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Zumal die Unterscheidung zwischen Heuristiken und kognitiven Verzerrungen in der Literatur nicht trennscharf ist.",{"type":42,"attrs":1032,"content":1033},{"textAlign":118},[1034],{"text":1035,"type":513},"Wie hilft uns dieses Wissen nun weiter?",{"type":42,"attrs":1037,"content":1038},{"textAlign":118},[1039],{"text":1040,"type":513},"Durch die Kenntnis von Behavior Patterns können Entscheidungen unbewusst durch die richtigen Stimuli unterstützt und teilweise gelenkt werden.",{"type":42,"attrs":1042,"content":1043},{"textAlign":118},[1044],{"text":1045,"type":513},"Zur Veranschaulichung hilft uns das Stimulus-Organismus-Response-Modell (SOR-Modell).","richtext-text",{"_uid":1048,"image":1049,"caption":1052,"component":1058},"be8be42e-10ac-428f-bdca-6c38164f6c75",{"alt":118,"src":1050,"name":30,"focus":30,"title":118,"source":30,"filename":1050,"copyright":30,"fieldtype":49,"meta_data":1051,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/9jOzj1Na_SOR-Modell-Behavior-Patterns-kK-820x236.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1053},[1054],{"type":42,"content":1055},[1056],{"text":1057,"type":513},"SOR-Modell – Einsatz von Behavior Patterns in der Conversion Rate Optimierung","richtext-image",{"_uid":1060,"text":1061,"component":1046},"56033170-4c4d-4d43-a18b-be3f53986fb2",{"type":39,"content":1062},[1063,1068,1073],{"type":42,"attrs":1064,"content":1065},{"textAlign":118},[1066],{"text":1067,"type":513},"Vereinfacht gesagt, stellt beim Experimentieren der Stimuli die Änderung auf der Seite dar. Um geeignete Stimuli zu identifizieren ist eine Bedürfnisanalyse der Zielgruppe unverzichtbar. Im Gehirn – im Modell der Organismus – werden daraufhin im besten Fall die beabsichtigten Behavior Patterns aktiviert. Die Response ist schließlich das Ergebnis, dass wir in Experimenten messen und mit Daten abbilden können.",{"type":42,"attrs":1069,"content":1070},{"textAlign":118},[1071],{"text":1072,"type":513},"Auf Basis eines geeigneten Analysemodells lassen sich die Kundenbedürfnisse evaluieren und darauf aufbauend Hypothesen mit dem Einsatz von Behavior Pattern aufstellen.",{"type":42,"attrs":1074,"content":1075},{"textAlign":118},[1076],{"text":1077,"type":513},"Noch besser wäre es, hätte man bereits Referenzwerte, wie die Erfolgsquoten und Effektstärke der Behavior Patterns (dazu gleich mehr) in vergleichbaren Testumgebungen ausfallen, nicht wahr?",{"_uid":1079,"icon":30,"text":1080,"image":1105,"theme":1107,"component":1108,"action_buttons":1109,"image_position":1126},"350afdae-3f8b-4825-8523-f8c2c7eda39a",{"type":39,"content":1081},[1082],{"type":42,"attrs":1083,"content":1084},{"textAlign":118},[1085,1089,1096,1100],{"text":1086,"type":513,"marks":1087},"🎓 Schon gewusst?",[1088],{"type":931},{"text":1090,"type":513,"marks":1091}," Kennst du schon unseren kostenlosen ",[1092],{"type":1093,"attrs":1094},"textStyle",{"color":1095},"#FFFFFF",{"text":1097,"type":513,"marks":1098},"E-Mail-Kurs: 6 Schritte zum Behavior-Pattern-Experten",[1099],{"type":931},{"text":1101,"type":513,"marks":1102},"? Lerne, wie du psychologische Verhaltensmuster erkennst und direkt im Alltag & Job einsetzen kannst.",[1103],{"type":1093,"attrs":1104},{"color":1095},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1106},{},"brand","richtext-callout",[1110],{"_uid":1111,"buttons":1112,"caption":1123,"component":43,"caption_position":44},"6b6961f9-b2ab-4d72-87d3-9bbee441d4ad",[1113],{"_uid":1114,"icon":27,"link":1115,"text":1122,"intent":35,"component":36,"icon_position":37},"bcfe5d17-4ff8-433b-99fe-125aeeb638ff",{"id":1116,"url":30,"linktype":31,"fieldtype":32,"cached_url":1117,"story":1118},"4ef5ed51-a3a6-4bb2-a504-9f303d15c22d","de/weiterbildung/e-mail-kurs-6-schritte-zum-behavior-pattern-experten",{"name":1119,"id":1120,"uuid":1116,"slug":1121,"url":1117,"full_slug":1117,"_stopResolving":81},"E-Mail Kurs: 6 Schritte zum Behavior Pattern Experten",62057690898070,"e-mail-kurs-6-schritte-zum-behavior-pattern-experten","Jetzt kostenlos anmelden ",{"type":39,"content":1124},[1125],{"type":42},"side",{"_uid":1128,"text":1129,"component":1046},"41b1b89c-0a78-4f13-a822-af18eb9ee65f",{"type":39,"content":1130},[1131,1136,1141,1146,1155,1164,1179,1188,1190,1197],{"type":933,"attrs":1132,"content":1133},{"level":935,"textAlign":118},[1134],{"text":1135,"type":513},"Behavior-Pattern-Destillat aus über 10 Jahren Experimentierens",{"type":42,"attrs":1137,"content":1138},{"textAlign":118},[1139],{"text":1140,"type":513},"Vereinzelt findet man Quellen mit Aussagen zur Wirksamkeit von Behavior Patterns, die allerdings nicht mit Daten belegt worden zu scheinen. Daher gehen wir hier einen Schritt weiter.",{"type":42,"attrs":1142,"content":1143},{"textAlign":118},[1144],{"text":1145,"type":513},"Was haben wir gemacht und was werde ich dir gleich präsentieren?",{"type":42,"attrs":1147,"content":1148},{"textAlign":118},[1149,1153],{"text":1150,"type":513,"marks":1151},"Metaanalyse:",[1152],{"type":931},{"text":1154,"type":513}," Die Menge an Experimenten, die konversionsKRAFT seit über 10 Jahren durchgeführt hat, birgt großes Potenzial jene Effekte mit realen Daten zu belegen. Für die Metaanalyse wurden alle ausreichend dokumentierten Experimente rückwirkend ab 2010 anhand eines aufgestellten Modells erfasst und aufbereitet.",{"type":42,"attrs":1156,"content":1157},{"textAlign":118},[1158,1162],{"text":1159,"type":513,"marks":1160},"Datengrundlage & Branchen:",[1161],{"type":931},{"text":1163,"type":513}," Die Stichprobe enthält eine breite Auswahl an verschiedenen Kunden, Branchen und Seitentypen. Größere Datenmengen liegen für die Fashion-, Automobil-, Finanz- und Tourismus-Branche vor. Im Zuge der Analyse sind wir auf deutliche Unterschiede innerhalb von Branchen, Seitentypen und Kunden-Personae gestoßen. Da die Zahlen vertrauliche Informationen enthalten, werden keine Rohdaten aus Experimenten publiziert.",{"type":42,"attrs":1165,"content":1166},{"textAlign":118},[1167,1171,1173,1177],{"text":1168,"type":513,"marks":1169},"Erfolgsbewertung:",[1170],{"type":931},{"text":1172,"type":513}," Da der Uplift als Kennzahl keine vergleichbare Metrik darstellt (der reine prozentuale Unterschied zwischen zwei Conversion Rates berücksichtigt nicht die Streuung – ein ausführlicher Beitrag folgt dazu demnächst), wurde für jedes Experiment die Effektstärke ermittelt, sowie eine einfache Erfolg-versus Misserfolg-Betrachtung aufgestellt. Die Effektstärke bezeichnet die Größe eines statistischen Effekts. In dem Fall wurde die Effektstärke ",{"text":1174,"type":513,"marks":1175},"d",[1176],{"type":974},{"text":1178,"type":513}," nach Cohen verwendet und eine alternative Interpretationsskala zur Bewertung der Effekte definiert.",{"type":42,"attrs":1180,"content":1181},{"textAlign":118},[1182,1186],{"text":1183,"type":513,"marks":1184},"Synergien, Branchen- und Seitentyp-Auffälligkeiten:",[1185],{"type":931},{"text":1187,"type":513}," Ich habe mir zusätzlich angeschaut, welche Synergien man nutzen sollte – sprich welche Kombinationen von Behavior Patterns besonders stark wirken. Zudem konnten bei ausreichender Stichprobengrößen auch Auffälligkeiten zwischen verschiedenen Seitentypen und Branchen bestätigt werden.",{"type":1189},"horizontal_rule",{"type":42,"attrs":1191,"content":1192},{"textAlign":118},[1193],{"text":1194,"type":513,"marks":1195},"Statt uns zu lange mit statistischen Details aufzuhalten, schauen wir uns ein paar ausgewählte Analysen zu Behavior Patterns und Ableitungen zur praktischen Umsetzung an.",[1196],{"type":931},{"type":933,"attrs":1198,"content":1200},{"level":1199,"textAlign":118},3,[1201],{"text":1202,"type":513},"Trust – wir sind vorsichtige Käufer",{"_uid":1204,"image":1205,"caption":1209,"component":1058},"e0433860-d065-40b6-a8aa-2bbd462e965b",{"alt":1206,"src":1207,"name":30,"focus":30,"title":118,"source":30,"filename":1207,"copyright":30,"fieldtype":49,"meta_data":1208,"is_external_url":81},"Trust Pattern","https://storage.googleapis.com/kk-website-assets/n5d4auDR_trust-e1575895938337.jpg",{"alt":1206,"title":118,"source":30,"copyright":30},{"type":39,"content":1210},[],{"_uid":1212,"text":1213,"component":1046},"31b3be0d-8c54-485a-9251-b0ae37359fcc",{"type":39,"content":1214},[1215,1221,1225,1235,1239],{"type":933,"attrs":1216,"content":1218},{"level":1217},4,[1219],{"text":1220,"type":513},"Trust",{"type":42,"content":1222},[1223],{"text":1224,"type":513},"Vertrauen ist eines der stärksten psychologischen Motive für Entscheidungen. Wird Vertrauen in jemanden gesetzt, werden ihm eher positive Eigenschaften zugeschrieben. Vertrauen wird durch Transparenz, Ehrlichkeit, Autoritäten und soziale Bewährtheit erzeugt.",{"type":42,"content":1226},[1227,1229,1233],{"text":1228,"type":513},"Ob der Website-Besucher deinem Angebot oder Shop vertraut, kann einen entscheidenden Grund für oder gegen einen Kauf darstellen. Nicht umsonst enthält auch das 7-Ebenen-Modell ",{"text":1230,"type":513,"marks":1231},"Vertrauen",[1232],{"type":974},{"text":1234,"type":513}," als separate Ebene zur Analyse von E-Commerce Seiten.",{"type":42,"content":1236},[1237],{"text":1238,"type":513},"Hinzu kommt, dass der DACH-Bereich zu den vorsichtigsten Nutzern weltweit gehört. Insbesondere bei wichtigen Kaufentscheidungen sucht dein Kunde nach Signalen, die eine Einschätzung der Seriosität des Shops indizieren. In der Praxis bedeutet dies Gütesiegel oder anerkannte Zertifizierungen einzusetzen.",{"type":42,"content":1240},[1241,1243,1247],{"text":1242,"type":513},"In der Metaanalyse kannst du sehen, dass Trust-Elemente in CRO-Experimenten insgesamt einen kleinen Effekt aufweisen, aber auffällig besser in Kombination mit dem Behavior Pattern ",{"text":1244,"type":513,"marks":1245},"Authority",[1246],{"type":974},{"text":1248,"type":513}," funktionieren. Der Authority Bias beschreibt das Phänomen, der Meinung oder Aussage von Autoritätspersonen ein höheres Vertrauen zu schenken.",{"_uid":1250,"image":1251,"caption":1254,"component":1058},"fc0badec-da6f-487e-8790-41ecec468d75",{"alt":118,"src":1252,"name":30,"focus":30,"title":118,"source":30,"filename":1252,"copyright":30,"fieldtype":49,"meta_data":1253,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/i5eZzOCC_Effektstaerke_Trust_Authority.