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Der exakte Wert (hier: 24 bei XL) wird beim Mouseover über die jeweiligen Icons angezeigt.",{"type":42,"attrs":1045,"content":1046},{"textAlign":118},[1047],{"type":1048,"attrs":1049,"marks":1053},"image",{"id":118,"alt":1050,"src":1051,"title":1050,"source":30,"copyright":30,"meta_data":1052},"Verknappung im E-Commerce - the-affair.com","https://storage.googleapis.com/kk-website-assets/tl475TFw_shirt1.png",{"alt":1050,"title":1050,"source":30,"copyright":30},[1054],{"type":987,"attrs":1055},{"href":1056,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/shirt1.png",{"type":42,"attrs":1058,"content":1059},{"textAlign":118},[1060],{"text":1061,"type":513},"Der Modeversender geht sogar noch einen Schritt weiter und listet auch alle Shirts, die bereits in allen Größen ausverkauft sind. Auf der Produktübersicht werden diese in einer gesonderten Kategorie „Sold Out“ dargestellt.",{"type":42,"attrs":1063,"content":1064},{"textAlign":118},[1065],{"type":1048,"attrs":1066,"marks":1070},{"id":118,"alt":1067,"src":1068,"title":1067,"source":30,"copyright":30,"meta_data":1069},"Verknappung im E-Commerce - sold-out","https://storage.googleapis.com/kk-website-assets/mlgSfWUF_shirt2-472x236.png",{"alt":1067,"title":1067,"source":30,"copyright":30},[1071],{"type":987,"attrs":1072},{"href":1073,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/shirt2.png",{"type":42,"attrs":1075,"content":1076},{"textAlign":118},[1077],{"text":1078,"type":513},"Ein ausverkauftes aber dennoch sehr interessantes Produkt anzuzeigen birgt natürlich das Risiko, dass der Nutzer den Shop verlässt um es eventuell bei einem anderen (Konkurrenz-) Anbieter zu finden.",{"type":42,"attrs":1080,"content":1081},{"textAlign":118},[1082],{"text":1083,"type":513},"Aufgrund des Vertriebs der Shirts exklusiv über diesen Shop kann dieses Risiko allerdings ausgeschlossen werden. Alle weiteren Verknappungssignale der Seite, allen voran die Bestandsanzeige, gewinnen dadurch hingegen immens an Glaubwürdigkeit und Überzeugungskraft.",{"type":42,"attrs":1085,"content":1086},{"textAlign":118},[1087,1091,1092],{"text":1088,"type":513,"marks":1089},"Konsumstress durch zeitliche Begrenzung",[1090],{"type":938},{"type":1024},{"text":1093,"type":513},"Eine komplett auf dem Prinzip der Verknappung basierende Verkaufsstrategie verfolgen Live- und Clubshoppingportale wie woot!, Brands4Friends oder die Zalando Lounge (Abbildung unten). Im Fokus stehen hier Produkte, die zu einem limitierten Zeitraum zu einem besonders günstigen Preis verkauft werden.",{"type":42,"attrs":1095,"content":1096},{"textAlign":118},[1097],{"type":1048,"attrs":1098,"marks":1102},{"id":118,"alt":1099,"src":1100,"title":1099,"source":30,"copyright":30,"meta_data":1101},"Verknappung im E-Commerce - Zalando Lounge","https://storage.googleapis.com/kk-website-assets/Tq6IogvJ_zalando-472x260.png",{"alt":1099,"title":1099,"source":30,"copyright":30},[1103],{"type":987,"attrs":1104},{"href":1105,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/zalando.png",{"type":42,"attrs":1107,"content":1108},{"textAlign":118},[1109],{"text":1110,"type":513},"Ein große Rolle spielt besonders bei solchen Shopping-Clubs zweifelsohne auch die vermittelte Exklusivität der Angebote und Marken sowie teilweise auch die Zugehörigkeit des Nutzers zu einem vermeintlich selektierten Käuferkreis.",{"type":42,"attrs":1112,"content":1113},{"textAlign":118},[1114,1118,1119,1121,1122],{"text":1115,"type":513,"marks":1116},"Langwierige Entscheidungsprozesse verkürzen",[1117],{"type":938},{"type":1024},{"text":1120,"type":513},"Jeder weiß, dass ein Hotel nur eine bestimmte Anzahl an Zimmern zur Verfügung hat, und in einem Flugzeug auch nicht mehr Personen befördert werden können als",{"type":1024},{"text":1123,"type":513},"Sitzplätze vorhanden sind. Es ist also eigentlich schon von vornherein bekannt, dass ein Flug oder ein Hotelzimmer im Idealfall so früh wie möglich gebucht werden sollte.",{"type":42,"attrs":1125,"content":1126},{"textAlign":118},[1127,1129,1130],{"text":1128,"type":513},"Andererseits ist die Buchung einer Reise oft mit vielen Zweifeln und Unsicherheiten verbunden und führt dadurch zu langen Vergleichs- und Entscheidungsprozessen.",{"type":1024},{"text":1131,"type":513},"Erfahrungsgemäß ist es dabei oft so, dass der Nutzer viele Browserfenster mit verschiedenen Anbietern parallel geöffnet hat, um das beste Preis-Leistungsverhältnis zu ergattern.",{"type":42,"attrs":1133,"content":1134},{"textAlign":118},[1135,1139,1140,1142,1146],{"text":1136,"type":513,"marks":1137},"Wie kann dem Nutzer die Entscheidung nun erleichtert werden?",[1138],{"type":938},{"type":1024},{"text":1141,"type":513},"Eine Möglichkeit dazu besteht darin ihm zu suggerieren dass er – wie im folgenden Beispiel von ",{"text":1143,"type":513,"marks":1144},"ryanair.de",[1145],{"type":938},{"text":1147,"type":513}," zu sehen – den günstigen Tarif höchstwahrscheinlich nicht mehr erhält, wenn er sich noch stundenlang mit anderen Konkurrenzanbietern beschäftigt.",{"type":42,"attrs":1149,"content":1150},{"textAlign":118},[1151],{"type":1048,"attrs":1152,"marks":1156},{"id":118,"alt":1153,"src":1154,"title":1153,"source":30,"copyright":30,"meta_data":1155},"Verknappung im E-Commerce - Ryanair","https://storage.googleapis.com/kk-website-assets/HTG8r6xb_ryan.png",{"alt":1153,"title":1153,"source":30,"copyright":30},[1157],{"type":987,"attrs":1158},{"href":1159,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/ryan.png",{"type":42,"attrs":1161,"content":1162},{"textAlign":118},[1163],{"text":1164,"type":513},"Wie bereits zu Beginn des Artikels bemerkt ist es auch in diesem Fall von größter Wichtigkeit, dass die Angaben der Wahrheit entsprechen und bei entsprechenden Nutzertransaktionen dynamisch angepasst werden. Ansonsten geht das Vertrauen in den Anbieter sehr schnell verloren.",{"type":42,"attrs":1166,"content":1167},{"textAlign":118},[1168,1170,1174],{"text":1169,"type":513},"Der Hotelvermittler ",{"text":1171,"type":513,"marks":1172},"Booking.com",[1173],{"type":938},{"text":1175,"type":513}," macht von diesem Prinzip ebenfalls an vielen Stellen Gebrauch. Gleich auf der Startseite (Abbildung unten) wird dem Besucher durch diverse Angaben die rege Nutzung des Buchungsportals vermittelt. So erfährt er auf Anhieb, dass sich außer ihm noch viele weitere Interessenten auf der Website bewegen.",{"type":42,"attrs":1177,"content":1178},{"textAlign":118},[1179],{"type":1048,"attrs":1180,"marks":1184},{"id":118,"alt":1181,"src":1182,"title":1181,"source":30,"copyright":30,"meta_data":1183},"Verknappung im E-Commerce - Booking.com","https://storage.googleapis.com/kk-website-assets/oO_cwp2E_book1-472x261.png",{"alt":1181,"title":1181,"source":30,"copyright":30},[1185],{"type":987,"attrs":1186},{"href":1187,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/book1.png",{"type":42,"attrs":1189,"content":1190},{"textAlign":118},[1191,1193,1205],{"text":1192,"type":513},"Dies fördert durch den Effekt des ",{"text":1194,"type":513,"marks":1195},"Social Proof",[1196],{"type":987,"attrs":1197},{"href":1198,"uuid":1199,"anchor":118,"target":990,"linktype":31,"story":1200},"/de/behavior-patterns/social-proof-als-hebel-fur-mehr-konversion","740e8a18-05a5-4e84-b34d-f474dd146cf3",{"name":1201,"id":1202,"uuid":1199,"slug":1203,"url":1204,"full_slug":1204,"_stopResolving":81},"Social Proof als Hebel für mehr Konversion",101806406577737,"social-proof-als-hebel-fur-mehr-konversion","de/behavior-patterns/social-proof-als-hebel-fur-mehr-konversion",{"text":1206,"type":513}," zunächst die empfundene Sicherheit zum Betreiber des Portals. Darüber hinaus hat dies zusätzlich eine stark verknappende Wirkung. Denn alle Besucher (besonders diejenigen, die sich gerade das persönlich bevorzugte Hotel anschauen) sind schließlich potentielle Kandidaten, die einem das letzte verfügbare Zimmer vor der Nase wegschnappen könnten.",{"type":42,"attrs":1208,"content":1209},{"textAlign":118},[1210],{"text":1211,"type":513},"Auf der Kategorieseite (Abbildung unten) wird je nach Status nochmals verdeutlicht, dass bestimmte Zimmer nur noch begrenzt reservierbar sind.",{"type":42,"attrs":1213,"content":1214},{"textAlign":118},[1215],{"type":1048,"attrs":1216,"marks":1220},{"id":118,"alt":1217,"src":1218,"title":1217,"source":30,"copyright":30,"meta_data":1219},"Verknappung im E-Commerce - Booking.com Verfügbarkeit","https://storage.googleapis.com/kk-website-assets/Wczlh_mw_book2.png",{"alt":1217,"title":1217,"source":30,"copyright":30},[1221],{"type":987,"attrs":1222},{"href":1223,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/book2.png",{"type":42,"attrs":1225,"content":1226},{"textAlign":118},[1227],{"text":1228,"type":513},"Auf der Detailseite des gewählten Hotels erscheinen in der oberen rechten Bildschirmecke zwei Meldungen, welche erneut über den Zeitpunkt der letzten Buchung, den Buchungsort sowie die Anzahl der aktuell auf der Seite befindlichen Nutzer informieren. Gerade die Aktualität und die vollständige Dynamisierung der äußerst detaillierten Angaben über jegliche Nutzeraktionen sind hier sehr positiv hervorzuheben.",{"type":42,"attrs":1230,"content":1231},{"textAlign":118},[1232],{"type":1048,"attrs":1233,"marks":1237},{"id":118,"alt":1234,"src":1235,"title":1234,"source":30,"copyright":30,"meta_data":1236},"Verknappung im E-Commerce - Booking.com Buchung","https://storage.googleapis.com/kk-website-assets/iMKRiDbh_book3-472x349.png",{"alt":1234,"title":1234,"source":30,"copyright":30},[1238],{"type":987,"attrs":1239},{"href":1240,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2011/06/book3.png",{"type":942,"attrs":1242,"content":1243},{"level":944,"textAlign":118},[1244],{"text":1245,"type":513},"Fazit",{"type":42,"attrs":1247,"content":1248},{"textAlign":118},[1249],{"text":1250,"type":513},"So gut wie alles ist knapp und keine Ressource ist unendlich verfügbar. Dies zu kommunizieren, kann sicherlich bei vielen E-Commerce Plattformen einen sehr großen Hebel zur Verkaufssteigerung darstellen. Die eingesetzte Variante der Verknappung muss dabei natürlich entsprechend dem Geschäftsmodell, dem Angebot und vor allem der Zielgruppe definiert und angepasst werden.",{"type":42,"attrs":1252,"content":1253},{"textAlign":118},[1254],{"text":1255,"type":513,"marks":1256},"Die wichtigsten Tipps als Checkliste:",[1257],{"type":938},{"type":1259,"content":1260},"bullet_list",[1261],{"type":1262,"content":1263},"list_item",[1264,1266],{"type":42,"attrs":1265},{"textAlign":118},{"type":1259,"content":1267},[1268,1275,1282,1289,1296],{"type":1262,"content":1269},[1270],{"type":42,"attrs":1271,"content":1272},{"textAlign":118},[1273],{"text":1274,"type":513},"Zeigen Sie Ihre Lagerbestände",{"type":1262,"content":1276},[1277],{"type":42,"attrs":1278,"content":1279},{"textAlign":118},[1280],{"text":1281,"type":513},"Nennen Sie realistische, glaubwürdige Zahlen",{"type":1262,"content":1283},[1284],{"type":42,"attrs":1285,"content":1286},{"textAlign":118},[1287],{"text":1288,"type":513},"Liefern Sie keine künstlich niedrig gehaltenen Werte",{"type":1262,"content":1290},[1291],{"type":42,"attrs":1292,"content":1293},{"textAlign":118},[1294],{"text":1295,"type":513},"Gestalten sie die Angaben so präzise wie möglich",{"type":1262,"content":1297},[1298],{"type":42,"attrs":1299,"content":1300},{"textAlign":118},[1301],{"text":1302,"type":513},"Machen Sie Transaktionen anderer Nutzer transparent","richtext-text",{"alt":903,"src":1305,"name":30,"focus":30,"title":118,"source":30,"filename":1305,"copyright":30,"fieldtype":49,"meta_data":1306},"//a.storyblok.com/f/328018/49d5df0789/verknappung-im-e-commerce-html-9bb472d1-soldout_.png",{"alt":903,"title":118,"source":30,"copyright":30},[1308],{"name":1309,"created_at":1310,"published_at":1311,"updated_at":1312,"id":1313,"uuid":1314,"content":1315,"slug":1328,"full_slug":1329,"sort_by_date":118,"position":1330,"tag_list":1331,"is_startpage":51,"parent_id":1332,"meta_data":118,"group_id":1333,"first_published_at":1334,"release_id":118,"lang":124,"path":118,"alternates":1335,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Marcel Licht","2025-10-10T19:57:11.870Z","2025-11-27T08:54:47.020Z","2025-10-13T20:21:04.127Z",100092444176353,"147862e7-7dd4-411b-8e07-a19bca86000c",{"_uid":1316,"name":1309,"role":30,"about":1317,"email":1323,"avatar":1324,"component":1327,"social_link_x":30,"social_link_dribbble":30,"social_link_facebook":30,"social_link_linked_in":30},"9303b14f-d57c-423c-bbca-e318df578d62",{"type":39,"content":1318},[1319],{"type":42,"content":1320},[1321],{"text":1322,"type":513},"Marcel Licht ist Vorstand bei konversionsKRAFT. 