You might have heard of Dr. Jakob Nielsen's 10 Usability Heuristics for User Interface Design which is great to make sure the user interface is easy and motivating to use. But when it come to conversions, it might not be enough to just make the UI easy to use.
You need to make sure your offer is motivating enough for the visitor to exchange his hard earned money. Which involves human emotions and needs.
There are a ton of conversion frameworks but I am huge fan of ResearchXL’s model for conducting UX heuristic analysis for CRO research.
You need to make sure the copy, layouts, content placements is simple and clear to understand.
It should be quite straightforward as to what the company does or offers, what’s the process to signup, how it works, what results can the visitor expect, what are other people saying, are there relevant product demos or images to make it easier to understand? are the next steps clear, Are all important associated pieces of information clear (pricing, shipping info, warranty, return policy etc), is there a clear CTA?, Does the page have any complicated language and jargon that the user may not understand?, Is the page easy to scan? Is it easy to compare competitors and pricing plans? Is there sufficient information about the product, e.g. technical specs, dimensions, materials, etc.
You’ll need to constantly think for yourself - Can it be further simplified?
Every element on your page should contribute to motivating the visitor to learn relevant details and process to buy/signup. The page should meet user expectation – both in terms of content and design.
Does the headline make sense with the rest of the copy? Are the images relevant to the content? Are there any secondary CTA’s to help them get more information? If the user came from an external site like PPC, organic socials, affiliate links, etc, the user should recognize that it’s a continuation of their journey. Page is free from elements that are not directly contributing to visitors taking desired action?
Are less important things also less important design wise?You’ve to constantly think how can it match what your visitors want even more?
Is the page communicating value to the user? Is the Value proposition clear and easy to understand? Are every features translated into benefits and it is clear what the benefits are? Is there sufficient product information to support decision making? Is it clear what people are getting for their money? There are clear reasons why the user should choose the product / brand.
You’ve to constantly think can we do better? Can we increase user motivation?
Is there anything on the site that is causing doubts, hesitations and uncertainties? What makes the process difficult? Is the site easy scrollable without any overflows? Is there high contrast between the text and the background? Are buttons and other clickable links are prominent enough? Does the site answer typical questions/objections on transactional pages? Are the forms effectively designed? Error messages are clear, friendly, and actionable?
There’s no copy that can distract the users from taking action?How can we simplify? We can’t reduce friction entirely, we can only minimise it.
How can we increase user motivation towards the conversion goal? Is the site fun to use? Are there any motivators used? Is the urgency believable? Is the copy persuasive? Is there a clear reason to take action right here and right now? Does the site use of consistency & commitment? Is the button labels and link labels start with action words?
Does the site uses positive UX interactions like instant validation or confetti cheering?
These UX heuristics are more or less inspired by BJ Fogg’s B MAP model and it so does works!
Hope these helped! Make your great move by using these pointers to motivate your users to make quick decisions that helps you hit your goals!
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