Where Investors Actually Click, Versus Where the Site Assumes They Will
Click and scroll heat map analysis across the homepage, SIP calculator, fund pages, and locator tools, desktop and mobile, plus six mapped user journeys from curious non-investor to investment advisor.
Home Page: Click and Scroll Behavior
Navigation bar draws the heaviest interaction
"Our Products," "Quick Links," and "Investor Service" see significant clicks, showing users are primarily focused on product information and quick access, not general browsing.
KYC banner and buttons attract high attention
The "Be Up-To-Date With Your KYC Details" banner and its associated buttons see heavy interaction, reflecting how important KYC compliance is to this specific user base.
Quick Links (Track NAVs, Funds at a Glance) get notable clicks
Users are clearly interested in monitoring fund performance and getting a fast overview, not deep exploration.
Footer and social links see minimal interaction
Most engagement concentrates in the top and mid-sections of the page; users rarely scroll far enough to reach the footer.
High drop-off after the Quick Links section
Scroll heat maps show interaction falling sharply once users pass the top portion of the page.
ESG/CSR and Expert Review content barely gets seen
These sections sit low enough on the page that most users, desktop and mobile, never scroll far enough to reach them.
SIP Calculator: The Clearest Single-Intent Page on the Site
Heavy interaction with calculator input fields
Users actively engage with financial goal, rate of return, and time period fields, confirming the page's primary function matches user intent.
"Start a SIP" button receives notable clicks
Highlights real user interest in acting on the calculated result, not just running hypotheticals.
Top promotional banner receives minimal interaction
Likely "banner blindness," or users are simply focused on the calculator function directly below it.
Steep drop-off after the calculator itself
Users rarely reach FAQ or disclaimer content once they've completed their calculation, on both desktop and mobile.
Mobile shows an even faster drop-off than desktop
Mobile users have a lower tolerance for extended scrolling and are focused on getting a quick answer.
Fund Pages (Nifty 50, Multi Cap, Growth, Large Cap, Small Cap): A Consistent Pattern
"Invest Now" is consistently the strongest single click target
Across every fund page type tested, desktop and mobile, this CTA outperforms comparison and tracking buttons.
Fund performance metrics (CAGR, Returns, NAVs) draw strong engagement
Users are actively comparing returns before acting, not just clicking through blindly.
Secondary CTAs like "Add to Compare" and "Track Fund" see meaningfully fewer clicks
This dilutes the action path; a single prominent CTA would likely convert better than several competing ones.
Footer and "Important Links" get consistently low engagement across every fund page
Reinforces that users are task-focused, not exploring the wider site once on a specific fund page.
Utility Pages: NAVs, Branch Locator, Forms
Scheme selection and download buttons dominate the NAVs page
Clear intent to view or download specific fund NAV data, both current and historical.
City dropdown and search button dominate the Branch Locator page
Consistent behavior across desktop and mobile; users go straight for the core search function.
Captcha fields show consistently low engagement
This may indicate friction or confusion, not just disinterest, especially given how often captcha issues appear elsewhere in the technical audit.
Forms tab is the primary click point on the Distribution Center page
Both desktop and mobile users are there specifically to reach downloadable forms.
Six Mapped Investor Personas
The UX audit mapped full journeys, awareness through advocacy, for six distinct investor types: a curious non-investor exploring basic financial products (jargon-free explanation is the core need); a SIP investor setting monthly investment goals; a regular investor tracking performance and comparing funds; an HNI working with an advisor and reviewing high-value funds; a goal-based investor tracking milestones like retirement or education; and an investment advisor managing multiple client portfolios.
Across all six personas, the same friction points recur: unclear fund comparison tools, information overload without a beginner's path, and limited clarity on checking portfolio status once logged in.
UX Issues Found in Session Recordings (Post-Login)
A separate set of Hotjar session recordings documented specific, reproducible UX failures on the logged-in platform: a load time issue, an add-nominee flow issue, a folio choice UX issue, a convoluted purchase flow, a login time issue, a forgot-password issue, and a fund listing page issue, among others.
Summary of UX Issues From Visitor Recordings
Slow load is causing issues, especially on mobile
Directly consistent with the Lighthouse mobile performance data showing scores as low as 4.
Chat icon is a major interference on mobile
Causing rage clicks, meaning it's actively obstructing content rather than assisting users.
Very long login process causing dropouts and frustration
Users are abandoning the flow before they even reach the platform's core features.
Calendar control causes rage clicks
A specific, reproducible UI component failure, not a general usability complaint.
Fund listing page causes significant frustration scores
One of the platform's most-visited page types is also one of its most frustrating.
Purchase flow is not smooth
High friction directly at the point of conversion, the single most commercially important step in the journey.
Multiple clicks needed for most actions
A recurring rage-click trigger across several different page types, suggesting a systemic interaction design problem rather than isolated bugs.
UX Recommendations
Consolidate action buttons around one primary CTA
Prioritize "Invest Now" with supplementary CTAs under a dropdown or secondary menu, rather than several competing buttons.
Reorganize layout around what users actually use
Bring Fund Performance, Fund Details, and Portfolio to the top; move rarely-used content like Related Tools into collapsible sections.
Break down dense text into scannable content
Use bullet points, tooltips, and "Read More" toggles, especially on mobile, instead of large blocks of text.
Strengthen visual hierarchy for key metrics
Use contrasting colors, icons, and clear labeling so figures like CAGR don't blend into surrounding text.
Optimize specifically for mobile constraints
Restructure content flow so key elements are accessible within the first few scrolls, given how much faster mobile users drop off.
Standardize cross-device interaction patterns
Key CTAs and navigation should retain the same placement and prominence on both desktop and mobile.
Frequently asked questions
Over 20 distinct page types, including the homepage, SIP calculator, NAV lookup, branch locator, fund pages like Nifty 50 and Multi Cap, and utility pages like forms and factsheets, each reviewed on both desktop and mobile.
A single dominant CTA competing with several secondary CTAs on the same page. Across almost every fund page tested, 'Invest Now' consistently outperformed 'Add to Compare' and 'Track Fund' by a wide margin, suggesting the secondary buttons dilute the primary action rather than support it.
Six: a curious non-investor, a SIP investor, a regular investor, an HNI working with an advisor, a goal-based investor, and an investment advisor managing client portfolios, each mapped across the full awareness-to-advocacy journey.
Specific, reproducible interaction failures: a chat icon causing rage clicks on mobile, a broken calendar control, and a login process long enough to cause visible user dropouts, issues that only show up in session playback, not aggregate click data.