Every successful organization is in the business of delivering User Experience. One in three consumers (32%) say they will walk away from a brand they love after just one bad experience. Consumers today connect and are in control.
Understanding user interactions to uncover issues and implement strategies to resolve them is crucial. This has practical business significance for brand loyalty.
Interpreting user interactions
Users naturally exhibit emotions when interacting with your brand. These emotions influence important key behavioral decisions and manifest through actions, such as whether they purchase and become loyal to your product or get frustrated and abandon the brand. The default user reaction to frustration and a bad experience is to say nothing.
With UXCam you can track the complete users’ digital footprint. This includes completely capturing digital gestures and micro-interactions made by all of your customers.
Uncovering unresponsive interactions
Because of suboptimal UI design, a user may find it logical that the interface responds in a certain way to her interaction. But when the user performs these interactions, the app does not respond.
For example: the user has the impression that they can zoom in on a picture. Hence she tries to pinch and zoom. Another example: a user sees a certain image that gives the impression of a button. But when he tries to interact with it, it is not clickable. Here, the user has had multiple failed attempts and gets frustrated. You can find all of the unresponsive gestures on the heatmaps:
Surfacing rage interactions
Users also manifest frustration with the product through a series of rapid-fire taps in frustration. We call it rage taps.
This rage happens when the product interaction fails because of an unresponsive gesture, as described above, or because of the slow response time of the product. From our analysis, we have seen a large set of unresponsive gestures triggering rage taps.
Using UXCam’s rage tap solution, a randomized sample of 32,304 users, split across 4 established apps with thousands of daily active users, showed that on average 6.5% of gestures were rage gestures.
Out of the 328,000 performed gestures, 4,400 were rage gestures. The lowest percentage for users that performed rage gestures was 3.31%, the app with the highest percentage reached 12.28%.
These numbers are high enough to conclude that businesses who keep the percentage of rage taps below the average of their competitors gain a competitive edge.
To understand where you rage taps appear most often, go to the Screens and observe the rage taps on the heatmap:
If you want to see how users behave in the sessions with rage taps, go to sessions and watch sessions that include this event: