1.
The 7 Levels of Conversion Framework results of 10 years experience of
user tests.
The framework orientates on users thinking and decision processes. Due
to the analysis of your website through the 7 Levels of Conversion
Framework you can identify any weakness point of the users view.
Iridion helps you by executing a 7-Level-Audit. By answering specific
questions to your website you can note weaknesspoints of your website
and create hypothesis for experiments.
In the following Slideshare you can see a preview of potential user
questions for each level.
7 Levels of Conversion
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
Rating

2.
Does the website meet the expectations of the users?
Do keywords and headlines match the intent?
Do emotional pictures, product settings and product variety match?
Do users understand the icons, symbols and implicit codes used and do
these simplify explanations?
Are there meaningful Unique Value Proposition and additional values,
which serve users as a reason to buy?
Is it possible to arrange benefits of the website or products in the form of
bullet lists or tag words?
etc.
Relevance
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
Rating

3.
Does the website build up trust successfully?
Does the website appear professionally designed (“Credibility Based
Webdesign”)?
Is the trade visible and in a high-quality design?
Are there trust icons or prize-winning certificates on the website?
Do authorities support the website?
Can customer recommendations and ratings bring trust to the website?
Do brands, payment conditions / icons promote trust?
etc.
Trust
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
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4.
Do users find the products they are looking for?
Is there a clear and distinct call-to-action?
Are there no “paradox of choice” effects?
Does the website use contrasting effects to set products and promotions
into focus?
Do users understand the wording and information architecture of the
website in order to find the products they are looking for quickly?
etc.
Orientation
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
Rating

5.
Do emotional triggers activate users successfully?
Are there Unique Value Propositions the competitors don’t have?
Does the website use scarcity to create urgency to buy a product?
Do savings and special offers motivate users to conversion?
Does the website trigger sympathy to get a halo effect?
Do they use reciprocity?
Can gamification elements serve to attach users more to the website?
etc.
Stimulance
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
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6.
Are there website sections or elements which result in
reliability questions in users’ minds?
Are all questions concerning warranty and guarantee answered?
Are there contact possibilities in relevant website sections?
Is there an FAQ section where frequently asked questions are answered?
etc.
Reliability
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
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7.
Is it easy for the users to convert?
Are process steps easy to complete?
Does the website follow the mental model of users’ minds?
Is there a preview to fulfill the users’ expectations?
etc.
Convenience
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
Rating

8.
Are all follow-up questions to an order answered
positively?
Did the user get some reasons for his conversion -Reason Why?
Is it possible to give feedback in order to stay in contact with the
company?
etc.
Rating
Relevance
Trust
Orientation
Stimulance
Reliability
Convenience
Rating