Website survey in action
Though the service pages were the focus of this revamp, some of the pages in the menu were unknowingly lost in the shuffle—like our address and contact information page.
It wasn’t until we ran the feedback survey as shown in the sample above that a website visitor informed us they had a hard time finding our email address (which was in the contact information page buried under the Who We Are menu).
The insight from this specific survey response is something that we wouldn’t have seen in a heatmap and maybe only barely from a session recording.
Keep in mind that when you work a lot on your website, it’s a challenge to see things out of place because you’re looking at a layout that you’ve already seen a thousand times before.