Learn frameworks to guide your CRO strategy
How you approach conversion optimization determines how successful your efforts will be.
Heuristic analysis frameworks for conversion optimization audits
By André Morys CEO, Web Arts AG
Course length: 2h 30m
Some of the companies that train their teams at CXL Institute:
Find massive conversion opportunities faster than ever.
If you’ve got a list of tactics, you’ll likely fail and your conversion optimization program will fizzle out. If you’ve got strategic frameworks and processes, you’ll win.
This action-packed course will teach you how the top experts approach CRO.
After this course, you’ll…
- Have proven frameworks to guide your conversion optimization strategy.
- Be able to apply cognitive psychology and persuasion principles to understand user motivations.
- Provide a structured way to add more value to your CRO program right out of the gate.
- Tap into opportunities for conversion lifts with better ideas and tactics.
Draw out better insights, test ideas and get ROI.
Heuristic analysis is an expert-based analysis that uses experience-based techniques for problem-solving, learning, and discovery.
Done right, it allows you to save time and money as well as helps you find opportunities you may not see simply from analytics or user research.
There are many conversion heuristic frameworks, but they all start with the same goal: to enable a structured framework by which we can judge a digital experience.
No top conversion optimization agency, consultant, or specialist operates without a heuristic framework of some sort, and neither should you.
Uncover untapped conversion opportunities with heuristic analysis.
Digital analytics can hide crucial insights. Similarly, user testing and session replays don’t show you everything.
By using a heuristic framework, you can uncover opportunities you may not have with other forms of conversion research. It’s another important tool in an optimizers toolbelt.
Prioritize to get more out of your CRO program
It’s one thing to look for elements on a website that signal “distraction” or “lack of trust,” and to make a note of them. It’s another to know how to prioritize your opportunity areas to maximize efficiency and ROI.
Let’s put it this way: every business website has limited traffic (even Amazon). So, prioritization is important to every company – big or small, well-funded or scrappy. This course will incorporate prioritization and program management, so you’re not simply left with a massive list of “would be nice” items.
This course is right for you if…
- You work in conversion optimization or UX and want to improve revenue and conversions.
- If you work with analytics and want to learn to improve your numbers.
- If you’re a product owner or product manager working on building products that customers love.
About your instructor, André Morys
André Morys is the executive director of Web Arts AG – Germany’s leading agency for conversion optimization.
Web Arts employs over 40 people at three locations and manages a lead/retail volume of over 7 billion euros. André Morys is the initiator and founder of the international Conversion Optimization Alliance.
He is also a lecturer at Würzburg University of Applied Sciences and holds numerous keynotes and lectures at national and international conferences on the topics of e-commerce, optimization strategies, and conversion optimization.
In 2009, André Morys was recognized as one of Germany’s best employers by the University of St. Gallen as part of the “Top Job” initiative.
In 2010, Web Arts AG was recognized as one of Germany’s most innovative companies by Lothar Späth as part of the “Top 100” initiative.
André Morys is the organizer and organizer of the ConversionSUMMIT and ConversionCAMP , an annual conference focusing on marketing optimization.
Your full course curriculum
Heuristic Analysis Frameworks for Conversion Optimization Audits
Introduction to heuristic evaluation
In our first session, we’ll go into some pros and cons of running expert heuristic evaluations. We’ll also teach you how to amplify the positive effects of heuristic evaluation with persona development. Finally, we’ll go over some pitfalls of user research and mistakes to avoid.
At the end of class one, you’ll understand how to conduct a proper expert evaluation in under 60 minutes.
When a user lands on a website, they will ask the question, “is this the right website for me?”
This class will teach you how to answer that question affirmatively. We’ll go over the shopping window analogy and how it relates to landing pages, how to quantitatively and qualitatively measure relevance on your landing pages, and the difference between implicit and explicit communication. We’ll also cover the power of emotional optimization and how to use confirmation bias to reduce your bounce rates.
Trust and orientation
Forget the 10-second rule: You have 50 milliseconds to nail your first impression.
This class will cover anticipated credibility (and how to use it), how to use cognitive biases if your brand is not very popular, and how to avoid cognitive dead-ends.
Stimulating users to buy
This class will dive into implicit user motivations and how to find the buy button in the mind of your users. It will cover value propositions in depth - the difference between different kind of value props and how to analyze and improve your own. We’ll also cover psychological triggers like motivation, urgency, and scarcity.
Security and convenience
It’s not all about persuasion triggers. Users also anticipate easiness and evaluate trust and security when navigating the web. This class will teach you how to analyze these behaviors and improve upon your current state of ease and security. In addition, we’ll cover forms and checkouts, and how to build security and ease measures here.
Users may make emotional or irrational decisions, but they also seek to justify those decisions through confirmation and rational thought. This class will cover that confirmation effect and will teach you how to analyze and optimize for everything that happens after the conversion. The effect of this will be to increase customer lifetime value and repeat purchases.
Your own cognitive biases are the single biggest danger to the validity of evaluation. In this class, we’ll teach you to mitigate those negative effects, improve the validity and objectivity of your results, and how to report the results to different target groups to spark action.
Prioritization – the key to success
There are many frameworks for prioritization, each with its own pros and cons. This class will include an overview of the common prioritization frameworks, but will also cover the four questions you should ask no matter which framework you use, and how to incorporate expert evaluations with other user research methods.
Show off your new skills: Get a certificate of completion
Once the course is over, pass a test to earn a CXL certification.
Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.
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Some of the companies that train their teams at CXL Institute: