Conversion & Web Optimization
Conversion and web optimization as one craft.
Hypothesis-driven, architecturally considered. From server-side tracking through landing-page architecture to design-system governance.
Standpoint
Every percentage point of conversion has direct impact.
Many companies invest significant budgets in performance marketing or SEO – yet only tap into a fraction of the potential. The reason is rarely lack of traffic. The reason is almost always a system that doesn't consistently guide users to the desired action.
For us, conversion optimization doesn't mean cosmetic adjustments or isolated A/B tests. It means systematically analyzing where exactly users drop off, what information is missing – and how many conversions are currently being lost.
Every percentage point more conversion directly affects revenue, CPL, CPA, and ROAS. For us, conversion optimization is not an isolated discipline, but an integral part of an economically considered online system — from first click to conversion.
Conversion optimization doesn't mean changing everything. But targeting specifically where measurable money is being lost.
Approach
Four phases from funnel to leverage.
- 01Analysis of user behavior, funnels, and drop-off points
We analyze how users actually move on the website or online shop – not how it was theoretically planned. Entry pages, user paths, drop-off points, performance by device. The goal is to understand exactly where users drop off – and why.
- 02Economic evaluation of identified weaknesses
Not every weakness is automatically relevant – and not every optimization is economically sensible. We evaluate by number of affected users, impact on conversions, and implementation effort. This creates clear prioritization by economic leverage – not gut feeling.
- 03Optimization of structure, content, and user guidance
Based on prioritization, we optimize the areas with the greatest leverage: page and content structure, argumentation logic, CTAs, forms and checkouts, mobile usage, technical performance. We consistently think from the user decision perspective.
- 04Integration with Performance Marketing & SEO
Conversion optimization doesn't work in isolation, but across channels. Better conversion lowers cost per click or lead. Higher ROAS enables scaling. Organic traffic becomes economically usable. Often the decisive lever for profitable marketing.
Traffic without conversion is wasted potential. Conversion is the multiplier for all marketing channels.
Capabilities & stack
What we use to make conversion steerable.
Stack
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REFERENCES
Companies we work with
Our work is rarely loud, but measurable. A selection of companies we have supported in recent years:
Engagements range from operational execution to strategic sparring and coordination of external partners.
Go deeper
Related services
These disciplines work in interplay.
Engagement
How much potential is currently untapped on your website?
Want to understand where users drop off – and how to systematically change that?
Glossary — related terms
Definitions and depth on the recurring concepts of this service.
- Conversion Rate Optimization (CRO)Conversion Rate Optimization (CRO) is the discipline of systematic increase in the share of visitors who perform a desired action — purchase, lead sign-up, download. Methodologically, CRO works with three pillars: quantitative analysis (web analytics, funnel data), qualitative analysis (heatmaps, session recordings, user surveys), and iterative tests (A/B tests, multivariate tests). Economic relevance: often a 30 percent conversion rate improvement is cheaper to achieve than a 30 percent traffic increase — with identical volume effect. CRO is therefore usually the economically most rational optimization discipline for sites with sufficient traffic.
- Conversion RateConversion rate is the percentage share of visitors or sessions that execute a defined conversion action — the central metric in performance marketing and conversion optimization.
- A/B TestAn A/B test is the controlled comparison of two variants — typically of a webpage or ad — for statistically robust determination of which variant performs better.
- Funnel AnalysisA funnel analysis examines drop-off rates between the steps of a conversion funnel — a diagnostic tool for identifying structural conversion weaknesses.
- Conversion FunnelThe conversion funnel is the structured visualization of the steps a user typically takes from first brand contact to conversion. Classical stages: Awareness, Interest, Consideration, Conversion, occasionally extended by Retention and Advocacy. Practice use: by measuring drop-off rates between funnel stages, structural weaknesses can be identified. Example: if 100 users start a trial, 20 of them complete onboarding, and only 3 convert, the primary lever is between onboarding and conversion. Important: not all user journeys are linear — multi-touch attribution is often more realistic than pure funnel models.