When it comes to understanding a user’s interaction with a website, heat-maps of the website show which elements are most interacted with.

Hotjar’s website heatmap.
Source: https://www.hotjar.com/website-heatmap-tool/

But what about the reason for why the user is clicking or not interacting with other elements.

Do you have elements on your website that are good-to-have in your opinion, but have not been tested if they increase the perceived value of your website? Or do you have them placed in a “traditional way”?

And do you have missing elements?

Let me tell you about two use-cases and then tell me if you encountered them and how do you tackle the situations.

1st Scenario – Valuable info is not easy to see

I found myself in situations in which I go through the Call-To-Actions (CTAs) and then have to open another tab to read the reviews (Having Trustpilot integrated is a big plus), then, if it’s a product, I look at the delivery options and whether or not the product is from EU or I might have to pay import tax.

And each company has their own structure where they have such info. It’s in pages such as the footer of the website, sometimes it’s in their FAQ, sometimes it’s in one of their policy.

If it’s a service, I might have other questions which I look for in the FAQs or their policies and if not there, I contact support.

In a real scenario, I am inclined to purchase an offering, but irrelevant website design and low availability of supporting information lead to me walking away without making the purchase.

As a user, did you encounter this?

As a developer, how often do you revise the support questions and edit your website based on information you normally provide through e-mail, support, or other sections?

2nd Scenario – Purchasing a product because of the CTAs, but never using it.

Is your user travelling through your website like an animal in the slaughterhouse, just because the CTAs are so strong that inevitably he reaches the point in which he has to make the purchase decision, but during the travel through the funnel, he was not even reading the copy which you were hoping to make him excited about the product.

What if your user purchases the product, but the storytelling got overshadowed by the CTAs and now the product is not exciting enough to be used.

Now I know that some of the merchants might not care, as their interest could only be the sale.

But, if your customer does not explore the value embedded in your offering, they might not recommend this product to someone else, or might not develop a brand loyalty since the product is on the shelf and that’s it.


  1. Are these some known situations for you? How do you deal with it?
    I’m curious to learn about the systems you have in place to really understand the thoughts of your users as they navigate through your website.
  2. What sample size do you generally use for qualitative research on websites? How many users do you interview?

    I know that theoretically, you recruit enough users until no more new questions and issues appear when you talk with your recruited users.

    But in practice, how many do you use? What is your rule of thumb?
  3. Do you adjust the recruiting of your sample based on the budget and time allocated in the project or do you set-up a threshold of users to interview when you set-up your budget and time?

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