WHY you need to use Heuristics when optimizing and 7 easy steps to follow for doing so

Hello and welcome to our ninth article on Optimization tips.

This time we will be learning how to use a Heuristic Analysis to evaluate a website. As we saw in earlier articles, it is not a good idea to optimize a website based on our gut feeling given this could not necessarily work. Else, although user research is a very important phase of optimization, it is not always strictly correct since most of the time the answers of the users will be biased: voice of customer is not necessarily telling us the truth.

What comes to our mind after discussing gut feeling and user research cons, is that we should then rely on data -given data will always tell us the truth. But the truth is that, even though data does not lie, it cannot tell us the “why” of the things going on in our website.

This leaves us with a mixed option: we should think both about qualitative and quantitative methods and apply both.

When talking about Heuristic frameworks we want a method that focuses on user behaviour to facilitate expert evaluation. We need to focus on user’s reality minding both their conscious level and their subconscious level (which is affected by the user cognitive biases)

And that is why we need a Heuristic Evaluation. A Heuristic Evaluation is based on a Heuristic Framework and that raises its validity (which is higher than an expert evaluation or a simple eye tracking or online survey).

But what are Heuristics? Heuristics are strategies derived from previous experiences with similar problems. These strategies lead us to focus not just on the usability or design of a website but on the motivation factors that moves our customers towards the conversion.

This “motivation line” can be graphically be seen in the Kano Model:

And now you are maybe wondering… This is great but, how do I implement a Heuristic Method to optimise my website?

Well, let’s see the steps every user will be following which are the seven steps we need to focus on in order to optimize. As you will see, it would be easy for you to analyze all these steps given I will be sharing with you simple checklist you would be able to use in each of the steps:

·        STEP ONE: RELEVANCE. This step would be the one in which the user asks himself “is this the right page for me? Or, is this the problem I have?”

To approach this step in the user path thorough our funnel, professor André Morys recommends us to use a “Relevance” checklist that we should fill levelling it from level 1 to level 5 and see which things need to be improved in our website:

1. “Is that the place I was searching?” – analyze traffic sources

2. “Is that for people like me?” – analyze personas

3. Content: Does the wording follow the intent, specially headlines?

4. Is emotional resonance created? Is the experience focused?

5. Does the landing page show the range of products?

6. Is it clear what range of pricing is offered (low/mid/high)?

7. Do value propositions exist that fit to the emotional values?

8. Is the whole experience coherent to other pages?

9. Optional: Is storytelling used to create resonance?

·        STEP TWO: TRUST. The step of trust would be the one in which the user asks himself “can I really trust this company or vendor?”

Luckily for us, professor Andrés Morys recommends to use another checklist focus on this step:

1. Is the site design based on credibility principles?

2. Is the information architecture clear and according to expectations?

3. Does the brand stand clear and imply trustworthiness?

4. Does the website use seals or any other similar codes?

5. Are user transactions visible (social proof)?

6. Are celebrities or other authorities used as testimonials?

7. As a shop: Do you show the famous brands you are selling?

·        STEP THREE: ORIENTATION. In the Orientation step, the user will be asking himself “where do I have to click? Or how do I find the right product?”

This is the checklist we can be using for analysing the orientation of our website:

1. “Where should I click” – is a clear primary CTA visible?

2. Do CTA Elements show clear consequences of action?

3. Does the site help users overcoming paradox of choice?

4. Is it easy to compare options?

5. Are secondary CTAs used to work on objections of users?

·        STEP FOUR: STIMULATING USERS TO BUY. In this step the user asks himself “why should I buy or click here?”

This is the checklist professor Morys advises us to use:

1. Does the site offer clear value propositions?

2. Are the value propositions relevant?

3. Are the value propositions unique? Really?

4. Is the price / risk perception designed well?

5. Does the site create a fun user experience?

6. Are free gifts / elements of reciprocity used?

7. Does the site show free wrappings / packaging?

·        STEP FIVE: SECURITY. In this step of the funnel, the user will be asking himself if it is safe to do what they are doing there.

The fifth step checklist to see if our website is actually fine on security would be this:

1. Does the site answer typical questions on transactional pages?

2. Are questions of customers anticipated?

3. Is there a FAQ page?

4. Are there links towards service areas to answer open questions?

5. Is there a chat available? Call center?

6. Is it possible to book additional insurances to reduce the risk?

7. Leadgen: Is there an explanation why information is needed?

·        STEP SIX: CONVENIENCE. In the sixth step, the user asks himself, “how easy will everything be?”

For the convenience step, we can check our value based on this checklist:

1. Are your forms perceived as convenient?

- Design is light and easy

- Maximum simplicity

- Positive UX / interaction (e.g. inline validation, cheering)

- Chunking + Tunneling – easy questions first

2. Are they really convenient?

- Functionality follows mental models

- Clear explanation of functionality

- Help is provided

·        STEP SEVEN: CONFIRMATION. The last step, which would be the Confirmation step, would be the one in which the user asks himself if he has done the right thing.

In order to analyse this step, professor Morys recommends the use of the following checklist:

1. Show rationally good reasons for buying decision

2. Use micro-feedback on pages and elements (e.g. inline validation)

3. Present good reasons on a thank you page

4. Use fun and interactions to increase fun + give positive feedback

Hope this article was helpful! See you next week with more optimization tips!

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