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Das wiederum spart Energie, motiviert und setzt kognitive Ressourcen frei, die anderweitig genutzt werden können.",{"type":1068,"attrs":1091,"content":1092},{"level":1070},[1093],{"text":1094,"type":513},"Was die Null-Risiko-Verzerrung mit WC-Reiniger zu tun hat",{"type":42,"content":1096},[1097],{"text":1098,"type":513},"Dieses Phänomen wurde in vielen psychologischen Experimenten nachgewiesen, zum Beispiel von Kip Viscusi und seinen Kollegen der Northwestern University in Greensboro1, North Carolina. Hier wurden Passanten angesprochen, die gerade aus einem Baumarkt kamen. Sie wurden gefragt, ob sie hin und wieder WC-Reiniger kauften. Dann wurde ihnen ein solches Produkt gezeigt, und zwar bei gleichzeitiger Nennung der gesundheitlichen Risiken, die von dem Reiniger ausgingen: 15 von 1.000 Verbrauchern vergifteten sich demnach an den Gasen, weitere 15 von 1.000 zögen sich Augenverletzungen zu.",{"type":42,"content":1100},[1101],{"text":1102,"type":513},"Im nächsten Schritt wurden die Passanten gebeten, anzugeben, wie viel mehr Geld sie für einen Reiniger ausgeben würden, der sicherer sei.",{"_uid":1104,"image":1105,"caption":1109,"component":1062},"ef553e1a-2f5e-4141-b9c7-064cb30789a4",{"alt":1106,"src":1107,"name":30,"focus":30,"title":118,"source":30,"filename":1107,"copyright":30,"fieldtype":49,"meta_data":1108,"is_external_url":81},"Zero-Risk Bias: Eine hohe Risikowahrnehmung schreckt viele Menschen ab","https://storage.googleapis.com/kk-website-assets/YOGfRkSA_1-610x343.jpg",{"alt":1106,"title":118,"source":30,"copyright":30},{"type":39,"content":1110},[],{"_uid":1112,"text":1113,"component":1005},"2efc4aab-529c-4180-bb8a-da43b79bf407",{"type":39,"content":1114},[1115,1121],{"type":42,"content":1116},[1117],{"text":1118,"type":513,"marks":1119},"Nullrisiko-Verzerrung: So sah das Ergebnis der Befragung aus",[1120],{"type":937},{"type":1122,"attrs":1123,"content":1124},"bullet_list",{"tight":51},[1125],{"type":1126,"content":1127},"list_item",[1128],{"type":42,"content":1129},[1130,1132,1136,1138,1142,1144,1148],{"text":1131,"type":513},"Um das ",{"text":1133,"type":513,"marks":1134},"Verletzungsrisiko",[1135],{"type":937},{"text":1137,"type":513}," auf jeweils 10 von 1.000 Verbrauchern zu ",{"text":1139,"type":513,"marks":1140},"reduzieren",[1141],{"type":937},{"text":1143,"type":513},", also um fünf Promille, wollten die Kunden ",{"text":1145,"type":513,"marks":1146},"65 Cent mehr bezahlen",[1147],{"type":937},{"text":1149,"type":513},".",{"_uid":1151,"image":1152,"caption":1156,"component":1062},"4a393ef1-91a2-4333-977c-c880779a05d7",{"alt":1153,"src":1154,"name":30,"focus":30,"title":118,"source":30,"filename":1154,"copyright":30,"fieldtype":49,"meta_data":1155,"is_external_url":81},"Studie: Risiko verringern durch höheren Preis","https://storage.googleapis.com/kk-website-assets/GNdzF3Th_Studie_Grafik2_gro%C3%9F-610x343.jpg",{"alt":1153,"title":118,"source":30,"copyright":30},{"type":39,"content":1157},[],{"_uid":1159,"text":1160,"component":1005},"de37ce66-2c63-4602-adf6-956ac8bbbc95",{"type":39,"content":1161},[1162],{"type":1122,"attrs":1163,"content":1164},{"tight":51},[1165],{"type":1126,"content":1166},[1167],{"type":42,"content":1168},[1169,1173,1175,1179],{"text":1170,"type":513,"marks":1171},"Für die nächsten fünf Promille",[1172],{"type":937},{"text":1174,"type":513}," geringeren Risikos würden die Kunden ",{"text":1176,"type":513,"marks":1177},"19 Cent mehr ausgeben",[1178],{"type":937},{"text":1149,"type":513},{"_uid":1181,"image":1182,"caption":1186,"component":1062},"5edbab1f-b670-4694-896d-cb52cbadaa4f",{"alt":1183,"src":1184,"name":30,"focus":30,"title":118,"source":30,"filename":1184,"copyright":30,"fieldtype":49,"meta_data":1185,"is_external_url":81},"Null-Risiko-Neigung: Höherer Geldeinsatz für eine weitere Risikominderung","https://storage.googleapis.com/kk-website-assets/mjq2z9Gd_Studie_Grafik3_gro%C3%9F-610x343.jpg",{"alt":1183,"title":118,"source":30,"copyright":30},{"type":39,"content":1187},[],{"_uid":1189,"text":1190,"component":1005},"9df07c6d-1ea1-4d2d-b1de-805a8d57a9e7",{"type":39,"content":1191},[1192],{"type":1122,"attrs":1193,"content":1194},{"tight":51},[1195],{"type":1126,"content":1196},[1197],{"type":42,"content":1198},[1199,1201,1205,1207,1211,1212,1216],{"text":1200,"type":513},"Die letzten fünf Promille, mit denen das ",{"text":1202,"type":513,"marks":1203},"Risiko ganz verschwindet",[1204],{"type":937},{"text":1206,"type":513},", waren den Verbrauchern ",{"text":1208,"type":513,"marks":1209},"noch einmal",[1210],{"type":937},{"text":971,"type":513},{"text":1213,"type":513,"marks":1214},"83 Cent",[1215],{"type":937},{"text":1217,"type":513}," wert.",{"_uid":1219,"image":1220,"caption":1224,"component":1062},"fe345f14-b8e6-4c95-8b24-72e21df88f52",{"alt":1221,"src":1222,"name":30,"focus":30,"title":118,"source":30,"filename":1222,"copyright":30,"fieldtype":49,"meta_data":1223,"is_external_url":81},"Null-Risiko-Illusion: Noch mehr Geld ausgeben für noch weniger Risiko?","https://storage.googleapis.com/kk-website-assets/1W6g1xy5_4-610x343.jpg",{"alt":1221,"title":118,"source":30,"copyright":30},{"type":39,"content":1225},[],{"_uid":1227,"text":1228,"component":1005},"ca05e029-12d3-470a-bf81-074a49e60288",{"type":39,"content":1229},[1230,1235,1239,1245,1277,1282,1286,1296,1302,1318,1328,1338,1359,1364,1370],{"type":1068,"attrs":1231,"content":1232},{"level":1070},[1233],{"text":1234,"type":513},"Ableitung und Bedeutung des Zero-Risk Bias",{"type":42,"content":1236},[1237],{"text":1238,"type":513},"Der “Zero-Risk Bias” sagt aus, dass wir lieber ein bereits sehr geringes Risiko komplett eliminieren, als ein größeres Risiko deutlich risikoärmer zu machen. Dieses Phänomen im menschlichen Verhalten wird auch “Null-Risiko-Neigung” genannt. Daraus lässt sich Folgendes ableiten:",{"type":42,"content":1240},[1241],{"text":1242,"type":513,"marks":1243},"Wahrgenommene Risikolosigkeit:",[1244],{"type":937},{"type":1122,"attrs":1246,"content":1247},{"tight":51},[1248,1267],{"type":1126,"content":1249},[1250],{"type":42,"content":1251},[1252,1256,1258,1265],{"text":1253,"type":513,"marks":1254},"…unterstützt das gedankliche Abhaken einer Sache.",[1255],{"type":937},{"text":1257,"type":513}," Man muss sich nicht weiter damit beschäftigen, und kann die Ressourcen anderweitig verwenden. Das ist ein ähnlicher Effekt wie bei dem ",{"text":1259,"type":513,"marks":1260},"Behavior Pattern “Completion”",[1261,1262],{"type":1017},{"type":964,"attrs":1263},{"href":1264,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://disrooptive.com/",{"text":1266,"type":513},", was wir dir bereits vorgestellt haben (siehe…). Dabei erzeugt das Unterbrechen einer Aufgabe Stress, weil wir sie auch nicht gedanklich abhaken können. Erst das Abschließen oder Vervollständigen der Aufgabe lässt eine Entspannung zu.",{"type":1126,"content":1268},[1269],{"type":42,"content":1270},[1271,1275],{"text":1272,"type":513,"marks":1273},"…gibt Sicherheit und motiviert dadurch zu weiteren Handlungen.",[1274],{"type":937},{"text":1276,"type":513}," Wenn wir uns unsicher fühlen, sind wir gestresst und äußerst aufmerksam. Wir verbrauchen Ressourcen, um mögliche Gefahren zu erkennen und abzuwenden. Wenn wir uns sicher fühlen, haben wir mehr Kapazitäten frei. Das wiederum ermöglicht es uns, Neues auszuprobieren.",{"type":1068,"attrs":1278,"content":1279},{"level":1070},[1280],{"text":1281,"type":513},"Umgang mit der Null-Risiko-Neigung im E-Commerce",{"type":42,"content":1283},[1284],{"text":1285,"type":513},"Doch wie kann dieses Prinzip im E-Commerce sinnvoll angewendet werden?",{"type":42,"content":1287},[1288,1290,1294],{"text":1289,"type":513},"Streng genommen gibt es im Leben so gut wie nie null Risiko, so auch online nicht; daher wird auch von der “",{"text":1291,"type":513,"marks":1292},"Null-Risiko-Illusion",[1293],{"type":937},{"text":1295,"type":513},"” gesprochen. Nichtsdestotrotz lässt sich festhalten:",{"type":42,"content":1297},[1298],{"text":1299,"type":513,"marks":1300},"Das Ziel sollte es sein, das vom Kunden wahrgenommene Risiko zumindest zu minimieren.",[1301],{"type":1017},{"type":42,"content":1303},[1304,1306,1310,1312,1316],{"text":1305,"type":513},"Der ",{"text":1307,"type":513,"marks":1308},"erste Schritt",[1309],{"type":937},{"text":1311,"type":513}," dabei ist entscheidend: Es muss zunächst identifiziert werden, ",{"text":1313,"type":513,"marks":1314},"welche potenziellen Risiken",[1315],{"type":937},{"text":1317,"type":513}," für die Nutzer und Kunden existieren.",{"type":42,"content":1319},[1320,1322,1326],{"text":1321,"type":513},"Gehen wir in den klassischen Onlineshop: Natürlich gibt es für Kunden ",{"text":1323,"type":513,"marks":1324},"offensichtliche Probleme bzw. Risiken",[1325],{"type":937},{"text":1327,"type":513},", die beim Online-Kauf auftreten können, zum Beispiel Schwierigkeiten mit der Zahlung oder dem Versand; das Produkt sieht anders aus als auf dem Bild und gefällt nicht, es passt nicht, oder es geht direkt kaputt.",{"type":42,"content":1329},[1330,1332,1336],{"text":1331,"type":513},"Aber was ist mit ",{"text":1333,"type":513,"marks":1334},"tiefergehenden Aspekten wie der Angs",[1335],{"type":937},{"text":1337,"type":513},"t vor ungesunden Produkten, die mir, meinem Kind oder meinem Haustier schaden könnten?",{"type":42,"content":1339},[1340,1342,1346,1348,1352,1354,1358],{"text":1341,"type":513},"Für die meisten dieser ",{"text":1343,"type":513,"marks":1344},"wahrgenommenen