CRO Design Only_Framework.xlsx

	A	B	C	D
1	CRO Framework
2	Scale of 1-5	Fake Doors	Upwork	Toptal

3
4	Relevance
5	"Is that the place I was searching?“ (analyze traffic sources)	0	5	4
6	"Is that for people like me?“ (analyze personas)	0	4	5
7	Content: Does the wording follow the intent, especially headlines?	1	5	5
8	Is emotional resonance created? Is the experience focussed?	1	5	5
9	Does the landingpage show the range of products?	2	3	5
10	Is it clear what range of pricing is offered (low/mid/high)?	0	5	2
11	Do value propositions exist that fit to the emotional values?	0	4	5
12	Is the whole experience coherent to other pages?	0	3	5
13	Optional: Is storytelling used to create resonance?	1	3	5
14	Relevance	11.1%	82.2%	91.1%
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16	Trust
17	Is the site design based on credibility principles?	1	5	5
18	Is the information architecture clear and according to expectations?	0	4	4
19	Does the brand stand clear and imply trustworthiness?	0	4	5
20	Does the website use seals or any other similar codes?	0	4	5
21	Are user transactions visible (social proof)?	0	4	5
22	Are celebrities or other authorities used as testimonials?	1	4	5
23	As a shop: Do you show notable clients or brands?	0	0	5
24	Trust	5.7%	71.4%	97.1%
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26	Orientation
27	"Where should I click" - is a clear primary CTA visible?	1	5	3
28	Do CTA Elements show clear consequences of action?	0	5	3
29	Does the site help users overcoming paradox of choice?	0	5	3
30	Is it easy to compare options?	0	2	4
31	Are secondary CTAs used to work on objections of users?	0	2	4
32	Orientation	4.0%	76.0%	68.0%
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34	Stimulation
35	Does the site offer clear value propositions?	1	4	4
36	Are the value propositions relevant	1	5	5
37	Are the value propositions unique? Really?	1	5	5
38	Is the price / risk perception designed well?	0	4	2
39	Does the site create a fun user experience?	0	4	4
40	Are free gifts / elements of reciprocity used?	0	0	3
41	Does the site offer comelling time-sensitive promotions to entice action?	1	2	4
42	Stimulation	11.4%	68.6%	77.1%
43
44	Security		Sign Up Page	Sign Up Page
45	Does the site answer typical questions on transactional pages?	0	5	5
46	Are questions of customers anticipated?	0	1	5
47	Is there an FAQ page?	0	0	0
48	Are there links towards service areas to answer open questions?	0	0	0
49	Is there a chat available? Call center?	0	0	0
50	Are there any guarantees offered to help the user reduce a sense of risk?	5	0	3
51	Is there an explanation why user information is required?	2	3	5
52	Security	20.0%	25.7%	51.4%
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54	Convenience
55	Are forms perceived as convenient?	0	5	5
56	Design is light and easy	2	4	5
57	Maximum simplicity	1	4	5
58	Positive UX / interaction (e.g. inline validation, cheering)	0	3	5
59	Chunking + Tunneling - easy questions first	0	3	5
60	Are they really convenient?	0	4	4
61	Functionality follows mental models	0	3	4
62	Clear explanation of functionality	0	3	4
63	Help is provided	0	0	0
64	Convenience	6.7%	64.4%	82.2%
65
66	Confirmation
67	Show rationally good reasons for buying decision	0	4	4
68	Use micro-feedback on pages and elements (e.g. inline validation)	0	4	4
69	Present good reasons on a thank you page	0	4	4
70	Use fun and interactions to increase fun + give positive feedback	0	4	4
71	Confirmation	0.0%	80.0%	80.0%
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73	AVERAGE	9.8%	64.7%	77.8%
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