Heuristics are a set of guidelines used to guide the design and optimization of websites. Formulated by usability experts Jakob Nielsen and Rolf Molich, these principles are based on years of research and observation on human perception. Conducting a website analysis using a heuristic-based checklist allows you to evaluate the site’s usability, helping you locate and identify problematic areas or processes.
However, simply gathering insights from an analysis does not immediately benefit your business. The key is to translate these findings into actionable insights—recommendations that convert the knowledge from the report into specific actions. How can this be done?
For example, imagine that a heuristic analysis has revealed issues related to the third heuristic (which is discussed later in the article). This principle emphasizes giving users full control over their actions and navigation on the website. However, the meal delivery website you’re evaluating does not allow users to add another meal plan to the cart during checkout or remove a selected item in the cart preview. This limitation can frustrate users, as they cannot modify their choices. As a result, they may quickly abandon the site and place an order with a competitor offering more flexibility.
In this case, the actionable insight would involve presenting the problem, proposing possible solutions, and estimating the benefits of implementing those changes. Your recommendation might include adding an “Add Another Meal Plan” button on the checkout page and an icon in the cart preview that allows users to remove items. Using historical data in GA4, you could estimate how these proposed changes could boost the conversion rate.
If the actionable insights relate to minor elements that can be modified at low cost, it’s advisable to implement these changes immediately. However, if the findings concern more significant and costly processes, I recommend conducting additional quantitative and qualitative data analyses to confirm the assumptions made in the initial study.
A website should consistently inform users of their current location and what is happening. Without this information, users may feel disoriented and quickly lose interest, leaving the site. Transparency in processes directly influences decision-making and, consequently, the ease with which users complete their journey toward the website’s goals. Below are two key examples of best practices for this principle:
Breadcrumbs: Show users how deep they are within the site and allow quick navigation to broader subpages.
Navigation Bar: Indicate the user’s current stage in the order process and, importantly, how many steps remain until the purchase is completed.
The content on the website should be written in simple, natural language that everyday people use. This allows users to quickly understand the site’s message and easily identify where to meet their needs. A layout and graphical elements that adhere to common standards also enable intuitive and seamless navigation.
Typically, the brand logo is placed at the top left, while icons/buttons for login (person icon), cart view (shopping cart or trolley icon), and search (magnifying glass icon) are positioned on the right.
It’s also important to consider socio-cultural norms. For example, on Samsung’s website, some languages, like Arabic, are read from right to left. In these cases, the standard is to place the logo in the top-right corner, and the entire page is mirrored, resembling its left-to-right counterpart used in languages like English.
Giving users full control means enabling them to make choices through the interface, edit previously entered data, or uncheck specific options. It’s crucial for users to feel empowered and able to navigate the site freely, as this motivates them to take action. Below are three examples of good practices that adhere to this heuristic:
Ziaja allows users to log in for promotions, skip this option using the „Continue Shopping” button, or close the pop-up without making any decisions.
Lego enables users to remove individual products or entire entries from their cart.
Nakrywamy.pl offers three order paths—users can log in, create an account, or make a purchase without registration. Forcing users to provide personal data often leads to abandoned purchases.
Maintaining consistency, as partially referenced in Nielsen’s second heuristic, requires focusing on both internal and external consistency.
Users browse thousands of websites and quickly become accustomed to patterns that are common across many of them. If you plan to introduce something entirely new and different, consider whether it truly makes sense. How much time and effort will users need to understand your design, and will it result in a better experience?
This heuristic encourages the implementation of measures that reduce the likelihood of user errors during interactions with the website. Any oversight can distract users and negatively affect their motivation.
For instance, on an e-commerce site, if a product is out of stock, the „Add to Cart” button should be grayed out and unclickable. On a lead generation site, form fields should include prompts about the correct format for entering data (e.g., postal code or phone number).
