The Secret Sauce for CRO: Invesp’s Framework

So in today’s blog, I’m going to spelling the beans about Invesp’s secret sauce for CRO.

Also, we're deep-diving into the first of the four major CRO pillars, which is Scrutinize.

What scrutinize does is uncover both problems and opportunities.

Problems and how to sort them!

Any problem that you notice will fall in one of the four major categories.

  • Fix right away.
  • Instruments
  • Research and opportunities
  • Investigate further

In the next section, Ayat talks about "The 10 Heuristics", which are essential in UI-UX and a significant factor in the CRO world!

Consistency and Standards

This principle states that users should not wonder whether different words or situations mean the same thing. To avoid users’ confusion, always make sure that there is convention and continuity within your website.

Recognition Rather Recall

This principle states the importance of minimizing the user’s memory load by making all the website’s components more visible and memorable.

It is also fundamental to make instructions for using a website visible and/or easily retrievable.

Aesthetics and Minimalist Design

Your site should not contain extra or irrelevant information because it diminishes the relative visibility of the relevant units.

Error Prevention

Site design should prevent users from making errors, and if an error occurs, the website should help users identify it and recover easily.

Visibility of the System Status

The website should communicate clearly with the users and inform them about what is going on within a reasonable time, and appropriate feedback.

Match Between the Website and the Real World

This principle emphasizes the necessity of having a website that speaks the users’ language using words and familiar concepts.

Control and Freedom of Users

This principle emphasizes users’ freedom to navigate and undo accidental errors by providing them with an “emergency exit” to recover fast and easily from mistakes, as well as clear paths to help them get back to where they want to be.

Flexibility and Efficiency of Use

The website should incorporate accelerators that are unseen for the average users and allow the experts to navigate faster with more frequent actions.

Simply, both average users and experts should be able to use your interface in a satisfying experience.

Help Users Recognize, Diagnose, and Recover from Errors

Error messages should be expressed in plain and direct language to indicate the problems precisely.

Always make sure that users understand what went wrong and what can be done to fix it.

Help and Documentation

Make sure to provide documentation and help even when you think that the website is simple and it does not need it. 

Conversion Framework

The Conversion Framework is built around seven principles; they are divided into two categories, User-Centric Factors, and Website-Centric Factors.

  1. Trust and confidence (T)
  2. FUDs (F)
  3. Incentives (I)
  4. Engagement (E)
  5. Visitor persona temperament (P)
  6. The buying stage of visitors when they come to the site (B)
  7. The sale complexity (S)

Website-centric factors relate to your website and how information is presented through design, layout, copy, and flow. These factors include:

  • Trust and confidence (T)
  • FUDs (F)
  • Incentives (I)
  • Engagement (E)

Visitor-centric factors relate to the website visitor’s mindset and the nature of the purchase. These factors include:

  1. Visitor persona temperament (P)
  2. The buying stage of visitors when they come to the site (B)
  3. The sale complexity (S)

FUDs

Fears, Uncertainty, and Doubt are your worst enemy when it comes to conversion rate optimization; they’ll leave your efforts dead in their tracks.

In this section, Ayat talks all about how to identify and fix FUDs on your website; I recommend once you finish this section that you do some researches and try to figure what is the FUDs of your website! and take the time to troubleshoot them.

Incentives

incentives are factors that motivate the visitor to act immediately. They play on the potential customer's emotional motivation by increasing the reward for action and reducing the emotion of regret.

Wrap Up

So let's wrap things up.

The heuristic evaluation is basically conducted through three main stages:

Inspection vs. the 10 Heuristics

This phase revolves around each expert inspecting the website independently, going through the different website elements, and comparing them against the ten heuristics or the conversion Framework. 

Problem Aggregation

During this stage, the team aggregates all the findings and compares and puts all the information into reports. Experts can verbalize their thoughts into comments to an observer as they go through the website.

Classification

As the team aggregates the different issues identified on the site, we classify them into different groups: 

  • Research opportunities
  • Fix Right away
  • Analytics and instrumentation
  • Investigate Further