All about Heuristic Analysis in Conversion: Make Your ResearchXL (Part 2)

If you read my article about make your researchXL part 1 then you have already know about the 6 steps in researchXL model for conversion research. This week in this article I want to write about the ABCD of the step 1 in researchXL model, which is Heuristic Analysis.

 

Heuristic Analysis

Heuristic Analysis is an expert based analysis that uses experience based techniques for problem solving, learning and discovery. It results are not guaranteed to be optimal.

This is the first step in the research XL model. Any scaling we do we need to back it up with data. We can identify problems with our bare eyes but we have to always keep in mind that we should not jump to conclusions here. Everything we do, literally everything, we have to back it up with data.

“We are all humans with our biases, don’t fall in the trap of thinking that your judgement is the truth.” 

Heuristic analysis is all about familiarizing with the site and helps us to map our problem areas, so that we can see later if the data validates and disproves our findings. What we can discover will also help us determine that whether we need to collect more data on one thing or another.

Approaches we need to know:

When we analyze a site, the worst possible way to research randomly. We need to have a process in mind and goal in the process. Anything we do or need to customize need to backed up with data and evidence. Just saying, It’s might be a good thing to do or we need to change this maybe its bad are not the efficient way. An unstructured approach yields less value as we are not sure what we are looking for. Evaluation website for conversion growth is has to be under a process.

According to CXL there is no single best process or methodology, but there are some established frameworks we can use as our starting point for refining our own process. Which are:

1. The 7 Level of Conversion by Web Arts

2. Invesp Conversion Framework

3. Marketing Experiments Methodology Heuristic Approach

4. LIFT framework

5. Customized Recommended Steps of Heuristic by Conversion XL

 

 

Let me discuss each of the frameworks and approach individually.

1. The 7 Levels of Conversion by Web Arts:

Web Arts uses 7 levels of assess each page. For optimizing growth in conversion their steps with 7 critical questions from the user’s perspective.

        I.            Relevance:  Does my perception fit to my expectations? Contents- headline has to follow intent and keywords matches. Emotional Resonance (values, motivators, fears) Storytelling has to be important in this case also there has to be unique value proposition and emotional values. Can be bullet list and buzzwords.

     II.            Trust: Can I trust this provider? Contents & Optimizations – Credibility based webdesign, professional brand, seals of quality, Authority – Halo effect/brands/testimonials/recommendations/reviews.   Social Proof – Facebook Face Pile Widget

 

  III.            Orientation – Where should I click? What do I have to do? Clear primary call to action, call to action shows consequences, and eliminate paradox-of-choice situations. Contrast/Decoy – wording/information architecture.

 

  IV.            Stimulance – Why shoul I do it right here and right now? Differentiations, Reasons why, incentives/couponing, benefits of the product

 

    V.            Security – Is it secure here? What if? Gurantees/Hotlines/customer service/handling objections, FAQs, testimonials, proof/reasons why, try DEMO products, preview etc.

 

  VI.            Convenience – How complicated will it be? Simplicity, Mental Models, Deliver Preview/manage expectations, Light = easy, expectations patterns, chunking, tunneling etc.

 

VII.            Confirmation – Did I do the right thing? Reasons why/Delivery rational arguments, Give instant feedback, Reziprocity, Reward, Gamification etc.

These 7 steps of assessment can help the conversion optimization according to Web Arts.

2. Invesp Conversion Framework

Invesp Conversion Framework has 8 steps. And the goal of the conversion framework is to remove the guesswork from the conversion optimization process. It provides anyone interested in optimization with a specific methodology to produce consistent results.

        I.            Build buyer personas and focus on a few select personas when designing your layout, writing copy and so on.

     II.            Build user confidence, make them trust you by using all kinds of trust elements.

  III.            Engagement. Entice visitors to spend a longer time, come back to visit, bookmark it, and/or refer others to it.

