Guide to performing a heuristic analysis of a web page

Carrying out the heuristic analysis of an e-commerce is one of the keys to improving the conversion rate. Every little detail influences the end-user experience and contributes to success. Below we detail the steps to follow to perform a complete heuristic analysis.

The steps to follow to perform a heuristic analysis

1. Define what are the objectives of the web or ecommerce

The process begins by stipulating realistic objectives that can be achieved with available resources. It can be a number of visits or monthly conversions, search engine positioning or the renewal of the commercial strategy. The important thing is to know what is the goal that must be reached after the whole process.

2. Know the characteristics of the potential user

Although the starting point for the success of a business or page on the Internet is segmentation, it is no less important to renew that first study to never stop knowing, exactly, what the potential user wants to find in our proposal . It is essential, as in any of the different services related to the UX, to refine the language, the commercial offer and all the details related to the contents. The deeper the analysis, the more options there will be to achieve success.

3. Describe what the user’s tasks are

UX design requires knowing in advance what tasks the user will perform when accessing the web. All must be described in detail and tested several times to perfect them. They would be what we call Jobs to be done.

4. The design of the user’s tasks

In relation to the previous point, we must turn each concept into a more attractive one. For example, the process of adding a product to the shopping cart and access to the payment gateway. The more times its correct operation is checked, the more options there will be to perfect the system and increase the conversion.

5. The application of the stipulated criteria

After the four previous points, it is time to check if the user feels that the page connects with their tastes, if they know how to access any section and if their behavior on the web really fits as expected. Mouse movement recording tools, such as Hotjar, are extremely useful for detecting the most visited areas of a store and the level of completion of each purchase process.

6. The drafting of a report with recommendations

Any well-performed heuristic analysis confirms the successes, errors and possible modifications that should be carried out. It is about indicating what are the most effective tips to correct the situation and continue improving.

7. The conclusions

As we approach the end of the process, the most important one begins: that of renewal. You must find what are the alternatives available to implement the most appropriate tips and start again with regard to the choice of new objectives during a specific period of time.

Jakob Nielsen’s 10 principles

They are the most used in the heuristic analysis of both web pages and applications or e-commerce. They are summarized in this list:

• Visibility into the state of the system. Anyone who accesses a website or store has to interact with the system, know what they are doing and what their objective is.
• Relationship between the system and the real world. The system should use the same language as the potential customer avoiding technicalities.
• User control and freedom. The user can make mistakes and must have the alternative to correct his error. This is the case of adding more products than desired in the shopping cart.
• Consistency and standards. The conventions established for certain elements must be followed. The norm of each business must be maintained to avoid confusion.
• Error prevention. You have to prevent any mistakes that the user may make, so it is advisable, for example, to add validations in each field to prevent possible user errors.
• Recognize before remembering. Elements must be added so that the user recognizes their actions. Demanding that you memorize what is being done is not advisable.
• Flexibility and efficiency of use. A suitable website is the one that adapts to all types of users, from the most novice to the most experienced, and the one that presents the fastest response.
• Aesthetic and minimalist design. The design must be simple and not distracting during navigation or completion of tasks.
• Recognise, diagnose and correct errors. Each error message must be clearly worded and informative.
• Help and documentation. Including instructions or a section with frequently asked questions is an interesting complement.

Reasons to perform a heuristic analysis

When it comes to getting specific results with a website or e-commerce, it is important to clarify whether qualitative or quantitative research is preferred. That is, you have to balance between the adaptability of the web and the traffic you want to receive. Although it is always advisable to carry out a heuristic analysis, it is especially important to perform it if:

• You want to find new ways to optimize a website.
• No more than 300 conversions per month are achieved and an A/B test is not possible.
• You want to analyze the conversion tunnel in detail to clarify whether the corresponding funnel works effectively.

Applying more appropriate web usability testing techniques helps to detect weak points, optimization priorities and, especially, why the user does not find what they are looking for or wants to buy.

Some success stories

Here we bring you some of the examples that follow these criteria mentioned above and that are positioned as success stories at the user experience level.

This is the case of Spotify that began its journey in 2008 and that is currently responsible for proposing personalized playlists for each user depending on the music they listen to.

Airbnb was practically unknown until in 2017 a deep UX analysis was carried out that has ended up making it a leader in its sector. On its website it is possible to select any type of accommodation thanks to a wide assortment of filters and specifications.

Thus, it is confirmed that heuristic analysis is the first step to start a new business stage that better connects with target users and expands the commercial horizon of any company.