CWA User Behavior Analysis & UX Metrics Flashcards

What is a 'heatmap' in web analytics?

Answer: A color-coded visualization showing where users click, move, or scroll on a page

A heatmap uses color gradients to visually represent user interaction density, helping analysts identify which page areas attract the most or least attention.

What does 'scroll depth' measure in user behavior analytics?

Answer: How far down a page users scroll before leaving

Scroll depth tracks what percentage of a page's content users actually view, revealing where engagement drops off and where key content should be placed.

What is a 'session recording' tool primarily used for?

Answer: Capturing video replays of individual user sessions on a website

Session recording tools capture mouse movements, clicks, scrolls, and keystrokes so analysts can replay exactly how individual users interacted with a page.

What is 'rage clicking' in user behavior analysis?

Answer: When users rapidly click the same non-responsive element multiple times out of frustration

Rage clicking occurs when a user clicks the same element repeatedly in quick succession, typically signaling frustration with an unresponsive or broken UI element.

What is 'the fold' in web design and UX analytics?

Answer: The visible portion of a webpage before a user scrolls

The fold refers to the boundary of what is visible in the browser window without scrolling; content 'above the fold' receives more initial exposure and engagement.

What does a 'dead click' indicate in behavior analytics?

Answer: A click on a non-interactive element that users mistakenly expect to be clickable

Dead clicks occur when users click on elements that are not interactive, revealing a UX gap where users expect functionality that does not exist.