you don’t.

Christopher Penn 17:51
Yep. Let’s speed things up a little bit here go to double speed. The thing I’m kind of wondering about is what is this person doing? Like they’re typing and clicking repeatedly in the window at the same time? I’m, I don’t know, what is that they may have done. But this is it?

Katie Robbert 18:12
Well, I have a question about that, Chris. So you know, I know, on a mobile device, for example, you have basically all of your pages, and you can flip through them. And so I know like if I’m filling out a form on my mobile device, and I’m like, Oh, crap, what was that, you know, password that I was supposed to remember, and I have it written down somewhere else, I will leave the page, go to a different page, and then come back to the page. And so I’m wondering, and I could be wrong, but I’m wondering if it’s recording, you know, the clicks on the screen, even if that is the page that isn’t necessarily active.

Christopher Penn 18:51
It could be it could also be you know, someone using some kind of assisted method, you know, like a screen reader or something if you if you need assistance devices. Let’s go ahead and jump into a mobile session. So we got a mobile iPhone session, this one has 26 clicks in it. I have the person scrolling.

Katie Robbert 19:11
And this is the one question survey that we mentioned at the top of the show that we just launched. So it’s surprising to me that that’s what we’re seeing the most of Yep.

Now these markers that are in the timeline, Chris are those indicating like, major activity so that you can get to those things?

Christopher Penn 19:37
Exactly. So if you want to fast forward and just get to this point here so you can see this person is typing in this in this window and trying to move the textbox down and around. What’s interesting is that this is a one question survey. Right? So just fast forward, recording a little bit

Katie Robbert 19:58
what this be made Looks like is that someone is typing, then going back to read if the textbox isn’t expanding, they’re making sure it’s grammatically correct that they captured all their thoughts like, that’s what that behavior looks like.

Christopher Penn 20:11
But also, I applaud this person for doing this, they just spent nine minutes filling out this form on our site, which you know, isn’t they’ve clearly put a lot of thought and effort into it. So whoever did this, thank you. But also, that was, you know, a sizable amount of time spent just filling out a form. Now, thankfully, this form is just one question. But you could definitely see if there are fields, so you could just look at the spacing here, you just there are fields on your forms, that are slowing people down. Those are opportunities to consolidate them. Do you have to ask that question? Is there something is there some other way to accelerate the process on on mobile? Isn’t mobile friendly, like so this form that we have here, it reasonably mobile friendly form, right, there’s the page is relatively short, it doesn’t take too many scrolls to get to it. And it’s got very simple interactions. I could see, remember, when I was doing for my buddies in working financial aid, they were forums, they’re like, you know, 100 questions long. And by the time you’re done, you’re like, clawing your eyeballs out. So these are all things to be looking at. So can can we make this shorter? Can we make it faster, it can make it easier to see.

Katie Robbert 21:26
What I find interesting as people are, as we’re looking at the recordings, it tells us basic information about what kind of device and then roughly where in the world they are, because that could also be indicative of why certain behaviors? And it looks like we have a question, Chris, about why clarity. So clarity is free.

Christopher Penn 21:52
It is free. So Microsoft is rolled this into me This is relatively new rolled into Bing Webmaster Tools. So they’re trying to provide this tool tooling, a software a to get you to use Bing, as a search engine as a marketer, be focused on it. And I suspect, it will remain free, at least for a substantial amount of time, because this is Microsoft’s answer to Google Analytics, not from an analytics perspective. But from a we need data to feed our search engine. Right. One of the things that Google has done brilliantly is given away Google Analytics for 15 years to get it on pretty much every website in the world that it possibly can. You know, there are millions and millions and millions of Google Analytics installs. That data all gets rolled up and anonymized and fed into Google’s, you know, massive machine learning algorithms that just powers their ad business. Every time that you go into Google Analytics, for example. And you look and say, What are you by audience’s interests? All that is coming from other people’s Google Analytics installs. You can’t see it individually. But Google knows what site. So what Microsoft does not have that. They don’t have that capability. So they’re trying I guess this is speculation, because we don’t know anyone who works at Microsoft would be willing to tell us this information. My speculation is that they need that data to fuel Bing, and the Bing webmaster tools in the end the Bing advertising system in the same way that Google doesn’t, the only way they can get is to convince people to put their tag on their site.

