UserTesting Analytics and Visualizations: Overview

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• Click Maps
• Instant Insight
• Intent Path
• Interactive Path Flows
• Keyword Map
• Path Filter
• Sentiment Analysis
• Sentiment Path
• Smart Tags

Click Maps

Available on: Advanced, Ultimate, and Premium accounts

What is it? Click Maps lets 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 that test 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 that indicate where individuals engaged with the screen; the bigger the blue circle, the more individuals interacted with that element of the screen.

Note: A version of Instant insight for the whole test also displays at the top of the Metrics tab.

How should I use the data? 

• You want to see whether users know where to click on a page.
• You interested in knowing which screen element users click on first.

Resources: See the Learn More section at the end of this article for other articles and University courses.

Instant Insight

Available on: Ultimate account

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

How does it work? Instant Insights 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 Insights will display key sentiment and intent findings. Clicking on an Instant Insights card highlights the corresponding paths in the Interactive Path Flow. 

How should I use the data? 

• You want to establish a starting point for efficient analysis.
• You're needing to know where you should dig deeper into the Interactive Path Flow data.

Resources: See the Learn More section at the end of this article for other articles and University courses.

Intent Path

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 IPF visualization, grouping the behaviors of the individuals who completed the task. The overlay represents one of over 100 behaviors based on what the individuals clicked on or engaged with when navigating 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.

Resources: See the Learn More section at the end of this article for related articles and University courses.

Interactive Path Flows

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: See the Learn More section at the end of this article for related articles and University courses.

Keyword Map 

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

What is it? Keyword Map is an interactive visualization that spotlights the adjectives contributors most frequently use and organizes these adjectives into keyword groups based on sentiment (positive, negative, or neutral).

How does it work? Keyword Map appears on the Metrics tab when users complete a verbal task. The most commonly expressed adjectives are organized into keyword groups, illustrated as circles on a horizontal axis, and color-coded based on the overall sentiment. (If you click a keyword, you can see how the word was used in the transcript.) How often individuals say the grouped adjectives determine which keyword groups get the greatest prominence. Sentiment is based on the context of how each word is used.

How should I use the data? 

• You need to quickly see whether users responded positively, negatively, or neutrally to something you showed them.
• It is important for you to know what adjectives users most used to describe an experience.

Resources: See the Learn More section at the end of this article for other articles and University courses.

Path Filter

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 (see image) and get results for those webpages individuals visited in which the search term appears 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., a contributor clicks “Add to cart”).

How should I use the data? 

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

Sentiment Analysis

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, indicating at which points specific sentiments were identified in the audio. You can also locate sentiment moments in the transcript. 

How should I use the data? 

• You hope to skip to specific moments to watch in the video player.
• You're focused on closely analyzing moments of positive and/or negative sentiment.

Sentiment Path

Available on: Ultimate and Premium accounts

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

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

How should I use the data? 

• You're looking to understand where users are getting frustrated during a web-based experience.
• You want to know what are the contributors' first impressions of a web-based prototype.

Smart Tags

Available on: Ultimate and Premium accounts

What is it? Smart tags, which you'll see while watching a completed session in the video player, identify when an individual expresses a specific sentiment or attitude. Sentiments are labeled specifically as "positive," "negative," and "neutral," and smart-tag labels reflect these attitudes: "easy" (positive), "confused" (negative), and "price" (neutral). 

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

How should I use the data? 

Use the data when you want to...

• Skip to specific moments to watch in the video player.
• See whether the tags captured something you missed or didn't anticipate.
• Analyze moments of positive, negative, and/or neutral sentiment.

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