• Startup Owners Manual by Steve Blank
  • Lean Startup by Eric Ries
  • Lean Analytics by Alistair Croll
  1. Heuristic Analysis — Focuses on clarity, friction, anxiety and distraction.
  2. Technical Analysis
  3. Digital Analytics
  4. Qualitative Research
  5. User Testing
  6. Mouse Tracking Analysis
  • 5 Star — This rating is for critical usability, conversion, or persuasion issues that will be encountered by many visitors to the site or has high impact. Implementing fixes or testing is likely to drive significant change in conversion and revenue.
  • 4 Star — This rating is for a critical issue that will be encountered by many visitors to the site or has a high impact.
  • 3 Star — This rating is for a major usability or conversion issue that may not be viewed by all visitors or has a lesser impact.
  • 2 Star — This rating is for a lesser usability or conversion issue that may not be viewed by all visitors or has a lesser impact
  • 1 Star — This rating is for a minor usability or conversion issue and although is low for potential revenue or conversion value, it is still worth fixing at a lower priority.
  1. Ease of implementation (time/complexity/risk) — Sometimes the data tells you to build a feature, but it takes months to do it, so it’s not something you’d start with.
  2. Opportunity Score (subjective opinion on how big of a lift you might get) — This depends on how many users are exposed to the issue, and how close to the money the issue is. Let’s say you see that the completion rate on the checkout page is 65%. That’s a clear indicator that there’s lots of room for growth, and because this is a money page (payments taken here), any relative growth in percentages will be a lot of absolute dollars.
  1. Testing Velocity
  2. Percentage of tests that provide a win
  3. Impact per successful experiment

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