Katie Robbert 23:28
Make sense?

Christopher Penn 23:29
What about YouTube got any tinfoil hat theories?

John Wall 23:34
Big land grab, I mean, especially with cookies, you know, drying up? If you don’t have a plan of something, you’re gonna end up, you know, totally lost?

Katie Robbert 23:44
Yeah, I mean, we’re talking about Microsoft and Google, who were, you know, two of the Big Four, you know, who knows what the heck they’re trying to do to compete with each other. Because it was interesting, you don’t really think of Microsoft as a competitor to Google. But when you really dig into the different products, like Bing versus Google or optimized versus, you know, you have this now clarity, it’ll be interesting to see how it shakes out. Because I don’t know that people think of Microsoft in that way. They think of it, you know, probably still thinking a lot of you know, you have Microsoft Office, you have like the physical machines that they would create their operating systems. And now they have all of these other additional pieces of software. So I’m definitely interested to see, you know, what comes of it if Microsoft can really get back some of that market share.

Christopher Penn 24:36
Mm hmm, exactly. Other things you can do with this that again, are very useful is it for these specific things? We’ve got rage clicks, you can look at sessions just with those rage because I’ve switched over to my website because I’ve had clarity running longer on the on my site,

Katie Robbert 24:49
and you tend to enrage people more than we do. Got it. I could you set me up for

John Wall 24:57
those wide open. That wasn’t me.

Christopher Penn 25:02
Yeah, okay. Again, being able to look at and see what is going on here. So in this case, this person, I’m guessing because they are either running an ad blocker or my site was having a bad day that day, is clearly getting frustrated. The fact that they’re on this site and they can’t see what is they’re going after, oh, this was one of the Yes, answer episodes. And there’s clicking on everything.

Katie Robbert 25:28
Oh, my goodness, it’s making me Rayji. Like, you can you can feel the frustration watching this.

Christopher Penn 25:38
I wonder, Well,

Katie Robbert 25:40
it looks like they’re using their finger to read it.

Christopher Penn 25:44
That’s what I’m thinking is, it looks like the behavior of somebody who is using the mouse to highlight where they’re reading, which, hey, you know, if you’re reading my content, thank you, I don’t care how you do it.

Katie Robbert 25:54
Even if it makes you enraged,

Christopher Penn 25:56
it even makes him rage to just I’ll take what I can get. But the other things you can look for here are for those pages, we have quick backs. Okay. Can you watch that recording? And see? What was that person doing? That made them just go in and immediately go back? So we have, they went to the newsletter page here, though, to the form.

John Wall 26:25
This just makes me laugh. Because like every session like this I’ve ever sat through, it’s always like, what that there’s always at least one session where people like, What is going on? Why? Why are they doing that?

Christopher Penn 26:40
Interesting. They also have some sort of auto translate on the way there?

Katie Robbert 26:46
Well, because they’re in the United Kingdom. Yeah. Which is weird.