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1255},[],{"_uid":1257,"text":1258,"component":1046},"c49c8c6f-a49a-4254-be9b-26c09ba61fab",{"type":39,"content":1259},[1260,1264,1265],{"type":42,"content":1261},[1262],{"text":1263,"type":513},"Der Erfolg von Trust-Elementen hängt auch vom Reifegrad deines Unternehmens ab. Bei Versandhändlern wie Amazon oder OTTO sind die Sorgen gegenüber der Seriosität des Angebots selten gegeben, wohingegen bei unbekannten Shops explizit nach dem Impressum und Trust-Signalen gesucht wird.",{"type":1189},{"type":933,"attrs":1266,"content":1267},{"level":1199},[1268],{"text":1269,"type":513},"Value – mit Mehrwert überzeugen",{"_uid":1271,"image":1272,"caption":1276,"component":1058},"c9b36697-4ee9-4362-a99b-337a124f2a5e",{"alt":1273,"src":1274,"name":30,"focus":30,"title":118,"source":30,"filename":1274,"copyright":30,"fieldtype":49,"meta_data":1275,"is_external_url":81},"Value Pattern","https://storage.googleapis.com/kk-website-assets/9wDLWUX4_value-e1575896539602.jpg",{"alt":1273,"title":118,"source":30,"copyright":30},{"type":39,"content":1277},[],{"_uid":1279,"text":1280,"component":1046},"917443bb-3ea1-40d9-a2c0-a6aa3e1cbec6",{"type":39,"content":1281},[1282,1287,1292,1297,1302],{"type":933,"attrs":1283,"content":1284},{"level":1217,"textAlign":118},[1285],{"text":1286,"type":513},"Value",{"type":42,"attrs":1288,"content":1289},{"textAlign":118},[1290],{"text":1291,"type":513},"Ein einziges Argument, das einen persönlichen Mehrwert bietet, kann stärker sein, als viele generische Argumente. Zu viele Versprechen können hingegen verwirren. Menschen nehmen insbesondere wahr, was ein Angebot zu etwas Besonderem macht.",{"type":42,"attrs":1293,"content":1294},{"textAlign":118},[1295],{"text":1296,"type":513},"Der gute Verkäufer stellt seinem potenziellen Kunden Fragen.",{"type":42,"attrs":1298,"content":1299},{"textAlign":118},[1300],{"text":1301,"type":513},"Er will seine Realität verstehen und darauf aufbauend die relevanten Vorteile seines Angebots, als Argumente nennen. Im Online-Shop entfällt meistens die direkte Kommunikation mit dem Endkonsumenten, nicht umsonst messen wir der Personalisierung daher einen hohen Stellenwert bei.",{"type":42,"attrs":1303,"content":1304},{"textAlign":118},[1305,1307,1320],{"text":1306,"type":513},"In der Metaanalyse zeigt das Behavior Pattern Value einen mittelstarken Effekt. Generalisten und die Tourismus-Branchen weisen schwächere Erfolgsquoten auf. Synergien sind bei der Kombination der Prinzipien Value und ",{"text":1308,"type":513,"marks":1309},"Implicit Signals",[1310,1319],{"type":960,"attrs":1311},{"href":1312,"uuid":1313,"anchor":118,"target":1022,"linktype":31,"story":1314},"/de/behavior-patterns/kopfkino-mit-impliziten-signalen-mehr-verkaufen","a397539c-3cda-4350-9290-0476ee2959ad",{"name":1315,"id":1316,"uuid":1313,"slug":1317,"url":1318,"full_slug":1318,"_stopResolving":81},"Kopfkino – mit “Impliziten Signalen” mehr verkaufen",101808114847746,"kopfkino-mit-impliziten-signalen-mehr-verkaufen","de/behavior-patterns/kopfkino-mit-impliziten-signalen-mehr-verkaufen",{"type":974},{"text":1321,"type":513}," – also Farben, Formen, Texte oder andere Elemente, die implizit eine Botschaft transportieren können – nachweisbar.",{"_uid":1323,"image":1324,"caption":1327,"component":1058},"2894e6e5-3d01-477d-96d1-c85b6b51c627",{"alt":118,"src":1325,"name":30,"focus":30,"title":118,"source":30,"filename":1325,"copyright":30,"fieldtype":49,"meta_data":1326,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/s0TvUDJS_Effektstaerke_Value_Implicit_Signals.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1328},[],{"_uid":1330,"text":1331,"component":1046},"cea15267-2286-40a4-8344-94102e637e03",{"type":39,"content":1332},[1333,1345,1346],{"type":42,"content":1334},[1335,1337,1343],{"text":1336,"type":513},"Finde heraus, was besonders für deine Zielgruppe wichtig ist und kommuniziere daraus ableitend relevante Vorteile. Die ",{"text":1338,"type":513,"marks":1339},"Limbic Map®",[1340],{"type":960,"attrs":1341},{"href":1342,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/neuromarketing/limbic-map-types.html",{"text":1344,"type":513}," ist ein beispielhaftes Vorgehen zur Einordnung deiner Kunden, woraus sich übrigens auch Aussagen zu Farbwelten u.Ä. für den Einsatz von impliziten Signalen ableiten lassen.",{"type":1189},{"type":933,"attrs":1347,"content":1348},{"level":1199},[1349],{"text":1350,"type":513},"Scarcity – Angst zeigt wenig Erfolg",{"_uid":1352,"image":1353,"caption":1357,"component":1058},"1c98bbb4-1f7b-44b0-9f78-597ccd944c49",{"alt":1354,"src":1355,"name":30,"focus":30,"title":118,"source":30,"filename":1355,"copyright":30,"fieldtype":49,"meta_data":1356,"is_external_url":81},"Scarcity Pattern","https://storage.googleapis.com/kk-website-assets/_NrvbobA_scarcity-e1575894828903.jpg",{"alt":1354,"title":118,"source":30,"copyright":30},{"type":39,"content":1358},[],{"_uid":1360,"text":1361,"component":1046},"8537239a-6efa-440b-a97d-9e4c5b916398",{"type":39,"content":1362},[1363,1368,1372,1376],{"type":933,"attrs":1364,"content":1365},{"level":1217},[1366],{"text":1367,"type":513},"Scarcity",{"type":42,"content":1369},[1370],{"text":1371,"type":513},"Wenn etwas sehr knapp ist oder zeitlich begrenzt zur Verfügung steht, erzeugt dies deutlich mehr Aufmerksamkeit. Es wirkt wertvoller und erhöht die Motivation, sich jetzt dafür zu entscheiden, bevor es ein anderer tut.",{"type":42,"content":1373},[1374],{"text":1375,"type":513},"Die (künstliche) Verknappung gehört zu den am häufigsten genannten Methoden aus der Konsumpsychologie, um den Kunden zum Kauf zu überzeugen. Nicht zuletzt trägt mit Sicherheit auch Booking.com als Paradebeispiel der mengenmäßigen und zeitlichen Verknappung seiner Angebote auf.",{"type":42,"content":1377},[1378],{"text":1379,"type":513},"Die überraschende Erkenntnis: Scarcity weist in der Stichprobe lediglich einen kleinen Effekt auf. Auffälligkeiten zu Synergien oder Branchen-Insights sind nicht ersichtlich.",{"_uid":1381,"image":1382,"caption":1385,"component":1058},"d0cf057f-ca8d-4e8b-832f-a30e344600ed",{"alt":118,"src":1383,"name":30,"focus":30,"title":118,"source":30,"filename":1383,"copyright":30,"fieldtype":49,"meta_data":1384,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/Dac4pBLe_Effektstaerke_Scarcity.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1386},[],{"_uid":1388,"text":1389,"component":1046},"7dc68f9c-e522-425c-90e0-be187104637b",{"type":39,"content":1390},[1391,1396,1401,1406,1426,1431,1446,1447],{"type":42,"attrs":1392,"content":1393},{"textAlign":118},[1394],{"text":1395,"type":513},"Woran könnte das liegen?",{"type":42,"attrs":1397,"content":1398},{"textAlign":118},[1399],{"text":1400,"type":513},"Ein Aspekt beim schnelllebigen Online-Shopping ist der Komfort – so wird dieser auch als Ebene im 7-Ebenen-Modell betrachtet.",{"type":42,"attrs":1402,"content":1403},{"textAlign":118},[1404],{"text":1405,"type":513},"Sobald dem Nutzer signalisiert wird, dass er mit einer Verknappung unter Druck gesetzt wird, sind zwei Reaktionen denkbar:",{"type":1407,"attrs":1408,"content":1410},"ordered_list",{"order":1409},1,[1411,1419],{"type":1412,"content":1413},"list_item",[1414],{"type":42,"attrs":1415,"content":1416},{"textAlign":118},[1417],{"text":1418,"type":513},"dein Besucher möchte das Produkt unbedingt haben und kauft es besser sofort, bis es vergriffen ist",{"type":1412,"content":1420},[1421],{"type":42,"attrs":1422,"content":1423},{"textAlign":118},[1424],{"text":1425,"type":513},"dein Besucher fühlt sich unnötig unter Handlungsdruck gesetzt, weil er das Angebot genauso gut woanders beanspruchen kann oder noch gar nicht endgültig überzeugt war",{"type":42,"attrs":1427,"content":1428},{"textAlign":118},[1429],{"text":1430,"type":513},"Deine Nutzer unter Druck zu setzen solltest du dir gut überlegen!",{"type":42,"attrs":1432,"content":1433},{"textAlign":118},[1434],{"text":1435,"type":513,"marks":1436},"Sieh dir am besten vorher auch unser überzeugungsKRAFT Video über künstliche Verknappung an.",[1437],{"type":960,"attrs":1438},{"href":1439,"uuid":1440,"anchor":118,"target":1022,"linktype":31,"story":1441},"/de/behavior-patterns/behavior-pattern-scarcity","d20e0fa9-b753-44c9-b8db-64ee0d4ed700",{"name":1442,"id":1443,"uuid":1440,"slug":1444,"url":1445,"full_slug":1445,"_stopResolving":81},"Behavior Pattern “Scarcity”",101808017276915,"behavior-pattern-scarcity","de/behavior-patterns/behavior-pattern-scarcity",{"type":1189},{"type":933,"attrs":1448,"content":1449},{"level":1199,"textAlign":118},[1450],{"text":1451,"type":513},"Cheering – durch Anfeuern zu mehr Kaufabschlüssen",{"_uid":1453,"image":1454,"caption":1458,"component":1058},"90f5a27f-d1d5-4330-a4cf-37e06a3ac922",{"alt":1455,"src":1456,"name":30,"focus":30,"title":118,"source":30,"filename":1456,"copyright":30,"fieldtype":49,"meta_data":1457,"is_external_url":81},"Cheering Pattern","https://storage.googleapis.com/kk-website-assets/EZWrPPc-_cheering-e1575890761945.jpg",{"alt":1455,"title":118,"source":30,"copyright":30},{"type":39,"content":1459},[],{"_uid":1461,"text":1462,"component":1046},"0bae0630-c009-4e64-aeff-c43b2b0de52b",{"type":39,"content":1463},[1464,1469,1473,1481],{"type":933,"attrs":1465,"content":1466},{"level":1217},[1467],{"text":1468,"type":513},"Cheering",{"type":42,"content":1470},[1471],{"text":1472,"type":513},"Es ist motivierend, bereits während einer Aufgabe positive Rückmeldung zu erhalten und zu sehen, dass alles richtig gemacht wurde.",{"type":42,"content":1474},[1475,1479],{"text":1476,"type":513,"marks":1477},"Herzlichen Glückwunsch!",[1478],{"type":931},{"text":1480,"type":513}," Wenn du bis hierhin gelesen hast, verfügst du über einen erheblichen Optimierer-Wissensvorsprung. Anfeuern hat nicht nur im Sport eine positive Auswirkung (es gewinnen beim Fußball bekanntlich oft die Mannschaften mit Heimvorteil), sondern auch im E-Commerce.",{"type":42,"content":1482},[1483,1485,1488,1490,1494,1496,1502],{"text":1484,"type":513},"Das Behavior Pattern ",{"text":1468,"type":513,"marks":1486},[1487],{"type":974},{"text":1489,"type":513}," weist in der Metaanalyse eine mittelstarke Effektgröße auf. Noch bessere Ergebnisse erzielten Experimente in der Kombination mit dem Behavior Pattern ",{"text":1491,"type":513,"marks":1492},"Completion",[1493],{"type":974},{"text":1495,"type":513}," (",{"text":1497,"type":513,"marks":1498},"hier findest du ein ausführliches überzeugungsKRAFT Video zu Completion",[1499],{"type":960,"attrs":1500},{"href":1501,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/behavior-pattern-completion.html",{"text":1503,"type":513},"). 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vereinfacht","2025-10-15T16:26:28.662Z","2026-10-04T09:56:18.313Z",101810129601251,"aeca0753-b2ff-4ba2-b926-5b4d02c453ba",{"seo":1737,"_uid":1740,"body":1741,"text":1739,"image":2310,"footer":30,"header":30,"authors":2313,"category":1585,"headline":1731,"component":1586,"categories":2315,"bottom_head":2337,"breadcrumbs":2338,"seo_noindex":51,"sidebar_cta":2353,"reading_time":2374,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2375,"additional_slot":2376,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":1738,"plugin":911,"og_image":30,"og_title":1738,"description":1739,"twitter_image":30,"twitter_title":1738,"og_description":1739,"twitter_description":1739},"Finde schneller passende Behavior Pattern für A/B-Tests","Verknüpfe mit dem Behavior Pattern Model Nutzerprobleme systematisch mit passenden Verhaltensmustern, um schneller effektive Lösungen zu entwickeln.","56948d83-9a9b-4169-a997-0678496aa30e",[1742,1839,1851,1872,1903,1923,1935,1958,1970,2095,2107,2169,2181,2212,2224,2259,2271],{"_uid":1743,"text":1744,"component":1046},"14f03817-b3b6-4fcc-9a29-cd33c0564ba7",{"type":39,"content":1745},[1746,1764,1778,1792,1802,1818,1823,1827,1831],{"type":42,"content":1747},[1748,1754,1756,1762],{"text":1749,"type":513,"marks":1750},"Behavior Pattern",[1751],{"type":960,"attrs":1752},{"href":1753,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/behavior-patterns.html",{"text":1755,"type":513}," sind ein bekanntes und bewährtes Mittel, um Konsum- und Kaufentscheidungen von Kund:innen zu beeinflussen. Kaum ein Onlineshop – und auch viele Ladengeschäfte – verzichtet auf Prinzipien wie ",{"text":1757,"type":513,"marks":1758},"Verknappung",[1759],{"type":960,"attrs":1760},{"href":1761,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/behavior-pattern-scarcity.html",{"text":1763,"type":513},", Framing oder Social Proof.",{"type":42,"content":1765},[1766,1768,1772,1774],{"text":1767,"type":513},"Doch je nach Strukturierung und Zusammenfassung kann es weit mehr als 100 solcher Verhaltensmuster geben. Das macht den Einstieg nicht leicht. Ohne ",{"text":1769,"type":513,"marks":1770},"ein System, das Nutzerprobleme mit Pattern verknüpft",[1771],{"type":931},{"text":1773,"type":513},", führt die fehlende Ordnung schnell zur Überforderung – das bestätigen uns Kund:innen und Growth Ambassadors aus unserer Community immer wieder. Die Frage ist: ",{"text":1775,"type":513,"marks":1776},"Wann kann ich welches Pattern eigentlich einsetzen?",[1777],{"type":974},{"type":42,"content":1779},[1780,1782,1786,1788],{"text":1781,"type":513},"Hinzu kommt, dass wir ein Behavior Pattern für unterschiedliche Kundenprobleme einsetzen können. ",{"text":1783,"type":513,"marks":1784},"Ob ein Pattern per se „wirksam“ ist, ist also gar nicht so relevant.",[1785],{"type":931},{"text":1787,"type":513}," Zielführender ist die Frage: ",{"text":1789,"type":513,"marks":1790},"Wenn ich ein Kundenproblem identifiziert habe, welche Möglichkeiten habe ich, dieses Problem zu lösen?",[1791],{"type":974},{"type":42,"content":1793},[1794,1796,1800],{"text":1795,"type":513},"Und