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möchtest.",[1437],{"_uid":1438,"icon":27,"link":1439,"text":1446,"intent":35,"component":36,"icon_position":37},"d46c1b0a-00ac-4ad9-a9ae-7e99490ac176",{"id":1440,"url":30,"linktype":31,"fieldtype":32,"cached_url":1441,"story":1442},"b4151c9d-3d3e-45b2-a0e0-1e133d57f049","de/weiterbildung/behavioral-sciences-email-kurs",{"name":1443,"id":1444,"uuid":1440,"slug":1445,"url":1441,"full_slug":1441,"_stopResolving":81},"Behavioral Sciences verstehen und nutzen – kostenloser E-Mail-Kurs für Optimierer",108840189252411,"behavioral-sciences-email-kurs","Jetzt kostenlos anmelden","6",[],[],-10,[279,1452],"Verknappung / Scarcity (Behavior 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gewinnst.","2025-10-15T16:26:18.342Z","2026-09-23T21:56:51.914Z","2026-09-23T21:56:51.949Z",101810087318241,"60ddb8ca-3fbe-4ea7-8c4a-75c4c1f66da1",{"seo":1504,"_uid":1506,"body":1507,"text":2709,"image":2710,"footer":30,"header":30,"authors":2713,"category":1386,"headline":1497,"component":1337,"categories":2715,"bottom_head":2732,"breadcrumbs":2733,"seo_noindex":51,"sidebar_cta":2748,"reading_time":2765,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2766,"additional_slot":2767,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":1497,"plugin":911,"og_image":30,"og_title":1497,"description":1505,"twitter_image":30,"twitter_title":1497,"og_description":1505,"twitter_description":1505},"Nutze diese zwei wesentlichen Aufgaben (“Jobs”) deiner Kunden zur Weihnachtszeit, um Umsätze anzuheben und Gutscheine sowie Retouren zu meistern.","a49850e3-5800-4f9f-8fa9-7472317ed63e",[1508,1540,1548,1574,1586,1663,1671,1680,1729,1914,1926,1941,1974,2027,2039,2156,2168,2221,2233,2281,2293,2336,2344,2358,2366,2416,2428,2515,2527,2617,2629,2649,2657,2678],{"_uid":1509,"text":1510,"component":1303},"1dd5ea92-78ba-4f8b-8814-7407a64e29b9",{"type":39,"content":1511},[1512,1516,1532,1536],{"type":42,"content":1513},[1514],{"text":1515,"type":513},"Viele Unternehmen schrecken in der Weihnachtszeit davor zurück, zu testen. Ein häufiger Grund, der genannt wird: Die Ergebnisse sind nicht übertragbar. Dieser Trugschluss kostet aber richtig viel Geld!",{"type":42,"content":1517},[1518,1520,1524,1526,1530],{"text":1519,"type":513},"Was wäre, wenn ich dir sage, dass du gerade ",{"text":1521,"type":513,"marks":1522},"durch Experimentieren in der Weihnachtszeit die besten Chancen",[1523],{"type":938},{"text":1525,"type":513}," hast, die zwei wesentlichen Aufgaben („Jobs“) deiner Kunden besser zu verstehen? Wenn du erst einmal erkennst, welche Faktoren deine Nutzer:innen begeistern, überzeugen oder aber blockieren, während sie bei dir sind, dann kannst du auch ",{"text":1527,"type":513,"marks":1528},"gezielt deine Umsätze steigern",[1529],{"type":938},{"text":1531,"type":513},".",{"type":42,"content":1533},[1534],{"text":1535,"type":513},"Lies weiter, wenn du wissen willst, wie du dieses Umsatzpotenzial – mithilfe von konsumpsychologischen Prinzipien – voll ausschöpfen kannst.",{"type":42,"content":1537},[1538],{"text":1539,"type":513},"Mit Ideen und Impulsen von*",{"_uid":1541,"image":1542,"caption":1545,"component":1547},"3b5da545-8db3-46a7-a427-007897ecbdb2",{"alt":118,"src":1543,"name":30,"focus":30,"title":118,"source":30,"filename":1543,"copyright":30,"fieldtype":49,"meta_data":1544,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/wDHeZfOR_allnatura-logo_gruen-820x256.jpeg",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1546},[],"richtext-image",{"_uid":1549,"text":1550,"component":1303},"79b2e052-b845-4980-bd95-4d964c8f251c",{"type":39,"content":1551},[1552,1558,1570],{"type":942,"attrs":1553,"content":1555},{"id":1554,"level":944},"gutschein",[1556],{"text":1557,"type":513},"Gutschein-Flut vs. Experimentation-Mut",{"type":42,"content":1559},[1560,1562,1568],{"text":1561,"type":513},"Wusstest du, dass das beliebteste Geschenk zur Weihnachtszeit in Deutschland der Gutschein ist? Gefolgt von Spielwaren und Tickets für Kulturveranstaltungen. [",{"text":1563,"type":513,"marks":1564},"1",[1565],{"type":987,"attrs":1566},{"href":1567,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://de.statista.com/statistik/daten/studie/361892/umfrage/beliebte-geschenke-zu-weihnachten-in-deutschland/",{"text":1569,"type":513},"]",{"type":42,"content":1571},[1572],{"text":1573,"type":513},"Circa 70 € werden pro Gutschein ausgegeben! Ist das allein nicht schon Grund genug, um hier einen genaueren Blick darauf zu werfen?",{"_uid":1575,"image":1576,"caption":1580,"component":1547},"e409f6a7-6c19-4869-a260-0653dc84c264",{"alt":1577,"src":1578,"name":30,"focus":30,"title":118,"source":30,"filename":1578,"copyright":30,"fieldtype":49,"meta_data":1579,"is_external_url":81},"ausgaben-weihnachtsgeschenke-deutschland-statistik","https://storage.googleapis.com/kk-website-assets/alHzeB9v_ausgaben-weihnachtsgeschenke-deutschland-statistik-1.png",{"alt":1577,"title":118,"source":30,"copyright":30},{"type":39,"content":1581},[1582],{"type":42,"content":1583},[1584],{"text":1585,"type":513},"Geplante Ausgaben für Weihnachtsgeschenke in Deutschland 2019 nach Kategorien. Quelle:",{"_uid":1587,"text":1588,"component":1303},"bb89e4e3-3c0b-4e58-99f1-e1c3e9e9d88c",{"type":39,"content":1589},[1590,1594,1598,1626,1630,1634],{"type":42,"content":1591},[1592],{"text":1593,"type":513},"Aber warum sind Gutscheine eigentlich so beliebt?",{"type":42,"content":1595},[1596],{"text":1597,"type":513},"Stell dir selbst die folgenden zwei Fragen:",{"type":1599,"attrs":1600,"content":1602},"ordered_list",{"order":1601,"tight":51},1,[1603,1615],{"type":1262,"content":1604},[1605,1611],{"type":42,"content":1606},[1607],{"text":1608,"type":513,"marks":1609},"Was bekommst du eigentlich lieber geschenkt: Gutschein oder Geld?",[1610],{"type":938},{"type":42,"content":1612},[1613],{"text":1614,"type":513},"Wahrscheinlich das Geld, oder? Ein passender Gutschein hat zwar auch seine Reize, Geld ist aber schlichtweg vielseitiger verwendbar; du kannst damit machen, was du willst – und vielleicht legst du es sogar auf dein Sparbuch.",{"type":1262,"content":1616},[1617],{"type":42,"content":1618},[1619,1623,1624],{"text":1620,"type":513,"marks":1621},"Aber was schenkst du eigentlich lieber: Gutschein oder Geld?",[1622],{"type":938},{"type":1024},{"text":1625,"type":513},"Wahrscheinlich einen Gutschein, richtig? Geld ist ziemlich unpersönlich und zeigt, dass du dir kaum Gedanken gemacht hast.",{"type":42,"content":1627},[1628],{"text":1629,"type":513},"Das impliziert, dass auch deine Kunden bereit sind, Gutscheine als Geschenk zu kaufen – wer weiß, vielleicht sogar auch außerhalb der Weihnachtszeit als Geburtstags- oder Hochzeitsgeschenk.",{"type":42,"content":1631},[1632],{"text":1633,"type":513},"Gutscheine haben viele Vorteile – für Kund:innen und für Unternehmen:",{"type":1599,"attrs":1635,"content":1636},{"order":1601,"tight":51},[1637,1643,1649],{"type":1262,"content":1638},[1639],{"type":42,"content":1640},[1641],{"text":1642,"type":513},"Sie sind direkt verfügbar und als “Last Minute”-Geschenk bestens geeignet; Bedenken um rechtzeitige Lieferung entstehen erst gar nicht.",{"type":1262,"content":1644},[1645],{"type":42,"content":1646},[1647],{"text":1648,"type":513},"Sie werden selten retourniert; und manchmal auch nie eingelöst.",{"type":1262,"content":1650},[1651],{"type":42,"content":1652},[1653,1655,1661],{"text":1654,"type":513},"Sie eignen sich gut, um über günstigere Produkte neue Kund:innen an die Marke heranzuführen. Ein 100€-Gutschein als „Zuschuss“ für ein teures Sofa fühlt sich nicht unbedingt wie ein schönes Geschenk an. Wenn ein Möbelgeschäft wie ",{"text":1656,"type":513,"marks":1657},"allnatura",[1658],{"type":987,"attrs":1659},{"href":1660,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.allnatura.de/",{"text":1662,"type":513}," jedoch auch Yoga-Matten oder schöne Kissen im Angebot hat, wirkt ein Gutschein deutlich attraktiver.",{"_uid":1664,"image":1665,"caption":1669,"component":1547},"ec82c46f-8469-47dd-a6a7-fc263eb79c7d",{"alt":1666,"src":1667,"name":30,"focus":30,"title":118,"source":30,"filename":1667,"copyright":30,"fieldtype":49,"meta_data":1668,"is_external_url":81},"Screenshot des allnatura Onlineshops","https://storage.googleapis.com/kk-website-assets/XiKlv5zU_allnatura-kissen-1024x1043.png",{"alt":1666,"title":118,"source":30,"copyright":30},{"type":39,"content":1670},[],{"_uid":1672,"text":1673,"component":1303},"311eec5b-3c75-4e5e-8cf1-1018b43d8342",{"type":39,"content":1674},[1675],{"type":42,"attrs":1676,"content":1677},{"textAlign":118},[1678],{"text":1679,"type":513},"Wenn du das Umsatzpotenzial derartiger Anlässe ausschöpfen willst, dann solltest du die Wünsche, Motivatoren, Bedenken und Bedürfnisse deiner Kunden verstehen und berücksichtigen. Tatsächlich tun das bislang nur wenige Onlineshops. Dabei ist die Weihnachtszeit unserer Erfahrung nach ein idealer Zeitpunkt, um mit kleinen Experimenten die eigenen Kunden besser zu verstehen und sie auf ihrer Customer Journey zu begleiten.",{"_uid":1681,"icon":30,"text":1682,"image":1707,"theme":1709,"component":1710,"action_buttons":1711,"image_position":1728},"e7fb0ecc-d28f-46b7-b75f-363fde34a4e3",{"type":39,"content":1683},[1684],{"type":42,"attrs":1685,"content":1686},{"textAlign":118},[1687,1691,1698,1702],{"text":1688,"type":513,"marks":1689},"🎓 Schon gewusst?",[1690],{"type":938},{"text":1692,"type":513,"marks":1693}," Kennst du schon unseren kostenlosen ",[1694],{"type":1695,"attrs":1696},"textStyle",{"color":1697},"#FFFFFF",{"text":1699,"type":513,"marks":1700},"E-Mail-Kurs: 6 Schritte zum Behavior-Pattern-Experten",[1701],{"type":938},{"text":1703,"type":513,"marks":1704},"? Lerne, wie du psychologische Verhaltensmuster erkennst und direkt im Alltag & Job einsetzen kannst.",[1705],{"type":1695,"attrs":1706},{"color":1697},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1708},{},"brand","richtext-callout",[1712],{"_uid":1713,"buttons":1714,"caption":1725,"component":43,"caption_position":44},"73f40f87-57e7-4089-af72-2c0567e2f4d0",[1715],{"_uid":1716,"icon":27,"link":1717,"text":1724,"intent":35,"component":36,"icon_position":37},"f8ae781b-6666-44ac-bfbe-2303db74c174",{"id":1718,"url":30,"linktype":31,"fieldtype":32,"cached_url":1719,"story":1720},"4ef5ed51-a3a6-4bb2-a504-9f303d15c22d","de/weiterbildung/e-mail-kurs-6-schritte-zum-behavior-pattern-experten",{"name":1721,"id":1722,"uuid":1718,"slug":1723,"url":1719,"full_slug":1719,"_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":1726},[1727],{"type":42},"side",{"_uid":1730,"text":1731,"component":1303},"ab825539-7eda-48e2-bd37-4fdb171fea10",{"type":39,"content":1732},[1733,1740,1745,1775,1784,1789,1794,1799,1811,1856,1861,1874,1879,1904,1909],{"type":42,"attrs":1734,"content":1735},{"textAlign":118},[1736],{"text":1737,"type":513,"marks":1738},"Was hält Unternehmen davon ab, in der Weihnachtszeit zu experimentieren?",[1739],{"type":938},{"type":42,"attrs":1741,"content":1742},{"textAlign":118},[1743],{"text":1744,"type":513},"Ich kann nur Vermutungen aufstellen …",{"type":1259,"content":1746},[1747,1754,1761,1768],{"type":1262,"content":1748},[1749],{"type":42,"attrs":1750,"content":1751},{"textAlign":118},[1752],{"text":1753,"type":513},"Sie haben Bedenken, Veränderungen der Webseite in Zeiten des erhöhten Traffics bzw. in dieser kritischen/wertvollen Shopping-Zeit vorzunehmen",{"type":1262,"content":1755},[1756],{"type":42,"attrs":1757,"content":1758},{"textAlign":118},[1759],{"text":1760,"type":513},"Weil Weihnachten ohnehin umsatzstark ist – warum also testen?",{"type":1262,"content":1762},[1763],{"type":42,"attrs":1764,"content":1765},{"textAlign":118},[1766],{"text":1767,"type":513},"Weil verschenktes Potenzial dadurch weniger auffällt",{"type":1262,"content":1769},[1770],{"type":42,"attrs":1771,"content":1772},{"textAlign":118},[1773],{"text":1774,"type":513},"Weil die Weihnachtszeit „anders“ ist und sich Erkenntnisse nicht übertragen lassen",{"type":42,"attrs":1776,"content":1777},{"textAlign":118},[1778,1780],{"text":1779,"type":513},"Aber könnten wir all das nicht umgekehrt als Chancen formulieren? ",{"text":1781,"type":513,"marks":1782},"Im Grunde hast du bei jedem Kauf eines Gutscheins die Möglichkeit sowohl die Kundenbeziehung zu verbessern als auch das Upsell-Potenzial auszuschöpfen.",[1783],{"type":938},{"type":42,"attrs":1785,"content":1786},{"textAlign":118},[1787],{"text":1788,"type":513},"Einem sauber aufgesetzten Experiment steht wirklich