This is a sample heuristic evaluation. My company specializes in performing them and I have written, edited, or presented over 100 of them to clients in industries ranging from ecommerce to healthcare to government.

1. P R O D U C T P A G E S C O P E
B R U C E S H I E L D S
Sample Heuristic Evaluation

2. Product Page Scope
• This evaluation was carried out on the Woodcraft.com site
and is an evaluation of product pages. These pages are a
crucial step in assisting customers with forming the
purchasing decision.
 This scope evaluates product pages to determine if all
features and functionalities—such as Quick View and
Comparison—are present and are executed effectively.
 Labeling and messaging of price, overall layout of the page,
placement and adequacy of product details are also
assessed.

3. Page Layout

4. Page Layout Issue 1
Product pages on Woodcraft.com could utilize screen real estate more effectively. As shown
above, the visible portion above the fold includes large areas of unused space, 1, 2. While some
critical elements such as the Add To Cart button and the price are displayed above the page
fold, product details are not within the visible screen when the page initially loads.
1
2

5. Page Layout Issue 1
The inefficient use of space on product pages forces critical information to be displayed below
the page fold, as shown by the dotted, red line 1. Most notably, product details 2load below the
visible screen at common laptop and desktop resolutions; related products are also below the
fold 3 As both types of information can significantly impact conversion, reorganizing the
product page to ensure at least a portion of it is visible is recommended.
2
3
1

6. Page Layout
By contrast, this site uses screen real estate more judiciously to display a selection of product
details above the page fold.
Issue 1

7. Recommendations
 Eliminate excessive blocks of unused space from
areas adjacent to the price on product detail pages.
 Reorganize product pages to display a portion of
product details and related products in the visible
portion of the page above the fold.

8. Product Images

9. Product Images Issue 2
Product images on the site are adequately sized, but they can be enhanced by the inclusion of
alternate views. While the site does include these views on some pages 1, others could benefit
from the same convenience 2. Alternate views help customers simulate the in-store experience
of being able to examine a product from different angles.
1
2

10. Product Images Issue 2
Similarly, the site does include Zoom functionality, but the presentation of this feature can be
improved. As shown above, when customers click the Zoom icon an enlarged view is displayed,
but customers have no additional ability to zoom in further. Providing additional levels of
zoom will allow customers to examine products in detail.

11. Product Images Issue 2
This site provides two levels of magnification that allow customers to view the product in
greater detail. Customers who click the plus icon are shown an additional level of zoom.

12. Recommendations
 Provide alternate product images on all appropriate
product pages.
 Display at least one additional level of magnification
in Zoom functionality.

13. Price

14. Price Issue 3
Price is a critical consideration for many shoppers, but the site does not call attention to this
critical information. As shown above, the price is the same font size as the surrounding text
and is not visually differentiated to call attention to it.

15. Price Issue 3
This site provides a prominent price that is visually distinct from the surrounding elements.
Customers can easily scan the page and find this critical information.

16. Price Issue 3
The site currently does a good job of messaging the price reduction on sale or clearance items.
Customers can easily determine the old price, the new price, and the amount saved. This
presentation would be improved if the percentage of savings was displayed as well. This
reduces the cognitive load for budget conscientious shoppers.

17. Price
Issue 3
This site includes all pricing data for sale item, including the percentage of money saved.

18. Recommendations
 Increase the prominence of price and visually
differentiate it from surrounding text.
 Add percentage saved to the price block for sale or
clearance items.