Conversion Rate Optimization

How does content curation work?

“Content is King.” The content marketing battle cry is still relevant. However, for a few years now, there has been a slight shift: further back in the past there was nothing but self-developed contributions, today you also have to rely on distributing external content. Content curation has brought about a contemporary form of online marketing, oriented on social media and traditional cultural activities (museums, exhibitions, etc). But how does content curation work and for whom is it useful? [...]  

What is good web usability?

When building and designing a website, there are numerous points to consider: technical implementation, design, suitable content, and of course, the marketing aspects. All these aspects should have one goal: to optimise website usability. Websites need to be user-friendly in order to be ranked higher by Google and to contribute to the company’s success. If you bear this in mind when designing your website, you’re on your way to being successful in online business. [...]  

Website ratings: why are they so important?

As the saying goes: 'The customer is king'. This principle is emphasised online: By providing ratings, reviews, and commenting possibilities on your website, customers and visitors are given the opportunity to be heard. This also increases trust in your website. Read our article about why ratings on websites are getting more and more important, what types of ratings there are, and how they can be integrated into your website. [...]  

How does affiliate marketing work?

Commission-based business transactions are familiar to most readers when it comes to the real estate or insurance industries: If a broker manages to successfully sell a flat or insurance to a customer, he or she receives a commission. The same principle applies for the classic discipline of online marketing: affiliate marketing. The players here are registered merchants and affiliates, who calculate their respective commission based on the number of clicks, sales, or leads. [...]  

How to use prototypes in online marketing

Good ideas are a dime a dozen in the start-up scene. Only a few of these are actually realised as many founders fail and lose the money they invested. So why not test before you invest to see whether an idea has a potential future? Prototyping in online marketing is a valuable technique for analysing a business idea’s market potential in advance, and therefore testing the project’s perspective resonance and profitability. [...]  

A/B testing for website optimization

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 visitors from making their decision. If A/B testing is used properly, it can help to identify these weak areas and find opportunities for web optimisation. [...]  

What is neuromarketing?

‘I think therefore I am’ – René Descartes’ iconic saying, it seems, may only be half true. If you choose to believe neuroscientists like António Damásio and Joseph E. LeDoux, then cognitive and emotional processes play a part in every rational decision. Even clicking the purchase button in an online shop is a decision that has been unconsciously influenced by emotional information. Or at least that is what is promised by the e-commerce trend neuromarketing. Is it just a buzzword? Or is it an academically-based shortcut into consumers’ wallets? [...]  

Heat map analysis: usability check for you web project

By knowing the total number of unique visitors and purchases made on your website, you can quickly calculate the conversion rate for your online store. This figure, however, doesn’t reveal why a visitor made a certain purchase or deciding against buying a product. A heat map analysis, on the other hand, can shed some light on the matter and help you to increase the number of conversions. [...]  

7 essential online marketing basics

Most beginnings get off to a tricky start – this might sound clichéd, but it is definitely true when taking the first steps in online marketing. If you’re searching for an SEO manual or the master plan for a suitable online marketing mix, you might be left disappointed. Each company has to find its own mix of campaigns and channels that works for them. If you know the most important online marketing principles, you can at least avoid the typical rookie mistakes. [...]  

A/B testing: statistic problems and other obstacles

Website usability tests are a common method of optimizing your web project. A/B testing is especially popular and this method consists of comparing two variants of a page with each other. However, actually implementing and analyzing one of these tests isn’t easy, even with powerful tools. Statistic problems and poor decisions quickly lead to you defeating the purpose of the optimization. [...]