1. Deep dive: Heuristic
Analysis and VoC
research
Presented by Alexandra Cîmpan (CRO Lead, Pearmill)

2. What we’ll cover during
this presentation
1. What is Heuristic Analysis
2. Why?
3. Exploring Heuristic principles
4. VoC Research
5. Case studies
Content 00

3. Figma file containing
Heuristic analysis
checklists
Link here
Content 01

4. A mental shortcut, a framework
A mental shortcut that allows people to
solve problems and make judgements
quickly and efficiently.
In the context of CRO, it’s a powerful
means of identifying potential barriers in
user experience and consequently,
enhancing conversion rates.
What is a Heuristic? 02

5. Why?
Offers a framework to systematically
examine your website or landing page
Essential for problem-solving
Focused on user experience
You can identify faster the elements that
cause friction in the user journey
It’s a cost-effective way to identify issues
Why 03

6. Heuristic Principles
Heuristic principles 04
1. Clarity and Relevance
2. Trust and Credibility
3. Friction
4. Motivation and Value

7. Clarity and Relevance
Clarity
The content, layout and information
architecture should be clear and
understandable, avoiding any potential
confusion.
Relevance
The content should align with the user journey
and motivations.
Coherence and resonance
The elements of the experience should be
consistent, offering a comprehensive user
experience.
Heuristic principles 05

8. Clarity and Relevance
Firstbase
Heuristic principles 06
Results: the variation registered an uplift in
Purchases (+33.45%) and Signups (+19.27%).

9. Clarity and Relevance
Heuristic principles 07
❏ Is the content aligned with the user’s
intent, especially the headlines?
❏ Does the content create an emotional
resonance with the user?
❏ Is the user experience coherent and
consistent?
❏ Does the messaging use simple,
understandable language?

10. Trust and Credibility
Trust
Build trust by displaying proof claims such as
testimonials, logo, quantitative data points,
reviews, badges or guarantees.
Credibility
Credibility can be improved with clear
information architecture and focused
information.
Authority and social proof
If your brand isn’t well-known, leverage
authority figures - company logos and trust
seals.
Heuristic principles 08

11. Trust and Motivation
Mindbloom
Heuristic principles 09
Results: the Variation registered an uplift in Purchases
(+12.95%) and generated significant uplifts on all metrics
inside the Funnel.

12. Trust and Credibility
Autodesk Landing Page
Heuristic principles 10
Variant 2 registered a +95.46% uplift in conversions.

13. Trust and Credibility
Heuristic principles 11
❏ Is the landing page designed based
on credibility principles?
❏ Is the information architecture clear
and according to expectations?
❏ Does the brand clearly convey
trustworthiness?
❏ Are trust seals or badges used?
❏ Are social proof elements displayed,
especially inside the ATF section?

14. Friction
Understanding friction
Friction refers to elements that hinder the
users’ smooth journey, causing confusion and
hesitation.
Causes of friction
This can range from poor design, slow load
times, complex processes, unclear
instructions, or lack of trust and credibility.
Overcoming friction
The goal is to create a seamless user
experience where the user can easily
accomplish the primary page goal.
Heuristic principles 12

15. Friction
Veho Drive Landing Page
Heuristic principles 13
The Variation registered a significant uplift (+145.24%) in
Driver Leads compared to the Control.
The integrated sign-up form made it easier for users to
register without having to navigate to another page, which
was especially beneficial on mobile devices.

16. Friction
Heuristic principles 14
❏ Is the landing page design clear and
user-friendly?
❏ Do pages load quickly and smoothly?
❏ Is the process of achieving the
primary goal straightforward and
easy to understand?
❏ Is there a clear instruction for next
steps and CTAs?

17. Motivation and Value Defining motivation
Motivation is the driving force behind a user’s action. It’s why they
make a decision to buy, sign up, or engage with your landing page.
Importance of motivation
Understanding and influencing motivation can dramatically improve
conversion rates.
Elements of motivation
Emotional triggers, explicit and implicit benefits, unique value props
and social proof can all boost motivation.
Defining value
Value is the perceived benefit that a product or service
provinces to a customer.
Role of value in CRO
Value is a primary motivator for conversions. Users need
to perceive your product/service as valuable enough to
justify the cost.
How to communicate value
Highlight explicit and implicit benefits, leverage social
proof, and create and appealing, coherent user experience
and information architecture.
Heuristic principles 15

18. Motivation and Value
Everie Woman Landing Page
Heuristic principles 16
The variation registered a significant increase in Purchase
CvR (+79.6%) and AOV (+8.6%).

19. Motivation and Value
Heuristic principles 17
❏ Does the landing page evoke positive
emotions linked to the
product/service?
❏ Are explicit benefits and features
clearly communicated?
❏ Does the page highlight unique value
props?
❏ Is there evidence of social proof like
testimonials or reviews?
❏ Is the user experience appealing and
coherent?

20. VoC Research
What is VoC Research?
VoC research involves collecting and
analyzing feedback from customers to
understand their needs, preferences and
expectations.
Importance in CRO
Research is invaluable in uncovering insights
that can drive optimization strategies, inform
design decisions to boost conversions.
How to conduct VoC Research?
Surveys, interviews, user testing, online
reviews are some of the methods used.
VoC Research 18

21. VoC Research
Online reviews as data source
How to conduct VoC Research?
1. Collect a set of recent online reviews about
your product/service. User a broad range of
reviews, from positive to negative, to ensure
a comprehensive perspective.
2. Read through the reviews and identify
recurring themes, patterns or points of
feedback. These could be positive aspects
that users appreciate or issues that
frustrate them.
3. Categorize these themes based on their
recurrence and impact. Prioritize the issues
that occur frequently as a matter of priority
to address or introduce into the information
architecture.
How to: VoC Research 19

22. Applying VoC
insights
Firstbase Landing Page
Applying VoC Insights 20
The redesigned landing page registered a +7.74% uplift in
Signups and a +4.25% uplift in Purchases.
Control Variant 1: ATF section containing VoC insights Variant 1: sections containing VoC insights

23. Once upon a time
21

24. alexandra.c@pearmill.com pearmill.com
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