7 tips for conversion optimization

1. the be-all and end-all: testing and measuringIn order to optimize a website, an analysis must first be carried out to determine the status quo. This is followed by testing and measuring in order to improve the result as much as possible. Is the website user-friendly, are there any hurdles for the customer? To achieve accessibility as an individual aspect of the CO, for example, an A/B or multi-variant test is suitable, in which several versions are compared. Of course, a website will never be perfect, but that doesn't mean you should stop striving for perfection. This can be achieved by checking whether measure X has an effect on Y, for example. There are many different testing tools available for this purpose. The selected tool should not only measure this effect, but also be able to integrate the test variants directly into Google Analytics and a user research tool.2. intuition does not help hereEven if you intuitively like your own website - objectively, this gut feeling doesn't help at all. After all, every user has their own point of view. If you rely on your own intuition, conversion killers have an easy time of it because they are all too often simply overlooked. So instead of relying on gut feeling, the motto should be: form hypotheses, set goals and test them. And allow other opinions. A/B tests, multi-variant tests or split URL tests are again ideal solutions here.3. mobileNowadays, many users use smartphones and tablets to access websites on the internet. It has therefore become essential to make the website responsive. For example, an inspector can immediately search for the required wear part in the workshop, and in the best case scenario, the webshop in question has gained a new customer as a result, perhaps even a loyal regular customer.4. concentration on the essentialsResisting the urge to provide customers with as much information as possible is often not easy for website operators. But in doing so, they run the risk of overwhelming the user. When searching for specific content, too many elements can easily confuse the user. When designing product pages, you should therefore not be guided by the diversity of Amazon, as the giant can afford a lot of things that small stores cannot afford. A website must therefore concentrate as much as possible on the essentials, namely the content to which the user should be directed. A website operator should ask themselves two key questions in order to facilitate the path to a clear design: Does the content achieve the main objective of my website? How would I react to this as a user? Even in the case of fundamentally important features, such as test winner logos, you can do without lesser-known certifications that only create limited trust. The Facebook click offered is also questionable, as the customer may only want to share their product interests with a limited circle of friends. Third-party opinions can be helpful when clearing out the website; user feedback analyses are very suitable tools for this.5. internal searching and findingMany website operators consider the internal search to be of secondary importance, but a closer look at this optimization medium reveals a wide range of benefits. The operator himself also benefits from the internal search function because it reveals valuable information about his customers. Smartphone users in particular appreciate the internal search function as it allows them to reach their destination quickly on their small screen. The worst case scenario, of course, is that existing products cannot be found via the internal search. To avoid losing customers as a result, the CMS must be carefully set up with all relevant keywords, and metadata and product descriptions must of course also contain these search terms. No store offers all products, but even if the customer does not find what they are looking for, you should continue to motivate them. If the search is unsuccessful, this should immediately prompt a new action, for example with the request 'Please try another search term'.6. create trustIn brick-and-mortar stores, customer trust used to be based on a personal relationship with the consultant. In the age of online stores, this relationship no longer exists, so store operators have to come up with other trust-building measures. Trust seals are one possibility, but they only work if they themselves are trustworthy.testimonials are recommendations from prominent advertisers that are intended to create trust among customers. One example of this is the actor George Clooney, whose face stands for the Nespresso brand. Payment methods play a major role in building trust in an online store. A large selection reduces shopping cart abandonment.7. reduce barriers to purchaseThe potential for frustration with lengthy processes is high and abandonment is inevitable. A real conversion inhibitor. For website operators, the identification of hurdles is often clouded by operational blindness; they need the objective results of user research tools: session recordings analyze the individual steps of the user, a user flow analysis shows the movements on the website and a funnel analysis checks whether the user actually follows the specified conversion path. In this way, the optimization potential of a website can be determined.