Frustration Score / Friction Score
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What is frustration score / friction score?
Frustration score, also known as friction score, is a metric that quantifies the level of user frustration or difficulty encountered while interacting with a website or application. It's a numerical representation of how much friction a user experiences, helping to identify areas where users face obstacles and potentially abandon their tasks.
What are key aspects of frustration score / friction score?
- Quantifies Frustration: Instead of relying on qualitative feedback, it provides a numerical score that indicates the level of frustration experienced by users.
- Friction Events: This score is typically calculated based on specific user actions or patterns that are considered indicators of frustration, such as rage clicks, dead clicks, errors, or slow page loading.
- Severity and Frequency: Each friction event is weighted by its severity and how often it occurs, contributing to the overall score.
- Pageview and Session Level: Frustration scores can be calculated at the pageview level (how frustrating a specific page is) and the session level (how frustrating an entire user session is).
- Prioritization: By identifying the areas with the highest frustration scores, teams can prioritize which issues to address first, focusing on areas that impact the most users or have the greatest negative impact.
- Impact Quantification: Frustration scores can be linked to key business metrics like conversion rates and revenue, demonstrating the financial impact of addressing user friction.
What are key friction events?
Common friction events that contribute to a higher friction score include:
- Rage clicks: Repeated clicking on the same element, often indicating a broken or unresponsive element.
- Dead clicks: Clicking on elements that do not respond or have no functionality.
- Click errors: JavaScript errors or other issues that prevent clicks from working.
- Bounces: Users leaving the page quickly without taking any meaningful action.
- Slow loading times: Pages that take a long time to load can frustrate users.
How are frustration scores/friction scores used?
- Identifying pain points: Businesses use friction scores to identify areas on their website or app where users are experiencing the most frustration.
- Prioritizing fixes: By analyzing which pages or features have the highest friction scores, businesses can prioritize which issues to address first.
- Improving UX: By reducing friction, businesses can create a more seamless and enjoyable experience for users, leading to increased engagement, conversions, and customer satisfaction.
