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7 Levels of Conversion
- 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 Rating
- 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 Rating
- 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 Rating
- 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