UserTesting Analytics and Visualizations: Overview

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At a Glance

UserTesting provides various analytical features and visualizations on the Metrics tab to help you quickly analyze and interpret insights. This article gives an overview of the features available on Advanced, Ultimate, and Premium subscription plans.

 

Click on a feature to jump to that section of the article. 

Click Maps

Instant Insight

Intent Path

Interactive Path Flows

Keyword Map (Beta)

Path Filter

Sentiment Analysis

Sentiment Path

Smart Tags

 

Click Maps

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Available on: Advanced, Ultimate, and Premium accounts

What is it? Click maps let you see which screen elements individuals interacted with the most. 

How does it work? Click maps appear on the Metrics tab when you add a regular task to tests on desktop sites, web-based prototypes, and mobile websites, and the task asks individuals to complete an action on only one screen in a Chrome browser (if actions take place on multiple screens, an Interactive Path Flow is generated, and click maps are available within the path flow). The interactive visualization displays blue circles where individuals engaged with the screen; the bigger the blue circle, the more individuals interacted with that element of the screen.

How should I use the data? 

  • You want to see if users know where to click on a page
  • You want to know which screen element users click on first

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Instant Insight

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Available on: Ultimate account

What is it? Instant insight displays a summary of key findings from the Interactive Path Flow visualization, including interesting patterns, trends, and anomalies for task-based questions. 

How does it work? Instant insight prioritizes insights based on the strength of the findings, such as how many individuals did or didn’t take a certain action. If available on your plan, instant insight will display key sentiment and intent findings. Clicking on an instant insight card highlights the corresponding paths in the Interactive Path Flow. 

How should I use the data? 

  • You need a starting point to begin efficient analysis
  • You want to know where you should dig deeper into the Interactive Path Flow data

Resources:

 

Intent Path

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Available on: Ultimate and Premium accounts

What is it? Intent path displays specific customer behaviors based on that individual’s intent, such as “buy,” “browse,” and “add to cart.” Intents are determined by automatically evaluating the web elements users engage with.

How does it work? Selecting the Intent tab above the Interactive Path Flow shows a color-coded overlay on the Interactive Path Flow, grouping the behavior of each individual who completed the task. The overlay represents one of over 100 behaviors based on what individuals clicked on or engaged with to navigate to a new screen. You can also edit each intent label to fit your organization’s preferred terminology.

How should I use the data? 

  • You are testing navigation functions on your website or web-based mobile or prototype experience
  • You want to know the most common behavior for advancing to a new screen

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Interactive Path Flows

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Available on: Advanced, Ultimate, and Premium accounts

What is it? Interactive Path Flows are visualizations that show how individuals navigate through multiple screens on a website or web-based mobile or prototype experience.

How does it work? Interactive Path Flows appear on the Metrics tab when you add blank tasks to tests on desktop sites, web-based prototypes, and mobile websites, and the task has individuals complete an action across multiple screens in a Chrome browser (if actions take place on one screen, a click map is generated).

How should I use the data? 

  • You want to understand how users navigate a web experience so that you can make improvements or validate a design
  • You want to see where users are getting stuck when they try to complete an action

Resources:

 

Keyword Map (Beta)

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Available on: Advanced (limited), Ultimate, and Premium accounts

What is it? Keyword map is an interactive visualization that evaluates individuals’ most frequently used adjectives and organizes them into keyword groups based on overall sentiment (positive, negative, or neutral).

How does it work? Keyword map appears on the Metrics tab when users complete a verbal task. Top adjectives are organized into keyword groups on a horizontal axis and are color-coded based on the overall sentiment. The top keyword groups are based on how often individuals say the adjectives that are grouped together, and sentiment is based on the context of how each word is used.

How should I use the data? 

  • You want to quickly see if users responded positively, negatively, or neutrally to something you showed them
  • You want to know what adjectives users most used to describe an experience

Resources:

 

Path Filter

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Available on: Advanced and Ultimate accounts

What is it? Path filter allows you to search for specific behaviors in an Interactive Path Flow and filter for specific pages, intents, or sentiments.

How does it work? Type a query into the path filter search bar and get results for web pages individuals visited where the search term appeared within the URL or page title. If you are on the Ultimate subscription plan, you can also use path filter to search for sentiment (“positive” or “negative”) or intent (e.g. “add to cart”).

How should I use the data? 

  • You want to quickly see which users visited a certain web page 
  • You want to find specific moments to help you put together a highlight reel

Resources:

 

Sentiment Analysis

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Available on: Advanced, Ultimate, and Premium accounts

What is it? Sentiment analysis reveals moments of positive and negative sentiment when you are reviewing a completed session in the UserTesting video player. 

How does it work? Green (positive) and red (negative) sentiment indicators appear along the bottom of the video player, noting where specific sentiments were identified in the audio. You can also locate sentiment moments in the transcript. 

How should I use the data? 

  • You want to skip to specific moments to watch in the video player
  • You want to closely analyze moments of positive and/or negative sentiment 

Resources:

 

Sentiment Path

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Available on: Ultimate and Premium accounts

What is it? Sentiment path displays where users experienced moments of positive and negative sentiment on the Interactive Path Flow.

How does it work? Selecting the Sentiment tab above the Interactive Path Flow shows color-coded sentiment indicators on specific path flows. The sentiment indicator size is based on the number of individuals that expressed positive (green) or negative (red) sentiments at each screen.

How should I use the data? 

  • You want to understand where users are getting frustrated during a web-based experience
  • You want to know what users’ first impressions are of a web-based prototype

Resources:

 

Smart Tags

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Available on: Ultimate and Premium accounts

What is it? Smart tags identify when an individual expresses a specific sentiment or situation when you’re watching a completed session in the video player. Sentiments are labeled as specific positive, negative, and neutral smart tags, like "easy" (positive), "confused" (negative), and "price" (neutral).

How does it work? Smart tags are color-coded green for positive, red for negative, and, for some plans, purple for neutral. Smart tag labels appear in the transcript in the video player’s sidebar and can be turned on/off. Smart tags also appear for written tasks under the Metrics tab of your results.

How should I use the data? 

  • You want to skip to specific moments to watch in the video player
  • You want to closely analyze moments of positive, negative, and/or neutral sentiment 

Resources:

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