zu guter Letzt sollten wir den ",{"text":1797,"type":513,"marks":1798},"Abnutzungseffekt",[1799],{"type":931},{"text":1801,"type":513}," nicht ignorieren: Wenn an jedem digitalen Touchpoint immer nur dieselben Pattern eingesetzt werden, lässt ihre Wirkung mit der Zeit nach.",{"type":42,"content":1803},[1804,1808,1814],{"text":1805,"type":513,"marks":1806},"Um die Arbeit mit den Behavior Patterns zu erleichtern, haben wir ein neues Modell entwickelt, das Behavior Patterns mit unserem ",[1807],{"type":931},{"text":1809,"type":513,"marks":1810},"7-Ebenen-Modell",[1811,1812],{"type":931},{"type":960,"attrs":1813},{"href":1008,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":1815,"type":513,"marks":1816}," verknüpft. Es fördert die Kreativität, um schneller auf Ideen zu kommen und hilft dabei, wirksamere Konzepte zu entwickeln, die Kundenprobleme wirklich lösen.",[1817],{"type":931},{"type":933,"attrs":1819,"content":1820},{"level":1217},[1821],{"text":1822,"type":513},"Das 7-Ebenen-Modell kurz erklärt:",{"type":42,"content":1824},[1825],{"text":1826,"type":513},"Das 7-Ebenen-Modell ist eine von André Morys entwickelte Methodik zur nutzerzentrierten Analyse digitaler Touchpoints wie Webseiten oder Apps. Primär lassen sich damit Schwachstellen einer Website aus Sicht der Nutzer identifizieren.",{"type":42,"content":1828},[1829],{"text":1830,"type":513},"Das Modell distanziert sich dabei bewusst von dem seitenbezogenen linearen Ablauf, typischen (technischen) SEO-Analysen oder Website Checks auf Basis von Design-Elementen. Stattdessen orientiert es sich an den Denk- und Entscheidungsabläufen im Gehirn der Nutzer:innen. Dieser Idee liegt die Beobachtung zugrunde, dass die Reihenfolge der Seitenaufrufe zwar unterschiedlich sein kann – der Ablauf des Entscheidungsprozesses jedoch stark diesem Modell folgt.",{"type":42,"content":1832},[1833],{"text":1834,"type":513,"marks":1835},"Hier erfährst du mehr über das 7-Ebenen-Modell, einschließlich Tipps zur Anwendung",[1836],{"type":960,"attrs":1837},{"href":1838,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/methoden/7-ebenen-modell-customer-experience.html",{"_uid":1840,"image":1841,"caption":1845,"component":1058},"01acc62c-c5c3-406d-988a-b44233ef1442",{"alt":1842,"src":1843,"name":30,"focus":30,"title":118,"source":30,"filename":1843,"copyright":30,"fieldtype":49,"meta_data":1844,"is_external_url":81},"7-Ebenen-Modell (konversionsKRAFT)","https://storage.googleapis.com/kk-website-assets/pFBZnmMV_7-ebenen-modell-konversionskraft-820x820.png",{"alt":1842,"title":118,"source":30,"copyright":30},{"type":39,"content":1846},[1847],{"type":42,"content":1848},[1849],{"text":1850,"type":513},"Das 7-Ebenen-Modell (© konversionsKRAFT)",{"_uid":1852,"text":1853,"component":1046},"c8fd5e5b-c159-4d94-83dd-6a9ee2d969a4",{"type":39,"content":1854},[1855,1860,1867],{"type":42,"attrs":1856,"content":1857},{"textAlign":118},[1858],{"text":1859,"type":513},"Die zentrale Frage, die wir bei der Anwendung von Behavior Pattern stellen bzw. beantworten müssen, ist nämlich nicht, welche der über 150 wissenschaftlich validierten Verhaltensmuster wir auf unserer Webseite noch nicht triggern oder wie wir „fehlende“ Behavior Patterns noch anwenden können.",{"type":42,"attrs":1861,"content":1862},{"textAlign":118},[1863],{"text":1864,"type":513,"marks":1865},"Viel wichtiger ist die Frage, welches Problem unsere Nutzer:innen haben und wie wir durch ein passendes Pattern das Problem lösen und damit das Nutzerverhalten ändern können.",[1866],{"type":931},{"type":42,"attrs":1868,"content":1869},{"textAlign":118},[1870],{"text":1871,"type":513},"Dass wir diese Frage nicht allein durch einen Blick auf mögliche Behavior Pattern beantworten können, sollte klar sein. Allein schon, um Zeit zu sparen. Denn bei der Ideenfindung Hunderte von Patterns in Betracht zu ziehen, wäre definitiv ineffizient.",{"_uid":1873,"icon":30,"text":1874,"image":1900,"theme":1107,"component":1108,"action_buttons":1902,"image_position":1126},"657df57c-915c-48c6-92fd-c7954cf2c77b",{"type":39,"content":1875},[1876],{"type":42,"attrs":1877,"content":1878},{"textAlign":118},[1879,1883,1885,1898],{"text":1880,"type":513,"marks":1881},"🎓 Bevor wir ins Thema einsteigen: ",[1882],{"type":931},{"text":1884,"type":513},"Kennst du schon unseren ",{"text":1886,"type":513,"marks":1887},"Basis-Lehrgang für Testing & Experimentation",[1888,1895,1896],{"type":960,"attrs":1889},{"href":1890,"uuid":365,"anchor":118,"target":1022,"linktype":31,"story":1891},"/de/weiterbildung/inhouse-lehrgang-zertifizierter-conversion-manager",{"name":1892,"id":1893,"uuid":365,"slug":1894,"url":366,"full_slug":366,"_stopResolving":81},"Inhouse Lehrgang - Zertifizierter Conversion Manager",62066167491240,"inhouse-lehrgang-zertifizierter-conversion-manager",{"type":931},{"type":1897},"underline",{"text":1899,"type":513},"? Nimm teil und lerne verschiedene Methoden kennen, um nutzerzentrierte Ideen zur Optimierung der eigenen Website zu generieren.",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1901},{},[],{"_uid":1904,"text":1905,"component":1046},"24984918-8653-47a0-87ef-a4b68951f26e",{"type":39,"content":1906},[1907,1912],{"type":933,"attrs":1908,"content":1909},{"level":935,"textAlign":118},[1910],{"text":1911,"type":513},"Schritt 1: Nutzerprobleme identifizieren – know thy customers!",{"type":42,"attrs":1913,"content":1914},{"textAlign":118},[1915,1917,1921],{"text":1916,"type":513},"Durch eine 7-Ebenen-Analyse decken wir erste Potenziale auf einer Website auf. Wir nutzen gerne Idealo als Beispiel (siehe Bild unten), wo es Konsument:innen vor allem an ",{"text":1918,"type":513,"marks":1919},"Orientierung fehlt",[1920],{"type":931},{"text":1922,"type":513}," (3. Ebene im Modell). Wie unterscheiden sich die gezeigten Produkte (hier: Kettensägen) und wie können Konsument:innen die für sie passende Kettensäge auswählen?",{"_uid":1924,"image":1925,"caption":1929,"component":1058},"2ed22137-3206-4548-b627-e58c09e0127f",{"alt":1926,"src":1927,"name":30,"focus":30,"title":118,"source":30,"filename":1927,"copyright":30,"fieldtype":49,"meta_data":1928,"is_external_url":81},"Beispielhafte Produktauswahl im Online-Shop","https://storage.googleapis.com/kk-website-assets/sOT-ECNi_produktauswahl-kettensaegen-820x812.png",{"alt":1926,"title":118,"source":30,"copyright":30},{"type":39,"content":1930},[1931],{"type":42,"content":1932},[1933],{"text":1934,"type":513},"Diese Produktübersicht bietet kaum Orientierung, wodurch die Produktauswahl schwerfällt (Screenshot: idealo)",{"_uid":1936,"text":1937,"component":1046},"17186a5e-5298-4399-acf4-808c3a8d322e",{"type":39,"content":1938},[1939,1943,1948,1952],{"type":42,"content":1940},[1941],{"text":1942,"type":513},"Damit haben wir die Grundlage, um im nächsten Schritt passende Behavior Pattern auszuwählen. Dadurch vermeiden wir dann auch direkt, blind auf die am häufigsten genutzten Pattern zu setzen. Ab sofort basiert die Auswahl auf individuellen Nutzerproblemen.",{"type":933,"attrs":1944,"content":1945},{"level":935},[1946],{"text":1947,"type":513},"Schritt 2: Passende Prinzipien auswählen – mithilfe unseres Behavior Pattern Models",{"type":42,"content":1949},[1950],{"text":1951,"type":513},"Wer schon mal in dieser Situation war, weiß, wie sich die Besucher:innen auf idealo im Beispiel oben gefühlt haben: völlig erschlagen von und allein gelassen mit einer viel zu großen Auswahl an möglichen Optionen. Das Paradox of Choice lässt grüßen!",{"type":42,"content":1953},[1954],{"text":1955,"type":513,"marks":1956},"Und genau deshalb haben wir Behavior Pattern mit den 7 Ebenen in einem neuen Modell verknüpft, um dir die Auswahl ab sofort zu vereinfachen.",[1957],{"type":931},{"_uid":1959,"image":1960,"caption":1964,"component":1058},"d3e8d1de-8481-4d6a-8806-a917538acde1",{"alt":1961,"src":1962,"name":30,"focus":30,"title":118,"source":30,"filename":1962,"copyright":30,"fieldtype":49,"meta_data":1963,"is_external_url":81},"Behavior Pattern Model (konversionsKRAFT)","https://storage.googleapis.com/kk-website-assets/-UAf5Bh3_behavior-pattern-modell-konversionskraft.png",{"alt":1961,"title":118,"source":30,"copyright":30},{"type":39,"content":1965},[1966],{"type":42,"content":1967},[1968],{"text":1969,"type":513},"Das Behavior Pattern Model (© konversionsKRAFT) verknüpft die 7-Ebenen-Analyse mit konsumpsychologischen Prinzipien, um Verhalten zu beeinflussen)",{"_uid":1971,"text":1972,"component":1046},"49cc8ac6-d37d-431d-893a-c997a998a54b",{"type":39,"content":1973},[1974,1978,1982,2016,2028,2044],{"type":42,"content":1975},[1976],{"text":1977,"type":513},"Der innere Kreis des Modells entspricht den sieben Ebenen des 7-Ebenen-Modells. Für eine genauere Differenzierung wurden pro Ebene jeweils drei Unterebenen hinzugefügt, die beschreiben, was eigentlich für die Nutzer:innen erreicht werden soll.",{"type":42,"content":1979},[1980],{"text":1981,"type":513},"Für die Ebene „Bewertung“ sind das beispielsweise",{"type":1983,"attrs":1984,"content":1985},"bullet_list",{"tight":51},[1986,1996,2006],{"type":1412,"content":1987},[1988],{"type":42,"content":1989},[1990,1994],{"text":1991,"type":513,"marks":1992},"Kundenbeziehung pflegen",[1993],{"type":931},{"text":1995,"type":513},", wo es darum geht, (Neu)Kund:innen an das Unternehmen zu binden;",{"type":1412,"content":1997},[1998],{"type":42,"content":1999},[2000,2004],{"text":2001,"type":513,"marks":2002},"Vorfreude erzeugen",[2003],{"type":931},{"text":2005,"type":513},", wo es darum geht, Kund:innen während der Wartezeit auf ihr gekauftes Produkt zu unterhalten / zu beschäftigen;",{"type":1412,"content":2007},[2008],{"type":42,"content":2009},[2010,2014],{"text":2011,"type":513,"marks":2012},"Entscheidung bestätigen",[2013],{"type":931},{"text":2015,"type":513},", wo es darum geht, Restzweifel zu nehmen und Kaufreue vermeiden.",{"type":42,"content":2017},[2018,2020,2026],{"text":2019,"type":513},"Zu jeder Unterebene haben wir Behavior Patterns zugeordnet, die besonders passend für das vorliegende Problem sind. Diese Zuordnung haben wir aus der Erfahrung von 1.000+ Experimenten gemacht, in denen wir Behavior Patterns eingesetzt haben und die Wirksamkeit überprüfen konnten (",{"text":2021,"type":513,"marks":2022},"siehe unsere Meta-Analyse",[2023],{"type":960,"attrs":2024},{"href":2025,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavioral-science/metaanalyse-behavior-patterns-in-der-praxis.html",{"text":2027,"type":513},").",{"type":42,"content":2029},[2030,2032,2036,2038,2042],{"text":2031,"type":513},"Das idealo-Beispiel können wir in diesem Modell nun auf der Ebene ",{"text":2033,"type":513,"marks":2034},"Orientierung",[2035],{"type":931},{"text":2037,"type":513}," der Unterebene „",{"text":2039,"type":513,"marks":2040},"Entscheidungshilfe anbieten",[2041],{"type":931},{"text":2043,"type":513},"“ einordnen, wodurch wir die Anzahl der wahrscheinlich effektiven Behavior Pattern auf die folgenden sechs reduzieren:",{"type":1407,"attrs":2045,"content":2046},{"order":1409,"tight":51},[2047,2057,2067,2073,2079,2085],{"type":1412,"content":2048},[2049],{"type":42,"content":2050},[2051],{"text":2052,"type":513,"marks":2053},"Preview",[2054],{"type":960,"attrs":2055},{"href":2056,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/preview.html",{"type":1412,"content":2058},[2059],{"type":42,"content":2060},[2061],{"text":2062,"type":513,"marks":2063},"Decoy Effect",[2064],{"type":960,"attrs":2065},{"href":2066,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/decoy-effect.html",{"type":1412,"content":2068},[2069],{"type":42,"content":2070},[2071],{"text":2072,"type":513},"Context",{"type":1412,"content":2074},[2075],{"type":42,"content":2076},[2077],{"text":2078,"type":513},"Order and Harmony",{"type":1412,"content":2080},[2081],{"type":42,"content":2082},[2083],{"text":2084,"type":513},"Contrast