Risiken",[1345],{"type":937},{"text":1347,"type":513}," gibt es Möglichkeiten, sie ",{"text":1349,"type":513,"marks":1350},"auszuräumen",[1351],{"type":937},{"text":1353,"type":513}," oder zumindest zu ",{"text":1355,"type":513,"marks":1356},"minimieren",[1357],{"type":937},{"text":1149,"type":513},{"type":1068,"attrs":1360,"content":1361},{"level":1070},[1362],{"text":1363,"type":513},"E-Commerce: Zero-Risk Bias in der Praxis",{"type":1068,"attrs":1365,"content":1367},{"level":1366},4,[1368],{"text":1369,"type":513},"1. Risiken von Fehlbestellungen minimieren",{"type":42,"content":1371},[1372,1374,1378,1380,1384],{"text":1373,"type":513},"Es gibt zwei Möglichkeiten, hier ein geringes Risiko zu kommunizieren: zum einen durch ein möglichst ",{"text":1375,"type":513,"marks":1376},"risikofreies Rückgabesystem",[1377],{"type":937},{"text":1379,"type":513},". So kommuniziert der Stilberater und Mode-Shop ",{"text":1381,"type":513,"marks":1382},"Modomoto",[1383],{"type":1017},{"text":1385,"type":513}," risikofreies Bestellen, bequemes Anprobieren zu Hause und eine kostenlose Retoure sehr klar:",{"_uid":1387,"image":1388,"caption":1392,"component":1062},"7bf6d769-9271-4b57-add6-6bd8d71d5951",{"alt":1389,"src":1390,"name":30,"focus":30,"title":118,"source":30,"filename":1390,"copyright":30,"fieldtype":49,"meta_data":1391,"is_external_url":81},"Risikovermeidung für Kunden bei MODOMOTO","https://storage.googleapis.com/kk-website-assets/70ogOk7S_modomoto.png",{"alt":1389,"title":118,"source":30,"copyright":30},{"type":39,"content":1393},[],{"_uid":1395,"text":1396,"component":1005},"36756a9e-aa65-4a64-8ffd-b950f7462ee9",{"type":39,"content":1397},[1398,1408],{"type":42,"content":1399},[1400,1402,1406],{"text":1401,"type":513},"Auch die Option, ",{"text":1403,"type":513,"marks":1404},"Artikel länger als gesetzlich vorgeschrieben zurückschicken",[1405],{"type":937},{"text":1407,"type":513}," zu können, lässt das Risiko einer Fehlbestellung weniger negativ erscheinen.",{"type":42,"content":1409},[1410,1414,1416,1420,1422,1426],{"text":1411,"type":513,"marks":1412},"Verlängerte Rückgabefristen",[1413],{"type":937},{"text":1415,"type":513}," können auch ",{"text":1417,"type":513,"marks":1418},"als Aktion",[1419],{"type":937},{"text":1421,"type":513}," oder ",{"text":1423,"type":513,"marks":1424},"saisonal",[1425],{"type":937},{"text":1427,"type":513}," angeboten werden, um die Aufmerksamkeit zu erhöhen, und zwar am besten direkt mit der Information, dass das Paket rechtzeitig zum gewünschten Liefertermin ankommen wird. Damit wird gleich ein weiteres Risiko minimiert, wie hier zum Beispiel als Aktion von CECIL zu Weihnachten:",{"_uid":1429,"image":1430,"caption":1434,"component":1062},"e1d6fcf0-4f4f-4c18-b063-e9ae903d4514",{"alt":1431,"src":1432,"name":30,"focus":30,"title":118,"source":30,"filename":1432,"copyright":30,"fieldtype":49,"meta_data":1433,"is_external_url":81},"Zero-Risk-Bias zu Weihnachten: Pünktliche Lieferung und verlängerte Rückgabefrist","https://storage.googleapis.com/kk-website-assets/tImdgI7z_CECIL-Weihnachten-Ru%CC%88ckgabefrist-610x291.jpg",{"alt":1431,"title":118,"source":30,"copyright":30},{"type":39,"content":1435},[],{"_uid":1437,"text":1438,"component":1005},"f8b45593-8fa5-4fad-8bb6-6405b89d5533",{"type":39,"content":1439},[1440,1450,1466,1471,1476],{"type":42,"content":1441},[1442,1444,1448],{"text":1443,"type":513},"Zum anderen kann man versuchen, die ",{"text":1445,"type":513,"marks":1446},"Wahrscheinlichkeit zu senken, dass Kunden ungewollt Artikel retournieren",[1447],{"type":937},{"text":1449,"type":513}," müssen. Das liegt natürlich auch im Interesse eines Online-Händlers. Eine Studie der Friedrich-Schiller-Universität Jena ergab, dass kundenorientierte Maßnahmen die Retourenquote stärker senken als beispielsweise rein monetäre Maßnahmen wie Käuferschutz oder Gutscheine².",{"type":42,"content":1451},[1452,1454,1458,1460,1464],{"text":1453,"type":513},"Hier geht es also darum, das ",{"text":1455,"type":513,"marks":1456},"Risiko einer Fehlbestellung zu minimieren",[1457],{"type":937},{"text":1459,"type":513},", und gleichzeitig ",{"text":1461,"type":513,"marks":1462},"kundenorientierter",[1463],{"type":937},{"text":1465,"type":513}," zu sein. Dabei gibt es verschiedene Möglichkeiten:",{"type":1068,"attrs":1467,"content":1468},{"level":1070},[1469],{"text":1470,"type":513},"Weiteres zum Umgang mit dem Zero-Risk Bias",{"type":1068,"attrs":1472,"content":1473},{"level":1366},[1474],{"text":1475,"type":513},"Kundenbewertungen für eine weniger ausgeprägte Risikowahrnehmung",{"type":42,"content":1477},[1478,1480,1484],{"text":1479,"type":513},"Produkte ohne Kundenrezensionen haben laut der Studie der Universität Jena eine um 20,4 Prozent höhere Retourenquote als Produkte, die mit Bewertungen versehen sind. Kunden vertrauen auf die Aussagen anderer Nutzer und empfinden daher das Risiko beim Kauf als geringer. Deswegen ist es ratsam, ",{"text":1481,"type":513,"marks":1482},"Kundenbewertungen prominent und nutzerfreundlich darzustellen",[1483],{"type":937},{"text":1485,"type":513},". Je konkreter und detaillierter Bewertungen sind, desto mehr offene Nutzerfragen können sie bereits vor dem Kauf beantworten – und damit die wahrgenommenen Risiken senken. Aus diesem Grund ist es sinnvoll, die Kunden zu Bewertungen zu motivieren und über das “Sternevergeben” hinaus nach konkretem, qualitativem Feedback zu fragen.",{"_uid":1487,"image":1488,"caption":1492,"component":1062},"93ca25cf-adc9-4a39-8f5a-89c1ea50e8fb",{"alt":1489,"src":1490,"name":30,"focus":30,"title":118,"source":30,"filename":1490,"copyright":30,"fieldtype":49,"meta_data":1491,"is_external_url":81},"Risikominimierung durch Kundenbewertungen mit Sternenvergabe auf Otto.de","https://storage.googleapis.com/kk-website-assets/jlCtX9ak_Otto_Sternebewertungen-610x310.png",{"alt":1489,"title":118,"source":30,"copyright":30},{"type":39,"content":1493},[],{"_uid":1495,"text":1496,"component":1005},"597634f3-5c2a-4f95-b227-5cee5c0ea8ee",{"type":39,"content":1497},[1498,1503,1507],{"type":1068,"attrs":1499,"content":1500},{"level":1366},[1501],{"text":1502,"type":513},"**",{"type":42,"content":1504},[1505],{"text":1506,"type":513},"Größenberater für weniger Fehlbestellungen**",{"type":42,"content":1508},[1509,1511,1515,1516,1520,1522,1526,1528,1532],{"text":1510,"type":513},"Ein ",{"text":1512,"type":513,"marks":1513},"gut bedienbarer Größenberater",[1514],{"type":937},{"text":971,"type":513},{"text":1517,"type":513,"marks":1518},"senkt",[1519],{"type":937},{"text":1521,"type":513}," bei Modeshops ebenfalls das ",{"text":1523,"type":513,"marks":1524},"Risiko einer Fehlbestellung",[1525],{"type":937},{"text":1527,"type":513},". In diesem Beispiel von ",{"text":1529,"type":513,"marks":1530},"DefShop",[1531],{"type":1017},{"text":1533,"type":513}," wird dies explizit kommuniziert, um dem Nutzer die Bedenken zu nehmen:",{"_uid":1535,"image":1536,"caption":1540,"component":1062},"301f8410-09e9-4bb3-a730-5be45b8c8aaf",{"alt":1537,"src":1538,"name":30,"focus":30,"title":118,"source":30,"filename":1538,"copyright":30,"fieldtype":49,"meta_data":1539,"is_external_url":81},"Null-Risiko-Neigung für Kunden bei Defshop durch Größenberatung","https://storage.googleapis.com/kk-website-assets/JclMaBFf_def-shop.com_Welche_Groesse_passt_mir_-610x484.png",{"alt":1537,"title":118,"source":30,"copyright":30},{"type":39,"content":1541},[],{"_uid":1543,"text":1544,"component":1005},"8d255819-41f0-4b76-9c23-75c8483dc993",{"type":39,"content":1545},[1546,1550,1554],{"type":1068,"attrs":1547,"content":1548},{"level":1366},[1549],{"text":1502,"type":513},{"type":42,"content":1551},[1552],{"text":1553,"type":513},"Gute Produktdarstellungen für eine bessere Entscheidung des Nutzers**",{"type":42,"content":1555},[1556,1558,1562],{"text":1557,"type":513},"Detaillierte Produktbeschreibungen und gute Bilder oder Videos, die dem Kunden eine klare Vorstellung vom Produkt ermöglichen, schaffen ebenfalls ",{"text":1559,"type":513,"marks":1560},"Sicherheit",[1561],{"type":937},{"text":1563,"type":513},". 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Allein schon, um Zeit zu sparen. Denn bei der Ideenfindung Hunderte von Patterns in Betracht zu ziehen, wäre definitiv ineffizient.",{"_uid":2243,"icon":30,"text":2244,"image":2270,"theme":2272,"component":2273,"action_buttons":2274,"image_position":2275},"657df57c-915c-48c6-92fd-c7954cf2c77b",{"type":39,"content":2245},[2246],{"type":42,"attrs":2247,"content":2248},{"textAlign":118},[2249,2253,2255,2268],{"text":2250,"type":513,"marks":2251},"🎓 Bevor wir ins Thema einsteigen: ",[2252],{"type":937},{"text":2254,"type":513},"Kennst du schon unseren ",{"text":2256,"type":513,"marks":2257},"Basis-Lehrgang für Testing & Experimentation",[2258,2265,2266],{"type":964,"attrs":2259},{"href":2260,"uuid":365,"anchor":118,"target":967,"linktype":31,"story":2261},"/de/weiterbildung/inhouse-lehrgang-zertifizierter-conversion-manager",{"name":2262,"id":2263,"uuid":365,"slug":2264,"url":366,"full_slug":366,"_stopResolving":81},"Inhouse Lehrgang - Zertifizierter Conversion Manager",62066167491240,"inhouse-lehrgang-zertifizierter-conversion-manager",{"type":937},{"type":2267},"underline",{"text":2269,"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":2271},{},"brand","richtext-callout",[],"side",{"_uid":2277,"text":2278,"component":1005},"24984918-8653-47a0-87ef-a4b68951f26e",{"type":39,"content":2279},[2280,2285],{"type":1068,"attrs":2281,"content":2282},{"level":1070,"textAlign":118},[2283],{"text":2284,"type":513},"Schritt 