Need actionable heatmaps? Use Click Maps to analyze the user experience on your site or app.
To use Click Maps, from any session replay, turn on Page Insights Click Maps to display an interactive layer highlighting the top 25 elements ranked in order by their aggregated clicks.
Additionally, you can see the number and percentage of users who click these top 25 elements.
Both metrics can be insightful on their own right as well as in combination.
For example, elements that receive lots of clicks but don’t correspond to a link (and thereby take you to another page) can be looked at as focal points on the page — or highly clicked interactive pieces. Highly clicked elements are likely places of high-attention.
Separately, if you focus your analysis on elements that lead users to additional pages — links — and see what percentage of users click those elements, you can get an understanding of the most trafficked pathways off the page in question.
Put Page Insights to work — let’s do an example.
Follow along with us by logging into FullStory. We’ll play the part of Bob Ross, and together we’ll end up with some happy little insights!
Start with picking a page on your site that you’re keenly interested in. Next, from the FullStory search box, start typing the URL path for the page you’ve selected.
For our example, we pick a page we recently created called the “Wall of Love”. It sits at https://www.fullstory.com/love. To pull up Page Insights for the Wall of Love, we grab the slug and throw it into FullStory search:
Once we’ve gotten that far, FullStory’s OmniSearch will provide a few suggestions. We select:
NAVIGATION — Page path is: /love:
The result is a list of user sessions for everyone who visited the Wall of Love. We pick a session more or less at random and as soon as we see the page on screen we pause (
Having turned on Page Insights, here’s what we see:
Look at all the information! What do we make of it?
First, note that you can scroll up and down within the Page Insights interface — after all, some elements that are popular may be off-screen.
(Also, if you’re curious about Inspect Mode, read up on that functionality here.)
Second, you can see that the most clicked element (#1) is the “LEARN MORE” link, which points to the FullStory features page. That’s encouraging because we know that our features page helps our audience determine if FullStory is right for them.
Overall, we can see that there are a lot of one-off clicks on elements. For example, we see that highly clicked elements like #2, #3, and #5 are simply focal points. Users gonna click.
Stay with us and let’s dig a little deeper.
Paying attention to clicks by users.
“LEARN MORE” happens to be both the most clicked element *and *the element that gets the highest percentage of user clicks — 40% of the page’s users click “LEARN MORE.”
What else can we see?
- How about this: we see that element ranked #4, which points to the FullStory homepage, is clicked by 13% of users
- We go on to notice that Element ranked #7, “awesome customers,” is clicked by 10% of users.
- Finally, element ranked #8 and #12 both correspond to “SIGN UP.” Those are an important couple of elements — they take users to our pricing page. So we combine the user percentages for both and find that another 10% of users are clicking here.
Okay, now what?
Using Page Insights to drive analysis.
Armed with our user click percentages, we can do a simple analysis.
Our Wall of Love page has four paths that keep users on FullStory.com — the aforementioned “SIGN UP” and accompanying gradient button (we’ll count these as one), the “fullstory” logo, “LEARN MORE,” and “awesome customers.”
(All the other links point to twitter and additionally open new browser tabs when clicked.)
Of these four paths, three point users to pages that bring users closer to understanding our product — features, pricing, customers. The fourth path goes up a level to fullstory.com.
Adding up the user percentages for all four paths tells us that 73% of users stay on FullStory and 60% (excluding those who go to the homepage) are driven deeper into our marketing site. By extension, about a fourth of users leave FullStory.com.
Is this good? Bad? Well, we won’t bare all and reveal our goal for this page, but we’ll go ahead and say that we like what these metrics tell us! If only a small percentage of users “stuck around” FullStory after hitting our Wall of Love, I’m not sure we’d have a Wall of Love in the first place! Or at a minimum we might consider re-evaluating the purpose, layout, or utility of the page.
What can you do with Page Insights?
What else might you do with Page Insights? What use-cases have you seen for the tool?
As you use Page Insights — and Click Maps, specifically, we hope you will find all sorts of insights advance your understanding of aggregated user interactions on your web app.
And if you find a particularly useful use-case, please share it with us!