CRO Heuristics: diagnosing and removing friction across forms and checkout
A heuristic evaluation framework based on clarity, relevance, friction and anxiety: how to lift conversions before running complex A/B tests.
Before writing code for complex experiments, heuristic audits detect conversion leaks in hours.
The 4 Core Evaluation Vectors
1. Relevance
Does the landing page immediately answer the intent promised in search snippets or ads?
2. Clarity
Is the value proposition and primary call to action comprehensible within 5 seconds?
3. Friction
Redundant form fields, slow load times, and ambiguous UI buttons.
4. Anxiety
Missing social proof, unclear guarantees, or absent trust credentials.
Form Friction Elimination
Reducing form input fields from 8 to 4 essential data points and enabling auto-complete often lifts submission rates by over 35% without hurting lead qualification quality.
Lucas Antignani Rizzieri
SEO & Growth SpecialistGraduated from FIAP in Digital Marketing & Data Science (GPA 8.88/10). Specialist in Programmatic SEO, Statistical CRO, CRM ecosystems and Organic Demand Engineering.
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