At a glance
Landing Page Performance vs Frustration is a cross-channel table that puts page speed and frustration side by side, row by row, for your landing pages. The dangerous combination is a slow page that also collects dead clicks: visitors arrive, wait, then tap things that do not respond. That pairing is where paid traffic burns the hardest, because you are paying for the click and then losing the visitor twice over. The table flags the rows where both problems co-occur so you fix the costliest pages first.
| What it counts | Landing pages listed with their performance (load or first-interaction timing) alongside their frustration signals, drawn from FullStory and performance data. |
| Sample type | Backend API data from FullStory combined with performance data, refreshed on the standard data refresh. |
| Why it matters | Slow pages that also frustrate visitors waste paid acquisition spend directly. Seeing both on one row prioritises the pages where fixing one or both recovers the most revenue. |
| Reading the value | Scan for rows that are both slow and high-frustration; those are the priority. A slow page with no frustration, or fast with frustration, is a softer fix. |
| Currency | count |
| Time window | 30D |
| Alert trigger | slow page + dead clicks co-occur |
| Sentiment key | fs_xc_landing_page_perf_vs_bounce |
| Roles | owner, marketing |
Calculation
Calculated automatically from your FullStory and performance data. Vortex IQ joins each landing page’s performance timing with its frustration signals and lists them together, flagging rows where slowness and frustration co-occur. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A representative reading of Landing Page Performance vs Frustration for a typical merchant on FullStory. Suppose a paid-campaign landing page shows a slow first-interaction time and a high dead-click count on its hero call to action. Visitors land from the ad, wait for the page, then tap a button that is not yet wired up because it loads late. That row is the priority: it is the most expensive traffic meeting the worst experience. Fixing the load order recovers spend that was leaking on every click. For deeper investigation, use Vortex Mind to tie the slow rows to templates; for natural-language exploration, ask Ask Viq which landing pages waste the most ad spend.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
fs_page_load_to_first_interaction | The performance side of this comparison. |
fs_dead_click_rate | The frustration side of this comparison. |
fs_worst_frustration_pages | The site-wide frustration ranking. |
fs_xc_traffic_source_vs_revenue | Ties the wasted spend to revenue by source. |
Reconciling against the vendor’s own dashboard
Where to look in FullStory’s own dashboard: The frustration columns come from FullStory’s page-level reporting; the performance columns come from your performance data. Reconcile each column against its own source over identical dates. Why the Vortex IQ value may legitimately differ:| Reason | Direction | What to do |
|---|---|---|
| Page matching. Joining performance and frustration requires matching the same page across two sources. | Variable | Confirm the URL matching. |
| Period boundary. Vortex IQ uses 30-day rolling by default; source dashboards may use calendar periods. | Variable | Match the period range. |
| Performance metric basis. Lab and field timings differ from FullStory’s observed timing. | Variable | Confirm which timing each column uses. |