Effect",{"type":1412,"content":2086},[2087],{"type":42,"content":2088},[2089],{"text":2090,"type":513,"marks":2091},"Ranking",[2092],{"type":960,"attrs":2093},{"href":2094,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/ranking.html",{"_uid":2096,"image":2097,"caption":2101,"component":1058},"9833ea7a-92f6-4265-8f02-15780f4e5527",{"alt":2098,"src":2099,"name":30,"focus":30,"title":118,"source":30,"filename":2099,"copyright":30,"fieldtype":49,"meta_data":2100,"is_external_url":81},"Modell zur Auswahl passender Behavior Pattern","https://storage.googleapis.com/kk-website-assets/h4nxNPmG_ebene-pattern-verknuepfung-820x382.png",{"alt":2098,"title":118,"source":30,"copyright":30},{"type":39,"content":2102},[2103],{"type":42,"content":2104},[2105],{"text":2106,"type":513},"Das Behavior Pattern Model hilft dir dabei, schnell passende Pattern für das vorliegende Problem auszuwählen",{"_uid":2108,"text":2109,"component":1046},"2dcb3e97-1196-488b-b505-7dbe459ff9ec",{"type":39,"content":2110},[2111,2115,2120,2124,2129,2133,2141,2149],{"type":42,"content":2112},[2113],{"text":2114,"type":513},"Mit dieser Auswahl können wir im nächsten Schritt schnell konkrete Ideen generieren, durch welche Änderung auf der Webseite wir das Nutzerverhalten wie gewünscht beeinflussen können und darauf aufbauend entsprechende Hypothesen für Experimente formulieren.",{"type":933,"attrs":2116,"content":2117},{"level":935},[2118],{"text":2119,"type":513},"Schritt 3: Ideen generieren",{"type":42,"content":2121},[2122],{"text":2123,"type":513},"Um den Einstieg in diese Kreativphase zu erleichtern, schauen wir uns oft Best Practice Beispiele für die ausgewählten Pattern an. Wir nutzen dafür primär unsere eigene Datenbank aus über 20 Jahren dokumentierter Experimenten. Zudem ist ein Blick auf die ursprüngliche(n) Studie(n) zu den jeweiligen Pattern oft hilfreich, um deren Wirkungsweise noch besser zu verstehen. Alles Weitere geschieht dann in einem interaktiven Workshop mit Kolleg:innen und Kund:innen.",{"type":933,"attrs":2125,"content":2126},{"level":935},[2127],{"text":2128,"type":513},"Schritt 4: Hypothesen formulieren",{"type":42,"content":2130},[2131],{"text":2132,"type":513},"Für unser Kettensägen-Beispiel bei idealo könnte eine Hypothese – die wir dann z. B. durch einen A/B-Test validieren können – auf Basis des Contrast Effects wie folgt lauten:",{"type":42,"content":2134},[2135,2139],{"text":2136,"type":513,"marks":2137},"Wenn",[2138],{"type":931},{"text":2140,"type":513}," wir die 3 Topseller unserer Kettensägen mit einer Vergleichsfunktion hervorheben (zum Beispiel günstig, mittel und teuer oder durch die Kennzeichnung als „Preis-Leistungssieger“, „Profi-Tipp“ o.ä),",{"type":42,"content":2142},[2143,2147],{"text":2144,"type":513,"marks":2145},"dann",[2146],{"type":931},{"text":2148,"type":513}," steigt die Conversion Rate",{"type":42,"content":2150},[2151,2155,2157,2161,2163,2167],{"text":2152,"type":513,"marks":2153},"weil",[2154],{"type":931},{"text":2156,"type":513}," wir die Vergleichbarkeit der Kettensägen vereinfachen und Nutzer:innen somit beginnen, Entscheidungen zu treffen (zum Beispiel: ",{"text":2158,"type":513,"marks":2159},"„Diese will ich nicht, die ist mir zu teuer“",[2160],{"type":974},{"text":2162,"type":513}," oder ",{"text":2164,"type":513,"marks":2165},"„Diese will ich auch nicht, im Vergleich zu dieser scheint sie nicht besser zu sein.“",[2166],{"type":974},{"text":2168,"type":513}," usw.).",{"_uid":2170,"image":2171,"caption":2175,"component":1058},"1491a41e-f027-4bc8-88a6-a517da1ac66a",{"alt":2172,"src":2173,"name":30,"focus":30,"title":118,"source":30,"filename":2173,"copyright":30,"fieldtype":49,"meta_data":2174,"is_external_url":81},"Vom Nutzerproblem zum Behavior Pattern zur Hypothese","https://storage.googleapis.com/kk-website-assets/2Axhhkk7_ux-behavior-pattern-hypothese-820x272.png",{"alt":2172,"title":118,"source":30,"copyright":30},{"type":39,"content":2176},[2177],{"type":42,"content":2178},[2179],{"text":2180,"type":513},"Mithilfe einer Expertenevaluation und dem Behavior Pattern Model kannst du schnell passende Pattern auswählen und testbare Hypothesen formulieren",{"_uid":2182,"text":2183,"component":1046},"0bafaa63-2668-42f4-9dbf-7e8b797282d7",{"type":39,"content":2184},[2185,2190,2194,2198,2202,2208],{"type":933,"attrs":2186,"content":2187},{"level":935},[2188],{"text":2189,"type":513},"Fazit: Nutze das Behavior Pattern Model, um die passende Prinzipien schneller auszuwählen",{"type":42,"content":2191},[2192],{"text":2193,"type":513},"User Research heißt nicht, dass wir Mitbewerber kopieren und Prinzipien wie Verknappung oder Social Proof auf unsere Website zwängen, nur weil sie es tun. User Research heißt auch nicht, dass wir unsere Ideen quasi post-rationalisieren und uns Gründe dafür überlegen, wieso sie gut sind.",{"type":42,"content":2195},[2196],{"text":2197,"type":513},"Wirklich kundenzentriert sind wir erst dann, wenn wir zuerst auf unsere Kund:innen schauen; ihre Bedürfnisse kennenlernen; verstehen, wie wir sie unterstützen können und passende Lösungen entwickeln. Der Einsatz von Behavior Pattern ist ein Teil dieses Prozesses. Je besser die „Vorarbeit“, desto schneller und passgenauer wird unsere Auswahl sein – und bestenfalls auch die Testergebnisse.",{"type":42,"content":2199},[2200],{"text":2201,"type":513},"Denn eines haben wir aus unseren Experimenten aus den letzten 20+ Jahren gelernt:",{"type":42,"content":2203},[2204],{"text":2205,"type":513,"marks":2206},"Einen „safe bet“ gibt es bei der Verwendung von Behavior Pattern nicht.",[2207],{"type":931},{"type":42,"content":2209},[2210],{"text":2211,"type":513},"Selbst Geschenke wirken sich nicht zwangsläufig positiv auf die Conversion Rate aus – wie wir in einem Test für unseren Kunden Betzold bestätigen konnten: Dem Warenkorb automatisch hinzugefügte Gratisprodukte führten zu einem Rückgang der Bestellungen.",{"_uid":2213,"image":2214,"caption":2218,"component":1058},"40ca046f-c5e7-4b17-a9f9-b30e7501665d",{"alt":2215,"src":2216,"name":30,"focus":30,"title":118,"source":30,"filename":2216,"copyright":30,"fieldtype":49,"meta_data":2217,"is_external_url":81},"Screenshot: A/B-Test im Warenkorb","https://storage.googleapis.com/kk-website-assets/opcq7aH1_experiment-pattern-free-reciprocity-820x461.png",{"alt":2215,"title":118,"source":30,"copyright":30},{"type":39,"content":2219},[2220],{"type":42,"content":2221},[2222],{"text":2223,"type":513},"Nicht alle Kund:innen mögen Geschenke, die automatisch in ihrem Warenkorb landen; manche wollen selbst entscheiden, ob sie diese haben wollen",{"_uid":2225,"text":2226,"component":1046},"cfd2f4c5-919d-4f2d-93e2-8e484869744d",{"type":39,"content":2227},[2228],{"type":42,"content":2229},[2230,2232,2237,2239,2243,2245,2251,2253,2257],{"text":2231,"type":513},"Der Grund: Die eingesetzten Pattern „Free“ und „Reziprozität“ finden bei einer Zielgruppe, die überwiegend aus Traditionalisten besteht (",{"text":2233,"type":513,"marks":2234},"siehe Limbic® Types",[2235],{"type":960,"attrs":2236},{"href":1342,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":2238,"type":513},"), keinen Anklang. Denn diese sind eher skeptisch und leben nach dem Motto „Vertrauen ist gut, Kontrolle ist besser“. Dementsprechend ist ",{"text":2240,"type":513,"marks":2241},"in diesem Beispiel",[2242],{"type":974},{"text":2244,"type":513}," eine Variante auf Basis des Patterns „",{"text":2246,"type":513,"marks":2247},"Illusion of Contol",[2248],{"type":960,"attrs":2249},{"href":2250,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/illusion-of-control.html",{"text":2252,"type":513},"“ die bessere Wahl ",{"text":2254,"type":513,"marks":2255},"für diese Kunden",[2256],{"type":974},{"text":2258,"type":513},".",{"_uid":2260,"image":2261,"caption":2265,"component":1058},"99b83445-7aff-419e-a5c6-6504bccd6e8a",{"alt":2262,"src":2263,"name":30,"focus":30,"title":118,"source":30,"filename":2263,"copyright":30,"fieldtype":49,"meta_data":2264,"is_external_url":81},"Screenshot: A/B-Test 2 im Warenkorb","https://storage.googleapis.com/kk-website-assets/LedmahCq_experiment-pattern-illusion-of-control-820x461.png",{"alt":2262,"title":118,"source":30,"copyright":30},{"type":39,"content":2266},[2267],{"type":42,"content":2268},[2269],{"text":2270,"type":513},"Auf das Geschenk an sich kommt es nicht immer an. Viel wichtiger ist, wie es verschenkt wird!",{"_uid":2272,"text":2273,"component":1046},"66724212-fd61-4301-9072-58210d820a14",{"type":39,"content":2274},[2275,2279,2284,2288,2299,2303],{"type":42,"content":2276},[2277],{"text":2278,"type":513},"Wie gesagt: Die Wahl der passenden Pattern setzt ein Verständnis für die Zielgruppe und deren Bedürfnisse voraus. Andernfalls bleibt der Einsatz von Behavior Pattern ein Glücksspiel.",{"type":933,"attrs":2280,"content":2281},{"level":1217},[2282],{"text":2283,"type":513},"Lerne das neue Behavior Pattern Model praktisch kennen und vertiefe deine Expertise in der Anwendung psychologischer Verhaltensmuster!",{"type":42,"content":2285},[2286],{"text":2287,"type":513},"Am 26.04.2023 veranstalten wir in und mit unserer Ambassador Community einen Workshop mit dem Behavior Pattern Model.",{"type":42,"content":2289},[2290,2292,2298],{"text":2291,"type":513},"Falls du noch kein Mitglied bist, kannst du dich ",{"text":2293,"type":513,"marks":2294},"hier jederzeit bewerben",[2295],{"type":960,"attrs":2296},{"href":2297,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/growth-ambassador-community",{"text":2258,"type":513},{"type":42,"content":2300},[2301],{"text":2302,"type":513},"Über 300 Expert:innen tauschen sich dort regelmäßig über Meetups und andere Event-Formate aus und leben das Credo: “Wissen teilen und schneller lernen”. Auch dieses Modell entstand übrigens in Zusammenarbeit mit der Community. Du erhältst also nicht nur Wissen aus erster Hand, sondern kannst dich auch aktiv in die Entwicklung neuer Branchenstandards einbringen.",{"type":42,"content":2304},[2305],{"text":2306,"type":513,"marks":2307},"Jetzt als Ambassador 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Sciences",{"type":39,"content":2358},[2359,2365],{"type":42,"attrs":2360,"content":2361},{"textAlign":118},[2362],{"text":1662,"type":513,"marks":2363},[2364],{"type":931},{"type":42,"attrs":2366,"content":2367},{"textAlign":118},[2368],{"text":1669,"type":513},[2370],{"_uid":2371,"icon":27,"link":2372,"text":1680,"intent":35,"component":36,"icon_position":37},"662d552b-e530-4702-b5f3-b6efa4221f03",{"id":1674,"url":30,"linktype":31,"fieldtype":32,"cached_url":1675,"story":2373},{"name":1677,"id":1678,"uuid":1674,"slug":1679,"url":1675,"full_slug":1675,"_stopResolving":81},"8",[],[],-460,[],"73400b50-ad0a-41e6-988f-70a2f845a508","2023-04-13T11:37:38.000Z",[],{"name":2383,"created_at":2384,"published_at":905,"updated_at":2385,"id":2386,"uuid":2387,"content":2388,"slug":3080,"full_slug":3081,"sort_by_date":118,"position":3103,"tag_list":3104,"is_startpage":51,"parent_id":1688,"meta_data":118,"group_id":3105,"first_published_at":3106,"release_id":118,"lang":124,"path":118,"alternates":3107,"default_full_slug":118,"translated_slugs":118},"Häufig übersehen: warum Feedback essentiell für deine Conversion Rate ist","2025-10-15T16:25:10.530Z","2026-10-04T09:56:18.255Z",101809809564377,"6143b303-ccc1-4439-8f68-2ee2ec77c841",{"seo":2389,"_uid":2391,"body":2392,"text":3047,"image":3048,"footer":30,"header":30,"authors":3051,"category":1585,"headline":2383,"component":1586,"categories":3053,"bottom_head":3066,"breadcrumbs":3067,"seo_noindex":51,"sidebar_cta":3083,"reading_time":2374,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":3101,"additional_slot":3102,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":2383,"plugin":911,"og_image":30,"og_title":2383,"description":2390,"twitter_image":30,"twitter_title":2383,"og_description":2390,"twitter_description":2390},"Erfahre, wie du mit dem Behavior Pattern Feedback die User Experience verbesserst, Sicherheit gibst und die Kaufmotivation steigerst.","405700a1-2bcd-437d-925f-d02f513f8b21",[2393,2412,2441,2488,2495,2585,2598,2656,2666,2749,2783,2797,2810,2833,2839,2924,2937],{"_uid":2394,"text":2395,"component":1046},"1ea962a7-5894-4205-a149-a5d0ad277403",{"type":39,"content":2396},[2397,2402,2407],{"type":42,"attrs":2398,"content":2399},{"textAlign":118},[2400],{"text":2401,"type":513},"Im