nichts entgegen!",{"type":42,"attrs":1790,"content":1791},{"textAlign":118},[1792],{"text":1793,"type":513},"Zudem gibt es weitere Argumente dafür, vor und auch nach (!) der Weihnachtszeit die emotionale Welt und die Jobs deiner Kunden zu kennen …",{"type":942,"attrs":1795,"content":1796},{"level":944,"textAlign":118},[1797],{"text":1798,"type":513},"Die Jobs deiner Kunden zu Weihnachten – was das mit dir, Jobs und Behavioral Design zu tun hat",{"type":42,"attrs":1800,"content":1801},{"textAlign":118},[1802,1804,1809],{"text":1803,"type":513},"Die vielen Erkenntnisse der Konsumpsychologie haben dafür gesorgt, dass immer mehr Onlineshops versuchen, mit bestimmten ",{"text":1383,"type":513,"marks":1805},[1806],{"type":987,"attrs":1807},{"href":1808,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/behavior-patterns.html",{"text":1810,"type":513}," den Kauf zu beflügeln. Zur Weihnachtszeit kann dadurch ein Trugschluss in deiner Angebotsoptimierung entstehen, der sich ungefähr so aufbaut:",{"type":1259,"content":1812},[1813,1820,1827,1849],{"type":1262,"content":1814},[1815],{"type":42,"attrs":1816,"content":1817},{"textAlign":118},[1818],{"text":1819,"type":513},"Weihnachten ist emotional.",{"type":1262,"content":1821},[1822],{"type":42,"attrs":1823,"content":1824},{"textAlign":118},[1825],{"text":1826,"type":513},"Wahrscheinlich sehr emotional.",{"type":1262,"content":1828},[1829],{"type":42,"attrs":1830,"content":1831},{"textAlign":118},[1832,1834,1840,1842,1847],{"text":1833,"type":513},"System 1 dominiert (emotionales, intuitives, unbewusstes Denken – siehe ",{"text":1835,"type":513,"marks":1836},"Kahneman",[1837],{"type":987,"attrs":1838},{"href":1839,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://amzn.to/3ugqAg5",{"text":1841,"type":513}," oder unseren Beitrag über ",{"text":1340,"type":513,"marks":1843},[1844],{"type":987,"attrs":1845},{"href":1846,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavioral-science/was-ist-behavioral-science.html",{"text":1848,"type":513},").",{"type":1262,"content":1850},[1851],{"type":42,"attrs":1852,"content":1853},{"textAlign":118},[1854],{"text":1855,"type":513},"Übereilte Schlussfolgerung: „Wenn ich also nur genügend Behavior Patterns einsetze, dann werden meine Benutzer schon ausreichend zum Kauf motiviert.“",{"type":42,"attrs":1857,"content":1858},{"textAlign":118},[1859],{"text":1860,"type":513},"Eine solche Denkweise kann funktionieren, muss sie aber nicht – und sie erzeugt tatsächlich keinen Transfer auf das restliche Jahr.",{"type":42,"attrs":1862,"content":1863},{"textAlign":118},[1864,1866,1872],{"text":1865,"type":513},"Viel intelligenter wäre es, die ",{"text":1867,"type":513,"marks":1868},"Motivatoren und Demotivatoren deiner Kund:innen",[1869],{"type":987,"attrs":1870},{"href":1871,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/customer-experience/kundenzentriert-arbeiten-motivationmap",{"text":1873,"type":513}," zu verstehen. Denn, wenn du die zu erledigenden Jobs kennst, kannst du wesentlich besser auf sie eingehen.",{"type":42,"attrs":1875,"content":1876},{"textAlign":118},[1877],{"text":1878,"type":513},"Um Verhaltensänderungen bei deinen Kund:innen zu erreichen, musst du mindestens zwei Dinge kennen:",{"type":1599,"attrs":1880,"content":1881},{"order":1601},[1882,1893],{"type":1262,"content":1883},[1884],{"type":42,"attrs":1885,"content":1886},{"textAlign":118},[1887,1891],{"text":1888,"type":513,"marks":1889},"Wunsch- bzw. Horrorvorstellungen:",[1890],{"type":938},{"text":1892,"type":513}," Was wollen deine Kund:innen wirklich, was treibt sie an und was blockiert sie?",{"type":1262,"content":1894},[1895],{"type":42,"attrs":1896,"content":1897},{"textAlign":118},[1898,1902],{"text":1899,"type":513,"marks":1900},"Hebel für Verhaltensänderungen:",[1901],{"type":938},{"text":1903,"type":513}," Wie passieren Verhaltensänderungen bei Kund:innen – was musst du tun?",{"type":42,"attrs":1905,"content":1906},{"textAlign":118},[1907],{"text":1908,"type":513},"Punkt 2 führt dich automatisch zu System 1 – dem schnellen Denken und den Behavior Patterns. Wenn du diese Hebel in geeigneter Kombination verbindest, gelangst du zu den gewünschten Verhaltensänderungen.",{"type":42,"attrs":1910,"content":1911},{"textAlign":118},[1912],{"text":1913,"type":513},"Dieses Vorgehen kann man unter dem Begriff Behavioral Design zusammenfassen, ein Begriff, der in letzter Zeit immer mehr Aufmerksamkeit bekommt. Angestrebte Verhaltensänderungen erreichst du, wenn du die Bausteine des Behavioral Design berücksichtigst.",{"_uid":1915,"image":1916,"caption":1920,"component":1547},"0d46fc5e-7044-476c-8f73-0e8ca096379e",{"alt":1917,"src":1918,"name":30,"focus":30,"title":118,"source":30,"filename":1918,"copyright":30,"fieldtype":49,"meta_data":1919,"is_external_url":81},"was-ist-behavioral-design-methode-bausteine","https://storage.googleapis.com/kk-website-assets/_xiDncHq_was-ist-behavioral-design-methode-bausteine.jpg",{"alt":1917,"title":118,"source":30,"copyright":30},{"type":39,"content":1921},[1922],{"type":42,"content":1923},[1924],{"text":1925,"type":513},"Wenn du Verhaltensänderungen erreichen willst, dann muss du die drei Punkte des Behavioral Design berücksichtigen.",{"_uid":1927,"text":1928,"component":1303},"5685ea91-a253-47c5-a052-e0ffbd96c5a4",{"type":39,"content":1929},[1930],{"type":42,"attrs":1931,"content":1932},{"textAlign":118},[1933,1935,1939],{"text":1934,"type":513},"Kommen wir zu deinem Job als Optimierer: Falls du dich bisher nicht gefragt hast, warum ich permanent von „Jobs“ schreibe, denkst du vielleicht schon an die ",{"text":1936,"type":513,"marks":1937},"Jobs-to-be-Done-Methode (JTBD)",[1938],{"type":938},{"text":1940,"type":513}," – genau richtig!",{"_uid":1942,"icon":30,"text":1943,"image":1971,"theme":1709,"component":1710,"action_buttons":1973,"image_position":1728},"a4866c6d-3512-49a8-8d5c-0f8bb4bf8c36",{"type":39,"content":1944},[1945,1952],{"type":42,"attrs":1946,"content":1947},{"textAlign":118},[1948],{"text":1949,"type":513,"marks":1950},"Eine kurze Erklärung zu JTBD:",[1951],{"type":938},{"type":42,"attrs":1953,"content":1954},{"textAlign":118},[1955,1957,1969],{"text":1956,"type":513},"Die Jobs-to-be-Done-Methode ermöglicht es dir, die tieferliegenden Beweggründe („Jobs“) deiner Nutzer:innen beim Kauf zu identifizieren. Beispielsweise kann der Kauf von Backpulver mit den Jobs „Reinigung“ oder „Backen“ verbunden sein. Dieser Ansatz hilft dir – auch zur Weihnachtszeit – die kundenzentrierte Ausrichtung von Angeboten und Produkten zu verbessern. ",{"text":1958,"type":513,"marks":1959},"Lies unseren Beitrag über Jobs-to-be-Done",[1960],{"type":987,"attrs":1961},{"href":1962,"uuid":1963,"anchor":118,"target":990,"linktype":31,"story":1964},"/de/ux-research/jobs-to-be-done","da69ec03-8de5-4210-89b1-c000219f6a40",{"name":1965,"id":1966,"uuid":1963,"slug":1967,"url":1968,"full_slug":1968,"_stopResolving":81},"Jobs to be Done: Warum Kunden dein Produkt wirklich kaufen",101808502145522,"jobs-to-be-done","de/ux-research/jobs-to-be-done",{"text":1970,"type":513},", um mehr zu erfahren.",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1972},{},[],{"_uid":1975,"text":1976,"component":1303},"67347dd4-9316-4f63-a97b-8c8db4993285",{"type":39,"content":1977},[1978,1983,1994,2004,2013,2022],{"type":42,"attrs":1979,"content":1980},{"textAlign":118},[1981],{"text":1982,"type":513},"Deine Aufgabe ist es, die unterschiedlichen Jobs deiner Kund:innen an Weihnachten zu kennen und ihnen bestmöglich dabei zu helfen, ihre „Geschenkmission“ zu meistern.",{"type":42,"attrs":1984,"content":1985},{"textAlign":118},[1986,1988,1992],{"text":1987,"type":513},"Der Job deiner Kund:innen ",{"text":1989,"type":513,"marks":1990},"vor",[1991],{"type":1020},{"text":1993,"type":513}," Weihnachten könnte lauten:",{"type":1995,"content":1996},"blockquote",[1997],{"type":42,"attrs":1998,"content":1999},{"textAlign":118},[2000],{"text":2001,"type":513,"marks":2002},"Ich möchte für meine Liebsten etwas Schönes finden.",[2003],{"type":1020},{"type":42,"attrs":2005,"content":2006},{"textAlign":118},[2007,2008,2012],{"text":1987,"type":513},{"text":2009,"type":513,"marks":2010},"nach",[2011],{"type":1020},{"text":1993,"type":513},{"type":1995,"content":2014},[2015],{"type":42,"attrs":2016,"content":2017},{"textAlign":118},[2018],{"text":2019,"type":513,"marks":2020},"Endlich kann ich mir etwas Schönes aussuchen.",[2021],{"type":1020},{"type":42,"attrs":2023,"content":2024},{"textAlign":118},[2025],{"text":2026,"type":513},"Das sind die Jobs, die deine Kund:innen erfüllen möchten. Und das sind auch die Jobs, die du bestärken solltest.",{"_uid":2028,"image":2029,"caption":2033,"component":1547},"cfc10fc5-4d2b-4ccf-bbd9-b0d7ab766fd8",{"alt":2030,"src":2031,"name":30,"focus":30,"title":118,"source":30,"filename":2031,"copyright":30,"fieldtype":49,"meta_data":2032,"is_external_url":81},"verhaltensforschung-weihnachten-shopping-geschenke-kundenwert","https://storage.googleapis.com/kk-website-assets/KllbPDZs_verhaltensforschung-weihnachten-shopping-geschenke-kundenwert-820x385.png",{"alt":2030,"title":118,"source":30,"copyright":30},{"type":39,"content":2034},[2035],{"type":42,"content":2036},[2037],{"text":2038,"type":513},"Zum Moment des Schenkens gesellt sich zu Beginn der Moment der Auswahl. Wenn du die Jobs deiner Kunden kennst, kannst du einen viel besseren Einfluss auf die Kundenbeziehung und den Kundenwert nehmen.",{"_uid":2040,"text":2041,"component":1303},"3714d275-9c7d-45ee-97b9-708e81b68af9",{"type":39,"content":2042},[2043,2048,2053,2058,2063,2068,2106,2111,2117,2136,2143],{"type":42,"attrs":2044,"content":2045},{"textAlign":118},[2046],{"text":2047,"type":513},"Lass uns etwas tiefer einsteigen.",{"type":942,"attrs":2049,"content":2050},{"level":944,"textAlign":118},[2051],{"text":2052,"type":513},"Die Vorweihnachtszeit: So senkst du den emotionalen Stress zu Weihnachten (und sorgst für einen besseren Einkauf)",{"type":42,"attrs":2054,"content":2055},{"textAlign":118},[2056],{"text":2057,"type":513},"Eigentlich muss ich dir das Szenario (oder Dilemma) gar nicht weiter erklären – du kennst es sowieso: Weihnachten steht bald vor der Tür – du möchtest für deine Liebsten ein passendes Geschenk finden und zeigen, dass du an sie denkst.",{"type":42,"attrs":2059,"content":2060},{"textAlign":118},[2061],{"text":2062,"type":513},"(Dass du dir auch mal selbst etwas Geiles gönnst, klammern wir an dieser Stelle der Einfachheit halber aus. Der beschriebene Stress kann dabei aber ebenso entstehen.)",{"type":42,"attrs":2064,"content":2065},{"textAlign":118},[2066],{"text":2067,"type":513},"Jetzt beginnt erst der richtige emotionale Stress:",{"type":1259,"content":2069},[2070,2079,2088,2097],{"type":1262,"content":2071},[2072],{"type":42,"attrs":2073,"content":2074},{"textAlign":118},[2075],{"text":2076,"type":513,"marks":2077},"Ist es das richtige Geschenk?",[2078],{"type":1020},{"type":1262,"content":2080},[2081],{"type":42,"attrs":2082,"content":2083},{"textAlign":118},[2084],{"text":2085,"type":513,"marks":2086},"Wird das Geschenk rechtzeitig ankommen?",[2087],{"type":1020},{"type":1262,"content":2089},[2090],{"type":42,"attrs":2091,"content":2092},{"textAlign":118},[2093],{"text":2094,"type":513,"marks":2095},"Was mache ich, wenn es nicht gefällt?",[2096],{"type":1020},{"type":1262,"content":2098},[2099],{"type":42,"attrs":2100,"content":2101},{"textAlign":118},[2102],{"text":2103,"type":513,"marks":2104},"Was mache ich, wenn bei der Lieferung etwas schiefgeht?",[2105],{"type":1020},{"type":42,"attrs":2107,"content":2108},{"textAlign":118},[2109],{"text":2110,"type":513},"Das sind deine Ansatzstellen, an denen du die richtigen Behavior Patterns bzw. Optimierungen auswählst.",{"type":942,"attrs":2112,"content":2114},{"level":2113,"textAlign":118},3,[2115],{"text":2116,"type":513},"1. Mindere die Angst vor verspäteter Zustellung",{"type":42,"attrs":2118,"content":2119},{"textAlign":118},[2120,2122,2134],{"text":2121,"type":513},"Menschen neigen dazu, Risiken zu vermeiden. Nutze daher den ",{"text":2123,"type":513,"marks":2124},"Zero-Risk Bias",[2125],{"type":987,"attrs":2126},{"href":2127,"uuid":2128,"anchor":118,"target":990,"linktype":31,"story":2129},"/de/behavior-patterns/zero-risk-bias","c4513b37-f6cb-4f4e-8ad8-0033ef8005c5",{"name":2130,"id":2131,"uuid":2128,"slug":2132,"url":2133,"full_slug":2133,"_stopResolving":81},"Zero-Risk Bias: Das Risiko minimieren, um Kunden zu motivieren",101808345571803,"zero-risk-bias","de/behavior-patterns/zero-risk-bias",{"text":2135,"type":513},", zum Beispiel mit Aussagen