Conversion optimisation as a companion for sustainable growth
Conversion optimisation is a key lever for making growth and success in digital projects visible and measurable. Many decision-makers come to us with the desire to better utilise the impact of their campaigns and websites. Our coaching process supports change and improvement - without promises of effectiveness, but with impulses that are often reported as valuable. Conversion optimisation accompanies you on the way to converting visitors into interested parties and customers. The aim is to improve the user experience with targeted measures so that more visitors are motivated to carry out the desired actions.
The basics of conversion optimisation
Conversion optimisation is not just about technical adjustments. Many of our clients have questions about user behaviour, landing pages and call-to-action elements. It is crucial to understand the target group well and to work based on data. This allows us to check which adjustments actually have a positive effect. A typical step is to analyse user flows in order to identify bounce rates or abandonment points. This is followed by tests, such as A/B tests, in which variants are compared. The aim of conversion optimisation is not to look for blanket solutions, but to provide customised support that is tailored to the respective project.
Examples from practice
BEST PRACTICE at company XYZ (name changed due to NDA contract): Here, the number of form fields on the registration page was reduced and a clearly understandable call to action was introduced at the same time. The result was a measurable increase in the registration rate of around 15 per cent compared to the previous year.
BEST PRACTICE at the company ABC (name changed due to NDA contract): Targeted improvement of loading times and simplification of menu navigation kept users on the site for longer and successively increased the conversion rate.
BEST PRACTICE at DEF (name changed due to NDA agreement): A newly implemented, prominent call-to-action button resulted in more users signing up directly for a product demo, which improved the lead quality index and generated positive feedback from sales.
Tips for implementing conversion optimisation
Decision-makers often report that they would like support in taking a structured approach to conversion optimisation. An important impulse is to take a close look at the user journey and understand where hurdles lurk. A simple landing page structure, clear messages and a clear call to action promote success. The focus should always be on the user. Simplifying forms is also a classic method, as users shy away from too much effort. In addition to technical optimisations, the design of offers and the placement of elements often bring significant improvements.
Further examples from practice
BEST PRACTICE at the company GHI (name changed due to NDA contract): Through repeated user surveys, relevant customer needs were recorded and incorporated into the design of the website, which noticeably increased the qualification of leads.
BEST PRACTICE at the company JKL (name changed due to NDA contract): The integration of social proof elements such as customer reviews on the product page led to higher trust and an improved completion rate for online orders.
BEST PRACTICE at the company MNO (name changed due to NDA contract): Testing different colour variants for buttons led to an optimisation of the click rate by up to 8 percent, which was the starting point for further measures.
Conversion optimisation as a continuous process
Conversion optimisation is not a one-off project, but a continuous process that should be accompanied again and again. Decision-makers appreciate advice that not only supports them technically, but also strategically. Those who want to ensure growth in practice work on a data basis and focus on long-term user loyalty. The effort involved is worth it: companies report sustainable sales growth and greater marketing efficiency thanks to a steady improvement in conversion rates.
Typical questions during support
Many clients ask how they can better segment users and enable a personalised approach. Others are unsure which metrics are really meaningful or want inspiration for improvements to forms, landing pages or CTAs. Our role is to provide support with a clear methodology and enable project managers to make data-based decisions for more conversion.
My analysis
The path to more growth through conversion optimisation is a partnership-based and individual process. Decision-makers want support that helps them implement practical and comprehensible measures. Conversion optimisation is much more than just technology: it is about the user-centred design of the customer journey, targeted A/B tests, clear calls-to-action and continuous improvement based on data. In this way, the efficiency of marketing and sales can be systematically increased without promising supposed patent remedies.
Further links from the text above:
[1] Conversion optimisation: definition and measures
[4] Conversion Rate Optimisation (CRO): Definition, tips and benefits
[7] Conversion optimisation: strategies, tips and checklists
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