There are multiple methods for analyzing a website. The problem is that most of them do not give an accurate or dependable analysis to enable the optimizer do a great job. For example:
User testing isn’t the best option for evaluation because of cognitive bias like: Social Desirable Response (SDR). people tell you what is desirable but not the truth.
Voice of customer methods don’t tell us the deeper subconscious drives and concerns which actually drive most behavior online. They are void of the truth.
Other methods like: eye tracking, online surveys, expert evaluation have many cons as well.
Data alone is ineffective because it shows you the result of user behavior but not the why.
When we optimize a website we are actually optimizing a Stimulus (The website as a stimulus). Change the stimulus and you will change Reaction. This stimulus has an effect on an organism (the brain) which makes decisions and triggers a reaction.
This is what we call the Stimulus Organism Reaction (S.O.R paradigm).
To solve the inadequacies of all the above methods, the heuristic framework does a commendable job.
Heuristics:
This refers to strategies derived from previous experiences with similar problems.
The available Heuristic frameworks include:
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Jakob Nielsen’s Usability Heuristic.
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Gerhardt Powel’s cognitive engineering principles.
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Weinschenk and Baker classification.
The problem with the above frameworks is that they only analyzed usability not conversions. Our goal is understanding user needs, meet them and thus increase conversions.
The ultimate focus should not be on optimizing usability but on raising motivation.
So when we talk of a heuristic framework,
We Want:
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A method that focuses on user behavior to facilitate expert evaluation.
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High validity of insights
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Answers on “why are users not clicking/ buying”
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Focus on users reality on:
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Conscious level
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Sub-conscious level
5. Low effort / High agility.
The heuristic framework that works focuses on the 7 levels of conversion.
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Relevance
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Trust
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Orientation
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Stimulance
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Security
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Convenience
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Confirmation.
Relevance:
People ask themselves, “Is that the right page for me / my problem?”
Relevance is a feeling.
System 1 of the brain is giving us a quick response at this stage.
The first impression is based on: 7% spoken words, 38% tone of voice, 55% body language.
This step starts on the SERPS ( Search Engine Results Page)
3 key elements with relevance are:
It is:
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Easy
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Simple
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Joyful
2 Questions to ask in analyzing websites for relevance:
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Where is the traffic coming from?
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Is there a synchrony between the website experience with expectations from the traffic source?
Pro Tip: Always match ad with landing page for better conversions.
Ensure that you create relevance and resonance.
On Relevance: Using the same words.
On Resonance: To feel tat you’re at the right place.
All values we know and prefer are shown on the limbic map and are based on 3 core motivations:
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Dominance.
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Balance.
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Stimulant.
The Limbic Map:
So in analyzing a website we must consider the feelings or emotions users felt when they visited a page, we do this by:
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Analyzing web element by element ( pictures, words, illustrations, functionality.
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Change them to focus emotions and values on a single point.
The limbic map helps you do that. Check the course https://cxl.com/institute/course/conversion-optimization-audits/ to learn more on the limbic map.
Make a difference between implicit and explicit effects.
If implicit effects, values, emotions are more powerful ask yourself, what values and emotions do you see here.
The Relevance Check List:
Ask yourself and rate yourself on a scale of 1-5:
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Is that the place I was searching? ( Analyze traffic sources)
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Is that for people like me? ( Analyze Personas)
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Does the wording follow intent? Especially the headlines.
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Is emotional resonance created? Is the experience focused?
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Does the landing page show the range of products?
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Is it clear what range of Price is offered? (low/mid/high)
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Do value propositions exist that fit to emotional values?
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Is the whole experience coherent to other pages.
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Optional: Is story telling used to create resonance?
Trust and Orientation:
Trust is also a feeling. It lasts 50ms.
Where trust comes from based on web research:
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46.1% web design (color, form, etc)
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28.1% information architecture.
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25.1% Information focus (Clarity)
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15.5% Key Visual.
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14.8% Useful Information.
Elements to increase trust:
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Social proof.
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Authority: e.g celebrities as clients and as a testimonial, if you can afford use a trust seal.