Alltag erwarten wir täglich Feedback. Beim Drücken einer Türklinke, beim Drehen am Wasserhahn, beim Klingeln an der Nachbartür – kurzum: wir erwarten eine Antwort auf unsere Handlungen. Ohne Feedback entsteht Unsicherheit. Wollen wir das? Eher nicht. Warum sollte es auf deiner Website oder in deiner App anders laufen?",{"type":42,"attrs":2403,"content":2404},{"textAlign":118},[2405],{"text":2406,"type":513},"Nachfolgend zeige ich dir, wie du das Behavior Pattern Feedback einsetzen kannst, um die Motivation bei der Interaktion mit deinem Produkt zu steigern. Außerdem kannst du mit diesem Pattern auch wunderbar etwaige Unsicherheiten deiner User abfangen.",{"type":933,"attrs":2408,"content":2409},{"level":935,"textAlign":118},[2410],{"text":2411,"type":513},"Das Behavior Pattern Feedback: Die sichere und motivierende Antwort auf eine Handlung",{"_uid":2413,"icon":30,"text":2414,"image":2436,"theme":1107,"component":1108,"action_buttons":2440,"image_position":1126},"25319cb7-59c0-41a9-b777-81c8bc98e1db",{"type":39,"content":2415},[2416],{"type":42,"attrs":2417,"content":2418},{"textAlign":118},[2419,2423,2425,2429,2431,2434],{"text":2420,"type":513,"marks":2421},"Definition:",[2422],{"type":931},{"text":2424,"type":513}," ",{"text":2426,"type":513,"marks":2427},"Feedback",[2428],{"type":974},{"text":2430,"type":513}," schafft Klarheit. Ohne Rückmeldung nach einer Handlung – in Form von Bestätigung oder Ablehnung – entsteht Unsicherheit. Unmittelbares ",{"text":2426,"type":513,"marks":2432},[2433],{"type":974},{"text":2435,"type":513}," direkt nach einer Aktion hingegen motiviert dazu, weitere Schritte vorzunehmen.",{"id":2437,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":2438,"copyright":30,"fieldtype":49,"meta_data":2439,"is_external_url":51},115864985458327,"https://a.storyblok.com/f/328018/300x300/083c5b5c00/behavior-pattern-feedback-konsumpsychologie-300x300.jpg",{},[],{"_uid":2442,"text":2443,"component":1046},"6391d09b-0878-4fdb-bcdb-e39a4cbbba29",{"type":39,"content":2444},[2445,2452,2483],{"type":42,"attrs":2446,"content":2447},{"textAlign":118},[2448],{"text":2449,"type":513,"marks":2450},"Feedback ist für deine Kund:innen wie eine Rückmeldung auf ihre Handlung. Es ist ein gutes Mittel, um:",[2451],{"type":931},{"type":1407,"attrs":2453,"content":2454},{"order":1409},[2455,2462,2469,2476],{"type":1412,"content":2456},[2457],{"type":42,"attrs":2458,"content":2459},{"textAlign":118},[2460],{"text":2461,"type":513},"zu motivieren – Fortschritt wird kenntlich gemacht, z.B. „Fast geschafft“",{"type":1412,"content":2463},[2464],{"type":42,"attrs":2465,"content":2466},{"textAlign":118},[2467],{"text":2468,"type":513},"weitere Handlungen anzukündigen, z.B. im Checkout",{"type":1412,"content":2470},[2471],{"type":42,"attrs":2472,"content":2473},{"textAlign":118},[2474],{"text":2475,"type":513},"Eingaben zu bestätigen oder Fehler kenntlich zu machen, z.B. in Formularen, Textfeldern etc.",{"type":1412,"content":2477},[2478],{"type":42,"attrs":2479,"content":2480},{"textAlign":118},[2481],{"text":2482,"type":513},"Sicherheit zu geben, z.B. Kaufbestätigungen",{"type":933,"attrs":2484,"content":2485},{"level":935,"textAlign":118},[2486],{"text":2487,"type":513},"Wie du vorhandene Brüche in der Customer Journey entdeckst und mit dem Pattern Feedback abfängst",{"_uid":2489,"component":2490,"video_embed":30,"video_upload":2491},"0ad872e3-4664-48cd-90ad-63b8c15bc48c","richtext-video",{"id":2492,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":2493,"copyright":30,"fieldtype":49,"meta_data":2494,"is_external_url":51},141060711144006,"https://a.storyblok.com/f/328018/x/ae5bf75977/beispiel-feedback-onlineshop-goertz-1.webm",{},{"_uid":2496,"text":2497,"component":1046},"b35d0821-48ef-45ad-8bc1-6796a0041e93",{"type":39,"content":2498},[2499,2503,2512,2524,2530,2538,2542,2546,2552,2573,2581],{"type":42,"content":2500},[2501],{"text":2502,"type":513},"Deine Produktauswahl „fliegt“ nicht in den Warenkorb, du bekommst keine Warenkorb-Übersicht und es erscheint auch keine 1 am Warenkorb oben in der Ecke…",{"type":42,"content":2504},[2505,2507,2510],{"text":2506,"type":513},"Durch das fehlende ",{"text":2426,"type":513,"marks":2508},[2509],{"type":974},{"text":2511,"type":513}," werden deine Kund:innen verunsichert, ob das Produkt tatsächlich im Warenkorb liegt und sie müssen prüfen, ob der Artikel wirklich hinzugefügt wurde… uncool.",{"type":2513,"content":2514},"blockquote",[2515],{"type":42,"content":2516},[2517,2519,2523],{"text":2518,"type":513},"Stell dir vor, du willst neue Schuhe kaufen, legst sie in den Warenkorb, willst bezahlen… und es passiert… ",{"text":2520,"type":513,"marks":2521},"NICHTS",[2522],{"type":931},{"text":2258,"type":513},{"type":42,"content":2525},[2526],{"text":2527,"type":513,"marks":2528},"Was würdest du hier eintragen?",[2529],{"type":931},{"type":42,"content":2531},[2532],{"type":2533,"attrs":2534},"image",{"alt":2535,"src":2536,"name":30,"focus":30,"title":118,"source":30,"filename":2536,"copyright":30,"fieldtype":49,"meta_data":2537,"is_external_url":81},"Ansicht Checkout Onlineshop Mobile UX-Fail","https://storage.googleapis.com/kk-website-assets/S5uZtNaA_ecommerce-fail-beispiel-checkout-page-onlineshop-fehlendes-behavior-pattern-feedback.jpg",{"alt":2535,"title":118,"source":30,"copyright":30},{"type":42,"content":2539},[2540],{"text":2541,"type":513},"Der Kauf auf Rechnung ist klar – aber was möchte der Anbieter an dieser Stelle von dir? Hier fehlt also Unterstützung bzw. konkretes Feedback, was du tun sollst.",{"type":42,"content":2543},[2544],{"text":2545,"type":513},"Vielleicht schreibst du einfach „OK“ hinein und schaust, ob die Ware bei dir ankommt 😉",{"type":42,"content":2547},[2548],{"text":2549,"type":513,"marks":2550},"Fragen, welche du dir daher stellen solltest:",[2551],{"type":931},{"type":1983,"attrs":2553,"content":2554},{"tight":51},[2555,2561,2567],{"type":1412,"content":2556},[2557],{"type":42,"content":2558},[2559],{"text":2560,"type":513},"Wird meinen Nutzer:innen eine Antwort auf ihre Handlung geboten?",{"type":1412,"content":2562},[2563],{"type":42,"content":2564},[2565],{"text":2566,"type":513},"An welchen Stellen hat eine Aktion zu wenig direkte, sichtbare Auswirkungen?",{"type":1412,"content":2568},[2569],{"type":42,"content":2570},[2571],{"text":2572,"type":513},"Wo kann besseres und explizites Feedback meine Nutzer:innen positiv überraschen?",{"type":42,"content":2574},[2575,2579],{"text":2576,"type":513,"marks":2577},"Um etwaige Brüche in der Customer Journey aufzudecken",[2578],{"type":931},{"text":2580,"type":513},", kann es sinnvoll sein, z.B. Insights aus Umfragen, Usability Tests oder Analytics-Daten hinzuzuziehen. Quantitativ kannst du durch die Analyse deiner Conversions und Zielwerte in Analytics herausfinden, an welcher Stelle deine Kund:innen den Kauf abbrechen oder ob es sonstige Auffälligkeiten bei der Interaktion gibt. Beim Testing hingegen, geben Nutzer:innen in vielen Fällen an, ob sie beim Kauf etwas verwirrt, und schildern ihre Erwartungen während der Interaktion.",{"type":42,"content":2582},[2583],{"text":2584,"type":513},"Die Aussagen, die du bspw. bei Umfragen oder beim Testing erhältst, können je nach Angebot sehr unterschiedlich ausfallen. Stell dir vor, du verkaufst Möbel – hier können Fragen zum Produkt, zu den Maßen oder sonstigen relevanten Eigenschaften auftauchen, welche den Kaufabschluss blockieren. Selbiges gilt beim Kauf von Mode, Accessoires oder beim simplen Hinzufügen eines Gutschein-Codes.",{"_uid":2586,"size":30,"image":2587,"caption":2591,"component":1058},"923d0b8b-db75-4a57-a63c-74fce7f88807",{"alt":2588,"src":2589,"name":30,"focus":30,"title":118,"source":30,"filename":2589,"copyright":30,"fieldtype":49,"meta_data":2590,"is_external_url":81},"Bestätigung für das Einlösen eines Gutschein-Codes im Onlineshop","https://storage.googleapis.com/kk-website-assets/JIKuY3wp_feedback-example-820x581.png",{"alt":2588,"title":118,"source":30,"copyright":30},{"type":39,"content":2592},[2593],{"type":42,"attrs":2594,"content":2595},{"textAlign":118},[2596],{"text":2597,"type":513},"Stell dir immer die Frage, ob auf eine Handlung deiner Nutzer:innen ein konkretes Feedback folgt.",{"_uid":2599,"text":2600,"component":1046},"3a84e4f6-bc8e-4413-bf5b-6d99f876f2b9",{"type":39,"content":2601},[2602,2624,2630,2636,2646],{"type":42,"content":2603},[2604,2606,2609,2611,2617,2619,2622],{"text":2605,"type":513},"Viele Support-Anfragen können ebenfalls ein Indikator sein, dass im Kaufprozess relevantes ",{"text":2426,"type":513,"marks":2607},[2608],{"type":974},{"text":2610,"type":513}," fehlt, welches deinen Nutzer:innen ausreichend Klarheit und Sicherheit beim Kauf gibt. Daher ist es wichtig, auch den ",{"text":2612,"type":513,"marks":2613},"inneren Dialog",[2614],{"type":960,"attrs":2615},{"href":2616,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/inner-dialogue.html",{"text":2618,"type":513}," deiner Kund:innen zu durchdenken. Welche Fragen oder Zweifel könnten beim Kauf auftauchen und wie kannst du diese durch entsprechendes ",{"text":2426,"type":513,"marks":2620},[2621],{"type":974},{"text":2623,"type":513}," abfangen?",{"type":2513,"content":2625},[2626],{"type":42,"content":2627},[2628],{"text":2629,"type":513},"Mit Feedback geben wir Antworten auf das Handeln von Kund:innen.",{"type":42,"content":2631},[2632],{"text":2633,"type":513,"marks":2634},"Kennst du den Dauerbrenner des inneren Dialogs beim Kauf von elektrischen Geräten, Spielzeug etc.?",[2635],{"type":931},{"type":42,"content":2637},[2638,2640,2644],{"text":2639,"type":513},"„",{"text":2641,"type":513,"marks":2642},"Sind Batterien dabei?",[2643],{"type":974},{"text":2645,"type":513},"“",{"type":42,"content":2647},[2648,2650,2654],{"text":2649,"type":513},"Ein weiterer Klassiker existiert bei Gartengeräten im Hinblick auf Ersatz- und Austauschteile. Möglicherweise hat Hornbach deshalb bereits ganz oben die zusätzlichen Spulen kommuniziert. Hier wird also die Frage: „",{"text":2651,"type":513,"marks":2652},"Kann ich direkt durchstarten, muss ich noch was dazukaufen?",[2653],{"type":974},{"text":2655,"type":513},"“ beantwortet.",{"_uid":2657,"size":30,"image":2658,"caption":2662,"component":1058},"efd7a3f1-ec22-40da-923b-9ec4a161a912",{"alt":2659,"src":2660,"name":30,"focus":30,"title":118,"source":30,"filename":2660,"copyright":30,"fieldtype":49,"meta_data":2661,"is_external_url":81},"Abbildung Rasentrimmer Hornbach Beispiel Onlineshop","https://storage.googleapis.com/kk-website-assets/rbBy42ZC_beispiel-onlineshop-einwandbehandlung-konsumpsychologie-behavior-pattern-feedback-820x366.jpg",{"alt":2659,"title":118,"source":30,"copyright":30},{"type":39,"content":2663},[2664],{"type":42,"attrs":2665},{"textAlign":118},{"_uid":2667,"text":2668,"component":1046},"53c784c9-5b0a-4b35-a30d-48c32d2d232e",{"type":39,"content":2669},[2670,2675,2690],{"type":42,"attrs":2671,"content":2672},{"textAlign":118},[2673],{"text":2674,"type":513},"Der innere Dialog ist ein intuitives Hilfsmittel zur Entscheidungsfindung, das wir alle täglich anwenden, um für uns sichere Entscheidungen zu treffen. Während wir den inneren Dialog führen, spielen wir unterschiedliche Szenarien und Möglichkeiten durch, um die für uns beste Entscheidung zu treffen.",{"type":42,"attrs":2676,"content":2677},{"textAlign":118},[2678,2682,2686],{"text":2679,"type":513,"marks":2680},"Woran du erkennst, dass du dem Behavior Pattern ",[2681],{"type":931},{"text":2426,"type":513,"marks":2683},[2684,2685],{"type":931},{"type":974},{"text":2687,"type":513,"marks":2688}," ausreichend Aufmerksamkeit schenkst:",[2689],{"type":931},{"type":1407,"attrs":2691,"content":2692},{"order":1409},[2693,2700,2707,2714,2721,2728],{"type":1412,"content":2694},[2695],{"type":42,"attrs":2696,"content":2697},{"textAlign":118},[2698],{"text":2699,"type":513},"Wir erhalten wenige Support-Anfragen, weil beim Kauf alles klar