1: Nutzerprobleme identifizieren – know thy customers!",{"type":42,"attrs":2286,"content":2287},{"textAlign":118},[2288,2290,2294],{"text":2289,"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":2291,"type":513,"marks":2292},"Orientierung fehlt",[2293],{"type":937},{"text":2295,"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":2297,"image":2298,"caption":2302,"component":1062},"2ed22137-3206-4548-b627-e58c09e0127f",{"alt":2299,"src":2300,"name":30,"focus":30,"title":118,"source":30,"filename":2300,"copyright":30,"fieldtype":49,"meta_data":2301,"is_external_url":81},"Beispielhafte Produktauswahl im Online-Shop","https://storage.googleapis.com/kk-website-assets/sOT-ECNi_produktauswahl-kettensaegen-820x812.png",{"alt":2299,"title":118,"source":30,"copyright":30},{"type":39,"content":2303},[2304],{"type":42,"content":2305},[2306],{"text":2307,"type":513},"Diese Produktübersicht bietet kaum Orientierung, wodurch die Produktauswahl schwerfällt (Screenshot: idealo)",{"_uid":2309,"text":2310,"component":1005},"17186a5e-5298-4399-acf4-808c3a8d322e",{"type":39,"content":2311},[2312,2316,2321,2325],{"type":42,"content":2313},[2314],{"text":2315,"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":1068,"attrs":2317,"content":2318},{"level":1070},[2319],{"text":2320,"type":513},"Schritt 2: Passende Prinzipien auswählen – mithilfe unseres Behavior Pattern Models",{"type":42,"content":2322},[2323],{"text":2324,"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":2326},[2327],{"text":2328,"type":513,"marks":2329},"Und genau deshalb haben wir Behavior Pattern mit den 7 Ebenen in einem neuen Modell verknüpft, um dir die Auswahl ab sofort zu vereinfachen.",[2330],{"type":937},{"_uid":2332,"image":2333,"caption":2337,"component":1062},"d3e8d1de-8481-4d6a-8806-a917538acde1",{"alt":2334,"src":2335,"name":30,"focus":30,"title":118,"source":30,"filename":2335,"copyright":30,"fieldtype":49,"meta_data":2336,"is_external_url":81},"Behavior Pattern Model (konversionsKRAFT)","https://storage.googleapis.com/kk-website-assets/-UAf5Bh3_behavior-pattern-modell-konversionskraft.png",{"alt":2334,"title":118,"source":30,"copyright":30},{"type":39,"content":2338},[2339],{"type":42,"content":2340},[2341],{"text":2342,"type":513},"Das Behavior Pattern Model (© konversionsKRAFT) verknüpft die 7-Ebenen-Analyse mit konsumpsychologischen Prinzipien, um Verhalten zu beeinflussen)",{"_uid":2344,"text":2345,"component":1005},"49cc8ac6-d37d-431d-893a-c997a998a54b",{"type":39,"content":2346},[2347,2351,2355,2388,2400,2416],{"type":42,"content":2348},[2349],{"text":2350,"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":2352},[2353],{"text":2354,"type":513},"Für die Ebene „Bewertung“ sind das beispielsweise",{"type":1122,"attrs":2356,"content":2357},{"tight":51},[2358,2368,2378],{"type":1126,"content":2359},[2360],{"type":42,"content":2361},[2362,2366],{"text":2363,"type":513,"marks":2364},"Kundenbeziehung pflegen",[2365],{"type":937},{"text":2367,"type":513},", wo es darum geht, (Neu)Kund:innen an das Unternehmen zu binden;",{"type":1126,"content":2369},[2370],{"type":42,"content":2371},[2372,2376],{"text":2373,"type":513,"marks":2374},"Vorfreude erzeugen",[2375],{"type":937},{"text":2377,"type":513},", wo es darum geht, Kund:innen während der Wartezeit auf ihr gekauftes Produkt zu unterhalten / zu beschäftigen;",{"type":1126,"content":2379},[2380],{"type":42,"content":2381},[2382,2386],{"text":2383,"type":513,"marks":2384},"Entscheidung bestätigen",[2385],{"type":937},{"text":2387,"type":513},", wo es darum geht, Restzweifel zu nehmen und Kaufreue vermeiden.",{"type":42,"content":2389},[2390,2392,2398],{"text":2391,"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":2393,"type":513,"marks":2394},"siehe unsere Meta-Analyse",[2395],{"type":964,"attrs":2396},{"href":2397,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavioral-science/metaanalyse-behavior-patterns-in-der-praxis.html",{"text":2399,"type":513},").",{"type":42,"content":2401},[2402,2404,2408,2410,2414],{"text":2403,"type":513},"Das idealo-Beispiel können wir in diesem Modell nun auf der Ebene ",{"text":2405,"type":513,"marks":2406},"Orientierung",[2407],{"type":937},{"text":2409,"type":513}," der Unterebene „",{"text":2411,"type":513,"marks":2412},"Entscheidungshilfe anbieten",[2413],{"type":937},{"text":2415,"type":513},"“ einordnen, wodurch wir die Anzahl der wahrscheinlich effektiven Behavior Pattern auf die folgenden sechs reduzieren:",{"type":2417,"attrs":2418,"content":2420},"ordered_list",{"order":2419,"tight":51},1,[2421,2431,2441,2447,2453,2459],{"type":1126,"content":2422},[2423],{"type":42,"content":2424},[2425],{"text":2426,"type":513,"marks":2427},"Preview",[2428],{"type":964,"attrs":2429},{"href":2430,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/preview.html",{"type":1126,"content":2432},[2433],{"type":42,"content":2434},[2435],{"text":2436,"type":513,"marks":2437},"Decoy Effect",[2438],{"type":964,"attrs":2439},{"href":2440,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/decoy-effect.html",{"type":1126,"content":2442},[2443],{"type":42,"content":2444},[2445],{"text":2446,"type":513},"Context",{"type":1126,"content":2448},[2449],{"type":42,"content":2450},[2451],{"text":2452,"type":513},"Order and Harmony",{"type":1126,"content":2454},[2455],{"type":42,"content":2456},[2457],{"text":2458,"type":513},"Contrast Effect",{"type":1126,"content":2460},[2461],{"type":42,"content":2462},[2463],{"text":2464,"type":513,"marks":2465},"Ranking",[2466],{"type":964,"attrs":2467},{"href":2468,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/behavior-patterns/ranking.html",{"_uid":2470,"image":2471,"caption":2475,"component":1062},"9833ea7a-92f6-4265-8f02-15780f4e5527",{"alt":2472,"src":2473,"name":30,"focus":30,"title":118,"source":30,"filename":2473,"copyright":30,"fieldtype":49,"meta_data":2474,"is_external_url":81},"Modell zur Auswahl passender Behavior Pattern","https://storage.googleapis.com/kk-website-assets/h4nxNPmG_ebene-pattern-verknuepfung-820x382.png",{"alt":2472,"title":118,"source":30,"copyright":30},{"type":39,"content":2476},[2477],{"type":42,"content":2478},[2479],{"text":2480,"type":513},"Das Behavior Pattern Model hilft dir dabei, schnell passende Pattern für das vorliegende Problem auszuwählen",{"_uid":2482,"text":2483,"component":1005},"2dcb3e97-1196-488b-b505-7dbe459ff9ec",{"type":39,"content":2484},[2485,2489,2494,2498,2503,2507,2515,2523],{"type":42,"content":2486},[2487],{"text":2488,"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":1068,"attrs":2490,"content":2491},{"level":1070},[2492],{"text":2493,"type":513},"Schritt 3: Ideen generieren",{"type":42,"content":2495},[2496],{"text":2497,"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":1068,"attrs":2499,"content":2500},{"level":1070},[2501],{"text":2502,"type":513},"Schritt 4: Hypothesen formulieren",{"type":42,"content":2504},[2505],{"text":2506,"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":2508},[2509,2513],{"text":2510,"type":513,"marks":2511},"Wenn",[2512],{"type":937},{"text":2514,"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":2516},[2517,2521],{"text":2518,"type":513,"marks":2519},"dann",[2520],{"type":937},{"text":2522,"type":513}," steigt die Conversion Rate",{"type":42,"content":2524},[2525,2529,2531,2535,2536,2540],{"text":2526,"type":513,"marks":2527},"weil",[2528],{"type":937},{"text":2530,"type":513}," wir die Vergleichbarkeit der Kettensägen vereinfachen und Nutzer:innen somit beginnen, Entscheidungen zu treffen (zum Beispiel: ",{"text":2532,"type":513,"marks":2533},"„Diese will ich nicht, die ist mir zu teuer“",[2534],{"type":1017},{"text":1421,"type":513},{"text":2537,"type":513,"marks":2538},"„Diese will ich auch nicht, im Vergleich zu dieser scheint sie nicht besser zu sein.“",[2539],{"type":1017},{"text":2541,"type":513}," usw.).",{"_uid":2543,"image":2544,"caption":2548,"component":1062},"1491a41e-f027-4bc8-88a6-a517da1ac66a",{"alt":2545,"src":2546,"name":30,"focus":30,"title":118,"source":30,"filename":2546,"copyright":30,"fieldtype":49,"meta_data":2547,"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":2545,"title":118,"source":30,"copyright":30},{"type":39,"content":2549},[2550],{"type":42,"content":2551},[2552],{"text":2553,"type":513},"Mithilfe einer Expertenevaluation und dem Behavior Pattern Model kannst du schnell passende Pattern auswählen und testbare Hypothesen formulieren",{"_uid":2555,"text":2556,"component":1005},"0bafaa63-2668-42f4-9dbf-7e8b797282d7",{"type":39,"content":2557},[2558,2563,2567,2571,2575,2581],{"type":1068,"attrs":2559,"content":2560},{"level":1070},[2561],{"text":2562,"type":513},"Fazit: Nutze das Behavior Pattern Model, um die passende Prinzipien schneller auszuwählen",{"type":42,"content":2564},[2565],{"text":2566,"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":2568},[2569],{"text":2570,"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":2572},[2573],{"text":2574,"type":513},"Denn eines haben wir aus unseren Experimenten aus den letzten 20+ Jahren gelernt:",{"type":42,"content":2576},[2577],{"text":2578,"type":513,"marks":2579},"Einen „safe bet“ gibt es bei der Verwendung von Behavior Pattern nicht.",[2580],{"type":937},{"type":42,"content":2582},[2583],{"text":2584,"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":2586,"image":2587,"caption":2591,"component":1062},"40ca046f-c5e7-4b17-a9f9-b30e7501665d",{"alt":2588,"src":2589,"name":30,"focus":30,"title":118,"source":30,"filename":2589,"copyright":30,"fieldtype":49,"meta_data":2590,"is_external_url":81},"Screenshot: