Research Fundamentals Part 2: Heuristic Analysis: Audit Any Page in Under an Hour
Heuristic Analysis: Audit Any Page in Under an Hour
Heuristic Analysis: Audit Any Page in Under an Hour
⏱️ 2-min read
Heuristic analysis means looking at a page through the lens of experience and identifying problems based on known patterns.
It’s not guessing. It’s pattern recognition. After you see certain problems repeatedly, you get better at spotting them quickly.
The Five-Element Framework
Evaluate every page using these five elements. Score each from 1 to 5. Low scores reveal testing opportunities.
Element 1: Relevancy
Does this page match what brought people here? If someone clicks an ad about email marketing software, does the landing page immediately address email marketing?
Mismatches kill conversions instantly. Your ad promises one thing. Your page talks about something else. People bounce.
Check: headline, subheadline, hero image, and first paragraph. Do they align with the traffic source?
Element 2: Clarity
Can visitors understand your offer in 5 seconds? Can they explain what you do and why it matters?
Confusion is the enemy of conversion. If people have to work to understand your value, they leave.
Check: Is your headline clear or clever? Does your copy use jargon or plain language? Can someone scan the page and get the main idea immediately?
Element 3: Value Proposition
Why should someone choose you over alternatives? What makes your offer better, different, or unique?
Weak value propositions sound like: “We provide quality service.” Strong ones sound like: “Get your tax refund 2 weeks faster with our direct filing guarantee.”
Check: Does your page explain specific benefits? Do you show outcomes, not just features? Would this convince you if you were the customer?
Element 4: Friction
What makes it hard to convert? Long forms? Confusing navigation? Unclear next steps? Required information people don’t have handy?
Every unnecessary field, every extra click, every moment of uncertainty adds friction. Friction reduces conversions.
Check: How many form fields exist? Is the call to action obvious? Do people need to create an account before trying your product? Are you asking for information too early?
Element 5: Distractions
What pulls attention away from your conversion goal? Multiple calls to action? Unrelated links? Auto-playing videos? Competing messages?
Every distraction gives people a reason to do something other than convert. Your page should have one clear path.
Check: How many clickable elements exist? Do you have multiple offers competing for attention? Does navigation give people too many escape routes?
How to Run a Quick Audit
Open the page you want to test. Set a timer for 60 minutes. Score each of the five elements from 1 to 5.
For each low score, write down the specific problem:
“Headline doesn’t match ad copy about accounting features”
“Form has 9 fields when we only need email and company size”
“Three different calls to action compete for attention”
“Value proposition focuses on features not outcomes”
Anything scoring 3 or below is a testing opportunity. Prioritize the problems that appear on your highest traffic pages.
What This Tells You
Heuristic analysis reveals obvious problems fast. It won’t catch everything, but it catches the big stuff that other research methods might miss.
The best part? You can do this right now without any tools. Just your brain and your experience with websites.
Common Patterns You’ll Spot
After auditing 10 to 20 pages, you’ll notice patterns:
SaaS pricing pages often bury the actual prices
Landing pages often mismatch ad copy
Checkout forms often ask for unnecessary information
Value propositions often describe what instead of why
Navigation often distracts on conversion-focused pages
These patterns make you faster at spotting problems. That’s the real power of heuristic analysis.
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💡 QUICK WIN
Audit your main landing page right now using the five elements. Score each 1 to 5. Whatever scores lowest is your first test idea. Takes 15 minutes.
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Coming up in Part 3:
Qualitative research methods that reveal what users actually think and feel.
Reply with questions anytime.
– Atticus
P.S. Download this simple audit template: Relevancy, Clarity, Value, Friction, Distraction. Score 1-5 for each. Use it on every page you want to improve.