The top-questions report

The top-questions report on your analytics dashboard ranks every FAQ across all your widgets by how many times visitors clicked it. It's the single most actionable number in your account.

Why it matters

Visitor clicks tell you what they don't understand from the page they're on. If half your traffic on the pricing page is clicking "What's included in each plan?" — that's a signal about your pricing page, not just your widget.

The widget itself is a useful conversion tool. The data it produces is arguably more valuable.

How to read it

For each question, you see:

• The button label (what the visitor saw)
• Total clicks
• Optionally a per-widget breakdown if you have multiple

Common patterns

A single question dominates. Often this is "How much does it cost?" or "Is it really free?" or "How does the trial work?" — it tells you to surface that info more prominently on the page itself.

Two questions tie for first. Usually a sign of a real gap on the page. Add a section that covers both.

The question you expected to be #1 isn't. You assumed wrong about what visitors care about. Adjust your sales copy accordingly.

A "low-priority" question gets surprisingly many clicks. Visitors care about something you don't emphasise. Worth investigating — sometimes the unsexy question is the deal-breaker.

What to do with it

1. Weekly: scan the top three. Are they the questions you'd expect for that page's stage of the buying funnel?
2. If a question dominates: cover it on the page. Take the answer out of the widget and put it in plain text where everyone sees it.
3. If a question is rarely clicked: consider removing it. Each question adds friction to the menu — fewer, sharper questions outperform long lists.
4. If a question gets clicks but no leads: rewrite the CTA. The visitor was interested but didn't take the next step.

Why we surface this

Most analytics tools give you vanity metrics: views, sessions, bounce rate. They tell you whether traffic exists, not what to do about it. The top-questions report tells you what to do about it.

It's also why we include the 2% kill criterion — we'd rather you act on the data than collect it.