wie:",{"type":42,"attrs":2137,"content":2138},{"textAlign":118},[2139],{"text":2140,"type":513,"marks":2141},"Bleib cool, bestelle bis zum 18.12. und es kommt garantiert rechtzeitig vor Weihnachten an.",[2142],{"type":1020},{"type":42,"attrs":2144,"content":2145},{"textAlign":118},[2146,2148,2154],{"text":2147,"type":513},"In der Abbildung siehst du, dass ",{"text":2149,"type":513,"marks":2150},"Pixum",[2151],{"type":987,"attrs":2152},{"href":2153,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.pixum.de/",{"text":2155,"type":513}," bereits beim ersten Eindruck mittels Stickybar den Besucher:innen etwas Gelassenheit und Sicherheit entlang der Lieferung vermitteln möchte.",{"_uid":2157,"image":2158,"caption":2162,"component":1547},"4b2e9752-8eca-4a10-b044-8f4af0221594",{"alt":2159,"src":2160,"name":30,"focus":30,"title":118,"source":30,"filename":2160,"copyright":30,"fieldtype":49,"meta_data":2161,"is_external_url":81},"Screenshot der pixum.de Startseite zur Weihnachtszeit","https://storage.googleapis.com/kk-website-assets/Ad2T2Tq0_pixum-lieferzeit-weihnachten-1024x676.png",{"alt":2159,"title":118,"source":30,"copyright":30},{"type":39,"content":2163},[2164],{"type":42,"content":2165},[2166],{"text":2167,"type":513},"Pixum hat den Zero-Risk Bias erkannt und fängt Bedenken zur Lieferung bereits ab der Startseite ab (Screenshot: pixum.de)",{"_uid":2169,"text":2170,"component":1303},"53482523-d46e-4814-961c-ebc4f27f3c54",{"type":39,"content":2171},[2172,2177,2196,2200],{"type":942,"attrs":2173,"content":2174},{"level":2113},[2175],{"text":2176,"type":513},"2. Minimiere Bedenken, ob es „das richtige“ Geschenk ist",{"type":42,"content":2178},[2179,2181,2187,2189,2194],{"text":2180,"type":513},"Den ",{"text":2182,"type":513,"marks":2183},"inneren Dialog",[2184],{"type":987,"attrs":2185},{"href":2186,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/inner-dialogue.html",{"text":2188,"type":513}," zu kennen und zu nutzen, ist ein sinnvoller Hebel, um für ein besseres Kauferlebnis zu sorgen. Zusätzlich kannst du durch den Einsatz von ",{"text":1194,"type":513,"marks":2190},[2191],{"type":987,"attrs":2192},{"href":2193,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/social-proof-als-hebel-fur-mehr-konversion.html",{"text":2195,"type":513}," für mehr Vertrauen beim Kaufabschluss sorgen.",{"type":42,"content":2197},[2198],{"text":2199,"type":513},"Beispiele:",{"type":1259,"attrs":2201,"content":2202},{"tight":51},[2203,2209,2215],{"type":1262,"content":2204},[2205],{"type":42,"content":2206},[2207],{"text":2208,"type":513},"Der perfekte Gutschein für …",{"type":1262,"content":2210},[2211],{"type":42,"content":2212},[2213],{"text":2214,"type":513},"Bisher XY Mal verkauft",{"type":1262,"content":2216},[2217],{"type":42,"content":2218},[2219],{"text":2220,"type":513},"Begeisterte Käufer, die uns vertrauen …",{"_uid":2222,"image":2223,"caption":2227,"component":1547},"7b2bc52e-7063-47a7-8ebb-88fa4399d5bf",{"alt":2224,"src":2225,"name":30,"focus":30,"title":118,"source":30,"filename":2225,"copyright":30,"fieldtype":49,"meta_data":2226,"is_external_url":81},"inner-dialog-behavior-patterns-gutschein-beispiel-weihnachten-e-commerce-1","https://storage.googleapis.com/kk-website-assets/vcHtotiC_inner-dialog-behavior-patterns-gutschein-beispiel-weihnachten-e-commerce-1-820x460.png",{"alt":2224,"title":118,"source":30,"copyright":30},{"type":39,"content":2228},[2229],{"type":42,"content":2230},[2231],{"text":2232,"type":513},"Wenn du den inneren Dialog deiner Nutzer kennst, kannst du auf Bedürfnisse viel besser reagieren.",{"_uid":2234,"text":2235,"component":1303},"c3d1035d-ff90-46f5-80e7-a52ed3b23e41",{"type":39,"content":2236},[2237,2242,2246,2250,2277],{"type":942,"attrs":2238,"content":2239},{"level":2113},[2240],{"text":2241,"type":513},"3. Vereinfache die Auswahl eines passenden Geschenks",{"type":42,"content":2243},[2244],{"text":2245,"type":513},"Oft wissen Kund:innen nicht, was sie schenken sollen (abgesehen von einem Gutschein als „Notlösung“), sodass sich Experimente mit interaktiven Formaten wie einem Geschenkefinder lohnen können. Dadurch kannst du Kund:innen grundsätzlich darauf aufmerksam machen, dass sich deine Produkte als Geschenke eignen und sie gleichzeitig bei der Auswahl unterstützen.",{"type":42,"content":2247},[2248],{"text":2249,"type":513},"Der BVB beispielsweise hilft bei der Auswahl passender Geschenke durch vier einfache Fragen:",{"type":1599,"attrs":2251,"content":2252},{"order":1601,"tight":51},[2253,2259,2265,2271],{"type":1262,"content":2254},[2255],{"type":42,"content":2256},[2257],{"text":2258,"type":513},"Für welchen Anlass ist das Geschenk?",{"type":1262,"content":2260},[2261],{"type":42,"content":2262},[2263],{"text":2264,"type":513},"Für wen ist das Geschenk? (hier wird lediglich zwischen Erwachsenen und Kindern unterschieden)",{"type":1262,"content":2266},[2267],{"type":42,"content":2268},[2269],{"text":2270,"type":513},"Wofür interessiert sich der oder die Beschenkte? (z.B. Mode, Einrichtung oder Trickots)",{"type":1262,"content":2272},[2273],{"type":42,"content":2274},[2275],{"text":2276,"type":513},"Wie hoch ist das Budget?",{"type":42,"content":2278},[2279],{"text":2280,"type":513},"Herauskommen dann Empfehlungen wie Bettwäsche, eine Logo-Leuchte oder eine Flasche Gin.",{"_uid":2282,"image":2283,"caption":2287,"component":1547},"448d9ed2-37fa-4eb8-a679-176b7d530828",{"alt":2284,"src":2285,"name":30,"focus":30,"title":118,"source":30,"filename":2285,"copyright":30,"fieldtype":49,"meta_data":2286,"is_external_url":81},"Screenshot des BVB-Geschenkefinders","https://storage.googleapis.com/kk-website-assets/K6yAhCch_bvb-geschenke-finder.png",{"alt":2284,"title":118,"source":30,"copyright":30},{"type":39,"content":2288},[2289],{"type":42,"content":2290},[2291],{"text":2292,"type":513},"Durch einen Geschenkefinder hilft der BVB Fans nicht nur bei der Wahl eines passenden Geschenks, sondern erhält dadurch auch viele Insights über Kund:innen (Screenshot: https://shop.bvb.de/geschenkefinder)",{"_uid":2294,"text":2295,"component":1303},"f030f0ac-aebe-4a38-90d9-eed4212eddce",{"type":39,"content":2296},[2297,2304,2308,2312,2316,2320,2324],{"type":942,"attrs":2298,"content":2299},{"level":2113},[2300],{"text":2301,"type":513,"marks":2302},"Bonus: So machst du deinen Gutschein gegenüber Geld oder einem Amazon-Gutschein attraktiv",[2303],{"type":938},{"type":42,"content":2305},[2306],{"text":2307,"type":513},"Geld ist eher langweilig – das hatten wir bereits. Es zeigt, dass du dir eher keine Mühe gegeben hast. Also lieber einen Amazon-Gutschein?",{"type":42,"content":2309},[2310],{"text":2311,"type":513},"Hmmm … aber da könnte mein beschenktes Weihnachtskind vielleicht was kaufen, was es “einfach nur benötigt” – wie Druckerpapier, Glühbirnen oder Müllbeutel … oder um den nächsten Impulskauf zu überstehen.",{"type":42,"content":2313},[2314],{"text":2315,"type":513},"Außerdem kann ein Amazon-Gutschein auch schnell eine eher geringere Wertschätzung übermitteln – da man sich dafür nicht viele Gedanken machen muss.",{"type":42,"content":2317},[2318],{"text":2319,"type":513},"Wie wirst du also weihnachtlicher?",{"type":42,"content":2321},[2322],{"text":2323,"type":513},"Kommuniziere, dass mit einem Gutschein aus deinem Shop die Motivationswelt deines Kunden erfüllt wird: DU als Schenker und als Shop hast dir Gedanken gemacht.",{"type":42,"content":2325},[2326,2328,2334],{"text":2327,"type":513},"Der ",{"text":2329,"type":513,"marks":2330},"Weinhandel Jacques",[2331],{"type":987,"attrs":2332},{"href":2333,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.jacques.de/wein-schenken/geschenkgutscheine/",{"text":2335,"type":513}," fängt Bedenken beim Weingutschein direkt ab und sagt dir, dass du „freie Auswahl“ verschenkst. Er kommuniziert den Eintritt ins Wein-Erlebnis und gibt auch zu verstehen, dass du den Wein vor Ort oder direkt nach Hause bekommst.",{"_uid":2337,"image":2338,"caption":2342,"component":1547},"3940f3dc-21ba-4cc6-acf5-ddcc162fa0d9",{"alt":2339,"src":2340,"name":30,"focus":30,"title":118,"source":30,"filename":2340,"copyright":30,"fieldtype":49,"meta_data":2341,"is_external_url":81},"beispiel-gutschein-tipps-onlineshop-inner-dialog","https://storage.googleapis.com/kk-website-assets/xqMyJwVd_beispiel-gutschein-tipps-onlineshop-inner-dialog.png",{"alt":2339,"title":118,"source":30,"copyright":30},{"type":39,"content":2343},[],{"_uid":2345,"text":2346,"component":1303},"6a84b497-591a-4793-837f-702e92f66475",{"type":39,"content":2347},[2348],{"type":42,"content":2349},[2350,2356],{"text":2351,"type":513,"marks":2352},"mydays",[2353],{"type":987,"attrs":2354},{"href":2355,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.mydays.de/magicbox/erlebnisse-fuer-maenner",{"text":2357,"type":513}," wirbt mit einer „Magic Box für echte Kerle“ und listet die Vorteile und den Umfang transparent auf. Als Schenker weißt du, dass dein Beschenkter die freie Auswahl haben wird und zeitlich das Geschenk flexibel einsetzen kann. Wenn da keine Freude beim Kauf und Verschenken aufkommt, dann weiß ich auch nicht.",{"_uid":2359,"image":2360,"caption":2364,"component":1547},"9b6e852b-c6ee-464a-b286-eb3aa4fa3200",{"alt":2361,"src":2362,"name":30,"focus":30,"title":118,"source":30,"filename":2362,"copyright":30,"fieldtype":49,"meta_data":2363,"is_external_url":81},"gutschein-beispiel-e-commerce-weihnachten-best-practice","https://storage.googleapis.com/kk-website-assets/xanbLJz8_gutschein-beispiel-e-commerce-weihnachten-best-practice-820x460.png",{"alt":2361,"title":118,"source":30,"copyright":30},{"type":39,"content":2365},[],{"_uid":2367,"text":2368,"component":1303},"f3fb3f75-e756-40af-b02a-c9619242e886",{"type":39,"content":2369},[2370,2377,2382,2411],{"type":942,"attrs":2371,"content":2372},{"level":2113,"textAlign":118},[2373],{"text":2374,"type":513,"marks":2375},"Praxistipps: Psychologische Prinzipien im Einsatz",[2376],{"type":938},{"type":42,"attrs":2378,"content":2379},{"textAlign":118},[2380],{"text":2381,"type":513},"Falls du Inspiration suchst, um die erwähnten Behavior Pattern anzuwenden, empfehle ich dir die folgende überzeugungsKRAFT-Folge meiner Kolleg:innen. Sie gehen dabei auf wichtige Fragen ein, wie",{"type":1259,"content":2383},[2384,2393,2402],{"type":1262,"content":2385},[2386],{"type":42,"attrs":2387,"content":2388},{"textAlign":118},[2389],{"text":2390,"type":513,"marks":2391},"Was könnte eine mögliche Ausgangssituation von Nutzer:innen im Online-Shop sein?",[2392],{"type":1020},{"type":1262,"content":2394},[2395],{"type":42,"attrs":2396,"content":2397},{"textAlign":118},[2398],{"text":2399,"type":513,"marks":2400},"Wie könnte eine typische Customer Journey aussehen?",[2401],{"type":1020},{"type":1262,"content":2403},[2404],{"type":42,"attrs":2405,"content":2406},{"textAlign":118},[2407],{"text":2408,"type":513,"marks":2409},"Wie können wir die Behavior Patterns anwenden, um das Kundenerlebnis auf der Seite zu optimieren?",[2410],{"type":1020},{"type":42,"attrs":2412,"content":2413},{"textAlign":118},[2414],{"text":2415,"type":513},"Sieh dir das Video an, wenn du wissen willst, wie das konkret auf der Website aussehen könnten:",{"_uid":2417,"caption":2418,"component":2422,"video_embed":2423,"video_upload":2424,"overlay_image":2426},"2715df01-a118-4d67-8d03-e45278a3d368",{"type":39,"content":2419},[2420],{"type":42,"attrs":2421},{"textAlign":118},"richtext-video","https://www.youtube.com/embed/AYd-LewZpjw",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":2425},{},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":2427},{},{"_uid":2429,"text":2430,"component":1303},"c8c76b12-91b2-41d3-bda8-afc03657256e",{"type":39,"content":2431},[2432,2440,2445,2450,2455,2493,2498,2505,2510],{"type":942,"attrs":2433,"content":2435},{"id":2434,"level":944,"textAlign":118},"nachweihnachtszeit",[2436],{"text":2437,"type":513,"marks":2438},"Die Nachweihnachtszeit: Motivatoren & Demotivatoren kennen und ansteuern",[2439],{"type":938},{"type":42,"attrs":2441,"content":2442},{"textAlign":118},[2443],{"text":2444,"type":513},"Die Situation nach Weihnachten ist ganz anders: Deine Liebsten (oder du selbst) sind beschenkt und an der Reihe, sich mit dem Gutschein etwas Schönes zu gönnen. 