A/B-Test im Warenkorb","https://storage.googleapis.com/kk-website-assets/opcq7aH1_experiment-pattern-free-reciprocity-820x461.png",{"alt":2588,"title":118,"source":30,"copyright":30},{"type":39,"content":2592},[2593],{"type":42,"content":2594},[2595],{"text":2596,"type":513},"Nicht alle Kund:innen mögen Geschenke, die automatisch in ihrem Warenkorb landen; manche wollen selbst entscheiden, ob sie diese haben wollen",{"_uid":2598,"text":2599,"component":1005},"cfd2f4c5-919d-4f2d-93e2-8e484869744d",{"type":39,"content":2600},[2601],{"type":42,"content":2602},[2603,2605,2611,2613,2617,2619,2625,2627,2631],{"text":2604,"type":513},"Der Grund: Die eingesetzten Pattern „Free“ und „Reziprozität“ finden bei einer Zielgruppe, die überwiegend aus Traditionalisten besteht (",{"text":2606,"type":513,"marks":2607},"siehe Limbic® Types",[2608],{"type":964,"attrs":2609},{"href":2610,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/neuromarketing/limbic-map-types.html",{"text":2612,"type":513},"), keinen Anklang. Denn diese sind eher skeptisch und leben nach dem Motto „Vertrauen ist gut, Kontrolle ist besser“. Dementsprechend ist ",{"text":2614,"type":513,"marks":2615},"in diesem Beispiel",[2616],{"type":1017},{"text":2618,"type":513}," eine Variante auf Basis des Patterns „",{"text":2620,"type":513,"marks":2621},"Illusion of Contol",[2622],{"type":964,"attrs":2623},{"href":2624,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/illusion-of-control.html",{"text":2626,"type":513},"“ die bessere Wahl ",{"text":2628,"type":513,"marks":2629},"für diese Kunden",[2630],{"type":1017},{"text":1149,"type":513},{"_uid":2633,"image":2634,"caption":2638,"component":1062},"99b83445-7aff-419e-a5c6-6504bccd6e8a",{"alt":2635,"src":2636,"name":30,"focus":30,"title":118,"source":30,"filename":2636,"copyright":30,"fieldtype":49,"meta_data":2637,"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":2635,"title":118,"source":30,"copyright":30},{"type":39,"content":2639},[2640],{"type":42,"content":2641},[2642],{"text":2643,"type":513},"Auf das Geschenk an sich kommt es nicht immer an. Viel wichtiger ist, wie es verschenkt wird!",{"_uid":2645,"text":2646,"component":1005},"66724212-fd61-4301-9072-58210d820a14",{"type":39,"content":2647},[2648,2652,2657,2661,2672,2676],{"type":42,"content":2649},[2650],{"text":2651,"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":1068,"attrs":2653,"content":2654},{"level":1366},[2655],{"text":2656,"type":513},"Lerne das neue Behavior Pattern Model praktisch kennen und vertiefe deine Expertise in der Anwendung psychologischer Verhaltensmuster!",{"type":42,"content":2658},[2659],{"text":2660,"type":513},"Am 26.04.2023 veranstalten wir in und mit unserer Ambassador Community einen Workshop mit dem Behavior Pattern Model.",{"type":42,"content":2662},[2663,2665,2671],{"text":2664,"type":513},"Falls du noch kein Mitglied bist, kannst du dich ",{"text":2666,"type":513,"marks":2667},"hier jederzeit bewerben",[2668],{"type":964,"attrs":2669},{"href":2670,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/growth-ambassador-community",{"text":1149,"type":513},{"type":42,"content":2673},[2674],{"text":2675,"type":513},"Über 300 Expert:innen tauschen sich dort regelmäßig über Meetups und andere Event-Formate aus und leben das Credo: “Wissen teilen und schneller lernen”. Auch dieses Modell entstand übrigens in Zusammenarbeit mit der Community. Du erhältst also nicht nur Wissen aus erster Hand, sondern kannst dich auch aktiv in die Entwicklung neuer Branchenstandards einbringen.",{"type":42,"content":2677},[2678],{"text":2679,"type":513,"marks":2680},"Jetzt als Ambassador 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Beim Drücken einer Türklinke, beim Drehen am Wasserhahn, beim Klingeln an der Nachbartür – kurzum: wir erwarten eine Antwort auf unsere Handlungen. Ohne Feedback entsteht Unsicherheit. Wollen wir das? Eher nicht. Warum sollte es auf deiner Website oder in deiner App anders laufen?",{"type":42,"attrs":2767,"content":2768},{"textAlign":118},[2769],{"text":2770,"type":513},"Nachfolgend zeige ich dir, wie du das Behavior Pattern Feedback einsetzen kannst, um die Motivation bei der Interaktion mit deinem Produkt zu steigern. Außerdem kannst du mit diesem Pattern auch wunderbar etwaige Unsicherheiten deiner User abfangen.",{"type":1068,"attrs":2772,"content":2773},{"level":1070,"textAlign":118},[2774],{"text":2775,"type":513},"Das Behavior Pattern Feedback: Die sichere und motivierende Antwort auf eine Handlung",{"_uid":2777,"icon":30,"text":2778,"image":2799,"theme":2272,"component":2273,"action_buttons":2803,"image_position":2275},"25319cb7-59c0-41a9-b777-81c8bc98e1db",{"type":39,"content":2779},[2780],{"type":42,"attrs":2781,"content":2782},{"textAlign":118},[2783,2787,2788,2792,2794,2797],{"text":2784,"type":513,"marks":2785},"Definition:",[2786],{"type":937},{"text":971,"type":513},{"text":2789,"type":513,"marks":2790},"Feedback",[2791],{"type":1017},{"text":2793,"type":513}," schafft Klarheit. Ohne Rückmeldung nach einer Handlung – in Form von Bestätigung oder Ablehnung – entsteht Unsicherheit. Unmittelbares ",{"text":2789,"type":513,"marks":2795},[2796],{"type":1017},{"text":2798,"type":513}," direkt nach einer Aktion hingegen motiviert dazu, weitere Schritte vorzunehmen.",{"id":2800,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":2801,"copyright":30,"fieldtype":49,"meta_data":2802,"is_external_url":51},115864985458327,"https://a.storyblok.com/f/328018/300x300/083c5b5c00/behavior-pattern-feedback-konsumpsychologie-300x300.jpg",{},[],{"_uid":2805,"text":2806,"component":1005},"6391d09b-0878-4fdb-bcdb-e39a4cbbba29",{"type":39,"content":2807},[2808,2815,2846],{"type":42,"attrs":2809,"content":2810},{"textAlign":118},[2811],{"text":2812,"type":513,"marks":2813},"Feedback ist für deine Kund:innen wie eine Rückmeldung auf ihre Handlung. Es ist ein gutes Mittel, um:",[2814],{"type":937},{"type":2417,"attrs":2816,"content":2817},{"order":2419},[2818,2825,2832,2839],{"type":1126,"content":2819},[2820],{"type":42,"attrs":2821,"content":2822},{"textAlign":118},[2823],{"text":2824,"type":513},"zu motivieren – Fortschritt wird kenntlich gemacht, z.B. „Fast geschafft“",{"type":1126,"content":2826},[2827],{"type":42,"attrs":2828,"content":2829},{"textAlign":118},[2830],{"text":2831,"type":513},"weitere Handlungen anzukündigen, z.B. im Checkout",{"type":1126,"content":2833},[2834],{"type":42,"attrs":2835,"content":2836},{"textAlign":118},[2837],{"text":2838,"type":513},"Eingaben zu bestätigen oder Fehler kenntlich zu machen, z.B. in Formularen, Textfeldern etc.",{"type":1126,"content":2840},[2841],{"type":42,"attrs":2842,"content":2843},{"textAlign":118},[2844],{"text":2845,"type":513},"Sicherheit zu geben, z.B. Kaufbestätigungen",{"type":1068,"attrs":2847,"content":2848},{"level":1070,"textAlign":118},[2849],{"text":2850,"type":513},"Wie du vorhandene Brüche in der Customer Journey entdeckst und mit dem Pattern Feedback abfängst",{"_uid":2852,"component":1027,"video_embed":30,"video_upload":2853},"0ad872e3-4664-48cd-90ad-63b8c15bc48c",{"id":2854,"alt":30,"name":30,"focus":30,"title":30,"source":30,"filename":2855,"copyright":30,"fieldtype":49,"meta_data":2856,"is_external_url":51},141060711144006,"https://a.storyblok.com/f/328018/x/ae5bf75977/beispiel-feedback-onlineshop-goertz-1.webm",{},{"_uid":2858,"text":2859,"component":1005},"b35d0821-48ef-45ad-8bc1-6796a0041e93",{"type":39,"content":2860},[2861,2865,2874,2886,2892,2899,2903,2907,2913,2934,2942],{"type":42,"content":2862},[2863],{"text":2864,"type":513},"Deine Produktauswahl „fliegt“ nicht in den Warenkorb, du bekommst keine Warenkorb-Übersicht und es erscheint auch keine 1 am Warenkorb oben in der Ecke…",{"type":42,"content":2866},[2867,2869,2872],{"text":2868,"type":513},"Durch das fehlende ",{"text":2789,"type":513,"marks":2870},[2871],{"type":1017},{"text":2873,"type":513}," werden deine Kund:innen verunsichert, ob das Produkt tatsächlich im Warenkorb liegt und sie müssen prüfen, ob der Artikel wirklich hinzugefügt wurde… uncool.",{"type":2875,"content":2876},"blockquote",[2877],{"type":42,"content":2878},[2879,2881,2885],{"text":2880,"type":513},"Stell dir vor, du willst neue Schuhe kaufen, legst sie in den Warenkorb, willst bezahlen… und es passiert… ",{"text":2882,"type":513,"marks":2883},"NICHTS",[2884],{"type":937},{"text":1149,"type":513},{"type":42,"content":2887},[2888],{"text":2889,"type":513,"marks":2890},"Was würdest du hier eintragen?",[2891],{"type":937},{"type":42,"content":2893},[2894],{"type":923,"attrs":2895},{"alt":2896,"src":2897,"name":30,"focus":30,"title":118,"source":30,"filename":2897,"copyright":30,"fieldtype":49,"meta_data":2898,"is_external_url":81},"Ansicht Checkout Onlineshop Mobile UX-Fail","https://storage.googleapis.com/kk-website-assets/S5uZtNaA_ecommerce-fail-beispiel-checkout-page-onlineshop-fehlendes-behavior-pattern-feedback.jpg",{"alt":2896,"title":118,"source":30,"copyright":30},{"type":42,"content":2900},[2901],{"text":2902,"type":513},"Der Kauf auf Rechnung ist klar – aber was möchte der Anbieter an dieser Stelle von dir? Hier fehlt also Unterstützung bzw. konkretes Feedback, was du tun sollst.",{"type":42,"content":2904},[2905],{"text":2906,"type":513},"Vielleicht schreibst du einfach „OK“ hinein und schaust, ob die Ware bei dir ankommt 😉",{"type":42,"content":2908},[2909],{"text":2910,"type":513,"marks":2911},"Fragen, welche du dir daher stellen