Conversion optimisation: increasing sales through targeted measures
Conversion optimisation is an essential part of the digital strategy with which decision-makers can significantly improve their sales. This involves guiding website visitors to actions that lead to business success - be it a purchase, a newsletter subscription or making contact. Companies often come to us with the question of how they can better utilise existing traffic and convert it into customers. Conversion optimisation helps them to do this without generating more visitors, but rather to leverage existing potential.
The role of the website in conversion optimisation
A clear, concise and user-friendly website is the basis for successful conversion optimisation. Decision-makers often see the added value in tailoring landing pages precisely to the needs of the target group and minimising distracting elements. An uncomplicated structure combined with an eye-catching call-to-action makes a significant contribution to persuading visitors to take action. This is achieved by focussing each page on a clear goal, such as ordering the product or filling out the contact form.
BEST PRACTICE at company XYZ (name changed due to NDA contract) An online retailer redesigned its landing pages so that the product information was concise, easy to understand and focussed on the benefits for the customer. At the same time, the button to complete the purchase process was made large and highlighted in colour. These measures increased the conversion rate by 20 per cent within a few weeks.
In addition to the design, technical optimisation is essential for the success of conversion optimisation. Fast loading times and mobile optimisation ensure a positive user experience and prevent bounces. Smooth display on smartphones and tablets is an increasingly important factor that is regularly addressed by decision-makers in the digital transformation.
Data-based improvement: A/B tests and analysing user behaviour
To make conversion optimisation effective, we recommend that decision-makers do not just follow assumptions, but achieve measurable results through systematic A/B testing. This involves comparing two variants of a website or element to find out which works better. For example, the colour of a button, the position of a form or the wording of a headline can be tested.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A service provider carried out monthly A/B tests in which landing pages with different call-to-action formulations were tested. By selecting the optimal variant, the number of enquiries increased by 15 per cent.
Understanding user behaviour using heat maps or session recordings is also a helpful tool. This enables decision-makers to recognise at which points visitors abandon the site or do not reach the desired destination. These insights provide targeted impetus for optimisations that are based not only on gut feeling but also on facts.
Content relevance and search engine optimisation as success factors
Content plays a central role in conversion optimisation. Decision-makers should take care to design content in such a way that it precisely matches the user's search intention and offers added value. High-quality and targeted texts help to convince visitors of the relevance of the offer and thus promote conversion.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A B2B provider revised its website content with regard to the questions and needs of its customers. The targeted integration of clear benefits and practical examples significantly increased the conversion rate of contact enquiries.
In addition, well thought-out search engine optimisation (SEO) supports conversion optimisation in the long term. Technical factors such as fast loading times, reduced file sizes for images and a clear website structure not only improve the ranking, but also make navigation easier for visitors. In general, the combination of SEO and conversion optimisation increases the success of the digital presence.
The interplay of target group focussing and individual measures
Decision-makers often report the challenge of reaching the right target group with suitable offers and communication channels. Conversion optimisation helps to develop and implement individual strategies that improve the user experience. This makes marketing measures more efficient and leads to measurable increases in sales.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A provider in the service sector utilised user feedback and segmented its target groups more precisely. Personalised content and offers increased conversion rates in the most important customer segments by 25 percent within one quarter.
Conversion optimisation is rounded off with clear objectives and regular performance measurement. Setting specific goals, such as increasing the number of orders or registrations, makes it possible to review progress and make any necessary adjustments. This creates a continuous improvement process.
My analysis
Conversion optimisation offers decision-makers a wide range of opportunities to increase sales by making better use of existing visitor flows. The combination of content quality, technical excellence, data-based tests and a targeted approach plays a decisive role here. Clients often report that they have been able to achieve sustainable improvements through accompanying impulses and targeted optimisation measures. Transruption coaching supports companies in accompanying these processes professionally, without any promises of effectiveness, but with practical expertise and concrete impulses.
Further links from the text above:
[1] Top 10 Conversion Rate Optimisation Best Practices for 2025
[2] SEO & conversion rate optimisation are connected!
[5] Conversion rate optimisation 2023: Guide + tips
[7] 8 Conversion Rate Optimisation Best Practices
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