Heuristic Analysis frameworks for conversion optimization audits — CXL Digital Psychology and Persuasion Minidegree Review — Part 10
This is part 10 out of 12 reviewing the digital psychology and persuasion minidegree at CXL Institute. For 12 weeks, I will deep-dive into areas such as psychology foundations, neuromarketing, persuasion models and behavioral psychology. Each week I will post one article reviewing the course content and discuss my learnings as well as my personal thoughts on it.
There are several methods to analyze a website and they include both quantitative and qualitative methods. Quantitative methods answer what and qualitative methods answer why. When doing conversion research we want a method that gives high validity of insights, requires low effort and focuses on the user’s reality on both a conscious and subconscious level. This week I have learned a heuristic framework for conversion optimization audits. By using a heuristic framework for our conversion research we can increase the success rate of our a/b testing program.
As seen above an expert evaluation gives low validity and is influenced by personal opinion and also by how experienced that person is within the field. A heuristic evaluation can also be made an expert but the difference is it is based on a heuristic framework which results in a higher validity.
Heuristics are strategies derived from previous experiences with similar problems. There are several heuristic frameworks but most of them focus on usability rather than conversions. The most famous one is Jakob Nielsen’s usability heuristics.
Usability frameworks are more focused at the bottom of the pyramid and if the user is able to buy it whereas a conversion framework is more focused on the area above the dotted line. The hygiene factors at the bottom are also important but to increase conversions we have to focus on the motivational factors.
7 levels of conversion model
The 7 levels of conversion model is created by André Morys who is a frequent speaker at conferences, the founder of The Global Optimization group and the blog konversionsKRAFT and he has also written books about conversion optimization and growth strategy. He was also the instructor for this week’s lessons. The7 levels of conversion model is based on existing models such as the solution selling model, the lift model, the Rubikon model and more than 10 years of user testing and A/B testing.
Each level has a core question and then answers a set of sub-questions.
Relevance
The first level in the model is relevance. When arriving at a site the first thing you want to ask yourself is: Is this the right page for me? It takes people less than 50 milliseconds to decide if a webpage is relevant for them or not and therefore it is all about the first impression.
The first impression of a website is based on:
-What’s on the images
-Colors
-The way illustrations are used
-If the buttons are squared or rounded
-The whole layout
-Which words are used
When analyzing landing pages it is also important to have in mind where the customers came from. Relevance is created in context so if the keywords in the search engine result page are not matching the experience of the landing page, relevance will not be created.
Creating emotional resonance is another important factor for lading pages. By knowing your target audience you will also know what will work for them and your heuristic evaluation will be more powerful. Emotionally focussed webpages convert more so aim to focus emotions and values on one single point.
The limbic map is a tool that can be used to identify the values and emotions that resonate most strongly with your target audience.
Cheklist for relevance
-”Is that the place I was searching for?” (analyze traffic sources)
-”Is that for people like me?” (analyze personas)
-Content: does the wording follow the intent, especially headlines?
-Is emotional resonance created? Is the experience focused?
-Does the landing page show the range of products?
-Is it clear what range of pricing is offered (low/mid/high)?
-Do value propositions exist that fit the emotional values?
-Is the whole experience coherent to other pages?
-Optional: Is storytelling used to create resonance?
Trust
The next level in the model is trust. When a potential customer has landed on the site the next question they will ask themselves is: Can I trust this company/vendor? Trust is a feeling, just as relevance, and it needs less than 50 milliseconds.
Trust comes from:
-Web design (color, form, etc)
-Information architecture
-Information focus (clarity)
-Key visuals
-Useful information
Checklist for trust
-Is the site design based on credibility principles?
-Is the information architecture clear and according to expectations?
-Does the brand stand clear and imply trustworthiness?
-Does the website use seals or any other similar codes?
-Are user transactions visible (social proof?)
-Are celebrities or other authorities used as testimonials?
-As a shop: do you show the famous brands you are selling?
Orientation
The next thing we want to know is: Where do I have to click/how do I find the right product? As a marketer or conversion optimizer we control the attention of the users and we can make them see what we want them to see.
Checklist for orientation
-”Where should I click” — is a clear primary CTA visible?
-Do CTA elements show clear consequences of action?
-Does the site help users overcoming the paradox of choice?
-Is it easy to compare options?
-Are secondary CTAs used to work on objections of users?
Stimulance
To influence purchasing decisions we have to convince the customers why they should buy from us. This level in the 7 levels of conversion model is the part of the customer journey where people go from just being a visitor of your site to actually imagine buying from you. But in order for this to happen users need a reason to stop their search and click/buy/do something.
Checklist for stimluance
-Does the site offer clear value propositions?
-Are the value propositions relevant?
-Are the value propositions unique? Really?
-Is the price/risk perception designed well?
-Does the site create a fun user experience?
-Are free gifts/elements of reciprocity used?
-Does the site show free wrappings/packaging?
Security
The fifth level of the 7 levels of conversion model is security. When a user is about to make a purchase decision they will ask themselves: Is it safe to do that here? This stage is a lot about anticipating the questions or concerns the customers might have to reduce insecure feelings.
Checklist for security
-Does the site answer typical questions on the transactional pages?
-Are questions of customers anticipated?
-Is there an FAQ page?
-Are there links towards service areas to answer open questions?
-Is there a chat available? Call center?
-Is it possible to book additional insurances to reduce risk?
-Leadgen: is there an explanation of why information is needed?
Convenience
This stage focuses on the question: How easy will it be? Convenience is not about real convenience but the anticipated convenience of the users.
Elements that make forms look complicated:
Excessive text and field options
No alignment
Heavy colors, a lot of different colors
Small fonts, small fields
No clear visual hierarchy
Too many steps
Elements that make forms look easy:
Big fields with a clear description
Direct feedback (inline validation)
Enough space around fields
Light design with a clear contrast
Round corners
Space
Big types
Light grey
Clear CTA
Checklist for convenience
-Are your forms perceived as convenient? Is design light and easy? Maximum simplicity? Positive UX/Interaction (e.g. inline validation, cheering)?Chuking+tunneling — easy questions first?
-Are they really convenient? Does functionality follow mental models? Is there a clear explanation of functionality? Is help provided?
Confirmation
When a customer has made a purchase they want to know: Did I do the right thing? This stage is about reassuring the customer the made the right decision and give rationally good reasons as confirmation for action.
Checklist for confirmation
-Show rationally good reasons for buying decision
-Use micro-feedback on pages and elements (e.g. inline validation)
-Presents good reasons on a thank you page
-Use fun and interactions to increase fun+give positive feedback
-Bonus: use a thank you flyer inside the package/delivery
How the model can be used
The 7 levels of conversion model can be used for benchmarking. By scoring every sub-question from 1 to 5 and then divide the total score of all sub-questions with the highest score available in that level you will get the percentage. This number can then be compared to the number from the heuristic analyses of your competitor’s websites. By simplifying findings like this they are easier to communicate with decision-makers. By not doing the analysis on your own you can find differences based on personal opinion. If there is a big difference in the points this should be discussed.
Summary of the tenth week
This is probably one of my favorite parts of this minidegree. The 7 levels of conversion is a fantastic tool in my opinion. Earlier this year I used it for analyzing the website of a company where I did an internship at the moment. What I found fascinating was how many conversion ideas that came to mind by analyzing the website with this framework. I will definitely keep using this framework for future analyses and I can recommend everyone working with conversion optimization to do the same.