In today’s digital world, users are overwhelmed with a constant influx of information. You can’t expect them to remember what they viewed on your site or whether they’ve added all necessary products to their cart, especially while multitasking.
In such cases, features like Recently Viewed sections (as seen on Allegro), the ability to preview the cart, and clear instructions above form fields are effective practices that encourage users to finalize their conversions.
In a fast-paced world, users want to meet their needs as quickly as possible with minimal effort. This heuristic encourages simplifying popular, repetitive tasks and reducing the time needed to complete them.
Classic examples of such practices include a “Reorder” button on a recent purchase list, a “Select All” checkbox when setting up an account, or the ability to apply multiple filters during a product search without page reloads.
Minimalism is key. A website should be clear and simple. Internet users don’t read website content; they scan it for keywords. A cluttered structure, excessive text, and pop-ups can discourage even the most persistent visitors.
The website acts as a business card, and within a few seconds, it must convince users to stay. Minimalist, clear, and aesthetically pleasing sites build trust and foster the perception of professionalism, allowing users to efficiently fulfill their needs.
Despite the fifth heuristic’s recommendation to prevent errors, it’s impossible to eliminate all potential problems. Therefore, the ninth heuristic emphasizes providing clear information when errors occur and guidance on how to resolve them and proceed.
A great example of this is Apple’s website. Instead of displaying a generic „404 Error” message, Apple provides a user-friendly explanation that the page couldn’t be found and suggests alternative actions, such as using the search function or navigating the site map, helping users stay engaged.
Even on simple and intuitive websites, a FAQ section or help page listing key topics related to the business is essential. This allows users to quickly access the information they need, clarify doubts, and continue their tasks without interruption.
Auditing based on Nielsen’s heuristics serves as an essential foundation for UX analysis, providing a valuable starting point for further research—both qualitative and quantitative. This approach helps identify key usability issues early on, which can then be explored in more depth through data-driven methods, enabling more informed and strategic improvements to the user experience.
During the audit, focus on:
Showing system status: Ensuring transparency of processes, as this impacts decision-making and, consequently, the throughput of the conversion pathway.
Maintaining alignment between the system and reality: Using simple language, universally recognized icons, and adhering to socio-cultural norms on the website. This helps users quickly understand the message and locate where they can achieve their goals.
Giving users full control: Allowing users to make choices and undo actions via the interface, as a sense of decision-making and freedom of movement motivates users to take action.
Adhering to standards and consistency: Implementing widely accepted design norms and maintaining a visually cohesive and aesthetically pleasing website. This practice builds trust and strengthens the perception of interacting with a professional brand.
Preventing errors: Taking measures to minimize the chances of users making mistakes while interacting with the website. Any oversight can distract users and negatively affect their motivation.
Showing instead of forcing memory: Displaying „Recently Viewed” sections or allowing users to preview their cart contents. These additional stimuli often help finalize conversions.
Flexibility and efficiency: Simplifying and speeding up repetitive tasks to ensure users feel comfortable, save time, and complete their goals more efficiently.
Caring about aesthetics and moderation: Striving for a minimalist and straightforward version of the website, as a chaotic structure, excessive text, and pop-ups can irritate users and increase bounce rates.
Providing effective error handling: Displaying messages that clearly explain what happened and what to do next. Without proper guidance, users may become stressed or irritated and leave the site.
Providing help and documentation: Equipping the website with a FAQ section or help page listing key business-related topics, as users often need quick information or clarification to proceed with conversions.
Remember, the findings from the audit alone aren’t enough. Based on the data, create actionable insights—recommendations that, when implemented, will benefit your business. By improving your website, you’re investing in user satisfaction, which is a key factor in boosting both the conversion rate and retention rate.
About the author
She began her career path in social listening, after which she completely immersed herself in the world of research. At Yetiz, she is involved in analytics as well as managing PPC campaigns. Personally, she is addicted to mountain hiking and can’t imagine life without Freddie Mercury’s vocals.
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