😍",{"type":42,"attrs":2446,"content":2447},{"textAlign":118},[2448],{"text":2449,"type":513},"Der Job deiner Kund:innen lautet jetzt: Ich denke an mich und möchte mir was Schönes gönnen!",{"type":42,"attrs":2451,"content":2452},{"textAlign":118},[2453],{"text":2454,"type":513},"Fragen, die nun entstehen können, sind beispielsweise",{"type":1259,"content":2456},[2457,2466,2475,2484],{"type":1262,"content":2458},[2459],{"type":42,"attrs":2460,"content":2461},{"textAlign":118},[2462],{"text":2463,"type":513,"marks":2464},"Sollte ich den Gutschein nicht für etwas Sinnvolleres einlösen?",[2465],{"type":1020},{"type":1262,"content":2467},[2468],{"type":42,"attrs":2469,"content":2470},{"textAlign":118},[2471],{"text":2472,"type":513,"marks":2473},"Bin ich dann zu egoistisch?",[2474],{"type":1020},{"type":1262,"content":2476},[2477],{"type":42,"attrs":2478,"content":2479},{"textAlign":118},[2480],{"text":2481,"type":513,"marks":2482},"Kann ich den Gutschein kombinieren?",[2483],{"type":1020},{"type":1262,"content":2485},[2486],{"type":42,"attrs":2487,"content":2488},{"textAlign":118},[2489],{"text":2490,"type":513,"marks":2491},"Was, wenn ich weniger kaufen will?",[2492],{"type":1020},{"type":42,"attrs":2494,"content":2495},{"textAlign":118},[2496],{"text":2497,"type":513},"Dein neuer Job als Optimierer:in nach Weihnachten ist es, diese Motivatoren / Demotivatoren zu adressieren. Wähle die richtigen Behavior Pattern, um das Shoppen mit einem Gutschein so angenehm wie möglich zu machen.",{"type":942,"attrs":2499,"content":2500},{"level":2113,"textAlign":118},[2501],{"text":2502,"type":513,"marks":2503},"1. Der Moment, wenn der Gutschein eingelöst wird",[2504],{"type":938},{"type":42,"attrs":2506,"content":2507},{"textAlign":118},[2508],{"text":2509,"type":513},"Gestalte das Einlösen des Gutscheins emotional und bestärke den Motivator, dass dein:e Besucher:in jetzt an der Reihe ist, sich was zu gönnen (nicht einfach nur eine Transaktion, Code eingeben, fertig …)",{"type":42,"attrs":2511,"content":2512},{"textAlign":118},[2513],{"text":2514,"type":513},"Amazon glänzt hier vielleicht sogar mit einem Negativbeispiel, durch das ich dir die emotionale Shoppingtour kurz verdeutlichen will.",{"_uid":2516,"image":2517,"caption":2521,"component":1547},"5e7ac617-8a64-45eb-9d95-5da6b384ca62",{"alt":2518,"src":2519,"name":30,"focus":30,"title":118,"source":30,"filename":2519,"copyright":30,"fieldtype":49,"meta_data":2520,"is_external_url":81},"Onlineshopping: Negativ-Beispiel","https://storage.googleapis.com/kk-website-assets/A50Vn6i6_beispiel-gutschein-onlineshopping-best-practice-weihnachten.png",{"alt":2518,"title":118,"source":30,"copyright":30},{"type":39,"content":2522},[2523],{"type":42,"content":2524},[2525],{"text":2526,"type":513},"Der Vergleich zwischen dem Gutscheinkauf und der Gutscheineingabe zeigt, dass der Job des Schenkers wesentlich stärker emotional aufgeladen wird, als das letztliche Einlösen.",{"_uid":2528,"text":2529,"component":1303},"76eb3610-6339-4aee-b392-d87e1bc8485d",{"type":39,"content":2530},[2531,2535,2539,2543,2559,2566,2586,2613],{"type":42,"content":2532},[2533],{"text":2534,"type":513},"Wir wissen zwar nicht, ob Amazon die Felder getestet hat und die Vorgehensweise durchgeplant ist, aber die Tatsache bleibt, dass sich Gutschein-Empfänger:innen über einen schönen Einkauf freuen. Was sie jedoch bekommen, ist ein eher tristes Eingabefeld ohne emotionale Aufladung. Der beflügelte Moment unter dem Weihnachtsbaum ist einer Copy & Paste-Aufgabe mit anschließender Produktauswahl und Vergleichsorgien gewichen.",{"type":42,"content":2536},[2537],{"text":2538,"type":513},"Mach dir als Shopbetreiber daher unbedingt Gedanken darüber, wie du das Kauferlebnis der Beschenkten verbessern kannst.",{"type":42,"content":2540},[2541],{"text":2542,"type":513},"Du könntest Gutscheinbesitzer etwa direkt auf der Startseite abfangen:",{"type":42,"content":2544},[2545,2549,2550,2554,2555],{"text":2546,"type":513,"marks":2547},"Du hast einen Gutschein bekommen?",[2548],{"type":1020},{"type":1024},{"text":2551,"type":513,"marks":2552},"Alle Preise im Shop werden an deinen Gutscheinwert angepasst.",[2553],{"type":1020},{"type":1024},{"text":2556,"type":513,"marks":2557},"Gib deinen Gutschein HIER ein und erfahre direkt, ob zusätzliche Kosten entstehen oder ob du alles KOSTENLOS bekommst.",[2558],{"type":1020},{"type":942,"attrs":2560,"content":2561},{"level":2113},[2562],{"text":2563,"type":513,"marks":2564},"2. Ein Geschenk (ohne Rechnung) zurückgeben",[2565],{"type":938},{"type":42,"content":2567},[2568,2570,2576,2578,2584],{"text":2569,"type":513},"Falls du deinen Schenker:innen und Beschenkten zu Weihnachten unangenehme “Gefällt mir nicht”-Situationen ersparen willst, oder die Chancen zur Geschenkumwandlung besser gestalten möchtest, haben die Kolleg:innen von ",{"text":2571,"type":513,"marks":2572},"Kameleoon",[2573],{"type":987,"attrs":2574},{"href":2575,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.kameleoon.com/de",{"text":2577,"type":513}," in einem gemeinsamen Webinar sowie einige unserer ",{"text":2579,"type":513,"marks":2580},"Growth Ambassadors",[2581],{"type":987,"attrs":2582},{"href":2583,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/growth-ambassador-community",{"text":2585,"type":513}," in einer Community Session noch weitere Ideen für dich gesammelt, die ich dir nicht vorenthalten möchte:",{"type":1259,"attrs":2587,"content":2588},{"tight":51},[2589,2595,2601,2607],{"type":1262,"content":2590},[2591],{"type":42,"content":2592},[2593],{"text":2594,"type":513},"Markiere deine Produkte entsprechend im Dezember mit einem speziellen Code, um sie identifizieren zu können und ermögliche dem Beschenkten, das Produkt selbst in einen Gutschein umwandeln zu können.",{"type":1262,"content":2596},[2597],{"type":42,"content":2598},[2599],{"text":2600,"type":513},"Wie wäre es, wenn du einen Gutschein bekommst und der Wert dafür 5 Prozent höher ist? Got you! 😏",{"type":1262,"content":2602},[2603],{"type":42,"content":2604},[2605],{"text":2606,"type":513},"Biete Rücknahmen auch ohne Quittung gegen Gutscheine an.",{"type":1262,"content":2608},[2609],{"type":42,"content":2610},[2611],{"text":2612,"type":513},"Verlängere den Rückgabezeitraum bis ins neue Jahr.",{"type":42,"content":2614},[2615],{"text":2616,"type":513},"Für den Fall der Gutschein bzw. Geschenkrückgabe haben wir uns zehn Onlineshops angeschaut. Lediglich Amazon kann ich hier diesmal als positives Beispiel anführen, denn es war der einzige Anbieter, bei dem die Rückgabe von Gutscheinen/Geschenken überhaupt thematisiert wurde.",{"_uid":2618,"image":2619,"caption":2623,"component":1547},"cf9a54fd-f39a-43f6-a49f-cc54d3420458",{"alt":2620,"src":2621,"name":30,"focus":30,"title":118,"source":30,"filename":2621,"copyright":30,"fieldtype":49,"meta_data":2622,"is_external_url":81},"retoure-beispiel-onlineshops-vergleich-weihnachten","https://storage.googleapis.com/kk-website-assets/Gm03xPhQ_retoure-beispiel-onlineshops-vergleich-weihnachten-820x450.png",{"alt":2620,"title":118,"source":30,"copyright":30},{"type":39,"content":2624},[2625],{"type":42,"content":2626},[2627],{"text":2628,"type":513},"Amazon bietet als einziger untersuchter Shop eine Geschenkrücksendung an.",{"_uid":2630,"text":2631,"component":1303},"cfe6c601-48ce-48da-8636-98d9c7ae473c",{"type":39,"content":2632},[2633,2637,2645],{"type":42,"content":2634},[2635],{"text":2636,"type":513},"Du siehst also, es zahlt sich aus, die Jobs deiner Kunden zu verinnerlichen.",{"type":942,"attrs":2638,"content":2640},{"id":2639,"level":944},"warenkorbwert",[2641],{"text":2642,"type":513,"marks":2643},"Fazit: Kenne die Jobs deiner Kund:innen zu Weihnachten und steigere deinen Umsatz",[2644],{"type":938},{"type":42,"content":2646},[2647],{"text":2648,"type":513},"Wenn du verstehst, welche Jobs deine Website-Besucher:innen vor und nach Weihnachten erledigen wollen, dann hast du auch deine Chancen und Aufgaben als Optimierer:in verstanden.",{"_uid":2650,"image":2651,"caption":2655,"component":1547},"6b0af587-3c4d-4e8d-a950-a966a1966d39",{"alt":2652,"src":2653,"name":30,"focus":30,"title":118,"source":30,"filename":2653,"copyright":30,"fieldtype":49,"meta_data":2654,"is_external_url":81},"Zusammenfassung der Chancen im E-Commerce zu Weihnachten","https://storage.googleapis.com/kk-website-assets/Fh1siWBd_tipps-onlineshop-weihnachten-gutschein-beispiele.png",{"alt":2652,"title":118,"source":30,"copyright":30},{"type":39,"content":2656},[],{"_uid":2658,"text":2659,"component":1303},"58c68268-8c0d-4e22-af53-e5de571965c7",{"type":39,"content":2660},[2661,2668,2673],{"type":42,"attrs":2662,"content":2663},{"textAlign":118},[2664],{"text":2665,"type":513,"marks":2666},"Wer in der Weihnachtszeit nicht testet, weiß nicht, wie viel Umsatz ihm entgeht.",[2667],{"type":938},{"type":42,"attrs":2669,"content":2670},{"textAlign":118},[2671],{"text":2672,"type":513},"Einfach in die Behavior Patterns Trickkiste zu greifen, ist keine nachhaltige Arbeitsweise. Besser ist es, die Jobs zu verstehen, Motivatoren und Demotivatoren zu identifizieren und Konsumpsychologie gezielt einzusetzen.",{"type":42,"attrs":2674,"content":2675},{"textAlign":118},[2676],{"text":2677,"type":513},"Wechsel die Perspektive und betrachte das beliebte Geschenk „Gutschein“ neu, um Hebel der Optimierung zu finden.",{"_uid":2679,"icon":30,"text":2680,"image":2706,"theme":1709,"component":1710,"action_buttons":2708,"image_position":1728},"a692f8f2-c5dd-40fd-bea2-d6765b2e3589",{"type":39,"content":2681},[2682,2698],{"type":42,"attrs":2683,"content":2684},{"textAlign":118},[2685,2689,2691,2696],{"text":2686,"type":513,"marks":2687},"*Hinweis:",[2688],{"type":938},{"text":2690,"type":513}," Dieser Beitrag erschien erstmalig auf Basis eines gemeinsamen Webinars mit Kollegen von Kameleoon im Dezember 2020. Im November 2023 haben wir den Artikel um Insights aus unserer eigenen Arbeit sowie Impulsen aus der Growth Ambassador Community erweitert. ",{"text":2692,"type":513,"marks":2693},"Werde auch du Teil der Community",[2694],{"type":987,"attrs":2695},{"href":2583,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":2697,"type":513}," und nutze die Gelegenheiten, dich in regelmäßigen Meetups mit anderen Growth- und Customer Experience-Verantwortlichen auszutauschen.",{"type":42,"attrs":2699,"content":2700},{"textAlign":118},[2701],{"text":2702,"type":513,"marks":2703},"Jetzt Growth Ambassador werden",[2704],{"type":938,"attrs":2705},{"href":2583,"uuid":118,"anchor":118,"target":118,"linktype":136},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":2707},{},[],"Experimentieren in der Weihnachtszeit bietet die besten Chancen, die zwei wesentlichen Aufgaben (“Jobs”) deiner Kunden besser zu verstehen und Umsätze anzuheben. So gewinnst du mit Behavioral Design und Gutscheinen im Weihnachtsgeschäft das Herz deiner Kunden (und vom Weihnachtsmann).",{"alt":1497,"src":2711,"name":30,"focus":30,"title":1497,"source":30,"filename":2711,"copyright":30,"fieldtype":49,"meta_data":2712,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/0cMxm0mT_umsatzchancen-zur-weihnachtszeit-title-1.png",{"alt":1497,"title":1497,"source":30,"copyright":30},[2714],"eb18cc23-bc94-4820-9e20-d22898340722",[2716,2720],{"name":1340,"created_at":1341,"published_at":1342,"updated_at":1341,"id":1343,"uuid":1336,"content":2717,"slug":1347,"full_slug":1348,"sort_by_date":118,"position":1349,"tag_list":2718,"is_startpage":51,"parent_id":1351,"meta_data":118,"group_id":1352,"first_published_at":1353,"release_id":118,"lang":124,"path":118,"alternates":2719,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1345,"component":1346},[],[],{"name":2721,"created_at":2722,"published_at":1342,"updated_at":2722,"id":2723,"uuid":2724,"content":2725,"slug":2727,"full_slug":2728,"sort_by_date":118,"position":1450,"tag_list":2729,"is_startpage":51,"parent_id":1351,"meta_data":118,"group_id":2730,"first_published_at":1353,"release_id":118,"lang":124,"path":118,"alternates":2731,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Customer Experience","2025-10-13T20:20:32.868Z",101159865867665,"18b5de31-b99f-4da0-86ce-7196d9f7dd71",{"_uid":2726,"component":1346},"ff43f1c6-ea27-48ea-bd12-a5ab631eefae","customerexperience","de/_categories/customerexperience",[],"cd639ced-2207-4d95-ad15-f592e4dc361f",[],[],[2734,2737,2741],{"_uid":2735,"link":2736,"text":1402,"component":59},"655a8e66-c880-4f01-89e1-ef7da933a625",{"id":1400,"url":1401,"linktype":31,"fieldtype":32,"cached_url":1401},{"_uid":2738,"link":2739,"text":442,"component":59},"0d58a035-893b-41fa-baa5-351cefe5541c",{"id":1406,"url":1407,"linktype":31,"fieldtype":32,"cached_url":1407,"story":2740},{"name":442,"id":1409,"uuid":1406,"slug":440,"url":1407,"full_slug":1407,"_stopResolving":81},{"_uid":2742,"link":2743,"text":1497,"component":59},"ee62b7c7-f6ce-4c87-9790-3e6a960ed938",{"id":1502,"url":2744,"linktype":31,"fieldtype":32,"cached_url":2744,"story":2745},"de/blog/behavioral-sciences/umsatzchancen-weihnachtszeit",{"name":1497,"id":1501,"uuid":1502,"slug":2746,"url":2747,"full_slug":2747,"_stopResolving":81},"umsatzchancen-weihnachtszeit","de/behavioral-sciences/umsatzchancen-weihnachtszeit",[2749],{"_uid":2750,"caption":30,"headline":2751,"component":1421,"subheadline":2752,"action_buttons":2759},"30dba4e3-7e0c-4829-8a93-f4da26ca5405","Passende E-Mail Kurse",{"type":39,"content":2753},[2754],{"type":42,"attrs":2755,"content":2756},{"textAlign":118},[2757],{"text":2758,"type":513},"Du suchst nach mehr Know-how? Dann schau in unserem kostenlosen Weiterbildungs-Angebot vorbei und finde des passenden Kurs. ",[2760],{"_uid":2761,"icon":27,"link":2762,"text":2764,"intent":35,"component":36,"icon_position":37},"6d1b9128-e714-4a5d-873c-a17b0115007a",{"id":328,"url":30,"linktype":31,"fieldtype":32,"cached_url":329,"story":2763},{"name":331,"id":332,"uuid":328,"slug":333,"url":329,"full_slug":329,"_stopResolving":81},"Jetzt Kurse entdecken","14",[],[],[279,2769,2770,2771,2772],"Gutschein","Inner Dialogue (Behavior Pattern)","Social Proof (Behavior Pattern)","Zero Risk Bias (Behavior Pattern)",101806290116119,"0a137300-8da1-43b5-963a-0cc2c7f61d01","2023-11-20T11:17:00.000Z",[],{"name":2778,"created_at":2779,"published_at":2780,"updated_at":2781,"id":2782,"uuid":2783,"content":2784,"slug":3399,"full_slug":3400,"sort_by_date":118,"position":3405,"tag_list":3406,"is_startpage":51,"parent_id":3407,"meta_data":118,"group_id":3408,"first_published_at":3409,"release_id":118,"lang":124,"path":118,"alternates":3410,"default_full_slug":118,"translated_slugs":118},"Kundenzentriert arbeiten: Mit der MotivationMap® Herausforderungen im Unternehmen systematisch lösen","2025-10-15T16:26:51.334Z","2026-10-04T09:56:17.416Z","2026-10-04T09:56:20.765Z",101810222461685,"8b2a1b60-6039-413d-8899-8ed9c16180fc",{"seo":2785,"_uid":2786,"body":2787,"text":30,"image":3347,"footer":30,"header":30,"authors":3350,"category":1336,"headline":2778,"component":1337,"categories":3351,"bottom_head":3385,"breadcrumbs":3386,"seo_noindex":51,"sidebar_cta":3401,"reading_time":3402,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":3403,"additional_slot":3404,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":2778,"plugin":911,"og_image":30,"og_title":2778,"description":30,"twitter_image":30,"twitter_title":2778,"og_description":30,"twitter_description":30},"df04a770-7129-4195-8a1f-b51804f3e5e2",[2788,2862,2869,2903,3023,3030,3073,3080,3103,3113,3140,3284],{"_uid":2789,"text":2790,"component":1303},"f4552ecd-456f-465e-98ac-3b3483b19e56",{"type":39,"content":2791},[2792,2796,2800,2804,2811,2815,2819,2858],{"type":42,"content":2793},[2794],{"text":2795,"type":513},"Fakt ist: Kundenzentrierung ist ein kritischer Erfolgsfaktor für Unternehmen.",{"type":42,"content":2797},[2798],{"text":2799,"type":513},"Unternehmen, die sich auf ihre Kunden konzentrieren, erzielen mehr Umsatz und genießen eine höhere Kundenzufriedenheit und Loyalität.",{"type":42,"content":2801},[2802],{"text":2803,"type":513},"Wir erklären, was echte Kundenzentrierung bedeutet und wie Organisationen Wissen um ihre Kunden aus unterschiedlichen Quellen mithilfe einer sogenannten MotivationMap® bündeln und dadurch deren Bedürfnisse noch besser verstehen lernen – um sie gezielt zu adressieren und die Customer Experience zu optimieren.",{"type":942,"attrs":2805,"content":2806},{"level":944},[2807],{"text":2808,"type":513,"marks":2809},"Ursachen und Symptome für fehlende Kundenzentrierung (und warum das ein Problem ist)",[2810],{"type":938},{"type":42,"content":2812},[2813],{"text":2814,"type":513},"Wir beobachten immer wieder bzw. immer noch, dass viele Organisationen nicht kundenzentriert denken und handeln. Aber warum ist das so?",{"type":42,"content":2816},[2817],{"text":2818,"type":513},"Die Ursachen sind meist schnell identifiziert: oft sind es feste Strukturen, Prozesse und/oder Denkweisen, die Kundenzentrierung entgegenstehen. Die Symptome hingegen sind mannigfaltig:",{"type":1599,"attrs":2820,"content":2821},{"order":1601,"tight":51},[2822,2828,2834,2840,2852],{"type":1262,"content":2823},[2824],{"type":42,"content":2825},[2826],{"text":2827,"type":513},"Oft haben einzelne Abteilungen eigenen Research; die einen mehr, die anderen weniger echte Customer Insights oder verlässliche Daten. Das Problem ist, dass diese verschiedenen Quellen nicht transparent ins Unternehmen kommuniziert, verknüpft oder gar zusammengeführt werden. Oft ist das an Sätzen wie „Ich frag mal bei Kolleg:in XY nach, ich glaube, wir haben irgendwo schon Informationen dazu …“ erkennbar. Es entsteht daher nie ein Gesamtbild von der aktuellen Situation und es fehlt somit eine verlässliche Grundlage für die gezielte Weiterentwicklung.",{"type":1262,"content":2829},[2830],{"type":42,"content":2831},[2832],{"text":2833,"type":513},"Das führt unter anderem dazu, dass typische Ziele die „Steigerung des durchschnittlichen Bestellwerts“ oder die „Stärkere Nutzung der Onsite-Suche1“ sind. Aber woher kommen diese Ziele? Sie lösen ja keine Kundenprobleme, dürften diesen also zunächst ziemlich egal sein.",{"type":1262,"content":2835},[2836],{"type":42,"content":2837},[2838],{"text":2839,"type":513},"Es führt aber auch dazu, dass es keinen Fokus gibt; sei es für die gezielte Analyse oder konkrete Optimierungsmaßnahmen. Wissen wir hingegen, was unsere Kund:innen wollen, dann fällt es uns nicht schwer, zu priorisieren.",{"type":1262,"content":2841},[2842],{"type":42,"content":2843},[2844,2846,2850],{"text":2845,"type":513},"Das gilt auch schon für die Strukturierung unseres Backlogs. Denn der ist oft voller Ideen (wir haben schon Excel-Listen mit über 1.000 Einträgen gesehen), doch jede Idee steht für sich. Daraus entsteht das Problem, dass wir nicht wirklich bewerten können, ",{"text":2847,"type":513,"marks":2848},"was wir für Kund:innen erreicht haben",[2849],{"type":1020},{"text":2851,"type":513},", wenn wir einzelne Items aus dem Backlog umgesetzt haben.",{"type":1262,"content":2853},[2854],{"type":42,"content":2855},[2856],{"text":2857,"type":513},"Und das spiegelt sich auch häufig in einem letzten Symptom wider, nämlich dass A/B-Tests nicht die gewünschte Wirkung haben. Uplifts bleiben aus oder zumindest unter den Erwartungen und es besteht keine Möglichkeit, Rückschlüsse auf die Ursachen für das jeweilige Ergebnis zu ziehen. Infolge entsteht Unmut und Enttäuschung in- und außerhalb des Teams.",{"type":42,"content":2859},[2860],{"text":2861,"type":513},"Die Frage ist nun, wie es Unternehmen schaffen, den Fokus auf ihre Kunden zu legen. Wie gelingt es ihnen, die vielen Insights zu bündeln und damit wirklich relevante Nutzerbedürfnisse zu adressieren? Und wie entsteht daraus letztlich (Umsatz)Wachstum?",{"_uid":2863,"image":2864,"caption":2867,"component":1547},"51375197-978f-4298-bbf1-607fe32bd3af",{"alt":118,"src":2865,"name":30,"focus":30,"title":118,"source":30,"filename":2865,"copyright":30,"fieldtype":49,"meta_data":2866,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/IayPKfAi_user-insights-verbinden.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2868},[],{"_uid":2870,"icon":30,"text":2871,"image":2890,"theme":1709,"component":1710,"action_buttons":2892,"image_position":1728},"aae7e80a-abe5-4469-933f-e37259077bae",{"type":39,"content":2872},[2873],{"type":42,"attrs":2874,"content":2875},{"textAlign":118},[2876,2879,2883,2886],{"text":1688,"type":513,"marks":2877},[2878],{"type":938},{"text":1692,"type":513,"marks":2880},[2881],{"type":1695,"attrs":2882},{"color":1697},{"text":1699,"type":513,"marks":2884},[2885],{"type":938},{"text":1703,"type":513,"marks":2887},[2888],{"type":1695,"attrs":2889},{"color":1697},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":2891},{},[2893],{"_uid":2894,"buttons":2895,"caption":2900,"component":43,"caption_position":44},"c2d4d096-ce1c-45e1-a008-be93b4c6ccd5",[2896],{"_uid":2897,"icon":27,"link":2898,"text":1724,"intent":35,"component":36,"icon_position":37},"9f1cb3b5-464f-4abb-b6ad-1d1e067ce2be",{"id":1718,"url":30,"linktype":31,"fieldtype":32,"cached_url":1719,"story":2899},{"name":1721,"id":1722,"uuid":1718,"slug":1723,"url":1719,"full_slug":1719,"_stopResolving":81},{"type":39,"content":2901},[2902],{"type":42},{"_uid":2904,"text":2905,"component":1303},"1ca99c74-e8c8-45c0-beca-67e6f6786527",{"type":39,"content":2906},[2907,2914,2919,2928,2937,2946,2951,2974,2993,3002,3007,3014],{"type":942,"attrs":2908,"content":2909},{"level":944,"textAlign":118},[2910],{"text":2911,"type":513,"marks":2912},"Systematisch Wissen aus unterschiedlichen Quellen konsolidieren, um relevante Nutzerprobleme zu fokussieren",[2913],{"type":938},{"type":42,"attrs":2915,"content":2916},{"textAlign":118},[2917],{"text":2918,"type":513},"Beginnen wir beim sogenannten „Uber Moment“, als das US-Unternehmen aus San Francisco den Taxi-Markt innerhalb kürzester Zeit übernommen hat – und das, obwohl Kund:innen relativ viel dafür tun mussten, um den Service zu nutzen: Sie müssen eine App herunterladen, sich registrieren, Bankdaten hinterlegen und eben lernen, diesen neuen Service zu nutzen.",{"type":42,"attrs":2920,"content":2921},{"textAlign":118},[2922,2924],{"text":2923,"type":513},"Da stellt sich doch die Frage: ",{"text":2925,"type":513,"marks":2926},"Wieso machen die das eigentlich?",[2927],{"type":1020},{"type":42,"attrs":2929,"content":2930},{"textAlign":118},[2931,2935],{"text":2932,"type":513,"marks":2933},"Der Erfolg beruht vorwiegend darauf, dass Uber von Beginn an verstanden hat, dass sie nicht nur Personen transportieren",[2934],{"type":938},{"text":2936,"type":513},", sondern weit mehr als das. Wie sagte Clayton M. Christensen, Begründer der JTBD-Theorie und ehem. Professor für Betriebswirtschaftslehre an der Havard Business School:",{"type":1995,"content":2938},[2939],{"type":42,"attrs":2940,"content":2941},{"textAlign":118},[2942],{"text":2943,"type":513,"marks":2944},"We hire products and services in order to achieve our goals. It’s about jobs to be done – not features",[2945],{"type":1020},{"type":42,"attrs":2947,"content":2948},{"textAlign":118},[2949],{"text":2950,"type":513},"Uber adressiert mit ihren Produkten und Services viele verschiedene „Jobs“ ihrer Kund:innen, zum Beispiel",{"type":1259,"content":2952},[2953,2960,2967],{"type":1262,"content":2954},[2955],{"type":42,"attrs":2956,"content":2957},{"textAlign":118},[2958],{"text":2959,"type":513},"einfach eine Fahrt buchen können, egal wo ich bin;",{"type":1262,"content":2961},[2962],{"type":42,"attrs":2963,"content":2964},{"textAlign":118},[2965],{"text":2966,"type":513},"im Voraus wissen, wie viel es mich kosten wird;",{"type":1262,"content":2968},[2969],{"type":42,"attrs":2970,"content":2971},{"textAlign":118},[2972],{"text":2973,"type":513},"genau wissen, wann ich hier abgeholt werde.",{"type":42,"attrs":2975,"content":2976},{"textAlign":118},[2977,2979,2991],{"text":2978,"type":513},"So wie wir bei konversionsKRAFT hat auch Uber dafür eine dedizierte ",{"text":2980,"type":513,"marks":2981},"Behavioral Science Unit",[2982],{"type":987,"attrs":2983},{"href":2984,"uuid":2985,"anchor":118,"target":990,"linktype":31,"story":2986},"/de/behavioral-sciences/was-ist-behavioral-science","4c632c6b-4871-4739-889d-3d46fe221e06",{"name":2987,"id":2988,"uuid":2985,"slug":2989,"url":2990,"full_slug":2990,"_stopResolving":81},"Was ist Behavioral Science? Und warum hilft es Uber, Airbnb und Co. zum Erfolg?",101808567116283,"was-ist-behavioral-science","de/behavioral-sciences/was-ist-behavioral-science",{"text":2992,"type":513},", die sich gewissermaßen mit nichts anderem beschäftigt, als herauszufinden, welche Jobs ihre Kund:innen haben. Neurowissenschaftler, Psychologen, Soziologen & Co. forschen dort interdisziplinär und entwickeln Ideen, wie sie die Jobs ihrer Kund:innen durch Produkte und Services erfüllen können.",{"type":42,"attrs":2994,"content":2995},{"textAlign":118},[2996,2998],{"text":2997,"type":513},"Und genau das ist zweite grundlegende Frage, die es zu beantworten gilt: ",{"text":2999,"type":513,"marks":3000},"Wie erfüllen wir die Jobs unserer Kund:innen?",[3001],{"type":1020},{"type":42,"attrs":3003,"content":3004},{"textAlign":118},[3005],{"text":3006,"type":513},"Wir arbeiten dafür mit Motivatoren und Demotivatoren, angelehnt an die Forschung unter anderem von Dan Ariely (Professor für Psychologie und Verhaltensökonomie an der Duke University), um zu verstehen, wann wir – als Personen, Konsument:innen und Kund:innen – aktiv werden und wann nicht.",{"type":42,"attrs":3008,"content":3009},{"textAlign":118},[3010],{"text":3011,"type":513,"marks":3012},"Die grundsätzliche Beobachtung ist simpel: Wir bewegen uns nur dann, wenn es ausreichend treibende Kräfte gibt (Motivatoren), die stärker sind als hemmende Kräfte (Demotivatoren).",[3013],{"type":938},{"type":42,"attrs":3015,"content":3016},{"textAlign":118},[3017,3019],{"text":3018,"type":513},"Nehmen wir das Beispiel „Auto kaufen“: Es gibt unzählige Faktoren, die uns dazu motivieren, ein neues Auto zu kaufen, sei es der Geruch von neuem Leder, das bombastisch klingende Entertainment System oder die Bewunderung aus unserem sozialen Umfeld. Ebenso viele Faktoren können allerdings auch dagegen wirken und uns von einem Autokauf abhalten, etwa der Kaufpreis, die (zu) große Auswahl oder die Lieferzeit – ein Problem, das wir insbesondere von Elektroautos nur zu gut kennen … Sobald wir diese Faktoren überhaupt erst mal identifiziert haben, ist ",{"text":3020,"type":513,"marks":3021},"das Ziel, Demotivatoren abzubauen und Motivatoren aufzubauen.",[3022],{"type":938},{"_uid":3024,"image":3025,"caption":3028,"component":1547},"a8de926d-af62-4fd0-a690-72b763a4fa6e",{"alt":118,"src":3026,"name":30,"focus":30,"title":118,"source":30,"filename":3026,"copyright":30,"fieldtype":49,"meta_data":3027,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/53L0gZZf_motivatoren-demotivatoren-verstehen.