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#081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/de/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">UX, Testing & Personalisation</span> <span class="arrow">></span> <span class="child">Conversion Optimierung on- und offline: Alter Wein in neuen Schläuchen?</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/conversion_optimierung_online_und_offline_2.jpg" data-rocket-location-hash="be5076d59292c880fbc230f1c85e716e" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Conversion Optimierung on- und offline: Alter Wein in neuen Schläuchen?</h1><p class="author">von Sophie Kubec</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">15. Juli 2014</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Das Thema Conversion Optimierung begegnet uns öfter, als uns bewusst ist. Mit effektiven Anpassungen einzelner Bereiche, werden wir zu Käufen, Newsletter-Anmeldungen oder Interaktion animiert. Effektive Maßnahmen schaffen Vertrauen und Fokus auf die gewünschten Bereiche und tragen damit zu einer deutlichen Steigerung der Conversion Rate bei.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">UX, Testing & Personalisation</div><p><p>Website Optimierung ist ein wichtiger Baustein für den Erfolg Ihres Digital Marketing. Wir zeigen Ihnen datengetriebene Ansätze zur Steigerung von Umsatz, Conversions und UX.</p> </p><a href="/de/daten-nutzen/#ux-testing-personalisation" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="06f4b65132c1fdf63a3b1b94e6b1b472" data-elementor-type="wp-post" data-elementor-id="41373" class="elementor elementor-41373 elementor-25369" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-34b01b81 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="34b01b81" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45a02326" data-id="45a02326" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-22a02438 elementor-widget elementor-widget-text-editor" data-id="22a02438" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Stellen Sie sich vor, Sie sind auf der Suche nach einem neuen Smartphone und betreten eine Elektrohandlung. Das Aussehen des Ladens ist nicht vertrauenerweckend, Sie finden keine Beschilderung, die Einrichtung und Inseln tragen nicht zur Orientierung bei und es gibt keine oder nur wenige Informationen zu den angebotenen Geräten. Bevor Sie frustriert, verzweifelt und müde versuchen ein Ladekabel zu kaufen, zwingt man Sie dazu Ihre Kontakt- und Kreditkartendaten für zukünftige Werbeaktionen zu hinterlassen, bevor Sie dem Kassier das Geld in die Hand drücken können. Nehme ich richtig an, dass Sie hier kein weiteres Mal einkaufen möchten und Ihren Freunden davon abraten werden, einen Fuß in diesen Laden zu setzen?</p><p>Auch wenn sich diese Geschichte haarsträubend anhört, begegnen uns Versionen von ihr im Internet tagtäglich. Dabei lassen sich solche Horror-Szenarien leicht vermeiden.</p><p>Welche Rolle Conversion Optimierung dabei spielt, den User gezielt zu leiten, bei seiner Auswahl zu bestärken und positiv in Erinnerung zu bleiben, erfahren Sie in den vier Schritten zur Conversion Optimierung. Dabei beleuchten wir die Gemeinsamkeiten zwischen alltäglicher Conversions im physischen Handel und dem Äquivalent im Online-Bereich.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-fa5546a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="fa5546a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2fcbc11" data-id="2fcbc11" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cbd0283 elementor-widget elementor-widget-heading" data-id="cbd0283" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">1. Conversion Schritt - Gefunden werden und Interesse wecken </h2> </div> </div> <div class="elementor-element elementor-element-d698926 elementor-widget elementor-widget-text-editor" data-id="d698926" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Alltag</strong><br />Stellen Sie sich vor, dass Sie auf der Suche nach einem neue Smartphone sind. Auf dem Weg nach Hause kommen Sie bei einem Elektronik-Geschäft vorbei, dass Smartphones in der Auslage präsentiert. Ein Gerät gefällt Ihnen besonders gut und Sie betreten den Laden.</p><p><strong>Online</strong><br />Das Internet bietet uns viele unterschiedliche Möglichkeiten, genau das zu finden, was wir suchen. Die Suchergebnisse einer Suchmaschine oder Werbe-Anzeigen und Banner fungieren dabei als Schaufenster, regen uns zum Klicken an und sorgen dafür, dass wir den “Laden” bzw. Online-Shop betreten.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-6bb0809 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6bb0809" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-596b7dc" data-id="596b7dc" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-752c2c8 elementor-widget elementor-widget-heading" data-id="752c2c8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">2. Conversion Schritt - Orientierungshilfe und Informationen </h2> </div> </div> <div class="elementor-element elementor-element-f51de7b elementor-widget elementor-widget-text-editor" data-id="f51de7b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Alltag</strong><br />Einmal im Geschäft ist eine erste Orientierung notwendig. Im besten Fall zeigen uns große Schilder mit der jeweiligen Überkategorie wohin wir uns begeben müssen. Haben wir die Insel gefunden, wollen wir das Gerät finden, das uns besonders anspricht. Eine Unterteilung in Marken, sowie Schilder mit der jeweiligen Produkt-Bezeichnung und eine farbige Hervorhebung erleichtern uns das Auffinden. Neben den technischen Informationen wecken Güte- und Testsieger-Siegel Vertrauen und überzeugen uns davon, dass das Gerät aus der Masse hervorsticht.