Multi-click behavior refers to when a user rapidly clicks or taps on an on-page element on a website or app, denoting a frustrated user experience.
It can be further broken down to ‘unresponsive multi-click’, where the behavior falls on an unresponsive element, like a paragraph of text or an image, and ‘responsive multi-click’, where the behavior falls on a responsive element, like a link or a carousel.
To avid online shoppers, this might seem a familiar behavior. If a confirmation button is slow or unresponsive, for example, mashing on it until you’re red in the face can be a common reaction.
Multi-click behavior is a telling insight into a customer’s frustrated emotional state. It’s a common behavior that digital teams should be aware of, measure, and – like with bird’s nest behavior – ultimately aim to eradicate from their websites and apps.
Digging into the data, our data scientists confirmed how indicative multi-clicking behavior really is of frustrated user experiences.
On a major financial services website, for example, our data scientists analyzed 3 million user sessions that interacted with the site’s ‘Get a Quote’ form. We found that the average completion rate of the form was 77%. For sessions that contained a responsive multi-click behavior, however, the completion rate was just 17%. And for unresponsive multi-click behavior, the completion rate was even lower, at 14%.
To learn more about multi-click behavior – and other digital behaviors that denote user sentiment – download our full report on digital body language.