solltest:",[2912],{"type":937},{"type":1122,"attrs":2914,"content":2915},{"tight":51},[2916,2922,2928],{"type":1126,"content":2917},[2918],{"type":42,"content":2919},[2920],{"text":2921,"type":513},"Wird meinen Nutzer:innen eine Antwort auf ihre Handlung geboten?",{"type":1126,"content":2923},[2924],{"type":42,"content":2925},[2926],{"text":2927,"type":513},"An welchen Stellen hat eine Aktion zu wenig direkte, sichtbare Auswirkungen?",{"type":1126,"content":2929},[2930],{"type":42,"content":2931},[2932],{"text":2933,"type":513},"Wo kann besseres und explizites Feedback meine Nutzer:innen positiv überraschen?",{"type":42,"content":2935},[2936,2940],{"text":2937,"type":513,"marks":2938},"Um etwaige Brüche in der Customer Journey aufzudecken",[2939],{"type":937},{"text":2941,"type":513},", kann es sinnvoll sein, z.B. Insights aus Umfragen, Usability Tests oder Analytics-Daten hinzuzuziehen. Quantitativ kannst du durch die Analyse deiner Conversions und Zielwerte in Analytics herausfinden, an welcher Stelle deine Kund:innen den Kauf abbrechen oder ob es sonstige Auffälligkeiten bei der Interaktion gibt. Beim Testing hingegen, geben Nutzer:innen in vielen Fällen an, ob sie beim Kauf etwas verwirrt, und schildern ihre Erwartungen während der Interaktion.",{"type":42,"content":2943},[2944],{"text":2945,"type":513},"Die Aussagen, die du bspw. bei Umfragen oder beim Testing erhältst, können je nach Angebot sehr unterschiedlich ausfallen. Stell dir vor, du verkaufst Möbel – hier können Fragen zum Produkt, zu den Maßen oder sonstigen relevanten Eigenschaften auftauchen, welche den Kaufabschluss blockieren. Selbiges gilt beim Kauf von Mode, Accessoires oder beim simplen Hinzufügen eines Gutschein-Codes.",{"_uid":2947,"size":30,"image":2948,"caption":2952,"component":1062},"923d0b8b-db75-4a57-a63c-74fce7f88807",{"alt":2949,"src":2950,"name":30,"focus":30,"title":118,"source":30,"filename":2950,"copyright":30,"fieldtype":49,"meta_data":2951,"is_external_url":81},"Bestätigung für das Einlösen eines Gutschein-Codes im Onlineshop","https://storage.googleapis.com/kk-website-assets/JIKuY3wp_feedback-example-820x581.png",{"alt":2949,"title":118,"source":30,"copyright":30},{"type":39,"content":2953},[2954],{"type":42,"attrs":2955,"content":2956},{"textAlign":118},[2957],{"text":2958,"type":513},"Stell dir immer die Frage, ob auf eine Handlung deiner Nutzer:innen ein konkretes Feedback folgt.",{"_uid":2960,"text":2961,"component":1005},"3a84e4f6-bc8e-4413-bf5b-6d99f876f2b9",{"type":39,"content":2962},[2963,2985,2991,2997,3007],{"type":42,"content":2964},[2965,2967,2970,2972,2978,2980,2983],{"text":2966,"type":513},"Viele Support-Anfragen können ebenfalls ein Indikator sein, dass im Kaufprozess relevantes ",{"text":2789,"type":513,"marks":2968},[2969],{"type":1017},{"text":2971,"type":513}," fehlt, welches deinen Nutzer:innen ausreichend Klarheit und Sicherheit beim Kauf gibt. Daher ist es wichtig, auch den ",{"text":2973,"type":513,"marks":2974},"inneren Dialog",[2975],{"type":964,"attrs":2976},{"href":2977,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/inner-dialogue.html",{"text":2979,"type":513}," deiner Kund:innen zu durchdenken. Welche Fragen oder Zweifel könnten beim Kauf auftauchen und wie kannst du diese durch entsprechendes ",{"text":2789,"type":513,"marks":2981},[2982],{"type":1017},{"text":2984,"type":513}," abfangen?",{"type":2875,"content":2986},[2987],{"type":42,"content":2988},[2989],{"text":2990,"type":513},"Mit Feedback geben wir Antworten auf das Handeln von Kund:innen.",{"type":42,"content":2992},[2993],{"text":2994,"type":513,"marks":2995},"Kennst du den Dauerbrenner des inneren Dialogs beim Kauf von elektrischen Geräten, Spielzeug etc.?",[2996],{"type":937},{"type":42,"content":2998},[2999,3001,3005],{"text":3000,"type":513},"„",{"text":3002,"type":513,"marks":3003},"Sind Batterien dabei?",[3004],{"type":1017},{"text":3006,"type":513},"“",{"type":42,"content":3008},[3009,3011,3015],{"text":3010,"type":513},"Ein weiterer Klassiker existiert bei Gartengeräten im Hinblick auf Ersatz- und Austauschteile. Möglicherweise hat Hornbach deshalb bereits ganz oben die zusätzlichen Spulen kommuniziert. Hier wird also die Frage: „",{"text":3012,"type":513,"marks":3013},"Kann ich direkt durchstarten, muss ich noch was dazukaufen?",[3014],{"type":1017},{"text":3016,"type":513},"“ beantwortet.",{"_uid":3018,"size":30,"image":3019,"caption":3023,"component":1062},"efd7a3f1-ec22-40da-923b-9ec4a161a912",{"alt":3020,"src":3021,"name":30,"focus":30,"title":118,"source":30,"filename":3021,"copyright":30,"fieldtype":49,"meta_data":3022,"is_external_url":81},"Abbildung Rasentrimmer Hornbach Beispiel Onlineshop","https://storage.googleapis.com/kk-website-assets/rbBy42ZC_beispiel-onlineshop-einwandbehandlung-konsumpsychologie-behavior-pattern-feedback-820x366.jpg",{"alt":3020,"title":118,"source":30,"copyright":30},{"type":39,"content":3024},[3025],{"type":42,"attrs":3026},{"textAlign":118},{"_uid":3028,"text":3029,"component":1005},"53c784c9-5b0a-4b35-a30d-48c32d2d232e",{"type":39,"content":3030},[3031,3036,3051],{"type":42,"attrs":3032,"content":3033},{"textAlign":118},[3034],{"text":3035,"type":513},"Der innere Dialog ist ein intuitives Hilfsmittel zur Entscheidungsfindung, das wir alle täglich anwenden, um für uns sichere Entscheidungen zu treffen. Während wir den inneren Dialog führen, spielen wir unterschiedliche Szenarien und Möglichkeiten durch, um die für uns beste Entscheidung zu treffen.",{"type":42,"attrs":3037,"content":3038},{"textAlign":118},[3039,3043,3047],{"text":3040,"type":513,"marks":3041},"Woran du erkennst, dass du dem Behavior Pattern ",[3042],{"type":937},{"text":2789,"type":513,"marks":3044},[3045,3046],{"type":937},{"type":1017},{"text":3048,"type":513,"marks":3049}," ausreichend Aufmerksamkeit schenkst:",[3050],{"type":937},{"type":2417,"attrs":3052,"content":3053},{"order":2419},[3054,3061,3068,3075,3082,3089],{"type":1126,"content":3055},[3056],{"type":42,"attrs":3057,"content":3058},{"textAlign":118},[3059],{"text":3060,"type":513},"Wir erhalten wenige Support-Anfragen, weil beim Kauf alles klar ist.",{"type":1126,"content":3062},[3063],{"type":42,"attrs":3064,"content":3065},{"textAlign":118},[3066],{"text":3067,"type":513},"Unsere Anwendung gibt ausreichend visuelles und inhaltliches Feedback.",{"type":1126,"content":3069},[3070],{"type":42,"attrs":3071,"content":3072},{"textAlign":118},[3073],{"text":3074,"type":513},"Aus Nutzertests und Analysen wissen wir, dass beim Kauf keine Hürden entstehen, die wir mit weiterem Feedback abfangen sollten.",{"type":1126,"content":3076},[3077],{"type":42,"attrs":3078,"content":3079},{"textAlign":118},[3080],{"text":3081,"type":513},"Wir analysieren mit unseren Nutzer:innen den inneren Dialog und kennen Unsicherheiten im Kaufprozess.",{"type":1126,"content":3083},[3084],{"type":42,"attrs":3085,"content":3086},{"textAlign":118},[3087],{"text":3088,"type":513},"Wir setzen Umfragen und Usertests gezielt ein, um Brüche in der Customer Journey aufzudecken.",{"type":1126,"content":3090},[3091],{"type":42,"attrs":3092,"content":3093},{"textAlign":118},[3094,3096,3108],{"text":3095,"type":513},"Zur visuellen Unterstützung nutzen wir ",{"text":3097,"type":513,"marks":3098},"Micro Interactions",[3099],{"type":964,"attrs":3100},{"href":3101,"uuid":3102,"anchor":118,"target":967,"linktype":31,"story":3103},"/de/customer-experience/micro-interactions","1e24e4c3-0f8c-485d-88f7-1eee40a83826",{"name":3104,"id":3105,"uuid":3102,"slug":3106,"url":3107,"full_slug":3107,"_stopResolving":81},"Motion for Emotion – Wie Micro Interactions deine Webseite oder App emotionaler machen",101808625332739,"micro-interactions","de/customer-experience/micro-interactions",{"text":3109,"type":513},", um getätigte Handlungen besser sichtbar zu machen.",{"_uid":3111,"icon":30,"text":3112,"image":3137,"theme":2272,"component":2273,"action_buttons":3139,"image_position":2275},"819c2021-51a0-420f-bd01-cb5a282a585c",{"type":39,"content":3113},[3114],{"type":42,"attrs":3115,"content":3116},{"textAlign":118},[3117,3121,3128,3132],{"text":3118,"type":513,"marks":3119},"🎓 Schon gewusst?",[3120],{"type":937},{"text":3122,"type":513,"marks":3123}," Kennst du schon unseren kostenlosen ",[3124],{"type":3125,"attrs":3126},"textStyle",{"color":3127},"#FFFFFF",{"text":3129,"type":513,"marks":3130},"E-Mail-Kurs: 6 Schritte zum Behavior-Pattern-Experten",[3131],{"type":937},{"text":3133,"type":513,"marks":3134},"? 