Conversion optimisation is an essential key to achieving more success in the digital business environment. It helps companies to systematically increase the proportion of visitors who perform a desired action - such as making a purchase or filling out a form. For companies in the retail, service and media sectors in particular, targeted conversion optimisation draws enormous potential from existing traffic.
The importance of clear objectives in conversion optimisation
In order to implement conversion optimisation efficiently, clear goals must be defined. For example, online retailers want to reduce shopping basket cancellations, while service providers often focus on more contact enquiries. A software company may want to achieve a higher number of download registrations. Only by setting precise goals can suitable measures be developed and successes made measurable.
BEST PRACTICE at a customer (name withheld due to NDA agreement): A medium-sized company in the e-commerce sector was able to increase its conversion rate by 15 per cent by setting specific goals in the CRM area, simplifying order processes and focusing on clear calls-to-action.
Companies in the tourism sector also set such targets in order to increase bookings on the website. Media providers also pursue clear conversion targets with subscriptions, which they accompany with targeted optimisation.
Between user-friendliness and trust: The levers of conversion optimisation
Users expect intuitive, fast and trouble-free online experiences. Improved user-friendliness is therefore one of the most effective methods for a higher conversion rate. Fast loading times, clear navigation and a responsive design play a key role here.
In the financial services sector, for example, insurers optimised their forms so that there are fewer mandatory fields and the user guidance is clear and easy to understand. This led to a significantly higher completion rate.
Companies create trust with the help of social proof: customer reviews, certificates and seals of approval have a positive effect on purchasing decisions. One online retailer displayed trust-building elements such as TÜV and Trusted Shops seals on its product pages and recorded a significant increase in the conversion rate.
In the service sector, providers also rely on transparent payment and delivery information to minimise inhibitions. This has noticeably lowered the inhibition threshold for bookings or orders.
Practical methods of conversion optimisation
One of the most proven techniques is the use of A/B tests. Online shops are experimenting with different colours and positions for their call-to-action (CTA) buttons. One sporting goods retailer found that a green button with a „Buy now“ call to action converted better than another variant.
Landing page optimisation is another important lever. A software company revised the landing page for a new product, organised the content according to the proven AIDA principle (Attention, Interest, Desire, Action) and prominently integrated customer reviews. This significantly increased registrations.
Exit-intent pop-ups are a helpful tool for travel websites. They address visitors who want to leave the site and offer short-term discounts. Clients often report that they have been able to reduce the bounce rate as a result.
BEST PRACTICE with a customer (name withheld due to NDA agreement): A fashion retail chain integrated personalised product recommendations based on user behaviour. The result was a measurable increase in shopping basket value and a higher conversion rate on the category pages.
Personalisation and social proof as growth drivers
A personalised approach is now standard practice. E-commerce companies rely on data-supported algorithms that provide visitors with personalised recommendations. This makes users feel understood and increases their willingness to buy.
Testimonials and success stories are fundamental elements in building trust. One provider of online courses presented authentic customer reviews on the homepage, which demonstrably increased the registration rate.
In the B2B sector, too, companies report that personalised offers and reference reports from industry peers make the closing process much easier.
Technology and data analysis as the basis for conversion optimisation
Without a solid technical foundation, no optimisation can have a lasting effect. Loading times must be correct, sources of error eliminated and the ordering process designed to be as simple as possible. It is important to carry out regular technical checks and performance analyses.
Analysing user behaviour is essential. Heatmaps, session recordings or funnel analyses can be used to identify stumbling blocks on the website and rectify them in a targeted manner. For example, one service provider focussed on high abandonment rates in the booking forms, which were improved through better user guidance and targeted A/B tests.
BEST PRACTICE for a customer (name withheld due to NDA agreement): A provider of payment services reduced the abandonment rate by over 20 per cent by removing unnecessary steps in the checkout process. At the same time, the conversion optimisation was accompanied by technical monitoring.
My analysis
Conversion optimisation is not a one-off process, but a continuous one. It helps companies to make better use of existing traffic and thus convert more visitors into customers. Clear objectives, a sound technical basis and targeted measures such as A/B tests, a personalised customer approach and trust-building elements are essential. Companies from the e-commerce, service and media sectors benefit considerably from systematic conversion optimisation and can sustainably strengthen their business success.
Further links from the text above:
Conversion rate optimisation: process, measures & checklist - evergreen.media
Conversion rate optimisation in 2025 tips - seoagentur.de
Conversion optimisation: strategies, tips & examples - datenbasiert.de
Conversion optimisation explained quickly & simply - seokratie.de
Conversion optimisation definition and measures - haufe-akademie.de
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