  IV.            Understand the impact of buying stages. Not everybody will buy something on their first visit, so build appropriate sales funnels and capture leads instead, and sell them later.

    V.            Deal with fears, uncertainties and doubts (FUDs). Address users concerns, hesitations, and doubts.

  VI.            Calm their concerns. Incentives are a great way to counter FUDs and relieve friction.

VII.            Test, Test, Test.

VIII.            Implement in an iterative manner. Build smaller blocks, make smaller changes, and test them and improve their performance.

 

 

With these elements, you can find out how visitors interact with the website and whether they are persuaded or discouraged to convert.

3. Marketing Experiments Methodology Heuristic Approach

C = 4m + 3v + 2(i-f) – 2a 

The probability of conversion depends on the match between the offer and visitor motivation + the clarity of the value proposition + (incentives to take action now – friction) – anxiety. The numbers next to characters signify the importance of it.

Wherein:
C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information

Friction is defined as a psychological resistance to a given element in the sales or sign-up process. Anxiety is a psychological concern stimulated by a given element in the sales or sign-up process. Reduce these as much as possible and do what you can to increase the users’ motivation and incentive and clarify the value position.

4. LIFT framework

Landing Page Influence Function for Tests also known as LIFT model is a conversion optimization framework that has been developed by Chris Goward for WiderFunnel to use to analyze conversion pages and develop test hypotheses.

Figure & Source: The LIFT Framework, WiderFunnel 

Value Proposition

The model shows that the vehicle that provides the potential for the Conversion Rate is the Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.

The conversion drivers are:

·         Relevance

·         Clarity

·         Urgency

The conversion inhibitors are:

·         Anxiety

·         Distraction

 

5. Customized Recommended Steps of Heuristic by Conversion XL

In CXL institute we are presented the methods, specialists at the conversion XL are using for Heuristic Analysis. Now I am going to summarize the customized approach of Conversion XL.

 

When evaluating a site:

·         Clarity

·         Relevancy

·         Friction

·         Distracting Elements

·         Incentives to take Action

·         Buying Phases

Let me take you in a deep dive,

Clarity – Out of all onversion heuristics, this is by far the most important one.

“Clarity trumps persuasion.” – Dr. Flint McGlaughlin

When you are clear about what you are selling you can sell more. There are two things to consider in the clarity. First one is design clarity and second one is content clarity. Being specific and straight forwarded with the offerings are prime things for content clarity. And design clarity is all about making the visual hierarchy strong and in place.

Relevancy – Relevancy is a key factor determining conversion rate. The headline has to match the page content. CTA buttons need to be matched with the value customers are going to get. All the images associated in the page has to be relevant to the content. Mapping all the key sources of traffic and then identifying the top landing pages for each can help to create relevancy. Comparing pre-click and post-click messaging and visuals. Content personalization is a useful ally here. Matching between ad copy and landing page copy is the key to be relevant.

Always remember:

“When you abandon your scent trail, you strand visitors and destroy the persuasive movement on your site” – Peep Laja

Friction - Friction is anything that slows people down or refrains people from taking action, Minimizing friction is one of the prime job. Identifying potential sources of frictions are preventive method for reducing friction.

Distraction - Everything that does not contribute to people taking that particular action might serve as a distraction, and you’re probably better off either removing those completely or minimizing them (pushing down in the visual hierarchy).

Incentives to take Action – Motivations and incentives are mostly about the copy. There has to be a clear, benefit-driven offer. People need to understand why they are taking the action. How features are being translated into benefits. Interesting copy and persuasive sales copy is very much essential to ensure incentives.

Buying Stages – Buying or decision stage in conversion optimization can be divided among 3 steps. Which are awareness, consideration and decision or purchase. Each of these stages of the buying cycle requires site elements to be designed and structured in a certain way to deliver the information the visitor is looking for. If people are not buying the at least capturing their e-mail is very important.

This article is based on what I have learnt from CXL institute.