The trust Checklist:
Ask yourself and rate each answer on a scale of 1-5.
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Is the site design based on credibility principles?
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Is the information architecture clear and according to expectations?
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Does the brand stand clear and imply trust worthiness?
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Does the website use seals or any other similar codes?
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Are user transactions visible (social proof)?
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Are celebrities or other authorities used as testimonials?
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As a shop, do you show a famous brand using your product?
Orientation:
Where should I click?
You have to control the attention of the users.
You have to make them see what you want them to see.
Helping users find what they are searching for is more important than making a button bigger or the headline bolder.
The Orientation Checklist:
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Where should I click? Is a clear Primary CTA visible?
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Do CTA elements show clear consequences of action?
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Does the site help users overcome paradigm of choice?
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Is it easy to compare options?
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Are secondary CTAs used to work on objections of users?
Stimulating Users to buy:
Its about giving people a stimulus to carry out an action.
people start by considering where to do something. When they decide, this is called crossing the RUBICON. Check out the Rubicon model in the Stimulating users to buy class by Andre Morys.
Next they ask, “How will I do it?”
Then they take an action like buying a product.
After that they ask themselves, ” Was it a good idea?”
To stimulate users create Uniqueness with explicit value propositions or look for other means.
Work within the right implicit values and right explicit values to encourage them to buy.
Examples of implicit values: Does it make me a better person, does it add to my status, does it make me relevant, does it make me feel good emotionally?.
Examples of explicit values: Good quality, great features, very usable.
Use System 1 for implicit values e.g scarcity & urgency, these are irrational but powerful.
Use System 2 for explicit values e.g quality, features, usability, price. these are rational reasons to buy.
The Stimulation Checklist:
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Does the site offer clear value propositions?
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Are the value propositions relevant?
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Are the value propositions unique?, really?
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Is the price / risk perception designed well?
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Does the site create a fun user experience?
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Does the site show free wrappings / packaging?
Security and Convenience:
The security checklist includes questions like:
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Does the site answer typical questions on transactional pages?
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Are questions of customers anticipated?
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Is there a FAQ page?
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Are there links toward service areas to answer open questions?
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Is there a chat available? call center?
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Is it possible to book additional insurance to reduce the risk?
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Lead generation: Is there an explanation why information is needed?
Anticipation of Convenience:
Some questions arise like:
1. How easy will it be?
2. Will it be easy to fill out the form?
If perception is complicated, real usability is viewed as complicated even if it’s not.
Elements that make it look complicated:
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Excessive text and field options.
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No alignment.
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Heavy colors, a lot of different colors.
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Small fonts, small fields.
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No clear visual hierarchy.
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Too many steps.
Elements that make it look easy:
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Big fields with clear description.
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Direct feedback (inline validation)
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Enough space around fields.
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Light design with clear contrast.
Optimize for people not for IT.
The Convenience Checklist:
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Are your forms perceived as convenient?
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Design is easy and light?
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Maximum simplicity?
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Positive UX / interaction (e.g inline validation)
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Chunking and Tunneling. Easy questions first.
2. Are they really convenient?
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Functionality follows mental models.
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Clear explanation of functionality.
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Help is provided.
Confirmation:
After a purchase which more than often was made emotionally people switch to system 2, which is the rational or logical part of their brain and ask, “Did I do the right thing?”
Unwrapping a purchase is the emotionally most exciting moment.
What you can do on a website to confirm to System 2:
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Use micro interactions to give positive feedback.
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Use inline validation of forms to give positive confirmation.
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Work with fun and positive feedback.
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Give rationally good reasons as confirmation for action.
The Confirmation Checklist:
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Show rationally good reasons for buying decision.
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Use micro-feedback on page elements e.g inline validation.
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Present good reasons on a thank you page.
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Use fun and interactions to create fun and give positive feedback.
Systematic evaluation:
The biggest enemy of optimization is Confirmation bias.
It is where people believe their opinion is right and search for confirmation to support their belief.
Separate the result from your personal opinion!. This will boost credibility for your arguments as an optimizer.