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einsetzen.","4b4b9928-8721-4f9f-8916-759c7dc7e6d5",[3493,3566,3580,3588,3624,3650,3659,3672,3825,3842,3856,3863,3875,3885,3901,3914,3948,3956,3996,4005],{"_uid":3494,"text":3495,"component":1005},"ae305c56-93ca-4489-86e9-9adcbadb740c",{"type":39,"content":3496},[3497,3504,3511,3518,3525,3532,3539,3546,3551,3556,3561],{"type":42,"attrs":3498,"content":3499},{"textAlign":118},[3500],{"text":3501,"type":513,"marks":3502},"Hast du zum Valentinstag noch fix Blumen und Pralinen gekauft? Oder einen Tisch im Lieblingsrestaurant gebucht?",[3503],{"type":1017},{"type":42,"attrs":3505,"content":3506},{"textAlign":118},[3507],{"text":3508,"type":513,"marks":3509},"Dann bist du möglicherweise der Affektheuristik erlegen.",[3510],{"type":1017},{"type":42,"attrs":3512,"content":3513},{"textAlign":118},[3514],{"text":3515,"type":513,"marks":3516},"Vielleicht passt der Tag nicht einmal in deinen Kalender, aber trotzdem hast du dich gekümmert.",[3517],{"type":1017},{"type":42,"attrs":3519,"content":3520},{"textAlign":118},[3521],{"text":3522,"type":513,"marks":3523},"Neben dem sozialen Druck (alle sind auf Kommando romantisch) kann es aber auch am emotionalen Trigger liegen. Denn dieser Tag rückt den Fokus auf die gemeinsame Beziehung.",[3524],{"type":1017},{"type":42,"attrs":3526,"content":3527},{"textAlign":118},[3528],{"text":3529,"type":513,"marks":3530},"Statt die Blumen aber sofort zu schenken oder spontan ins Restaurant zu gehen, wartest du auf den Valentinstag. Dieses Verhalten ist eigentlich höchst irrational, denn genauso gut könntest du irgendeinen anderen Tag, oder sogar mehrere, im Jahr wählen.",[3531],{"type":1017},{"type":42,"attrs":3533,"content":3534},{"textAlign":118},[3535],{"text":3536,"type":513,"marks":3537},"Was lernen wir also daraus?",[3538],{"type":1017},{"type":42,"attrs":3540,"content":3541},{"textAlign":118},[3542],{"text":3543,"type":513,"marks":3544},"Das Kaufverhalten und die Entscheidungsprozesse unserer User zu verstehen, und sie im richtigen Moment bestmöglich abzuholen, ist nicht nur entscheidend für den E-Commerce-Erfolg. Heuristiken zu kennen und zu nutzen, stellt eines der wesentlichen Erfolgskonzepte entlang der Konsumpsychologie dar.",[3545],{"type":937},{"type":42,"attrs":3547,"content":3548},{"textAlign":118},[3549],{"text":3550,"type":513},"In der Regel kann man diese Heuristiken als mentale Abkürzungen betrachten, die deinen Usern helfen, ihre Probleme oder Wünsche schneller, einfacher und besser zu lösen. Entscheidungszeiten sollen verkürzt und zu viel kognitive Anstrengung vermieden werden.",{"type":42,"attrs":3552,"content":3553},{"textAlign":118},[3554],{"text":3555,"type":513},"Natürlich spielen dabei Emotionen immer eine große Rolle.",{"type":42,"attrs":3557,"content":3558},{"textAlign":118},[3559],{"text":3560,"type":513},"Daher stelle ich dir in diesem Beitrag die Affektheuristik vor und zeige dir, wie vielfältig sie auftreten und wie du sie für dein Business einsetzen kannst.",{"type":1068,"attrs":3562,"content":3563},{"level":1070,"textAlign":118},[3564],{"text":3565,"type":513},"Was sind Affektheuristiken? Die emotionale Urteilsheuristik",{"_uid":3567,"icon":30,"text":3568,"theme":2272,"component":2273,"action_buttons":3579},"6de04e1f-438f-4eb0-9bd5-6e36fbaeac03",{"type":39,"content":3569},[3570],{"type":42,"attrs":3571,"content":3572},{"textAlign":118},[3573,3576,3577],{"text":2784,"type":513,"marks":3574},[3575],{"type":937},{"type":3395},{"text":3578,"type":513},"Eine Affektheuristik besagt, dass Entscheidungen häufig aufgrund von Emotionen aus dem Bauch heraus getroffen werden – nicht rational aufgrund von Statistiken oder Wahrscheinlichkeiten, sondern auf Basis von Zuneigung oder Abneigung. Argumente, die eine emotionale Grundeinstellung zu einem Thema bestätigen, werden automatisch positiver assoziiert.",[],{"_uid":3581,"image":3582,"caption":3586,"component":1062},"79189380-26ce-44b0-9e48-0058bc0ea76e",{"alt":3583,"src":3584,"name":30,"focus":30,"title":118,"source":30,"filename":3584,"copyright":30,"fieldtype":49,"meta_data":3585,"is_external_url":81},"Karte Definition Affektheuristik","https://storage.googleapis.com/kk-website-assets/I74wSJyJ_AffectHeuristic_o.png",{"alt":3583,"title":118,"source":30,"copyright":30},{"type":39,"content":3587},[],{"_uid":3589,"text":3590,"component":1005},"af7ef722-6a52-43a1-8506-b50f5ff6d503",{"type":39,"content":3591},[3592,3597,3610,3619],{"type":42,"attrs":3593,"content":3594},{"textAlign":118},[3595],{"text":3596,"type":513},"Wenn du die Definition der Affektheuristik gelesen hast, fragst du dich vielleicht, worin der Unterschied zum Confirmation Bias besteht?",{"type":42,"attrs":3598,"content":3599},{"textAlign":118},[3600,3602,3608],{"text":3601,"type":513},"Beim ",{"text":3603,"type":513,"marks":3604},"Confirmation Bias (Bestätigungsfehler)",[3605],{"type":964,"attrs":3606},{"href":3607,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://de.wikipedia.org/wiki/Best%C3%A4tigungsfehler",{"text":3609,"type":513}," steht die Tendenz im Zentrum, dass wir Informationen so auswählen, dass diese unsere bestehende Überzeugung bestätigen.",{"type":42,"attrs":3611,"content":3612},{"textAlign":118},[3613,3617],{"text":3614,"type":513,"marks":3615},"Die Affektheuristik kannst du dir als kognitive Abkürzung vorstellen.",[3616],{"type":937},{"text":3618,"type":513}," Das Ziel ist es, zügig zu einer Entscheidung zu gelangen – und unser Gehirn nicht zu sehr zu fordern. Wir möchten schließlich nicht in einer Endlosschleife Informationen gegeneinander abwägen, die wir oft nicht einmal vorliegen haben.",{"type":42,"attrs":3620,"content":3621},{"textAlign":118},[3622],{"text":3623,"type":513},"Beeinflusst durch die vorherrschenden Informationen und Gefühle wie Ängste, Sorgen oder Freuden, wählen wir also ständig das, was unserer derzeitigen emotionalen Lage entspricht. Unsere Einstellung und Entscheidung zu etwas beruht daher häufig nur auf unserer emotionalen Zu- oder Abneigung.",{"_uid":3625,"icon":30,"text":3626,"theme":2272,"component":2273,"action_buttons":3639},"c9203942-cb78-4166-9f69-ae81758e0fc6",{"type":39,"content":3627},[3628],{"type":42,"attrs":3629,"content":3630},{"textAlign":118},[3631,3634,3635,3638],{"text":3118,"type":513,"marks":3632},[3633],{"type":937},{"text":3122,"type":513},{"text":3129,"type":513,"marks":3636},[3637],{"type":937},{"text":3133,"type":513},[3640],{"_uid":3641,"buttons":3642,"caption":3647,"component":43,"caption_position":44},"d0786da5-7d0a-4a94-b1e4-891dc7993991",[3643],{"_uid":3644,"icon":27,"link":3645,"text":3152,"intent":35,"component":36,"icon_position":37},"3dfd0ea0-3289-4f83-9a64-3bfa1b44f01a",{"id":3146,"url":30,"linktype":31,"fieldtype":32,"cached_url":3147,"story":3646},{"name":3149,"id":3150,"uuid":3146,"slug":3151,"url":3147,"full_slug":3147,"_stopResolving":81},{"type":39,"content":3648},[3649],{"type":42},{"_uid":3651,"text":3652,"component":1005},"1ca2d52c-a851-4e6f-935f-df5a397a610e",{"type":39,"content":3653},[3654],{"type":1068,"attrs":3655,"content":3656},{"level":1070,"textAlign":118},[3657],{"text":3658,"type":513},"Warum es so wichtig ist, die Affektheuristik zu kennen und zu nutzen",{"_uid":3660,"size":30,"image":3661,"caption":3665,"component":1062},"308e9152-4057-4329-9b8b-5ab36fe74938",{"alt":3662,"src":3663,"name":30,"focus":30,"title":118,"source":30,"filename":3663,"copyright":30,"fieldtype":49,"meta_data":3664,"is_external_url":81},"Screenshot von dem Bleed Clothing Online Shop","https://storage.googleapis.com/kk-website-assets/UhTDlz9d_Beispiel_bleed_clothing-820x428.png",{"alt":3662,"title":118,"source":30,"copyright":30},{"type":39,"content":3666},[3667],{"type":42,"attrs":3668,"content":3669},{"textAlign":118},[3670],{"text":3671,"type":513},"Gute Onlineshops sprechen die emotionale Grundeinstellung ab der ersten Sekunde an. ",{"_uid":3673,"text":3674,"component":1005},"677d4cf9-bb93-4e5e-8bab-271beae19df1",{"type":39,"content":3675},[3676,3697,3706,3718,3725,3755,3760,3769,3781,3786,3791,3796,3813,3818],{"type":42,"attrs":3677,"content":3678},{"textAlign":118},[3679,3683,3685,3686,3690,3693],{"text":3680,"type":513,"marks":3681},"Affektheuristiken ersetzen komplexe Entscheidungsprozesse",[3682],{"type":937},{"text":3684,"type":513},", wie z.B",{"type":3395},{"text":3687,"type":513,"marks":3688},"Was denke ich darüber?",[3689],{"type":1017},{"type":3395,"marks":3691},[3692],{"type":1017},{"text":3694,"type":513,"marks":3695},"Welche Informationen sollte ich mit einbeziehen?",[3696],{"type":1017},{"type":42,"attrs":3698,"content":3699},{"textAlign":118},[3700,3702],{"text":3701,"type":513},"durch eine einfache emotionale Frage: ",{"text":3703,"type":513,"marks":3704},"Wie fühle ich mich dabei?",[3705],{"type":1017},{"type":42,"attrs":3707,"content":3708},{"textAlign":118},[3709,3711,3716],{"text":3710,"type":513},"Es ist kein Geheimnis, dass wir in der Praxis auf ein ganzes ",{"text":3712,"type":513,"marks":3713},"Kompendium an Behavior Patterns",[3714],{"type":964,"attrs":3715},{"href":2122,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":3717,"type":513}," zurückgreifen, um in unseren Projekten dabei zu helfen, User auf ihren emotionalen Ebenen besser abzuholen und kundenseitig die Umsätze zu steigern.",{"type":42,"attrs":3719,"content":3720},{"textAlign":118},[3721],{"text":3722,"type":513,"marks":3723},"Die Affektheuristik ist ein gutes Mittel, um:",[3724],{"type":937},{"type":1122,"content":3726},[3727,3734,3741,3748],{"type":1126,"content":3728},[3729],{"type":42,"attrs":3730,"content":3731},{"textAlign":118},[3732],{"text":3733,"type":513},"deine User zu überraschen",{"type":1126,"content":3735},[3736],{"type":42,"attrs":3737,"content":3738},{"textAlign":118},[3739],{"text":3740,"type":513},"Bedenken frühzeitig anzusprechen und abzufangen",{"type":1126,"content":3742},[3743],{"type":42,"attrs":3744,"content":3745},{"textAlign":118},[3746],{"text":3747,"type":513},"Voreingenommenheit aufzugreifen und Einwände zu behandeln",{"type":1126,"content":3749},[3750],{"type":42,"attrs":3751,"content":3752},{"textAlign":118},[3753],{"text":3754,"type":513},"Sehnsüchte zu spiegeln und zu erfüllen",{"type":42,"attrs":3756,"content":3757},{"textAlign":118},[3758],{"text":3759,"type":513},"Denn jede Interaktion mit deinen Kunden löst ein bestimmtes Gefühl aus – welches du im Idealfall analysiert, verstanden und innerhalb der jeweiligen Customer Journeys abgeholt und angesprochen hast.",{"type":2875,"content":3761},[3762],{"type":42,"attrs":3763,"content":3764},{"textAlign":118},[3765],{"text":3766,"type":513,"marks":3767},"„95 % aller Kaufentscheidungen werden im Grunde unterbewusst getroffen.