ist.",{"type":1412,"content":2701},[2702],{"type":42,"attrs":2703,"content":2704},{"textAlign":118},[2705],{"text":2706,"type":513},"Unsere Anwendung gibt ausreichend visuelles und inhaltliches Feedback.",{"type":1412,"content":2708},[2709],{"type":42,"attrs":2710,"content":2711},{"textAlign":118},[2712],{"text":2713,"type":513},"Aus Nutzertests und Analysen wissen wir, dass beim Kauf keine Hürden entstehen, die wir mit weiterem Feedback abfangen sollten.",{"type":1412,"content":2715},[2716],{"type":42,"attrs":2717,"content":2718},{"textAlign":118},[2719],{"text":2720,"type":513},"Wir analysieren mit unseren Nutzer:innen den inneren Dialog und kennen Unsicherheiten im Kaufprozess.",{"type":1412,"content":2722},[2723],{"type":42,"attrs":2724,"content":2725},{"textAlign":118},[2726],{"text":2727,"type":513},"Wir setzen Umfragen und Usertests gezielt ein, um Brüche in der Customer Journey aufzudecken.",{"type":1412,"content":2729},[2730],{"type":42,"attrs":2731,"content":2732},{"textAlign":118},[2733,2735,2747],{"text":2734,"type":513},"Zur visuellen Unterstützung nutzen wir ",{"text":2736,"type":513,"marks":2737},"Micro Interactions",[2738],{"type":960,"attrs":2739},{"href":2740,"uuid":2741,"anchor":118,"target":1022,"linktype":31,"story":2742},"/de/customer-experience/micro-interactions","1e24e4c3-0f8c-485d-88f7-1eee40a83826",{"name":2743,"id":2744,"uuid":2741,"slug":2745,"url":2746,"full_slug":2746,"_stopResolving":81},"Motion for Emotion – Wie Micro Interactions deine Webseite oder App emotionaler machen",101808625332739,"micro-interactions","de/customer-experience/micro-interactions",{"text":2748,"type":513},", um getätigte Handlungen besser sichtbar zu machen.",{"_uid":2750,"icon":30,"text":2751,"image":2770,"theme":1107,"component":1108,"action_buttons":2772,"image_position":1126},"819c2021-51a0-420f-bd01-cb5a282a585c",{"type":39,"content":2752},[2753],{"type":42,"attrs":2754,"content":2755},{"textAlign":118},[2756,2759,2763,2766],{"text":1086,"type":513,"marks":2757},[2758],{"type":931},{"text":1090,"type":513,"marks":2760},[2761],{"type":1093,"attrs":2762},{"color":1095},{"text":1097,"type":513,"marks":2764},[2765],{"type":931},{"text":1101,"type":513,"marks":2767},[2768],{"type":1093,"attrs":2769},{"color":1095},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":2771},{},[2773],{"_uid":2774,"buttons":2775,"caption":2780,"component":43,"caption_position":44},"f9b306d0-d25f-4fdc-a3e6-ac43b022528e",[2776],{"_uid":2777,"icon":27,"link":2778,"text":1122,"intent":35,"component":36,"icon_position":37},"267e8fc9-95b1-4579-a354-4d73db0d747c",{"id":1116,"url":30,"linktype":31,"fieldtype":32,"cached_url":1117,"story":2779},{"name":1119,"id":1120,"uuid":1116,"slug":1121,"url":1117,"full_slug":1117,"_stopResolving":81},{"type":39,"content":2781},[2782],{"type":42},{"_uid":2784,"text":2785,"component":1046},"8be64951-c1d2-4496-8e94-f0ff69831194",{"type":39,"content":2786},[2787,2792],{"type":933,"attrs":2788,"content":2789},{"level":935,"textAlign":118},[2790],{"text":2791,"type":513},"3 weitere Beispiele, wie uns Feedback unterstützt, und was wir daraus lernen können",{"type":933,"attrs":2793,"content":2794},{"level":1199,"textAlign":118},[2795],{"text":2796,"type":513},"1. Echtzeit-Feedback als Kommunikations-Support",{"_uid":2798,"size":30,"image":2799,"caption":2803,"component":1058},"38461bde-21b9-48f8-a9ec-99ca5922c99a",{"alt":2800,"src":2801,"name":30,"focus":30,"title":118,"source":30,"filename":2801,"copyright":30,"fieldtype":49,"meta_data":2802,"is_external_url":81},"iMessage Screen Apple Nachricht wird geschrieben","https://storage.googleapis.com/kk-website-assets/iviQUZ9E_imessage-beispiel-behavior-pattern-feedback-verhaltenspsychologie.png",{"alt":2800,"title":118,"source":30,"copyright":30},{"type":39,"content":2804},[2805],{"type":42,"attrs":2806,"content":2807},{"textAlign":118},[2808],{"text":2809,"type":513},"iMessage gibt beim Schreiben und Versenden kontinuierlich Feedback. ",{"_uid":2811,"text":2812,"component":1046},"d9c2faa8-20ee-43fb-8011-48a3202bf789",{"type":39,"content":2813},[2814,2828],{"type":42,"content":2815},[2816,2818,2821,2823,2826],{"text":2817,"type":513},"Möglicherweise kennst du diese Art von ",{"text":2426,"type":513,"marks":2819},[2820],{"type":974},{"text":2822,"type":513}," aus deinem Kommunikationsalltag, aber vielleicht hast du auch Ideen, wo du direktes ",{"text":2426,"type":513,"marks":2824},[2825],{"type":974},{"text":2827,"type":513}," innerhalb von Kommunikationsstrecken geben kannst. Bereits beim Versenden einer Nachricht ändert sich bei iMessage die Button-Farbe, anschließend wechselt nach erfolgreichem Versenden auch die Nachricht ihre Farbe, zusätzlich siehst du, wenn dein Gegenüber eine Eingabe tätigt. Denke auch an die Eingangsbestätigung: gute Anbieter übermitteln eine Eingangsbestätigung, um dir die nötige Sicherheit zu geben.",{"type":933,"attrs":2829,"content":2830},{"level":1199},[2831],{"text":2832,"type":513},"2. Feedback als Motivationstreiber",{"_uid":2834,"component":2490,"video_embed":30,"video_upload":2835},"1aa2ec9b-c5b5-48a4-b3a4-701cd686e959",{"id":2836,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":2837,"copyright":30,"fieldtype":49,"meta_data":2838,"is_external_url":51},141060711152199,"https://a.storyblok.com/f/328018/x/579aa077ae/apple-watch-beispiel-feedback.webm",{},{"_uid":2840,"text":2841,"component":1046},"7c65dde6-462b-4481-b8ab-c55864c686d9",{"type":39,"content":2842},[2843,2861,2866,2874,2889,2899,2904,2914],{"type":42,"attrs":2844,"content":2845},{"textAlign":118},[2846,2848,2854,2856,2859],{"text":2847,"type":513},"Noch ein weiteres Apple-Beispiel – die ",{"text":2849,"type":513,"marks":2850},"Apple Watch",[2851],{"type":960,"attrs":2852},{"href":2853,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.apple.com/de/watch/close-your-rings/stories/",{"text":2855,"type":513},". Die Trainingsapp der Apple Watch trackt beliebte Workouts wie Laufen, Schwimmen und hochintensives Intervalltraining einfach durch Tippen. Gleichzeitig erhältst du Echtzeit-Input, indem auf deinem Display Ringe gefüllt werden, um dir sowohl ",{"text":2426,"type":513,"marks":2857},[2858],{"type":974},{"text":2860,"type":513}," als auch Fortschritt zu übermitteln und deine Motivation anzuheben, dich weiter zu verbessern und am Ball zu bleiben.",{"type":933,"attrs":2862,"content":2863},{"level":1199,"textAlign":118},[2864],{"text":2865,"type":513},"3. Feedback als Indikator für getätigte und kommende Handlungen",{"type":42,"attrs":2867,"content":2868},{"textAlign":118},[2869],{"type":2533,"attrs":2870},{"id":118,"alt":2871,"src":2872,"title":118,"source":30,"copyright":30,"meta_data":2873},"Eine leere Tankanzeige und ein Ampelschalter für Fußgänger","https://storage.googleapis.com/kk-website-assets/tiaorWuJ_beispiele-direktes-feedback-strassenverkehr-ampel-tankanzeige-820x461.jpg",{"alt":2871,"title":118,"source":30,"copyright":30},{"type":42,"attrs":2875,"content":2876},{"textAlign":118},[2877,2879,2882,2884,2887],{"text":2878,"type":513},"Vielleicht überlegst du dir auch, welche typische Journey Menschen mit deinem Produkt erleben und an welchen Stellen ",{"text":2426,"type":513,"marks":2880},[2881],{"type":974},{"text":2883,"type":513}," außerdem Sinn ergeben würde. Klar ist, sobald wir eine Handlung vollziehen, erwarten wir eine Rückmeldung. So sendet uns der Knopf an der Fußgängerampel nach der Betätigung eine Rückmeldung, sodass wir nicht verunsichert an der Kreuzung verweilen oder in Eile bei Rot gehen. Auch die Tankanzeige im Auto sendet uns ",{"text":2426,"type":513,"marks":2885},[2886],{"type":974},{"text":2888,"type":513},", um uns auf eine bald nötige Handlung aufmerksam zu machen.",{"type":42,"attrs":2890,"content":2891},{"textAlign":118},[2892,2894,2897],{"text":2893,"type":513},"An welchen Stellen könntest du auf eine bald notwendige Handlung aufmerksam machen oder nach einer Handlung besseres ",{"text":2426,"type":513,"marks":2895},[2896],{"type":974},{"text":2898,"type":513}," geben? Frag deine Nutzer:innen zum Beispiel durch ein Mini-Survey, ob alles reibungslos gelaufen ist, oder im Kaufprozess Unsicherheiten entstanden sind. Anhand dieses Wissen kannst du mit entsprechenden Maßnahmen und Idee gegensteuern. Wie bereits erwähnt, können hier bspw. Micro Interactions weiterhelfen, um dieses Feedback zu geben.",{"type":933,"attrs":2900,"content":2901},{"level":935,"textAlign":118},[2902],{"text":2903,"type":513},"Checkout-Tipps: Mit Feedback den Kaufabschluss fördern",{"type":42,"attrs":2905,"content":2906},{"textAlign":118},[2907,2909,2912],{"text":2908,"type":513},"Dass dir und deinen Nutzer:innen gutes ",{"text":2426,"type":513,"marks":2910},[2911],{"type":974},{"text":2913,"type":513}," im Onlineshop hilft, sollte spätestens jetzt eindeutig sein. Daher ohne große Umschweife zum Abschluss noch ein paar Checkout-Feedback-Tipps.",{"type":42,"attrs":2915,"content":2916},{"textAlign":118},[2917,2919,2922],{"text":2918,"type":513},"Wer sich im Checkout befindet, hat dein Produkt eigentlich mental bereits gekauft. Daher ist es nun dein Job, es deinen Käufern so angenehm wie möglich zu machen, damit sie mit einem guten Gefühl den Kauf abschließen können. ",{"text":2426,"type":513,"marks":2920},[2921],{"type":974},{"text":2923,"type":513}," spielt dabei eine besondere Rolle.",{"_uid":2925,"size":30,"image":2926,"caption":2930,"component":1058},"12ef9461-73ee-4d54-92b7-b4563da2f61b",{"alt":2927,"src":2928,"name":30,"focus":30,"title":118,"source":30,"filename":2928,"copyright":30,"fieldtype":49,"meta_data":2929,"is_external_url":81},"Anmeldemaske Konto erstellen Web-Ansicht","https://storage.googleapis.com/kk-website-assets/HyqAm0TK_checkout-optimieren-conversion-rate-verhaltenspsychologie-tipps.png",{"alt":2927,"title":118,"source":30,"copyright":30},{"type":39,"content":2931},[2932],{"type":42,"attrs":2933,"content":2934},{"textAlign":118},[2935],{"text":2936,"type":513},"Eingaben der Nutzer:innen werden sofort bestätigt. 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Dieses Verhalten ist eigentlich höchst irrational, denn genauso gut könntest du irgendeinen anderen Tag, oder sogar mehrere, im Jahr wählen.",[3157],{"type":974},{"type":42,"attrs":3159,"content":3160},{"textAlign":118},[3161],{"text":3162,"type":513,"marks":3163},"Was lernen wir also daraus?",[3164],{"type":974},{"type":42,"attrs":3166,"content":3167},{"textAlign":118},[3168],{"text":3169,"type":513,"marks":3170},"Das Kaufverhalten und die Entscheidungsprozesse unserer User zu verstehen, und sie im richtigen Moment bestmöglich abzuholen, ist nicht nur entscheidend für den E-Commerce-Erfolg. Heuristiken zu kennen und zu nutzen, stellt eines der wesentlichen Erfolgskonzepte entlang der Konsumpsychologie dar.",[3171],{"type":931},{"type":42,"attrs":3173,"content":3174},{"textAlign":118},[3175],{"text":3176,"type":513},"In der Regel kann man diese Heuristiken als mentale Abkürzungen betrachten, die deinen Usern helfen, ihre Probleme oder Wünsche schneller, einfacher und besser zu lösen. Entscheidungszeiten sollen verkürzt und zu viel kognitive Anstrengung vermieden werden.",{"type":42,"attrs":3178,"content":3179},{"textAlign":118},[3180],{"text":3181,"type":513},"Natürlich spielen dabei Emotionen immer eine große Rolle.",{"type":42,"attrs":3183,"content":3184},{"textAlign":118},[3185],{"text":3186,"type":513},"Daher stelle ich dir in diesem Beitrag die Affektheuristik vor und zeige dir, wie vielfältig sie auftreten und wie du sie für dein Business einsetzen kannst.",{"type":933,"attrs":3188,"content":3189},{"level":935,"textAlign":118},[3190],{"text":3191,"type":513},"Was sind Affektheuristiken? Die emotionale Urteilsheuristik",{"_uid":3193,"icon":30,"text":3194,"theme":1107,"component":1108,"action_buttons":3205},"6de04e1f-438f-4eb0-9bd5-6e36fbaeac03",{"type":39,"content":3195},[3196],{"type":42,"attrs":3197,"content":3198},{"textAlign":118},[3199,3202,3203],{"text":2420,"type":513,"marks":3200},[3201],{"type":931},{"type":3021},{"text":3204,"type":513},"Eine Affektheuristik besagt, dass Entscheidungen häufig aufgrund von Emotionen aus dem Bauch heraus getroffen werden – nicht rational aufgrund von Statistiken oder Wahrscheinlichkeiten, sondern auf Basis von Zuneigung oder Abneigung. 