Christopher Penn 26:51
And then most important, when you have pages that have JavaScript errors, this is these are the ones to dig into and go, Well, why what what scripts do you have that are just utterly failing? So in this homepage, so this tells me because these are all pages that are part of my standard template, but I’ve got something wrong in my standard template, and probably I should be thinking about, maybe I should go back and audit and see like, you know, something broken in my theme that’s causing these errors. If we go back to the Trust Insights profile, yeah, there’s very few pages have JavaScript, there’s just 0.42% of them. Take a look at what pages those are. And those are, the This one is a redirect. And those are just a couple of pieces on the blog, but nothing substantial here. So I’m not terribly concerned that you know, we’ve got something broken, not like on my site where there’s definitely something broken, because there’s, you know, 15% of is to have JavaScript errors. So a couple things to think about as we wrap up here. One, when it comes to doing this sort of investigation, obviously, you you know why you’re doing it, you’re trying to improve your, your conversions. But you want to make sure that it’s not just a fishing trip, and not just kind of tooling around for fun, this is great fun to play around with just for fun. But if you are trying to go in with a purpose, you need to have something that is guiding your research, again, we recommend run some kind of analysis. So you can say these the pages that are priority, and go in with a broken record, but go in with a plan. What are you going to identify? What, how are you going to fix it? And then especially if you work at a larger organization, where there’s multiple teams, you may need to actually do this analysis live in front of other people to say like, yeah, here’s what I found. Okay, can we fix this? playback some of those recordings? So people go, Oh, that’s our experience. Hmm. That’s, that’s not great. But by doing it on the page that you’ve proven have conversion value, it’s easy to get other people to buy it. And when the VP of sales is like, we’re not selling enough, like yeah, okay, let’s watch the what the top converting pages and watch people do, and then going, ah, fix that we need to make sales.

Katie Robbert 29:07
Well, and I think to that point, too. So you’re saying go in with a purpose, but also make sure that you have your measurement plan put in place. So as you’re fixing these things, you can then say, Okay, I fixed, you know, the Chris homepage, for example, then you would want to see, did the traffic increase? Did it increase in conversions? Did the number of rage clicks on that page go down, you know, those kinds of things like so you want to not only fix things, but make sure you’re measuring after the fix.

Christopher Penn 29:39
Exactly. And you should be able to see, in fact, if you wanted to get fancy, you could even put together like a Data Studio dashboard with all of the pages you fixed and then you should be able to see clear before and after in the end the traffic graphs on them for the conversion graphs on like this. These are the things that are working. So for folks, if you if you’re still watching, you’ve got some questions, please. Throw them in the comments. But what about you for YouTube? Got any additional fun things to look at here?

Katie Robbert 30:07
Oh, no, go ahead, john,

John Wall 30:09
I was just gonna say I was it was interesting to see if the recordings do go multi page, that’s a neat feature to be able to watch somebody’s full journey because a lot of other tools that I’ve seen, it’s just single page tracking. So that can be very useful. Because you could look at conversions, you know, you could just look at conversions specifically and see what are the longest and shortest paths and that could give you some easy action stuff.

Unknown Speaker 30:30

Katie Robbert 30:32
Um, all right. So with this information, is it is this information that you can export is this information that you can bring into, for example, a Data Studio dashboard does I know that Microsoft and Google, you know, their rivals? But can you bring that data into it? You know, how? I guess my question is, what is the best way to be staying on top of this information, aside from going into this specific web page every

Christopher Penn 31:00
single day. So that’s it. So this is a walled garden at the moment. The folks at Microsoft did say that this is being integrated fully into Bing Webmaster Tools, I would expect any data export facilities to be part and parcel of that there. But for right now, this is a lot more qualitative than anything else. So you have to use the existing interface. And honestly, that’s okay. Because a lot of the quantitative stuff you should be doing in Google Analytics beforehand. Anyways, before you even get to digging into the qualitative things to look at stuff you should know, again, come in with a plan and a punch list. These are the pages I need to take a look at, to figure out what can I do to get into convert better? Alright, well, if no, folks don’t have any other questions, we will go ahead and get on out of here and I guess we will talk to folks next week. Thanks for watching today. Be sure to subscribe to our show wherever you’re watching it. For more resources. And to learn more, check out the Trust Insights podcast at Trust slash ti podcasts, and a weekly email newsletter at Trust slash newsletter. got questions about what you saw on today’s episode. Join our free analytics for markers slack group at Trust slash analytics for marketers. See you next time.

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