Not really an answer to your question, but....
Looks a lot like my WH7016 controller, almost identical in fact. - a decent controller, but only does heat *OR* cool. so its OK for a refrigerator or freezer replacement - I use it for my kegerator.
there is also a very similar looking STC1000 controller, which you may have seen on forums here - that controller does heat *AND* cool - I use one of these for my fermentation chamber.
I've found that these cheap controllers work well, but note that they only display in celsius.
I concur with danb, and add that in the diagram you posted - that box with the X in it, and the chinese characters at the side - that represents the load that you want to control - (ie your heater or your cooling device)
Also, check that whatever you're controlling doesn't exceed the amperage rating of the controller.