Insights
Friction and error hotspots
The pages where visitors struggle far more than on the rest of the site, found by code and ranked by what to fix first.
Insights finds three kinds of opportunity. A friction hotspot is a kind of page where far more visits hit dead or rage clicks than on the rest of the site, with the most affected elements named. An error hotspot draws an unusual share of visits with JavaScript errors, with the top errors named. Customer reported is a kind of page drawing an unusual share of negative survey comments.
Each is found by code with a statistical test against the rest of the site, corrected for multiple comparisons, and needs at least 200 visits. The AI only writes the wording.
They are ranked by reach, the share of the site’s visits affected, by severity, and by how many kinds of evidence agree. The evidence ladder shows which stand behind each: observed, customers report, or tested.
Draft an experiment from any of them with the hypothesis and page targeting filled in, open it in the Analyst to dig in, or dismiss it. They share one Opportunities list with the questions Learnings raises from finished tests.