Website visitors have common frustration points on websites that cause them to leave, not complete tasks, or fail to convert. Mouseflow watches for these events and automatically tags the session recordings with this information to help isolate your pages or recordings where users experienced frustration using your website.
This is called Friction and is displayed in Recordings with friction smileys and tags as seen below:
Mouseflow has seven unique friction events that a user can experience. Each event has a unique value associated with it which we use to provide an overall score to the page or session recording that will help you understand its intensity and impact.
You can click on the number of page views in the recording to see the type of friction event per page:
Or you can open the recording and see exactly where on the timeline certain friction events occur (incl. click-rage, click-error, mobility, and custom-friction) as well as a description of the event as you hover over its icon:
Types of Friction Events
The seven unique friction events are:
Each time a user excessively clicks in a short period, we automatically tag the session with the 'click-rage' tag.
Click-Rage is a serious friction event and counts for 5 friction points. This event alone will mark the recording as a visit with friction.
Why it matters: Click-Rage can identify if the customer is wanting to click a Call-to-Action (CTA) that isn't working or they are gravitating towards a place they believe is a CTA. Looking at where your customers are clicking or where they want to click can help improve the site user experience. Additionally, the Click-Rage friction can tell us if the customer has to perform many clicks to get the end result they want (e.g. too many product colors, manual date selection, etc.)
Click-Error is an intermediary friction event and counts for 2 friction points.
The 'bounce' tag is applied when a user navigates from page A to B - and then returns to page A within a short timeframe.
Bounce is an intermediary friction event and counts for 2 friction points.
Why it matters: The bounce rate tag can help you understand your site users' thought processes on your site. Did they leave to look at competitor pricing and then come back to your page to compare? Bounce events are important because they might indicate that the page content is irrelevant, or confusing to your site visitors.
The 'speed-browsing' tag is applied when a user navigates through multiple pages within a short timeframe. The tag will be on the first page.
Speed-Browsing is a minor friction event and counts for 1 friction point.
Why it matters: Are you users interested in the content of your page or are they quickly wanting to find the information they're looking for? Maybe they're returning site visitors that want to pick up where they left off quickly, does your website allow for them to do that?
The 'mouse-out' tag is applied when a user's mouse leaves the page - potentially to interact with another application or tab.
Mouse-Out is a minor friction event and counts for 1 friction point.
Why it matters: Did the site visitor lose interest or wasn't captivated by your site? Maybe their attention was drawn elsewhere. This friction event is quite expected and does not indicate a negative experience on some occasions - for example, while users are submitting forms on your site and may need to visit other tabs/apps to retrieve relevant information.
🚧 As of December 12, 2022, the mobility tag is taking a break due to accuracy challenges. We are evaluating a better solution for identifying this friction event.
Why it matters: Generally, it is ideal for a mobile visitor to be able to view your entire site while holding the device vertically (portrait) without having to switch to holding it horizontally (landscape). When a visitor feels the need to repeatedly change from holding their device vertically to horizontally, or vice versa, this could indicate an opportunity for design improvement.
The 'custom-friction' tag can be applied at any custom event of your choosing. Using this tag allows you to target any user event or action, that you consider being an indication of friction.
The 'custom-friction' tag counts as a serious friction event. This event alone will mark the recording as a visit with friction.
Learn more about leveraging Mouseflow Friction scores in: