Noibu's primary purpose is tracking errors that affect revenue on eCommerce sites, but errors are not the only barriers that affect conversion. Broken elements and poor UX can dissuade or prevent shoppers from completing the checkout flow. Even if a shopper overcomes these barriers and completes their purchase, they will remember the poor experience and may not return.
UX/UI designers can leverage Noibu's Sessions to monitor how shoppers interact with each webpage and identify opportunities for improvements to this experience. Say, for example, that your product team has observed low conversion on a specific product page or menu. Among other measures, this may prompt the UX designer to watch session recordings in Noibu to see if some element on the front-end is preventing or dissuading shoppers from progressing, or if anything can be done to make the experience smoother.
To investigate a UX/UI experience, follow the steps below:
- Open the Sessions table, and filter the page by date and a specific URL. The Sessions table stores thousands of session recordings, so we recommend narrowing search results to sessions recorded in a short timeframe on the affected URL.
- Examine indicators of poor UX.
- Note the number of sessions with a high Friction Factor. This may indicate the presence of an error or barrier that's affecting multiple shoppers.
- Take a look at the Last Funnel Step on sessions with high friction. How often does friction prevent a shopper from completing their transaction?
- Take note of session symptoms that may correspond with poor UX. Such indicators include:
- Broken Buttons: Are shoppers clicking buttons and getting no response?
- Rage Clicks: Are shoppers clicking aimlessly in frustration while they wait for a button to respond or page to load?
- Circular Navigation: Are shoppers unsure how to proceed or where to go next?
- Form Deserted: Did the shopper abandon a form because of confusing field text or unclear directions?
- Note the number of sessions with a high Friction Factor. This may indicate the presence of an error or barrier that's affecting multiple shoppers.
- Open a high-friction session with one of the symptoms listed above. Watch the recording and comb through the timeline to see if you can associate the problem to a front-end element.
[session-view-overview]
- For example, if the session has a Broken Button tag, try to identify the broken element. If the session has a Circular Navigation tag, find the point in the session recording where this behaviour occurs, and try to pinpoint what's causing the confusion.
- For example, if the session has a Broken Button tag, try to identify the broken element. If the session has a Circular Navigation tag, find the point in the session recording where this behaviour occurs, and try to pinpoint what's causing the confusion.
- Once you've identified a potentially problematic element, return to the Sessions menu and filter for other sessions where the problem occurs.
- For example, if you watched a session where a Broken Button symptom occurs when the shopper clicks Add to Cart, filter the Sessions menu for sessions that fit the following criteria:
- Occurred in the timeframe set in Step 1
- Occurred on a specific URL
- Include the Broken Button symptom
- User clicked "Add to Cart"
- For example, if you watched a session where a Broken Button symptom occurs when the shopper clicks Add to Cart, filter the Sessions menu for sessions that fit the following criteria:
- Watch more session recordings to determine whether the problem is widespread. If you see the same UX/UI issue popping up multiple times, action a fix to improve the user experience.
You can also use Sessions as a tool during Manual Testing and A/B Testing.