Conversion optimisation as the key to targeted sales growth
Conversion optimisation is becoming increasingly important for decision-makers who want to sustainably increase sales. Targeted measures can increase the proportion of website visitors who become customers and thus improve economic success. Managers and marketing executives frequently encounter this topic when it comes to project support for user guidance and the design of websites. Here, transruption coaching often offers valuable support in order to develop customised impulses and accompanying strategies.
Clear target definition as the basis for conversion optimisation
A crucial starting point is to formulate clear goals for conversion optimisation. Decision-makers should know exactly whether they want to achieve more sales, more enquiries, reduced shopping basket cancellations or higher newsletter registrations. This target definition makes it possible to target measures and make success measurable. Clients often report that the precise formulation of their goals already provides an important direction and strengthens their focus throughout the entire optimisation phase.
BEST PRACTICE at company XYZ (name changed due to NDA contract)
A company from the e-commerce sector set itself the goal of reducing the purchase cancellation rate. After being analysed and advised by an external coach, the checkout processes were simplified and clearer call-to-action elements were introduced. They accompanied these measures iteratively with A/B tests. This led to a measurable increase in the conversion rate of almost 15 per cent within six months.
Understanding target groups as a fundamental prerequisite
An in-depth understanding of the target group is essential for effective conversion optimisation. Decision-makers should find out what needs and expectations their users have. Data analyses, user surveys and the study of user behaviour help to make targeted adjustments to the website. Topics such as user-friendliness, language and design should be designed to suit the target group and gain their trust. In consulting projects, the connection to the target group is repeatedly cited as a key factor.
BEST PRACTICE at company XYZ (name changed due to NDA contract)
A software manufacturer analysed the user behaviour of its website visitors and discovered that potential customers were primarily looking for specific application scenarios. Target group-specific landing pages with practical success stories and explanatory videos were then created. This targeted customisation led to a significant improvement in user loyalty and an increase in contact enquiries via the web form.
Optimise technical basis and user experience
A stable technical basis is essential for conversion optimisation. Technical problems such as long loading times or faulty forms often lead to frustration and high bounce rates. Optimising technical performance and a well thought-out, user-friendly design significantly improve the user experience (UX). SEO measures and technical optimisations work together by increasing visibility and improving the user experience. In this way, they support conversion optimisation on several levels.
BEST PRACTICE at company XYZ (name changed due to NDA contract)
A service company realised that the bounce rate on the contact page was particularly high. The user experience was improved through a technical review and the design of a simple, error-free form page with more clarity and safety instructions. In addition, mobile user-friendliness was optimised. The result was an increase in completed forms of almost 20 per cent.
Testing and data-driven measures as a key success factor
Sustainable conversion optimisation is based on continuous testing and the evaluation of user data. Decision-makers benefit from regularly using A/B tests and experiments to compare different variants of website elements. Data such as heat maps, click paths or session recordings provide valuable information on where weaknesses lie and where there is potential for improvement. This structured approach makes it possible to make decisions based not on assumptions but on reliable findings and to manage the measures in a targeted manner.
BEST PRACTICE at company XYZ (name changed due to NDA contract)
A fashion retailer carried out A/B tests for different variants of the product detail pages to find out which display converts better. The tests revealed that a variant with a clear price overview and recommended products worked better. This data-based optimisation led to a noticeable increase in sales per visitor.
Content quality and targeted approach
The quality and relevance of content also play an important role in conversion optimisation. Content should precisely match the user's search intention and offer real added value. Appealing user topics, comprehensible texts and clear calls to action help to increase conversion rates. It is important to regularly adapt the content and react to new findings from data and user feedback.
BEST PRACTICE at company XYZ (name changed due to NDA contract)
An education provider reorganised its course pages to include customer reviews and success stories alongside information on course content. All texts were designed to be understandable for the target group and contained clear CTA buttons for enrolment. This content revision led to a significant increase in course bookings.
My analysis
Conversion optimisation is a complex but rewarding process that requires targeted support. Decision-makers often succeed in realising significant increases in sales through clear objectives, a deep understanding of target groups, technical stability, data-driven tests and high-quality content. This shows that transruption coaching, which provides impetus and supports implementation, is an important success factor. However, absolute promises are unrealistic; it is more about continuous optimisation and adaptation based on well-founded feedback and data.
Further links from the text above:
[1] Conversion rate optimisation: process, measures & checklist
[2] SEO & conversion rate optimisation are connected - OMR
[4] Conversion optimisation: strategies, tips and checklists
[5] Conversion optimisation explained quickly & simply - Seokratie
[7] Conversion Rate Optimisation (CRO): Definition, tips and best practices
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