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":3029},[],{"_uid":3031,"text":3032,"component":1303},"a4ae114e-dd87-4652-8c53-60372e3a1d0e",{"type":39,"content":3033},[3034,3039,3046],{"type":42,"attrs":3035,"content":3036},{"textAlign":118},[3037],{"text":3038,"type":513},"Und genau diesen Zweck erfüllt unsere MotivationMap®.",{"type":942,"attrs":3040,"content":3041},{"level":944,"textAlign":118},[3042],{"text":3043,"type":513,"marks":3044},"Mit der MotivationMap® relevante Nutzerprobleme identifizieren und Handlungsfelder priorisieren",[3045],{"type":938},{"type":42,"attrs":3047,"content":3048},{"textAlign":118},[3049,3051,3057,3059,3071],{"text":3050,"type":513},"Die MotivationMap® kombiniert Research aus ",{"text":3052,"type":513,"marks":3053},"Jobs-to-be-done (JTBD)",[3054],{"type":987,"attrs":3055},{"href":1962,"uuid":1963,"anchor":118,"target":990,"linktype":31,"story":3056},{"name":1965,"id":1966,"uuid":1963,"slug":1967,"url":1968,"full_slug":1968,"_stopResolving":81},{"text":3058,"type":513}," oder auch einer ",{"text":3060,"type":513,"marks":3061},"7-Ebenen-Analyse",[3062],{"type":987,"attrs":3063},{"href":3064,"uuid":3065,"anchor":118,"target":990,"linktype":31,"story":3066},"/de/customer-experience/7-ebenen-modell-customer-experience","8bca97c8-bef3-4ed7-ad4e-b236d63147bc",{"name":3067,"id":3068,"uuid":3065,"slug":3069,"url":3070,"full_slug":3070,"_stopResolving":81},"Das 7-Ebenen-Modell: Eine Methodik zur nutzerzentrierten Website-Analyse (+36 Tipps für eine bessere User Experience)",101808412226022,"7-ebenen-modell-customer-experience","de/customer-experience/7-ebenen-modell-customer-experience",{"text":3072,"type":513}," mit Motivatoren & Demotivatoren in einem einfachen System bzw. einer übersichtlichen, leicht verständlichen „Karte“, wie wir sie nennen. Das sieht beispielsweise so aus:",{"_uid":3074,"image":3075,"caption":3078,"component":1547},"c77c3e10-6e25-4415-94d0-b051d842658d",{"alt":118,"src":3076,"name":30,"focus":30,"title":118,"source":30,"filename":3076,"copyright":30,"fieldtype":49,"meta_data":3077,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/vyW9Ssjr_motivationmap-beispiel-1024x477.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":3079},[],{"_uid":3081,"text":3082,"component":1303},"3e54db7e-2deb-4c87-b829-510b1e6a1ec9",{"type":39,"content":3083},[3084,3093,3098],{"type":42,"attrs":3085,"content":3086},{"textAlign":118},[3087,3089],{"text":3088,"type":513},"Bleiben wir beim Autokauf: ",{"text":3090,"type":513,"marks":3091},"Was sind grundlegende Jobs-to-be-done, die wir in einer typischen Customer Journey finden können? 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Oder alles in Kombination, Stichwort ",{"text":3123,"type":513,"marks":3124},"Mixed Methods.",[3125],{"type":987,"attrs":3126},{"href":3127,"uuid":3128,"anchor":118,"target":990,"linktype":31,"story":3129},"/de/ux-research/mixed-methods-methodentriangulation","e2c83e1e-a659-4620-a633-e71a9949a3f7",{"name":3130,"id":3131,"uuid":3128,"slug":3132,"url":3133,"full_slug":3133,"_stopResolving":81},"Warum die besten Optimierer:innen auf Mixed-Methods setzen",101809425818272,"mixed-methods-methodentriangulation","de/ux-research/mixed-methods-methodentriangulation",{"text":3135,"type":513}," Letztlich ist die MotivationMap® aber völlig unabhängig von der Plattform. 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Daraus ergeben sich distinkte Vorteile:",{"type":1259,"content":3157},[3158,3171,3184,3210,3221],{"type":1262,"content":3159},[3160],{"type":42,"attrs":3161,"content":3162},{"textAlign":118},[3163,3165,3169],{"text":3164,"type":513},"Die MotivationMap® bietet eine hervorragende ",{"text":3166,"type":513,"marks":3167},"Übersicht der JTBD entlang der Customer Journey",[3168],{"type":938},{"text":3170,"type":513}," (Kontext) und schafft Klarheit darüber, an welcher Stelle Motivatoren verstärkt und Demotivatoren beseitigt werden müssen. ",{"type":1262,"content":3172},[3173],{"type":42,"attrs":3174,"content":3175},{"textAlign":118},[3176,3178,3182],{"text":3177,"type":513},"Als solche stellt sie einen",{"text":3179,"type":513,"marks":3180}," zentralen Ausgangspunkt für Entscheidungen",[3181],{"type":938},{"text":3183,"type":513}," dar, insbesondere zur Priorisierung möglicher Optimierungsmaßnahmen.",{"type":1262,"content":3185},[3186],{"type":42,"attrs":3187,"content":3188},{"textAlign":118},[3189,3191,3195,3197,3202,3204,3208],{"text":3190,"type":513},"Sie ist ein wertvolles ",{"text":3192,"type":513,"marks":3193},"Instrument zur crossfunktionalen Zusammenarbeit",[3194],{"type":938},{"text":3196,"type":513}," (was nach einer Harvard-Studie ein kritischer Erfolgsfaktor für die digitale Transformation ist",{"text":3198,"type":513,"marks":3199},"2",[3200],{"type":3201},"superscript",{"text":3203,"type":513},"), da sie Plattform-unabhängig konzipiert ist, um die Customer Journey als Ganzes abzubilden. Fragen wie: ",{"text":3205,"type":513,"marks":3206},"Wen kann ich denn fragen, um bestimmte De/Motivatoren zu adressieren?",[3207],{"type":1020},{"text":3209,"type":513}," eignen sich gut, um relevante Stakeholder zu involvieren.",{"type":1262,"content":3211},[3212],{"type":42,"attrs":3213,"content":3214},{"textAlign":118},[3215,3219],{"text":3216,"type":513,"marks":3217},"Als offenes Dokument kann sie beliebig erweitert und verändert werden",[3218],{"type":938},{"text":3220,"type":513},", etwa durch zusätzliche Analytics-Insights. Ihr Nutzen steigt demzufolge mit jeder Iteration.",{"type":1262,"content":3222},[3223],{"type":42,"attrs":3224,"content":3225},{"textAlign":118},[3226],{"text":3227,"type":513},"Bonus: Die MotivationMap® ist ein idealer Ausgangspunkt, um die passenden Behavior Pattern für die gegebenen Probleme auszuwählen.",{"type":42,"attrs":3229,"content":3230},{"textAlign":118},[3231,3233,3247,3249,3262],{"text":3232,"type":513},"Um diese Vorteile selbst zu erleben und grundsätzliche Probleme auf deiner Website zu identifizieren, kannst du dir unsere “Basis MotivationMap®” über den folgenden Link herunterladen. 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Kaum ein Onlineshop – und auch viele Ladengeschäfte – verzichtet auf Prinzipien wie ",{"text":935,"type":513,"marks":3434},[3435],{"type":987,"attrs":3436},{"href":3437,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/behavior-pattern-scarcity.html",{"text":3439,"type":513},", Framing oder Social Proof.",{"type":42,"content":3441},[3442,3444,3448,3450],{"text":3443,"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":3445,"type":513,"marks":3446},"ein System, das Nutzerprobleme mit Pattern verknüpft",[3447],{"type":938},{"text":3449,"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":3451,"type":513,"marks":3452},"Wann kann ich welches Pattern eigentlich einsetzen?",[3453],{"type":1020},{"type":42,"content":3455},[3456,3458,3462,3464],{"text":3457,"type":513},"Hinzu kommt, dass wir ein Behavior Pattern für unterschiedliche Kundenprobleme einsetzen können. ",{"text":3459,"type":513,"marks":3460},"Ob ein Pattern per se „wirksam“ ist, ist also gar nicht so relevant.",[3461],{"type":938},{"text":3463,"type":513}," Zielführender ist die Frage: ",{"text":3465,"type":513,"marks":3466},"Wenn ich ein Kundenproblem identifiziert habe, welche Möglichkeiten habe ich, dieses Problem zu lösen?",[3467],{"type":1020},{"type":42,"content":3469},[3470,3472,3476],{"text":3471,"type":513},"Und zu guter Letzt sollten wir den ",{"text":3473,"type":513,"marks":3474},"Abnutzungseffekt",[3475],{"type":938},{"text":3477,"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":3479},[3480,3484,3491],{"text":3481,"type":513,"marks":3482},"Um die Arbeit mit den Behavior Patterns zu erleichtern, haben wir ein neues Modell entwickelt, das Behavior Patterns mit unserem ",[3483],{"type":938},{"text":3485,"type":513,"marks":3486},"7-Ebenen-Modell",[3487,3488],{"type":938},{"type":987,"attrs":3489},{"href":3490,"uuid":118,"anchor":118,"target":118,"linktype":136},"#collapseInfobox",{"text":3492,"type":513,"marks":3493}," verknüpft. Es fördert die Kreativität, um schneller auf Ideen zu kommen und hilft dabei, wirksamere Konzepte zu entwickeln, die Kundenprobleme wirklich lösen.",[3494],{"type":938},{"type":942,"attrs":3496,"content":3497},{"level":3290},[3498],{"text":3499,"type":513},"Das 7-Ebenen-Modell kurz erklärt:",{"type":42,"content":3501},[3502],{"text":3503,"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":3505},[3506],{"text":3507,"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":3509},[3510],{"text":3511,"type":513,"marks":3512},"Hier erfährst du mehr über das 7-Ebenen-Modell, einschließlich Tipps zur Anwendung",[3513],{"type":987,"attrs":3514},{"href":3515,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/methoden/7-ebenen-modell-customer-experience.html",{"_uid":3517,"image":3518,"caption":3522,"component":1547},"01acc62c-c5c3-406d-988a-b44233ef1442",{"alt":3519,"src":3520,"name":30,"focus":30,"title":118,"source":30,"filename":3520,"copyright":30,"fieldtype":49,"meta_data":3521,"is_external_url":81},"7-Ebenen-Modell (konversionsKRAFT)","https://storage.googleapis.com/kk-website-assets/pFBZnmMV_7-ebenen-modell-konversionskraft-820x820.png",{"alt":3519,"title":118,"source":30,"copyright":30},{"type":39,"content":3523},[3524],{"type":42,"content":3525},[3526],{"text":3527,"type":513},"Das 7-Ebenen-Modell (© konversionsKRAFT)",{"_uid":3529,"text":3530,"component":1303},"c8fd5e5b-c159-4d94-83dd-6a9ee2d969a4",{"type":39,"content":3531},[3532,3537,3544],{"type":42,"attrs":3533,"content":3534},{"textAlign":118},[3535],{"text":3536,"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":3538,"content":3539},{"textAlign":118},[3540],{"text":3541,"type":513,"marks":3542},"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.",[3543],{"type":938},{"type":42,"attrs":3545,"content":3546},{"textAlign":118},[3547],{"text":3548,"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":3550,"icon":30,"text":3551,"image":3576,"theme":1709,"component":1710,"action_buttons":3578,"image_position":1728},"657df57c-915c-48c6-92fd-c7954cf2c77b",{"type":39,"content":3552},[3553],{"type":42,"attrs":3554,"content":3555},{"textAlign":118},[3556,3560,3562,3574],{"text":3557,"type":513,"marks":3558},"🎓 Bevor wir ins Thema einsteigen: ",[3559],{"type":938},{"text":3561,"type":513},"Kennst du schon unseren ",{"text":3563,"type":513,"marks":3564},"Basis-Lehrgang für Testing & Experimentation",[3565,3572,3573],{"type":987,"attrs":3566},{"href":3567,"uuid":365,"anchor":118,"target":990,"linktype":31,"story":3568},"/de/weiterbildung/inhouse-lehrgang-zertifizierter-conversion-manager",{"name":3569,"id":3570,"uuid":365,"slug":3571,"url":366,"full_slug":366,"_stopResolving":81},"Inhouse Lehrgang - Zertifizierter Conversion Manager",62066167491240,"inhouse-lehrgang-zertifizierter-conversion-manager",{"type":938},{"type":3246},{"text":3575,"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":3577},{},[],{"_uid":3580,"text":3581,"component":1303},"24984918-8653-47a0-87ef-a4b68951f26e",{"type":39,"content":3582},[3583,3588],{"type":942,"attrs":3584,"content":3585},{"level":944,"textAlign":118},[3586],{"text":3587,"type":513},"Schritt 1: Nutzerprobleme identifizieren – know thy