“",[3768],{"type":1017},{"type":42,"attrs":3770,"content":3771},{"textAlign":118},[3772,3774,3780],{"text":3773,"type":513},"Zu dieser Schlussfolgerung kam auch Harvard Business School Professor Gerald Zaltman in seiner Studie ",{"text":3775,"type":513,"marks":3776},"„The Subconscious Mind of the Consumer (And How To Reach It)“",[3777],{"type":964,"attrs":3778},{"href":3779,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it",{"text":1149,"type":513},{"type":42,"attrs":3782,"content":3783},{"textAlign":118},[3784],{"text":3785,"type":513},"Diese Gefühle, die beim Impulskauf neuer Laufschuhe ausgelöst wurden. Und die rationale Sicherheit, mit welcher du anschließend den Einkauf deiner Frau erklärtest. Oder die Schnelligkeit, mit der wir in stereotypische Analysen verfallen.",{"type":42,"attrs":3787,"content":3788},{"textAlign":118},[3789],{"text":3790,"type":513},"Die größten unterbewussten Treiber sind unsere Emotionen, Gefühle und Einstellungen.",{"type":42,"attrs":3792,"content":3793},{"textAlign":118},[3794],{"text":3795,"type":513},"Emotionen sind das, was auch den Entscheidungsfindungsprozess deiner User maßgeblich beeinflusst. Deshalb wissen sie bereits nach wenigen Sekunden auf deiner Website, ob du ein vertrauenswürdiger Anbieter bist, bei dem sie weiter verweilen wollen.",{"type":42,"attrs":3797,"content":3798},{"textAlign":118},[3799,3803,3809],{"text":3800,"type":513,"marks":3801},"Die emotionale Grundeinstellung in Verbindung mit den jeweiligen ",[3802],{"type":937},{"text":3804,"type":513,"marks":3805},"Limbic® Types",[3806,3808],{"type":964,"attrs":3807},{"href":2610,"uuid":118,"anchor":118,"target":118,"linktype":136},{"type":937},{"text":3810,"type":513,"marks":3811}," deiner User zu kennen und anzusprechen, ermöglicht dir also die Chance auf einen erheblichen Performance-Vorteil.",[3812],{"type":937},{"type":1068,"attrs":3814,"content":3815},{"level":1070,"textAlign":118},[3816],{"text":3817,"type":513},"Beispiele für erfolgreiche Affektheuristiken im E-Commerce",{"type":42,"attrs":3819,"content":3820},{"textAlign":118},[3821],{"text":3822,"type":513,"marks":3823},"Nachfolgend zeige ich dir einige Beispiele der Affektheuristik im E-Commerce, die du anwenden kannst, um deine User besser in ihrem Entscheidungsprozess zu unterstützen, Leichtigkeit zu schaffen oder mittels impliziter Signale anzusprechen.",[3824],{"type":937},{"_uid":3826,"icon":30,"text":3827,"theme":2272,"component":2273,"action_buttons":3841},"efe1b40b-0f06-4a21-ba5f-e18f9390e3cf",{"type":39,"content":3828},[3829],{"type":42,"attrs":3830,"content":3831},{"textAlign":118},[3832,3834],{"text":3833,"type":513},"📺 Falls du mehr über implizite Codes wissen willst, empfehle ich dir an dieser Stelle auch unsere Reihe überzeugungsKRAFT mit der Episode: ",{"text":3835,"type":513,"marks":3836},"Kopfkino – mit „Impliziten Signalen“ mehr verkaufen.",[3837,3840],{"type":964,"attrs":3838},{"href":3839,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/kopfkino-mit-impliziten-signalen-mehr-verkaufen.html",{"type":2267},[],{"_uid":3843,"text":3844,"component":1005},"e5b5e003-5787-4224-b0e0-6dd094a4a6cc",{"type":39,"content":3845},[3846,3851],{"type":1068,"attrs":3847,"content":3848},{"level":3167,"textAlign":118},[3849],{"text":3850,"type":513},"Sehnsüchte nach Performance hervorrufen und befriedigen",{"type":42,"attrs":3852,"content":3853},{"textAlign":118},[3854],{"text":3855,"type":513},"Am folgenden Beispiel von Breuninger kannst du sehen, wie Nutzer zunächst durch das auffällige Bild mit dem Sportler geprimed werden. Durch die inhaltliche Botschaft des Visuals wird das eigentliche Produkt in einen stärkeren emotionalen Kontext gebracht – Assoziationen wie Performance und Dynamik entstehen.",{"_uid":3857,"image":3858,"caption":3861,"component":1062},"e7bc056b-f1bd-47c7-8f0b-7c845ca04b29",{"alt":118,"src":3859,"name":30,"focus":30,"title":118,"source":30,"filename":3859,"copyright":30,"fieldtype":49,"meta_data":3860,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/vedXZs5x_affektheuristik-sehnsuechte-beduerfnisse-triggern-beispiel-onlineshop.jpg",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":3862},[],{"_uid":3864,"text":3865,"component":1005},"dc5f2483-2835-4540-aa48-47d86a83daf5",{"type":39,"content":3866},[3867,3871],{"type":42,"content":3868},[3869],{"text":3870,"type":513},"Hier bewegen wir uns bereits im Bereich der impliziten Codes, wo Begriffe wie Leistung oder auch Sieg, je nach Interpretationsraum, mit dem Produkt verknüpft werden.",{"type":42,"content":3872},[3873],{"text":3874,"type":513},"Sieh dir auch folgendes Beispiel einer Affektheuristik im Sportfashion-Kontext an.",{"_uid":3876,"size":30,"image":3877,"caption":3881,"component":1062},"be0d8630-fc1e-485e-8fd5-3b9d6796b99d",{"alt":3878,"src":3879,"name":30,"focus":30,"title":118,"source":30,"filename":3879,"copyright":30,"fieldtype":49,"meta_data":3880,"is_external_url":81},"affektheuristiken-beispiel-onlineshop-sehnsucht-nach-leistung","https://storage.googleapis.com/kk-website-assets/8fAwRzQu_affektheuristiken-beispiel-onlineshop-sehnsucht-nach-leistung.jpg",{"alt":3878,"title":118,"source":30,"copyright":30},{"type":39,"content":3882},[3883],{"type":42,"attrs":3884},{"textAlign":118},{"_uid":3886,"text":3887,"component":1005},"34be519c-b939-4f25-a0f4-d65bf5678dc2",{"type":39,"content":3888},[3889,3897],{"type":42,"content":3890},[3891,3893],{"text":3892,"type":513},"Hier verschmelzen Bild und Claim wunderbar zu einer positiv aufgeladenen Botschaft – ",{"text":3894,"type":513,"marks":3895},"So weich war Beton noch nie.",[3896],{"type":1017},{"type":42,"content":3898},[3899],{"text":3900,"type":513},"Automatisch entstehen Assoziationen wie schwerelos, leicht, federnd, gleitend, dynamisch etc. Weitere Behavior Patterns, die hier eine Rolle spielen, sind Value, Order and Harmony und Emotional Resonance.",{"_uid":3902,"size":30,"image":3903,"caption":3907,"component":1062},"01ac0e60-ebfe-4df3-9d9b-54da071139af",{"alt":3904,"src":3905,"name":30,"focus":30,"title":118,"source":30,"filename":3905,"copyright":30,"fieldtype":49,"meta_data":3906,"is_external_url":81},"Beispiel eines Advanced Gaming Laptops bei Mifcom","https://storage.googleapis.com/kk-website-assets/N5UBZbuB_Beispiel_Mifcom-1024x332.png",{"alt":3904,"title":118,"source":30,"copyright":30},{"type":39,"content":3908},[3909],{"type":42,"attrs":3910,"content":3911},{"textAlign":118},[3912],{"text":3913,"type":513},"Kognitive Erleichterung durch eine Affektheuristik kann im E-Commerce auch durch die Anwendung von Produktkategorien in Verbindung mit weiteren Performance-Triggern geschaffen werden.",{"_uid":3915,"text":3916,"component":1005},"c853874c-50f9-48ff-b91f-c1bbab39265e",{"type":39,"content":3917},[3918,3924,3936,3941],{"type":42,"content":3919},[3920],{"text":3921,"type":513,"marks":3922},"Auch im Kontext von Hardware und Software-Performance kannst du eine Affektheuristik nutzen, um Erleichterung zu schaffen.",[3923],{"type":937},{"type":42,"content":3925},[3926,3928,3934],{"text":3927,"type":513},"Die Einteilung in die Kategorie „Advanced Gaming Laptops“ ist meine erste Abkürzung – ",{"text":3929,"type":513,"marks":3930},"Kognitive Leichtigkeit",[3931],{"type":964,"attrs":3932},{"href":3933,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/konsumpsychologie/hirn-aus-shopping-an-mehr-konversion-durch-kognitive-leichtigkeit.html",{"text":3935,"type":513},". Kategorien wie Entry Gaming Laptop, Advanced Gaming Laptop und High-End Gaming Laptops verorten bereits Preise und Leistungsniveau. Die dunkle Optik gepaart mit den Lichteffekten erzeugt Dynamik und das Gefühl von Power (Implicit Signals). Die Logos der Hersteller unterstützen die Glaubwürdigkeit des Leistungsversprechens.",{"type":1068,"attrs":3937,"content":3938},{"level":3167},[3939],{"text":3940,"type":513},"Grundeinstellungen triggern und umkehren",{"type":42,"content":3942},[3943,3945,3946],{"text":3944,"type":513},"Auch stereotypische Annahmen kannst du gezielt triggern und sogar umkehren.",{"type":3395},{"text":3947,"type":513},"In dem Video auf der Startseite von Blacksocks sahen Nutzer zunächst die Zielgruppe, die auf den ersten Blick mit der Seite assoziiert werden: geradlinige, angepasste Anzugträger.",{"_uid":3949,"image":3950,"caption":3954,"component":1062},"c4795f93-182c-4173-80ff-abf49fd327cd",{"alt":3951,"src":3952,"name":30,"focus":30,"title":118,"source":30,"filename":3952,"copyright":30,"fieldtype":49,"meta_data":3953,"is_external_url":81},"beispiel-affektheuristik-grundeinstellungen-erkennen-und-umkehren-beispiel-shop","https://storage.googleapis.com/kk-website-assets/4ol29n6D_beispiel-affektheuristik-grundeinstellungen-erkennen-und-umkehren-beispiel-shop.jpg",{"alt":3951,"title":118,"source":30,"copyright":30},{"type":39,"content":3955},[],{"_uid":3957,"text":3958,"component":1005},"b9288985-cab6-4e17-968f-220bc36a3d15",{"type":39,"content":3959},[3960,3991],{"type":42,"attrs":3961,"content":3962},{"textAlign":118},[3963,3965,3977,3978,3990],{"text":3964,"type":513},"Der Mann, der die Rolltreppe herunterrutscht, vermittelt jedoch Spaß und zeigt, dass Blacksocks locker und innovativ ist und den Mann versteht, so wie er ist – ein schönes Beispiel für Affektheuristiken im Fashion E-Commerce, welches durch Bild und Textsprache hervorgerufen wird. Weitere Pattern, die hier zum Einsatz kommen sind u.a. 