Experience Score is an average score VWO gives your website based on the overall analysis done through VWO Insight. It is typically evaluated based on the frustration exhibited by the visitors as dead and rage clicks. These may be due to any code error or UX issue on the page.
The Experience Overview section on the Insights > Dashboard page displays the overall experience score for your website, which is calculated based on the weighted average of the dead and rage clicks that occurred on all of your web pages for the selected period.
The overall experience score is also presented as a graph highlighting the trend of the overall experience score (Y-axis) across the dates (X-axis).
How is The Experience Score Calculated?
The overall experience score is evaluated by the average of the experience scores of all the sessions on your website.
Each session’s experience score = {1 - 0.5 [D /(D + C) + R /(R + C)]}*100%
where,
D - number of dead clicks
C - number of non-struggle clicks
R - number of rage clicks
Therefore, the overall experience score of your website = the sum of the experience scores of all sessions / number of sessions.
TIP: You can find the total number of sessions in the Session Recordings module.
Let’s say that in a session that has a record of 500 clicks, out of which 32 and 47 are the number of dead and rage clicks, respectively. Then, the experience score for that session will be 1 - 0.5 [32/(32+421) + (47/47+421)]*100% = 91.44%.
Besides the overall experience score, the Experience Overview section also features the following subsections:
Pages that require improvement
This highlights the URLs of your web pages that have low experience scores. Clicking on each URL, you can take a deep dive into the insights of this page. They intend to draw your attention towards amending the areas which caused the friction resulting in the dead and rage clicks.
Here, each URL is presented with an experience score, derived by taking the average of the experience scores of all the sessions that featured that page. In other words, a session's experience score at the page level is computed based on the weighted average of all the dead and rage clicks on the given page.
For instance, your newly designed product page would have bewildered some visitors that some of the UI elements’ appearances appeared to be clickable. But they aren’t, resulting in friction. Now, with the deep dive insights we provide for this page, you can easily spot the errors besides locating the dead and the rage clicks. This will help you rectify those specific areas faster.
If you wish to check out the performance of any specific page that is not listed here, click on the Get insights for a particular page link at the bottom of the list.
This allows you to enter the URL of any page whose insights you want to know. To know how to interpret the insights, click here.
INFO: VWO uses canonical URLs to generate these insights, avoiding duplicates and ensuring more accurate and refined results.
Segments that require improvement
This highlights the segments that are identified to have low experience scores. They intend to help you spot and act on those specific segments by analyzing and identifying the factors which caused the friction resulting in the dead and rage clicks.
For example, a scenario with a spike in the rage clicks on a specific CTA by the visitors using the Chrome browser may indicate the underlying glitch in the UI element, which could potentially impact the sales for the day.
Here, each segment is presented with an experience score as an average of all the sessions for the segment. It is evaluated for all the sessions that involved the given segment.
NOTE: These insights are generated once a day. Therefore, they do not represent the live status.
On an overall scale, the friction due to rage clicks and dead clicks may show up due to a UI element’s appearance or any error on the webpage. Spotting these can help you amend them and ease the journey for your visitors, thereby making their journeys seamless through your website.