customers!",{"type":42,"attrs":3589,"content":3590},{"textAlign":118},[3591,3593,3597],{"text":3592,"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":3594,"type":513,"marks":3595},"Orientierung fehlt",[3596],{"type":938},{"text":3598,"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":3600,"image":3601,"caption":3605,"component":1547},"2ed22137-3206-4548-b627-e58c09e0127f",{"alt":3602,"src":3603,"name":30,"focus":30,"title":118,"source":30,"filename":3603,"copyright":30,"fieldtype":49,"meta_data":3604,"is_external_url":81},"Beispielhafte Produktauswahl im Online-Shop","https://storage.googleapis.com/kk-website-assets/sOT-ECNi_produktauswahl-kettensaegen-820x812.png",{"alt":3602,"title":118,"source":30,"copyright":30},{"type":39,"content":3606},[3607],{"type":42,"content":3608},[3609],{"text":3610,"type":513},"Diese Produktübersicht bietet kaum Orientierung, wodurch die Produktauswahl schwerfällt (Screenshot: idealo)",{"_uid":3612,"text":3613,"component":1303},"17186a5e-5298-4399-acf4-808c3a8d322e",{"type":39,"content":3614},[3615,3619,3624,3628],{"type":42,"content":3616},[3617],{"text":3618,"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":942,"attrs":3620,"content":3621},{"level":944},[3622],{"text":3623,"type":513},"Schritt 2: Passende Prinzipien auswählen – mithilfe unseres Behavior Pattern Models",{"type":42,"content":3625},[3626],{"text":3627,"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":3629},[3630],{"text":3631,"type":513,"marks":3632},"Und genau deshalb haben wir Behavior Pattern mit den 7 Ebenen in einem neuen Modell verknüpft, um dir die Auswahl ab sofort zu vereinfachen.",[3633],{"type":938},{"_uid":3635,"image":3636,"caption":3640,"component":1547},"d3e8d1de-8481-4d6a-8806-a917538acde1",{"alt":3637,"src":3638,"name":30,"focus":30,"title":118,"source":30,"filename":3638,"copyright":30,"fieldtype":49,"meta_data":3639,"is_external_url":81},"Behavior Pattern Model (konversionsKRAFT)","https://storage.googleapis.com/kk-website-assets/-UAf5Bh3_behavior-pattern-modell-konversionskraft.png",{"alt":3637,"title":118,"source":30,"copyright":30},{"type":39,"content":3641},[3642],{"type":42,"content":3643},[3644],{"text":3645,"type":513},"Das Behavior Pattern Model (© konversionsKRAFT) verknüpft die 7-Ebenen-Analyse mit konsumpsychologischen Prinzipien, um Verhalten zu beeinflussen)",{"_uid":3647,"text":3648,"component":1303},"49cc8ac6-d37d-431d-893a-c997a998a54b",{"type":39,"content":3649},[3650,3654,3658,3691,3702,3718],{"type":42,"content":3651},[3652],{"text":3653,"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":3655},[3656],{"text":3657,"type":513},"Für die Ebene „Bewertung“ sind das beispielsweise",{"type":1259,"attrs":3659,"content":3660},{"tight":51},[3661,3671,3681],{"type":1262,"content":3662},[3663],{"type":42,"content":3664},[3665,3669],{"text":3666,"type":513,"marks":3667},"Kundenbeziehung pflegen",[3668],{"type":938},{"text":3670,"type":513},", wo es darum geht, (Neu)Kund:innen an das Unternehmen zu binden;",{"type":1262,"content":3672},[3673],{"type":42,"content":3674},[3675,3679],{"text":3676,"type":513,"marks":3677},"Vorfreude erzeugen",[3678],{"type":938},{"text":3680,"type":513},", wo es darum geht, Kund:innen während der Wartezeit auf ihr gekauftes Produkt zu unterhalten / zu beschäftigen;",{"type":1262,"content":3682},[3683],{"type":42,"content":3684},[3685,3689],{"text":3686,"type":513,"marks":3687},"Entscheidung bestätigen",[3688],{"type":938},{"text":3690,"type":513},", wo es darum geht, Restzweifel zu nehmen und Kaufreue vermeiden.",{"type":42,"content":3692},[3693,3695,3701],{"text":3694,"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":3696,"type":513,"marks":3697},"siehe unsere Meta-Analyse",[3698],{"type":987,"attrs":3699},{"href":3700,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavioral-science/metaanalyse-behavior-patterns-in-der-praxis.html",{"text":1848,"type":513},{"type":42,"content":3703},[3704,3706,3710,3712,3716],{"text":3705,"type":513},"Das idealo-Beispiel können wir in diesem Modell nun auf der Ebene ",{"text":3707,"type":513,"marks":3708},"Orientierung",[3709],{"type":938},{"text":3711,"type":513}," der Unterebene „",{"text":3713,"type":513,"marks":3714},"Entscheidungshilfe anbieten",[3715],{"type":938},{"text":3717,"type":513},"“ einordnen, wodurch wir die Anzahl der wahrscheinlich effektiven Behavior Pattern auf die folgenden sechs reduzieren:",{"type":1599,"attrs":3719,"content":3720},{"order":1601,"tight":51},[3721,3731,3741,3747,3753,3759],{"type":1262,"content":3722},[3723],{"type":42,"content":3724},[3725],{"text":3726,"type":513,"marks":3727},"Preview",[3728],{"type":987,"attrs":3729},{"href":3730,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/preview.html",{"type":1262,"content":3732},[3733],{"type":42,"content":3734},[3735],{"text":3736,"type":513,"marks":3737},"Decoy Effect",[3738],{"type":987,"attrs":3739},{"href":3740,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/decoy-effect.html",{"type":1262,"content":3742},[3743],{"type":42,"content":3744},[3745],{"text":3746,"type":513},"Context",{"type":1262,"content":3748},[3749],{"type":42,"content":3750},[3751],{"text":3752,"type":513},"Order and Harmony",{"type":1262,"content":3754},[3755],{"type":42,"content":3756},[3757],{"text":3758,"type":513},"Contrast Effect",{"type":1262,"content":3760},[3761],{"type":42,"content":3762},[3763],{"text":3764,"type":513,"marks":3765},"Ranking",[3766],{"type":987,"attrs":3767},{"href":3768,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/ranking.html",{"_uid":3770,"image":3771,"caption":3775,"component":1547},"9833ea7a-92f6-4265-8f02-15780f4e5527",{"alt":3772,"src":3773,"name":30,"focus":30,"title":118,"source":30,"filename":3773,"copyright":30,"fieldtype":49,"meta_data":3774,"is_external_url":81},"Modell zur Auswahl passender Behavior Pattern","https://storage.googleapis.com/kk-website-assets/h4nxNPmG_ebene-pattern-verknuepfung-820x382.png",{"alt":3772,"title":118,"source":30,"copyright":30},{"type":39,"content":3776},[3777],{"type":42,"content":3778},[3779],{"text":3780,"type":513},"Das Behavior Pattern Model hilft dir dabei, schnell passende Pattern für das vorliegende Problem auszuwählen",{"_uid":3782,"text":3783,"component":1303},"2dcb3e97-1196-488b-b505-7dbe459ff9ec",{"type":39,"content":3784},[3785,3789,3794,3798,3803,3807,3815,3823],{"type":42,"content":3786},[3787],{"text":3788,"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":942,"attrs":3790,"content":3791},{"level":944},[3792],{"text":3793,"type":513},"Schritt 3: Ideen generieren",{"type":42,"content":3795},[3796],{"text":3797,"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":942,"attrs":3799,"content":3800},{"level":944},[3801],{"text":3802,"type":513},"Schritt 4: Hypothesen formulieren",{"type":42,"content":3804},[3805],{"text":3806,"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":3808},[3809,3813],{"text":3810,"type":513,"marks":3811},"Wenn",[3812],{"type":938},{"text":3814,"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":3816},[3817,3821],{"text":3818,"type":513,"marks":3819},"dann",[3820],{"type":938},{"text":3822,"type":513}," steigt die Conversion Rate",{"type":42,"content":3824},[3825,3829,3831,3835,3837,3841],{"text":3826,"type":513,"marks":3827},"weil",[3828],{"type":938},{"text":3830,"type":513}," wir die Vergleichbarkeit der Kettensägen vereinfachen und Nutzer:innen somit beginnen, Entscheidungen zu treffen (zum Beispiel: ",{"text":3832,"type":513,"marks":3833},"„Diese will ich nicht, die ist mir zu teuer“",[3834],{"type":1020},{"text":3836,"type":513}," oder ",{"text":3838,"type":513,"marks":3839},"„Diese will ich auch nicht, im Vergleich zu dieser scheint sie nicht besser zu sein.“",[3840],{"type":1020},{"text":3842,"type":513}," usw.).",{"_uid":3844,"image":3845,"caption":3849,"component":1547},"1491a41e-f027-4bc8-88a6-a517da1ac66a",{"alt":3846,"src":3847,"name":30,"focus":30,"title":118,"source":30,"filename":3847,"copyright":30,"fieldtype":49,"meta_data":3848,"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":3846,"title":118,"source":30,"copyright":30},{"type":39,"content":3850},[3851],{"type":42,"content":3852},[3853],{"text":3854,"type":513},"Mithilfe einer Expertenevaluation und dem Behavior Pattern Model kannst du schnell passende Pattern auswählen und testbare Hypothesen formulieren",{"_uid":3856,"text":3857,"component":1303},"0bafaa63-2668-42f4-9dbf-7e8b797282d7",{"type":39,"content":3858},[3859,3864,3868,3872,3876,3882],{"type":942,"attrs":3860,"content":3861},{"level":944},[3862],{"text":3863,"type":513},"Fazit: Nutze das Behavior Pattern Model, um die passende Prinzipien schneller auszuwählen",{"type":42,"content":3865},[3866],{"text":3867,"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":3869},[3870],{"text":3871,"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":3873},[3874],{"text":3875,"type":513},"Denn eines haben wir aus unseren Experimenten aus den letzten 20+ Jahren gelernt:",{"type":42,"content":3877},[3878],{"text":3879,"type":513,"marks":3880},"Einen „safe bet“ gibt es bei der Verwendung von Behavior Pattern nicht.",[3881],{"type":938},{"type":42,"content":3883},[3884],{"text":3885,"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":3887,"image":3888,"caption":3892,"component":1547},"40ca046f-c5e7-4b17-a9f9-b30e7501665d",{"alt":3889,"src":3890,"name":30,"focus":30,"title":118,"source":30,"filename":3890,"copyright":30,"fieldtype":49,"meta_data":3891,"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":3889,"title":118,"source":30,"copyright":30},{"type":39,"content":3893},[3894],{"type":42,"content":3895},[3896],{"text":3897,"type":513},"Nicht alle Kund:innen mögen Geschenke, die automatisch in ihrem Warenkorb landen; manche wollen selbst entscheiden, ob sie diese haben wollen",{"_uid":3899,"text":3900,"component":1303},"cfd2f4c5-919d-4f2d-93e2-8e484869744d",{"type":39,"content":3901},[3902],{"type":42,"content":3903},[3904,3906,3912,3914,3918,3920,3926,3928,3932],{"text":3905,"type":513},"Der Grund: Die eingesetzten Pattern „Free“ und „Reziprozität“ finden bei einer Zielgruppe, die überwiegend aus Traditionalisten besteht (",{"text":3907,"type":513,"marks":3908},"siehe Limbic® Types",[3909],{"type":987,"attrs":3910},{"href":3911,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/neuromarketing/limbic-map-types.html",{"text":3913,"type":513},"), keinen Anklang. Denn diese sind eher skeptisch und leben nach dem Motto „Vertrauen ist gut, Kontrolle ist besser“. Dementsprechend ist ",{"text":3915,"type":513,"marks":3916},"in diesem Beispiel",[3917],{"type":1020},{"text":3919,"type":513}," eine Variante auf Basis des Patterns „",{"text":3921,"type":513,"marks":3922},"Illusion of Contol",[3923],{"type":987,"attrs":3924},{"href":3925,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/illusion-of-control.html",{"text":3927,"type":513},"“ die bessere Wahl ",{"text":3929,"type":513,"marks":3930},"für diese Kunden",[3931],{"type":1020},{"text":1531,"type":513},{"_uid":3934,"image":3935,"caption":3939,"component":1547},"99b83445-7aff-419e-a5c6-6504bccd6e8a",{"alt":3936,"src":3937,"name":30,"focus":30,"title":118,"source":30,"filename":3937,"copyright":30,"fieldtype":49,"meta_data":3938,"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":3936,"title":118,"source":30,"copyright":30},{"type":39,"content":3940},[3941],{"type":42,"content":3942},[3943],{"text":3944,"type":513},"Auf das Geschenk an sich kommt es nicht immer an. Viel wichtiger ist, wie es verschenkt wird!",{"_uid":3946,"text":3947,"component":1303},"66724212-fd61-4301-9072-58210d820a14",{"type":39,"content":3948},[3949,3953,3958,3962,3972,3976],{"type":42,"content":3950},[3951],{"text":3952,"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":942,"attrs":3954,"content":3955},{"level":3290},[3956],{"text":3957,"type":513},"Lerne das neue Behavior Pattern Model praktisch kennen und vertiefe deine Expertise in der Anwendung psychologischer Verhaltensmuster!",{"type":42,"content":3959},[3960],{"text":3961,"type":513},"Am 26.04.2023 veranstalten wir in und mit unserer Ambassador Community einen Workshop mit dem Behavior Pattern Model.",{"type":42,"content":3963},[3964,3966,3971],{"text":3965,"type":513},"Falls du noch kein Mitglied bist, kannst du dich ",{"text":3967,"type":513,"marks":3968},"hier jederzeit bewerben",[3969],{"type":987,"attrs":3970},{"href":2583,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":1531,"type":513},{"type":42,"content":3973},[3974],{"text":3975,"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. 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