Are you well positioned on the SEO side and thanks to good Google rankings more and more visitors are reaching your website? However, if, despite high traffic, visitors do not turn into buyers and the hoped-for sales fail, you should put your conversion process to the test.

In the “Crash Course Conversion Optimization” session, Michael Schmid, Head of SEO & Conversion Optimization at Biz2byte, and Marcus Pentzek, Chief SEO Consultant at Searchmetrics, provide valuable impulses for beginners. You will learn which aspects really matter and which practical tips and tricks can be used to sustainably increase your website conversions.
The insights of the session at a glance:

  1. How to get the most out of your website’s sales potential
  2. How you increase leads and deals
  3. Which measures are immediately ready for use

Questions from the session “Crash Course Conversion Optimization”

During the session, the participants submitted questions that our experts answered below. Is your question not included? No problem – just leave them as a comment below this post.
Why is the shopping cart higher with CRO?

With conversion rate optimization, we always look at how high the shopping cart is in a shop and which measures are suitable for increasing it. Since many shops are set up with standard systems and have not been optimized, a lot of potential remains untapped. Common approaches for optimization or for AB tests are:

Up-Selling: If the user puts a product in the shopping cart, we can e.g. B. Offer a higher quality product or service.
Cross-selling: We offer suitable additional products and accessories for the products in the shopping cart on the product page, in the shopping cart or in the checkout process.
Package prices: If a user z. B. buys a bundle of four products, this benefits from a price saving compared to the individual purchase.
Discounts: When purchasing multiple units of a product, a discount is given (e.g. 20% discount when buying five instead of four T-shirts).
Coupons: From a certain purchase value, a discount voucher is activated.

From how many users are A / B tests statistically significant?

There is no general answer to this question. How many users are necessary for a statistically significant result depends on several factors.

If your current conversion rate is e.g. For example, if it is 5 percent and a relative improvement of 20 percent is to be measured (= increase in CR from 5 percent to 6 percent), you need a total of 13,000 users for a statistical significance of 95 percent.

It is best to use an AB test calculator, such as B. that of AB Tasty.

Here you enter all the necessary information and receive the required number of users or sample size that you need per variant for a significant result.

Do you have a rough estimate of what “too little traffic” is?

As with the previous question, it depends of course on the situation. As a rule of thumb, however, traffic of less than 1000 visitors per day can be problematic as the test duration increases significantly.

Let’s look at the example from above again: We need 13,000 users on our site for a significant result.

With 1000 users / day the test takes 13 days. You can still work well with such periods.

If, on the other hand, you only have 200 users / day on your site, you have to wait 65 days for a significant result. A running CRO hardly makes sense. In this situation, I recommend (1) working on increasing traffic and (2) relying on quick wins and heuristics in the meantime.
Can Google Optimize Eye Tracking provide data (perception maps like EyeQuant)?

Google Optimize does not provide any eye tracking data.

As I understand EyeQuant, they do not offer real eye tracking data, but try to provide interpretations of how your website is likely to be perceived based on real eye tracking data from other websites using machine learning.

In any case, these are mega-exciting data – but not “real” eye tracking data from your website.

Google Optimize, on the other hand, is more likely to provide you with results that are measured against the goals you have set (so if button X in green or red is clicked better, version B will add more high-priced items to the shopping cart than version A, which version leads to more Sales, …).

At this point I would not choose either or, but both and in order to optimize both your user experience and, as a result, the conversions.
“Contract for Google Analytics / Optimizer”. Is this contract independent of the user agreements? Where do you get this from?

Optimize is part of Analytics and is therefore already covered with the addition of data processing, which can be found in the Analytics account settings.
Hello Michael, a really exciting lecture! Which page or pages do you personally find super in terms of usability and conversion optimization?

I think Zalando is great, that’s why so many examples made it into the session;) Zalando has a clear design with good orientation and user guidance and is constantly testing new variants to increase the conversion rate. I keep checking back to see if I can discover something new.

Otherwise, I find simple case studies of optimization projects exciting. For example, Neil Patel has compiled 100 CRO case studies from various sources and published them in a post with a before-and-after comparison.
Are there sources for the many studies that have been addressed?

For the sake of simplicity, I would refer to the book “PsyConversion” by Philipp Spreer. The book contains 101 behavior patterns, with references to the respective e-commerce studies. A great reference work for practice.
Should a second option next to “Submit” be offered on a contact form page? I think that it distracts from actually sending the contact request when the user clicks on the other option and then leaves the page if necessary.

On the way to a conversion, we always want to keep users on our side, no matter what phase of the customer journey he or she is currently in. A useful (!) Second button that z. B. leads to more information, can prevent the exit here.

As soon as we have the person on our final page (e.g. contact form page or the last page of an order process), we want to set a focus and give them very clear orientation. As you write, a second button would distract from our goal – conversion. Therefore, I would normally not offer a secondary button on a contact form page, but instead concentrate everything on the primary button.
Is a chat / chatbot recommended on product pages or in the checkout?

Chatbots have enormous potential for conversion rate optimization, especially when users are still in the selection phase or looking for a specific product. That’s why I tend to see chatbots e.g. B. on the home page, category and product pages than in the checkout. To be sure, of course, you would have to test it first. It is important for the success of a chatbot that the bot is really helpful for the user and reduces effort. A badly programmed bot or a bad conversational AI are more likely to damage the conversion rate because they frustrate the user instead of helping.


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