</p><p><strong>Online</strong><br />Ähnlich wie in einem realen Geschäft sollen Online-Shops über eine übersichtliche Struktur verfügen und Elemente, wie z.B. Warenkörbe, verwenden, die User in jahrelanger Web-Nutzung mit verschiedenen Aktionen zu verknüpfen gelernt haben. Die Navigation darf uns nicht behindern, Sonderaktionen sollen aktiv beworben werden, die Wege zu beworbenen Produkten sollen so kurz wie möglich sein und für die Conversion Rate wichtige Elemente wie Grafiken, Call-to-Actions und Vertrauensverstärker sollen in Nähe zueinander stehen. Ein nicht zu unterschätzender Punkt ist die Beschreibung und Darstellung von Produkten: Die Verwendung von ansprechenden Bildern, ein detaillierter und auf den User-Nutzen optimierter Produkttext gehört zum Stand der Dinge.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-98b0bf7 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="98b0bf7" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b3d440" data-id="4b3d440" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-0281d1a elementor-widget elementor-widget-heading" data-id="0281d1a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">3. Conversion Schritt - Kauf und Stammkunden-Gewinn </h2> </div> </div> <div class="elementor-element elementor-element-f4131d7 elementor-widget elementor-widget-text-editor" data-id="f4131d7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Alltag</strong><br />Der Kauf des Gerätes kann mit wenig Aufwand und ohne Bürokratie abgeschlossen werden. Verschiedene Zahlungsmethoden lassen Spielraum für jeden Geldbeutel und Finanzierungsmodelle geben auch bei wenig monatlichem Budget die Möglichkeit, ein teureres Produkt zu besitzen. Einer besonders freundlichen und netten Kassakraft kann man die Frage, ob man Interesse an einer Stammkundenkarte hätte, nicht abschlagen und füllt bereitwillig die nötigen Informationen dazu aus.</p><p><strong>Online</strong><br />Die Bezahlung bzw. der Kaufabschluss ist der wichtigste Optimierungsschritt. Wer Stunden damit verbringt, Produkte zu vergleichen, nur um dann mit einem komplizierten Checkout-Prozess konfrontiert zu werden, der wird eher einen vollen Warenkorb gegen einen neuen und leichter zu bedienenden Online Shop eintauschen. Zumindest sollten Zahlungen ohne eine vorherige Registrierung möglich sein. Das schafft Vertrauen und User sind gewillter ihre Daten zu teilen.<br />Ein erfolgreicher Bestellvorgang bzw. eine erfolgreiche Conversion endet aber nicht allein damit, dass der User ein Produkt erwirbt, sondern auch damit, einen neuen Kunden für seinen Newsletter zu gewinnen. Newsletter sind also mit Kundenbriefen vergleichbar – lassen sich allerdings viel besser testen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5a8a2f0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5a8a2f0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-09f72f4" data-id="09f72f4" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d59e950 elementor-widget elementor-widget-heading" data-id="d59e950" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">4. Conversion Schritt - Testen, testen, testen </h2> </div> </div> <div class="elementor-element elementor-element-fbf63e4 elementor-widget elementor-widget-text-editor" data-id="fbf63e4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Alltag</strong><br />Ein Geschäftsführer bzw. Marktleiter, der mehr Verkäufe eines bestimmten Produktes anstrebt, wird das entsprechende Produkt prominenter positionieren und bewerben. Speziell gekennzeichnet wird es deutlich mehr Aufmerksamkeit auf sich ziehen und dadurch potentiell mehr Käufer ansprechen.</p><p><strong>Online</strong><br />Während im Alltag nur eine Umstellung des Produktsortimentes möglich ist, stehen einem im Online-Bereich Tür und Tor für verschiedene Tests offen. Angefangen von A/B-Tests bis hin zu multivariaten Tests beginnt hier der eigentlich spannende Bereich der Conversion-Optimierung.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-d642669 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d642669" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-844e583" data-id="844e583" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-b13420f elementor-widget elementor-widget-text-editor" data-id="b13420f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><em>Genau in diesem spannenden und sehr herausforderndem Bereich haben wir die Expertise, um Sie zu unterstützen: Wir analysieren mögliche Schwachpunkte Ihrer Website, finden optimale Ansatzpunkte für Conversion Tests und steigern damit Ihren Online-Umsatz!</em></p> </div> </div> <div class="elementor-element elementor-element-485f363 elementor-widget elementor-widget-heading" data-id="485f363" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Können wir Ihnen helfen? 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