What is the AIDA model?

The AIDA model has been around for more than one hundred years and illustrates the basic knowledge of advertising research. The schematic representation of the purchasing decision-making process is in four successive phases and is reduced to show the essential steps. Some see this model as too simplified and believe it doesn’t adequately depict modern, multi-layered communication processes. As a...

Log analysis: What the web server log reveals about your visitors

How many pages are accessed by a single user when they’re visiting your website? And which links or search queries did they use to lead them to you? To answer such questions, well-known web analysis tools like Google Analytics seem to be the only option. But the web server’s automatically generated log file also provides a solid foundation for user information. The following guide discusses the...

Web analytics: data privacy when creating a profile

Tracking tools can provide website operators with a useful indication on how to adapt an online project to suit a target group. These tools focus on user profiles, which reveal how users find the website, and which content provokes interactions. This information is based on user data, which can be subject to stringent data protection guidelines in some countries within the European Union. Find out...

What is A/B testing?

Your product range is complete, the technical implementation is finished, and with the help of web designers and graphic designers, you have created the perfect visual concept for your online shop. But what happens if clicks and conversions fail to materialise? Sometimes it’s down to a small aspect like a colour, a button, or how single elements are arranged: any of these can dissuade website...

6 tips for significant A/B tests

Your website or online store is finally ready, but you still need to adapt and optimise it. Even small changes, such as the position of a form or CTA buttons, can have a positive impact on your business. Running simple A/B tests enable you to check certain hypotheses and test them accordingly. But if you decide to use A/B testing to help your company succeed, you need more than just the right...

Customer journey: turning viewers into paying customers

Marketing experts know that individually placed advertisements rarely get customers to carry out desired actions. In order to become a paying customer, consumers need to encounter the product, brand, or company they’re being advertised to at different locations and at different times. Such touch points are compiled and evaluated from customer journey data. We’ll explain how.

Cohort analyses – a quick insight into user behaviour

Tools like Google Analytics provide store and website operators with extensive data about customers and visitors. Performing an analysis of this information is crucial if you want to accelerate the success of your web project. Examining the database isn’t as easy as it sounds. Cohort analyses are becoming more and more frequent in online marketing to help companies define user behaviour and...

Data-driven marketing: from big data to smart data

Throughout the internet, users leave behind digital footprints: whether it’s while browsing your favourite sites, taking a look at different products or offers, or even just googling an address. With the help of analyses and algorithms, data-driven marketing makes it possible to connect the dots and find relationships. Marketers are able to extract important information from these findings in...

Canvas fingerprinting: the cookie successor

For decades now, cookies have been the principle tool used by web analysts to collect user data. These cookies are used to monitor the performance of websites or ads and to optimise pages for customers. But many users have since caught on to this questionable method of data collection and analysis, now deciding to block these investigative text snippets. But a new method of online tracking is on...

Customer journey mapping: the company from the customer perspective

Use customer journey mapping in order keep track of your customer’s behaviour. Only those who qualitatively evaluate customer experiences’ on central contact points, so-called touchpoints, are able to sustainably improve the interaction with their target groups. In just six steps, we’ll show you how to create a customer journey map for optimising the buying decision process.