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Wir möchten schließlich nicht in einer Endlosschleife Informationen gegeneinander abwägen, die wir oft nicht einmal vorliegen haben.",{"type":42,"attrs":3246,"content":3247},{"textAlign":118},[3248],{"text":3249,"type":513},"Beeinflusst durch die vorherrschenden Informationen und Gefühle wie Ängste, Sorgen oder Freuden, wählen wir also ständig das, was unserer derzeitigen emotionalen Lage entspricht. Unsere Einstellung und Entscheidung zu etwas beruht daher häufig nur auf unserer emotionalen Zu- oder Abneigung.",{"_uid":3251,"icon":30,"text":3252,"theme":1107,"component":1108,"action_buttons":3265},"c9203942-cb78-4166-9f69-ae81758e0fc6",{"type":39,"content":3253},[3254],{"type":42,"attrs":3255,"content":3256},{"textAlign":118},[3257,3260,3261,3264],{"text":1086,"type":513,"marks":3258},[3259],{"type":931},{"text":1090,"type":513},{"text":1097,"type":513,"marks":3262},[3263],{"type":931},{"text":1101,"type":513},[3266],{"_uid":3267,"buttons":3268,"caption":3273,"component":43,"caption_position":44},"d0786da5-7d0a-4a94-b1e4-891dc7993991",[3269],{"_uid":3270,"icon":27,"link":3271,"text":1122,"intent":35,"component":36,"icon_position":37},"3dfd0ea0-3289-4f83-9a64-3bfa1b44f01a",{"id":1116,"url":30,"linktype":31,"fieldtype":32,"cached_url":1117,"story":3272},{"name":1119,"id":1120,"uuid":1116,"slug":1121,"url":1117,"full_slug":1117,"_stopResolving":81},{"type":39,"content":3274},[3275],{"type":42},{"_uid":3277,"text":3278,"component":1046},"1ca2d52c-a851-4e6f-935f-df5a397a610e",{"type":39,"content":3279},[3280],{"type":933,"attrs":3281,"content":3282},{"level":935,"textAlign":118},[3283],{"text":3284,"type":513},"Warum es so wichtig ist, die Affektheuristik zu kennen und zu nutzen",{"_uid":3286,"size":30,"image":3287,"caption":3291,"component":1058},"308e9152-4057-4329-9b8b-5ab36fe74938",{"alt":3288,"src":3289,"name":30,"focus":30,"title":118,"source":30,"filename":3289,"copyright":30,"fieldtype":49,"meta_data":3290,"is_external_url":81},"Screenshot von dem Bleed Clothing Online Shop","https://storage.googleapis.com/kk-website-assets/UhTDlz9d_Beispiel_bleed_clothing-820x428.png",{"alt":3288,"title":118,"source":30,"copyright":30},{"type":39,"content":3292},[3293],{"type":42,"attrs":3294,"content":3295},{"textAlign":118},[3296],{"text":3297,"type":513},"Gute Onlineshops sprechen die emotionale Grundeinstellung ab der ersten Sekunde an. ",{"_uid":3299,"text":3300,"component":1046},"677d4cf9-bb93-4e5e-8bab-271beae19df1",{"type":39,"content":3301},[3302,3323,3332,3344,3351,3381,3386,3395,3407,3412,3417,3422,3439,3444],{"type":42,"attrs":3303,"content":3304},{"textAlign":118},[3305,3309,3311,3312,3316,3319],{"text":3306,"type":513,"marks":3307},"Affektheuristiken ersetzen komplexe Entscheidungsprozesse",[3308],{"type":931},{"text":3310,"type":513},", wie z.B",{"type":3021},{"text":3313,"type":513,"marks":3314},"Was denke ich darüber?",[3315],{"type":974},{"type":3021,"marks":3317},[3318],{"type":974},{"text":3320,"type":513,"marks":3321},"Welche Informationen sollte ich mit einbeziehen?",[3322],{"type":974},{"type":42,"attrs":3324,"content":3325},{"textAlign":118},[3326,3328],{"text":3327,"type":513},"durch eine einfache emotionale Frage: ",{"text":3329,"type":513,"marks":3330},"Wie fühle ich mich dabei?",[3331],{"type":974},{"type":42,"attrs":3333,"content":3334},{"textAlign":118},[3335,3337,3342],{"text":3336,"type":513},"Es ist kein Geheimnis, dass wir in der Praxis auf ein ganzes ",{"text":3338,"type":513,"marks":3339},"Kompendium an Behavior Patterns",[3340],{"type":960,"attrs":3341},{"href":1753,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":3343,"type":513}," zurückgreifen, um in unseren Projekten dabei zu helfen, User auf ihren emotionalen Ebenen besser abzuholen und kundenseitig die Umsätze zu steigern.",{"type":42,"attrs":3345,"content":3346},{"textAlign":118},[3347],{"text":3348,"type":513,"marks":3349},"Die Affektheuristik ist ein gutes Mittel, um:",[3350],{"type":931},{"type":1983,"content":3352},[3353,3360,3367,3374],{"type":1412,"content":3354},[3355],{"type":42,"attrs":3356,"content":3357},{"textAlign":118},[3358],{"text":3359,"type":513},"deine User zu überraschen",{"type":1412,"content":3361},[3362],{"type":42,"attrs":3363,"content":3364},{"textAlign":118},[3365],{"text":3366,"type":513},"Bedenken frühzeitig anzusprechen und abzufangen",{"type":1412,"content":3368},[3369],{"type":42,"attrs":3370,"content":3371},{"textAlign":118},[3372],{"text":3373,"type":513},"Voreingenommenheit aufzugreifen und Einwände zu behandeln",{"type":1412,"content":3375},[3376],{"type":42,"attrs":3377,"content":3378},{"textAlign":118},[3379],{"text":3380,"type":513},"Sehnsüchte zu spiegeln und zu erfüllen",{"type":42,"attrs":3382,"content":3383},{"textAlign":118},[3384],{"text":3385,"type":513},"Denn jede Interaktion mit deinen Kunden löst ein bestimmtes Gefühl aus – welches du im Idealfall analysiert, verstanden und innerhalb der jeweiligen Customer Journeys abgeholt und angesprochen hast.",{"type":2513,"content":3387},[3388],{"type":42,"attrs":3389,"content":3390},{"textAlign":118},[3391],{"text":3392,"type":513,"marks":3393},"„95 % aller Kaufentscheidungen werden im Grunde unterbewusst getroffen.“",[3394],{"type":974},{"type":42,"attrs":3396,"content":3397},{"textAlign":118},[3398,3400,3406],{"text":3399,"type":513},"Zu dieser Schlussfolgerung kam auch Harvard Business School Professor Gerald Zaltman in seiner Studie ",{"text":3401,"type":513,"marks":3402},"„The Subconscious Mind of the Consumer (And How To Reach It)“",[3403],{"type":960,"attrs":3404},{"href":3405,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it",{"text":2258,"type":513},{"type":42,"attrs":3408,"content":3409},{"textAlign":118},[3410],{"text":3411,"type":513},"Diese Gefühle, die beim Impulskauf neuer Laufschuhe ausgelöst wurden. Und die rationale Sicherheit, mit welcher du anschließend den Einkauf deiner Frau erklärtest. Oder die Schnelligkeit, mit der wir in stereotypische Analysen verfallen.",{"type":42,"attrs":3413,"content":3414},{"textAlign":118},[3415],{"text":3416,"type":513},"Die größten unterbewussten Treiber sind unsere Emotionen, Gefühle und Einstellungen.",{"type":42,"attrs":3418,"content":3419},{"textAlign":118},[3420],{"text":3421,"type":513},"Emotionen sind das, was auch den Entscheidungsfindungsprozess deiner User maßgeblich beeinflusst. Deshalb wissen sie bereits nach wenigen Sekunden auf deiner Website, ob du ein vertrauenswürdiger Anbieter bist, bei dem sie weiter verweilen wollen.",{"type":42,"attrs":3423,"content":3424},{"textAlign":118},[3425,3429,3435],{"text":3426,"type":513,"marks":3427},"Die emotionale Grundeinstellung in Verbindung mit den jeweiligen ",[3428],{"type":931},{"text":3430,"type":513,"marks":3431},"Limbic® Types",[3432,3434],{"type":960,"attrs":3433},{"href":1342,"uuid":118,"anchor":118,"target":118,"linktype":136},{"type":931},{"text":3436,"type":513,"marks":3437}," deiner User zu kennen und anzusprechen, ermöglicht dir also die Chance auf einen erheblichen Performance-Vorteil.",[3438],{"type":931},{"type":933,"attrs":3440,"content":3441},{"level":935,"textAlign":118},[3442],{"text":3443,"type":513},"Beispiele für erfolgreiche Affektheuristiken im E-Commerce",{"type":42,"attrs":3445,"content":3446},{"textAlign":118},[3447],{"text":3448,"type":513,"marks":3449},"Nachfolgend zeige ich dir einige Beispiele der Affektheuristik im E-Commerce, die du anwenden kannst, um deine User besser in ihrem Entscheidungsprozess zu unterstützen, Leichtigkeit zu schaffen oder mittels impliziter Signale anzusprechen.",[3450],{"type":931},{"_uid":3452,"icon":30,"text":3453,"theme":1107,"component":1108,"action_buttons":3467},"efe1b40b-0f06-4a21-ba5f-e18f9390e3cf",{"type":39,"content":3454},[3455],{"type":42,"attrs":3456,"content":3457},{"textAlign":118},[3458,3460],{"text":3459,"type":513},"📺 Falls du mehr über implizite Codes wissen willst, empfehle ich dir an dieser Stelle auch unsere Reihe überzeugungsKRAFT mit der Episode: ",{"text":3461,"type":513,"marks":3462},"Kopfkino – mit „Impliziten Signalen“ mehr verkaufen.",[3463,3466],{"type":960,"attrs":3464},{"href":3465,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/kopfkino-mit-impliziten-signalen-mehr-verkaufen.html",{"type":1897},[],{"_uid":3469,"text":3470,"component":1046},"e5b5e003-5787-4224-b0e0-6dd094a4a6cc",{"type":39,"content":3471},[3472,3477],{"type":933,"attrs":3473,"content":3474},{"level":1199,"textAlign":118},[3475],{"text":3476,"type":513},"Sehnsüchte nach Performance hervorrufen und befriedigen",{"type":42,"attrs":3478,"content":3479},{"textAlign":118},[3480],{"text":3481,"type":513},"Am folgenden Beispiel von Breuninger kannst du sehen, wie Nutzer zunächst durch das auffällige Bild mit dem Sportler geprimed werden. Durch die inhaltliche Botschaft des Visuals wird das eigentliche Produkt in einen stärkeren emotionalen Kontext gebracht – Assoziationen wie Performance und Dynamik entstehen.",{"_uid":3483,"image":3484,"caption":3487,"component":1058},"e7bc056b-f1bd-47c7-8f0b-7c845ca04b29",{"alt":118,"src":3485,"name":30,"focus":30,"title":118,"source":30,"filename":3485,"copyright":30,"fieldtype":49,"meta_data":3486,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/vedXZs5x_affektheuristik-sehnsuechte-beduerfnisse-triggern-beispiel-onlineshop.jpg",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":3488},[],{"_uid":3490,"text":3491,"component":1046},"dc5f2483-2835-4540-aa48-47d86a83daf5",{"type":39,"content":3492},[3493,3497],{"type":42,"content":3494},[3495],{"text":3496,"type":513},"Hier bewegen wir uns bereits im Bereich der impliziten Codes, wo Begriffe wie Leistung oder auch Sieg, je nach Interpretationsraum, mit dem Produkt verknüpft werden.",{"type":42,"content":3498},[3499],{"text":3500,"type":513},"Sieh dir auch folgendes Beispiel einer Affektheuristik im Sportfashion-Kontext an.",{"_uid":3502,"size":30,"image":3503,"caption":3507,"component":1058},"be0d8630-fc1e-485e-8fd5-3b9d6796b99d",{"alt":3504,"src":3505,"name":30,"focus":30,"title":118,"source":30,"filename":3505,"copyright":30,"fieldtype":49,"meta_data":3506,"is_external_url":81},"affektheuristiken-beispiel-onlineshop-sehnsucht-nach-leistung","https://storage.googleapis.com/kk-website-assets/8fAwRzQu_affektheuristiken-beispiel-onlineshop-sehnsucht-nach-leistung.jpg",{"alt":3504,"title":118,"source":30,"copyright":30},{"type":39,"content":3508},[3509],{"type":42,"attrs":3510},{"textAlign":118},{"_uid":3512,"text":3513,"component":1046},"34be519c-b939-4f25-a0f4-d65bf5678dc2",{"type":39,"content":3514},[3515,3523],{"type":42,"content":3516},[3517,3519],{"text":3518,"type":513},"Hier verschmelzen Bild und Claim wunderbar zu einer positiv aufgeladenen Botschaft – ",{"text":3520,"type":513,"marks":3521},"So weich war Beton noch nie.",[3522],{"type":974},{"type":42,"content":3524},[3525],{"text":3526,"type":513},"Automatisch entstehen Assoziationen wie schwerelos, leicht, federnd, gleitend, dynamisch etc. Weitere Behavior Patterns, die hier eine Rolle spielen, sind Value, Order and Harmony und Emotional Resonance.",{"_uid":3528,"size":30,"image":3529,"caption":3533,"component":1058},"01ac0e60-ebfe-4df3-9d9b-54da071139af",{"alt":3530,"src":3531,"name":30,"focus":30,"title":118,"source":30,"filename":3531,"copyright":30,"fieldtype":49,"meta_data":3532,"is_external_url":81},"Beispiel eines Advanced Gaming Laptops bei Mifcom","https://storage.googleapis.com/kk-website-assets/N5UBZbuB_Beispiel_Mifcom-1024x332.png",{"alt":3530,"title":118,"source":30,"copyright":30},{"type":39,"content":3534},[3535],{"type":42,"attrs":3536,"content":3537},{"textAlign":118},[3538],{"text":3539,"type":513},"Kognitive Erleichterung durch eine Affektheuristik kann im E-Commerce auch durch die Anwendung von Produktkategorien in Verbindung mit weiteren Performance-Triggern geschaffen