André Morys – Heuristic Analysis Framework

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André Morys

• André Morys is the executive director of Web Arts AG – Germany’s leading agency for conversion optimization.
• Web Arts employs over 40 people at three locations and manages a lead/retail volume of over 7 billion euros. André Morys is the initiator and founder of the international Conversion Optimization Alliance.

He is also a lecturer at Würzburg University of Applied Sciences and holds numerous keynotes and lectures at national and international conferences on the topics of e-commerce, optimization strategies, and conversion optimization.

In 2009, André Morys was recognized as one of Germany’s best employers by the University of St. Gallen as part of the “Top Job” initiative.

In 2010, Web Arts AG was recognized as one of Germany’s most innovative companies by Lothar Späth as part of the “Top 100” initiative.

André Morys is the organizer and organizer of the ConversionSUMMIT and ConversionCAMP , an annual conference focusing on marketing optimization.

After 8 classes, you’ll be able to:

• Apply proven frameworks to guide your conversion audits.
• Understand implicit user motivations and analyze websites with human psychology in mind.
• Build a structured process to get more value from your CRO program faster.
• Add new tools to your process for finding untapped conversion opportunities

Your course curriculum

Class 1: Introduction to Expert Heuristic Evaluation

In our first session, we’ll go into some pros and cons of running expert heuristic evaluations. We’ll also teach you how to amplify the positive effects of heuristic evaluation with persona development. Finally, we’ll go over some pitfalls of user research and mistakes to avoid.

At the end of class one, you’ll understand how to conduct a proper expert evaluation in under 60 minutes.

Class 2: The Power of Relevance

When a user lands on a website, they will ask the question, “is this the right website for me?”

This class will teach you how to answer that question affirmatively. We’ll go over the shopping window analogy and how it relates to landing pages, how to quantitatively and qualitatively measure relevance on your landing pages, and the difference between implicit and explicit communication. We’ll also cover the power of emotional optimization and how to use confirmation bias to reduce your bounce rates.

Class 3: How to Use Trust and Orientation as a Growth Lever

Forget the 10-second rule: You have 50 milliseconds to nail your first impression.
This class will cover anticipated credibility (and how to use it), how to use cognitive biases if your brand is not very popular, and how to avoid cognitive dead-ends.

Class 4: How to Stimulate Users’ Buying Tendencies

This class will dive into implicit user motivations and how to find the buy button in the mind of your users. It will cover value propositions in depth – the difference between different kind of value props and how to analyze and improve your own. We’ll also cover psychological triggers like motivation, urgency, and scarcity.

Class 5: Analyze How Users Anticipate Easiness and Security

It’s not all about persuasion triggers. Uses also anticipate easiness and evaluate trust and security when navigating the web. This class will teach you how to analyze these behaviors and improve upon your current state of ease and security. In addition, we’ll cover forms and checkouts, and how to build security and ease measures here.

Class 6: The Post-Purchase Effect and How it Affects Website Optimization

Users may make emotional or irrational decisions, but they also seek to justify those decisions through confirmation and rational thought. This class will cover that confirmation effect and will teach you how to analyze and optimize for everything that happens after the conversion. The effect of this will be to increase customer lifetime value and repeat purchases.

Class 7: Systematic Evaluation

Your own cognitive biases are the single biggest danger to the validity of evaluation. In this class, we’ll teach you to mitigate those negative effects, improve the validity and objectivity of your results, and how to report the results to different target groups to spark action.

Read more about: André Morys

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