werden.",{"_uid":3541,"text":3542,"component":1046},"c853874c-50f9-48ff-b91f-c1bbab39265e",{"type":39,"content":3543},[3544,3550,3562,3567],{"type":42,"content":3545},[3546],{"text":3547,"type":513,"marks":3548},"Auch im Kontext von Hardware und Software-Performance kannst du eine Affektheuristik nutzen, um Erleichterung zu schaffen.",[3549],{"type":931},{"type":42,"content":3551},[3552,3554,3560],{"text":3553,"type":513},"Die Einteilung in die Kategorie „Advanced Gaming Laptops“ ist meine erste Abkürzung – ",{"text":3555,"type":513,"marks":3556},"Kognitive Leichtigkeit",[3557],{"type":960,"attrs":3558},{"href":3559,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/hirn-aus-shopping-an-mehr-konversion-durch-kognitive-leichtigkeit.html",{"text":3561,"type":513},". Kategorien wie Entry Gaming Laptop, Advanced Gaming Laptop und High-End Gaming Laptops verorten bereits Preise und Leistungsniveau. Die dunkle Optik gepaart mit den Lichteffekten erzeugt Dynamik und das Gefühl von Power (Implicit Signals). Die Logos der Hersteller unterstützen die Glaubwürdigkeit des Leistungsversprechens.",{"type":933,"attrs":3563,"content":3564},{"level":1199},[3565],{"text":3566,"type":513},"Grundeinstellungen triggern und umkehren",{"type":42,"content":3568},[3569,3571,3572],{"text":3570,"type":513},"Auch stereotypische Annahmen kannst du gezielt triggern und sogar umkehren.",{"type":3021},{"text":3573,"type":513},"In dem Video auf der Startseite von Blacksocks sahen Nutzer zunächst die Zielgruppe, die auf den ersten Blick mit der Seite assoziiert werden: geradlinige, angepasste Anzugträger.",{"_uid":3575,"image":3576,"caption":3580,"component":1058},"c4795f93-182c-4173-80ff-abf49fd327cd",{"alt":3577,"src":3578,"name":30,"focus":30,"title":118,"source":30,"filename":3578,"copyright":30,"fieldtype":49,"meta_data":3579,"is_external_url":81},"beispiel-affektheuristik-grundeinstellungen-erkennen-und-umkehren-beispiel-shop","https://storage.googleapis.com/kk-website-assets/4ol29n6D_beispiel-affektheuristik-grundeinstellungen-erkennen-und-umkehren-beispiel-shop.jpg",{"alt":3577,"title":118,"source":30,"copyright":30},{"type":39,"content":3581},[],{"_uid":3583,"text":3584,"component":1046},"b9288985-cab6-4e17-968f-220bc36a3d15",{"type":39,"content":3585},[3586,3618],{"type":42,"attrs":3587,"content":3588},{"textAlign":118},[3589,3591,3603,3605,3617],{"text":3590,"type":513},"Der Mann, der die Rolltreppe herunterrutscht, vermittelt jedoch Spaß und zeigt, dass Blacksocks locker und innovativ ist und den Mann versteht, so wie er ist – ein schönes Beispiel für Affektheuristiken im Fashion E-Commerce, welches durch Bild und Textsprache hervorgerufen wird. Weitere Pattern, die hier zum Einsatz kommen sind u.a. ",{"text":3592,"type":513,"marks":3593},"Inner Dialog",[3594],{"type":960,"attrs":3595},{"href":3596,"uuid":3597,"anchor":118,"target":1022,"linktype":31,"story":3598},"/de/behavior-patterns/inner-dialogue","ed22a63e-d846-4bf2-b5d1-80dee8d970b8",{"name":3599,"id":3600,"uuid":3597,"slug":3601,"url":3602,"full_slug":3602,"_stopResolving":81},"Inner Dialogue: Gedankengänge von Menschen verstehen und mehr Kunden gewinnen",101808377942497,"inner-dialogue","de/behavior-patterns/inner-dialogue",{"text":3604,"type":513}," und ",{"text":3606,"type":513,"marks":3607},"Breaking Rules",[3608],{"type":960,"attrs":3609},{"href":3610,"uuid":3611,"anchor":118,"target":1022,"linktype":31,"story":3612},"/de/behavior-patterns/breaking-rules","1a3ded45-24d8-4e21-8f99-afd8922c8b8a",{"name":3613,"id":3614,"uuid":3611,"slug":3615,"url":3616,"full_slug":3616,"_stopResolving":81},"Regeln brechen, herausstechen – mit “Breaking Rules“",101808121491459,"breaking-rules","de/behavior-patterns/breaking-rules",{"text":2258,"type":513},{"type":933,"attrs":3619,"content":3620},{"level":1199,"textAlign":118},[3621],{"text":3622,"type":513},"Ängste ansprechen und lösen",{"_uid":3624,"size":3625,"image":3626,"caption":3630,"component":1058},"aee1757b-3e8b-4bb1-8b3d-05a39a304b91","half",{"alt":3627,"src":3628,"name":30,"focus":30,"title":118,"source":30,"filename":3628,"copyright":30,"fieldtype":49,"meta_data":3629,"is_external_url":81},"beispiel-affektheuristik-tourismusbranche","https://storage.googleapis.com/kk-website-assets/4Geqb36D_beispiel-affektheuristik-tourismusbranche.jpg",{"alt":3627,"title":118,"source":30,"copyright":30},{"type":39,"content":3631},[],{"_uid":3633,"text":3634,"component":1046},"0989cb3e-ab7c-4405-bf67-567145087eee",{"type":39,"content":3635},[3636,3641,3680,3685,3690,3727,3732,3737,3744,3749,3754,3759,3764,3769,3774,3779,3784,3800,3805],{"type":42,"attrs":3637,"content":3638},{"textAlign":118},[3639],{"text":3640,"type":513},"Die in diesem Beispiel geschilderten Szenarien sind echt, man hat aber kaum eine Chance, die Wahrscheinlichkeit überhaupt einschätzen zu können. Gleichzeitig kann man sich in jede Situation gut reindenken, was sie für einen selbst realistisch(er) erscheinen lässt.",{"type":42,"attrs":3642,"content":3643},{"textAlign":118},[3644,3646,3652,3654,3666,3667,3679],{"text":3645,"type":513},"Der Aufpreis für den Seelenfrieden ist dann gut angelegtes Geld (Kognitive Dissonanz). Weitere Behavior Pattern, die hier zum Einsatz kommen sind u.a. ",{"text":3647,"type":513,"marks":3648},"Loss Aversion",[3649],{"type":960,"attrs":3650},{"href":3651,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/theorie/4-bewaehrte-psychologische-effekte-fuer-dein-marketing.html",{"text":3653,"type":513},", ",{"text":3655,"type":513,"marks":3656},"Zero-Risk Bias",[3657],{"type":960,"attrs":3658},{"href":3659,"uuid":3660,"anchor":118,"target":1022,"linktype":31,"story":3661},"/de/behavior-patterns/zero-risk-bias","c4513b37-f6cb-4f4e-8ad8-0033ef8005c5",{"name":3662,"id":3663,"uuid":3660,"slug":3664,"url":3665,"full_slug":3665,"_stopResolving":81},"Zero-Risk Bias: Das Risiko minimieren, um Kunden zu motivieren",101808345571803,"zero-risk-bias","de/behavior-patterns/zero-risk-bias",{"text":3604,"type":513},{"text":3668,"type":513,"marks":3669},"Reason Why",[3670],{"type":960,"attrs":3671},{"href":3672,"uuid":3673,"anchor":118,"target":1022,"linktype":31,"story":3674},"/de/behavior-patterns/behavior-pattern-reason-why","93314540-5093-4cf4-8fc5-82b9a4e460c0",{"name":3675,"id":3676,"uuid":3673,"slug":3677,"url":3678,"full_slug":3678,"_stopResolving":81},"Nachgewiesen: Mit dem “Reason Why” werden Menschen überzeugt",101808084516861,"behavior-pattern-reason-why","de/behavior-patterns/behavior-pattern-reason-why",{"text":2258,"type":513},{"type":42,"attrs":3681,"content":3682},{"textAlign":118},[3683],{"text":3684,"type":513},"Insbesondere im Travel-Segment, aber auch im allgemeinen Onlineshopping wird diese Methode häufig genutzt, um sowohl die Kundenzufriedenheit („Gut, dass mir nichts passiert“, „Hier fühle ich mich sicher“) als auch Upsell-Potenzial besser auszuschöpfen.",{"type":933,"attrs":3686,"content":3687},{"level":935,"textAlign":118},[3688],{"text":3689,"type":513},"Konsum im Affekt? Was du jetzt tun oder dich fragen kannst:",{"type":1983,"content":3691},[3692,3699,3706,3713,3720],{"type":1412,"content":3693},[3694],{"type":42,"attrs":3695,"content":3696},{"textAlign":118},[3697],{"text":3698,"type":513},"Frage dich, an welchen Stellen du Inhalte emotional stärker aufladen kannst.",{"type":1412,"content":3700},[3701],{"type":42,"attrs":3702,"content":3703},{"textAlign":118},[3704],{"text":3705,"type":513},"Finde heraus, was bspw. Visuals oder einzelne Abbildungen im Kopf deiner Zielgruppen auslösen.",{"type":1412,"content":3707},[3708],{"type":42,"attrs":3709,"content":3710},{"textAlign":118},[3711],{"text":3712,"type":513},"Welche Gefühle und Assoziationen möchtest du entstehen lassen und welche Inhalte können diese stärker hervorrufen?",{"type":1412,"content":3714},[3715],{"type":42,"attrs":3716,"content":3717},{"textAlign":118},[3718],{"text":3719,"type":513},"Welches Wording solltest du anwenden, um mögliche Affektheuristiken und dominante Einstellungen im Kopf deiner User anzusprechen?",{"type":1412,"content":3721},[3722],{"type":42,"attrs":3723,"content":3724},{"textAlign":118},[3725],{"text":3726,"type":513},"An welchen Punkten kannst du die angestrebte kognitive Leichtigkeit deiner User verbessern, z.B. durch bestimmte Kategorien?",{"type":933,"attrs":3728,"content":3729},{"level":935,"textAlign":118},[3730],{"text":3731,"type":513},"Bonus: Affektheuristiken im Management",{"type":42,"attrs":3733,"content":3734},{"textAlign":118},[3735],{"text":3736,"type":513},"Du bist sicherlich nicht grundlos bis zum Ende drangeblieben. Vielleicht überlegst du auch bereits, wie du die ein oder andere Optimierung intern vorantreibst.",{"type":42,"attrs":3738,"content":3739},{"textAlign":118},[3740],{"text":3741,"type":513,"marks":3742},"Den Mehrwert, Affektheuristiken zu kennen und einzusetzen, hast du idealerweise etwas besser verstanden – aber was ist eigentlich mit deinen eigenen oder den Affektheuristiken deiner Stakeholder?",[3743],{"type":931},{"type":42,"attrs":3745,"content":3746},{"textAlign":118},[3747],{"text":3748,"type":513},"Denn Affektheuristiken führen täglich auch zu unternehmerischen Herausforderungen. Vor allem dann, wenn die eigene emotionale Komponente zu einem Entscheidungs- oder Schlussfolgerungsfehler führt.",{"type":42,"attrs":3750,"content":3751},{"textAlign":118},[3752],{"text":3753,"type":513},"Wenn Stakeholder oder Entscheider in Führungspositionen wichtige Business-Entscheidungen treffen sollen, kann es auch vorkommen, dass dies nicht auf Basis von Logik oder Vernunft, sondern auf Grundlage von Emotionen geschieht.",{"type":42,"attrs":3755,"content":3756},{"textAlign":118},[3757],{"text":3758,"type":513},"Insbesondere durch Stress, Zeitdruck, Müdigkeit oder zu viel Workload können wir dazu neigen, unsere eigene kognitive Leichtigkeit in den Vordergrund zu stellen. Wir überschätzen unser Urteilsvermögen und wählen nur zu gerne den einfachsten oder kürzesten Weg, um das „Problem“ zu lösen. Sobald wir also nicht genügend kognitive Ressourcen haben, ist es immer schwierig, eine gut durchdachte Entscheidung zu treffen.",{"type":42,"attrs":3760,"content":3761},{"textAlign":118},[3762],{"text":3763,"type":513},"Nimm dir also Zeit, sowohl eigene als auch externe Entscheidungen auf Affektheuristiken zu prüfen.",{"type":42,"attrs":3765,"content":3766},{"textAlign":118},[3767],{"text":3768,"type":513},"Hast du gerade einfach nur den kürzesten Weg gewählt oder etwas länger nachgedacht, um zu deiner Schlussfolgerung zu gelangen?",{"type":42,"attrs":3770,"content":3771},{"textAlign":118},[3772],{"text":3773,"type":513},"Welche Affektheuristiken treiben sich im Management umher?",{"type":42,"attrs":3775,"content":3776},{"textAlign":118},[3777],{"text":3778,"type":513},"Ist es der „Testing ist mir zu aufwendig“ oder der „Dafür haben wir keine Zeit“ Affekt?",{"type":42,"attrs":3780,"content":3781},{"textAlign":118},[3782],{"text":3783,"type":513},"Nimm dir Zeit, deine Argumente zusammenzutragen und scheue dich nicht, darauf hinzuweisen, wenn du überzeugt bist, dass gerade Entscheidungen zu schnell getroffen werden.",{"type":42,"attrs":3785,"content":3786},{"textAlign":118},[3787,3789,3798],{"text":3788,"type":513},"In unserem ",{"text":3790,"type":513,"marks":3791},"Ambassador-Programm",[3792],{"type":960,"attrs":3793},{"href":3794,"uuid":389,"anchor":118,"target":1022,"linktype":31,"story":3795},"/de/growth-ambassador-community",{"name":391,"id":3796,"uuid":389,"slug":3797,"url":390,"full_slug":390,"_stopResolving":81},62086251701816,"growth-ambassador-community",{"text":3799,"type":513}," kannst du dich mit einer breiten Community austauschen und herausfinden, wie man auch interne Experimentation- oder Optimierungs-Blockaden besser lösen kann.",{"type":42,"attrs":3801,"content":3802},{"textAlign":118},[3803],{"text":3804,"type":513},"Viel Spaß beim Optimieren.",{"type":42,"attrs":3806,"content":3807},{"textAlign":118},[3808],{"text":3809,"type":513},"René","Beispiele für Affektheuristiken und wie sie uns beeinflussen. 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