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Gleichzeitig kann man sich in jede Situation gut reindenken, was sie für einen selbst realistisch(er) erscheinen lässt.",{"type":42,"attrs":4015,"content":4016},{"textAlign":118},[4017,4019,4025,4026,4032,4033,4045],{"text":4018,"type":513},"Der Aufpreis für den Seelenfrieden ist dann gut angelegtes Geld (Kognitive Dissonanz). Weitere Behavior Pattern, die hier zum Einsatz kommen sind u.a. ",{"text":4020,"type":513,"marks":4021},"Loss Aversion",[4022],{"type":964,"attrs":4023},{"href":4024,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/theorie/4-bewaehrte-psychologische-effekte-fuer-dein-marketing.html",{"text":1828,"type":513},{"text":941,"type":513,"marks":4027},[4028],{"type":964,"attrs":4029},{"href":4030,"uuid":908,"anchor":118,"target":967,"linktype":31,"story":4031},"/de/behavior-patterns/zero-risk-bias",{"name":903,"id":907,"uuid":908,"slug":2012,"url":2013,"full_slug":2013,"_stopResolving":81},{"text":1834,"type":513},{"text":4034,"type":513,"marks":4035},"Reason Why",[4036],{"type":964,"attrs":4037},{"href":4038,"uuid":4039,"anchor":118,"target":967,"linktype":31,"story":4040},"/de/behavior-patterns/behavior-pattern-reason-why","93314540-5093-4cf4-8fc5-82b9a4e460c0",{"name":4041,"id":4042,"uuid":4039,"slug":4043,"url":4044,"full_slug":4044,"_stopResolving":81},"Nachgewiesen: Mit dem “Reason Why” werden Menschen überzeugt",101808084516861,"behavior-pattern-reason-why","de/behavior-patterns/behavior-pattern-reason-why",{"text":1149,"type":513},{"type":42,"attrs":4047,"content":4048},{"textAlign":118},[4049],{"text":4050,"type":513},"Insbesondere im Travel-Segment, aber auch im allgemeinen Onlineshopping wird diese Methode häufig genutzt, um sowohl die Kundenzufriedenheit („Gut, dass mir nichts passiert“, „Hier fühle ich mich sicher“) als auch Upsell-Potenzial besser auszuschöpfen.",{"type":1068,"attrs":4052,"content":4053},{"level":1070,"textAlign":118},[4054],{"text":4055,"type":513},"Konsum im Affekt? Was du jetzt tun oder dich fragen kannst:",{"type":1122,"content":4057},[4058,4065,4072,4079,4086],{"type":1126,"content":4059},[4060],{"type":42,"attrs":4061,"content":4062},{"textAlign":118},[4063],{"text":4064,"type":513},"Frage dich, an welchen Stellen du Inhalte emotional stärker aufladen kannst.",{"type":1126,"content":4066},[4067],{"type":42,"attrs":4068,"content":4069},{"textAlign":118},[4070],{"text":4071,"type":513},"Finde heraus, was bspw. Visuals oder einzelne Abbildungen im Kopf deiner Zielgruppen auslösen.",{"type":1126,"content":4073},[4074],{"type":42,"attrs":4075,"content":4076},{"textAlign":118},[4077],{"text":4078,"type":513},"Welche Gefühle und Assoziationen möchtest du entstehen lassen und welche Inhalte können diese stärker hervorrufen?",{"type":1126,"content":4080},[4081],{"type":42,"attrs":4082,"content":4083},{"textAlign":118},[4084],{"text":4085,"type":513},"Welches Wording solltest du anwenden, um mögliche Affektheuristiken und dominante Einstellungen im Kopf deiner User anzusprechen?",{"type":1126,"content":4087},[4088],{"type":42,"attrs":4089,"content":4090},{"textAlign":118},[4091],{"text":4092,"type":513},"An welchen Punkten kannst du die angestrebte kognitive Leichtigkeit deiner User verbessern, z.B. durch bestimmte Kategorien?",{"type":1068,"attrs":4094,"content":4095},{"level":1070,"textAlign":118},[4096],{"text":4097,"type":513},"Bonus: Affektheuristiken im Management",{"type":42,"attrs":4099,"content":4100},{"textAlign":118},[4101],{"text":4102,"type":513},"Du bist sicherlich nicht grundlos bis zum Ende drangeblieben. Vielleicht überlegst du auch bereits, wie du die ein oder andere Optimierung intern vorantreibst.",{"type":42,"attrs":4104,"content":4105},{"textAlign":118},[4106],{"text":4107,"type":513,"marks":4108},"Den Mehrwert, Affektheuristiken zu kennen und einzusetzen, hast du idealerweise etwas besser verstanden – aber was ist eigentlich mit deinen eigenen oder den Affektheuristiken deiner Stakeholder?",[4109],{"type":937},{"type":42,"attrs":4111,"content":4112},{"textAlign":118},[4113],{"text":4114,"type":513},"Denn Affektheuristiken führen täglich auch zu unternehmerischen Herausforderungen. Vor allem dann, wenn die eigene emotionale Komponente zu einem Entscheidungs- oder Schlussfolgerungsfehler führt.",{"type":42,"attrs":4116,"content":4117},{"textAlign":118},[4118],{"text":4119,"type":513},"Wenn Stakeholder oder Entscheider in Führungspositionen wichtige Business-Entscheidungen treffen sollen, kann es auch vorkommen, dass dies nicht auf Basis von Logik oder Vernunft, sondern auf Grundlage von Emotionen geschieht.",{"type":42,"attrs":4121,"content":4122},{"textAlign":118},[4123],{"text":4124,"type":513},"Insbesondere durch Stress, Zeitdruck, Müdigkeit oder zu viel Workload können wir dazu neigen, unsere eigene kognitive Leichtigkeit in den Vordergrund zu stellen. Wir überschätzen unser Urteilsvermögen und wählen nur zu gerne den einfachsten oder kürzesten Weg, um das „Problem“ zu lösen. Sobald wir also nicht genügend kognitive Ressourcen haben, ist es immer schwierig, eine gut durchdachte Entscheidung zu treffen.",{"type":42,"attrs":4126,"content":4127},{"textAlign":118},[4128],{"text":4129,"type":513},"Nimm dir also Zeit, sowohl eigene als auch externe Entscheidungen auf Affektheuristiken zu prüfen.",{"type":42,"attrs":4131,"content":4132},{"textAlign":118},[4133],{"text":4134,"type":513},"Hast du gerade einfach nur den kürzesten Weg gewählt oder etwas länger nachgedacht, um zu deiner Schlussfolgerung zu gelangen?",{"type":42,"attrs":4136,"content":4137},{"textAlign":118},[4138],{"text":4139,"type":513},"Welche Affektheuristiken treiben sich im Management umher?",{"type":42,"attrs":4141,"content":4142},{"textAlign":118},[4143],{"text":4144,"type":513},"Ist es der „Testing ist mir zu aufwendig“ oder der „Dafür haben wir keine Zeit“ Affekt?",{"type":42,"attrs":4146,"content":4147},{"textAlign":118},[4148],{"text":4149,"type":513},"Nimm dir Zeit, deine Argumente zusammenzutragen und scheue dich nicht, darauf hinzuweisen, wenn du überzeugt bist, dass gerade Entscheidungen zu schnell getroffen werden.",{"type":42,"attrs":4151,"content":4152},{"textAlign":118},[4153,4155,4161],{"text":4154,"type":513},"In unserem ",{"text":4156,"type":513,"marks":4157},"Ambassador-Programm",[4158],{"type":964,"attrs":4159},{"href":1881,"uuid":389,"anchor":118,"target":967,"linktype":31,"story":4160},{"name":391,"id":1883,"uuid":389,"slug":1884,"url":390,"full_slug":390,"_stopResolving":81},{"text":4162,"type":513}," kannst du dich mit einer breiten Community austauschen und herausfinden, wie man auch interne Experimentation- oder Optimierungs-Blockaden besser lösen kann.",{"type":42,"attrs":4164,"content":4165},{"textAlign":118},[4166],{"text":4167,"type":513},"Viel Spaß beim Optimieren.",{"type":42,"attrs":4169,"content":4170},{"textAlign":118},[4171],{"text":4172,"type":513},"René","Beispiele für Affektheuristiken und wie sie uns beeinflussen. Entscheidungsprozesse kennen und erfolgreich in der Konsumpsychologie einsetzen.",{"alt":3483,"src":4175,"name":30,"focus":30,"title":3483,"source":30,"filename":4175,"copyright":30,"fieldtype":49,"meta_data":4176,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/-QWqYmR-_affect-heuristic-title-blogpost-1620x500.png",{"alt":3483,"title":3483,"source":30,"copyright":30},[4178],"eb18cc23-bc94-4820-9e20-d22898340722",[4180,4184,4188],{"name":1925,"created_at":1926,"published_at":1927,"updated_at":1926,"id":1928,"uuid":1921,"content":4181,"slug":1872,"full_slug":1932,"sort_by_date":118,"position":1933,"tag_list":4182,"is_startpage":51,"parent_id":1935,"meta_data":118,"group_id":1936,"first_published_at":1937,"release_id":118,"lang":124,"path":118,"alternates":4183,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1930,"component":1931},[],[],{"name":1940,"created_at":1941,"published_at":1927,"updated_at":1941,"id":1942,"uuid":1943,"content":4185,"slug":1946,"full_slug":1947,"sort_by_date":118,"position":1948,"tag_list":4186,"is_startpage":51,"parent_id":1935,"meta_data":118,"group_id":1950,"first_published_at":1937,"release_id":118,"lang":124,"path":118,"alternates":4187,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1945,"component":1931},[],[],{"name":1967,"created_at":1968,"published_at":1927,"updated_at":1968,"id":1969,"uuid":1970,"content":4189,"slug":1973,"full_slug":1974,"sort_by_date":118,"position":1975,"tag_list":4190,"is_startpage":51,"parent_id":1935,"meta_data":118,"group_id":1977,"first_published_at":1937,"release_id":118,"lang":124,"path":118,"alternates":4191,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1972,"component":1931},[],[],[],[4194,4197,4201],{"_uid":4195,"link":4196,"text":1999,"component":59},"b6f14bb8-93c7-48b0-8dcc-77cda255b86f",{"id":1997,"url":1998,"linktype":31,"fieldtype":32,"cached_url":1998},{"_uid":4198,"link":4199,"text":442,"component":59},"1f7f6e84-7804-4e66-8ad3-034c834551e5",{"id":2003,"url":2004,"linktype":31,"fieldtype":32,"cached_url":2004,"story":4200},{"name":442,"id":2006,"uuid":2003,"slug":440,"url":2004,"full_slug":2004,"_stopResolving":81},{"_uid":4202,"link":4203,"text":4208,"component":59},"5f110072-7672-47b4-96a8-50fb7777f6b3",{"id":3487,"url":4204,"linktype":31,"fieldtype":32,"cached_url":4204,"story":4205},"de/blog/behavior-patterns/affektheuristik",{"name":3483,"id":3486,"uuid":3487,"slug":4206,"url":4207,"full_slug":4207,"_stopResolving":81},"affektheuristik","de/behavior-patterns/affektheuristik","Affektheuristik",[4210],{"_uid":4211,"caption":30,"headline":2720,"component":2018,"subheadline":4212,"action_buttons":4222},"eb1381ff-8b25-4247-bff1-3141560b19e0",{"type":39,"content":4213},[4214],{"type":42,"attrs":4215,"content":4216},{"textAlign":118},[4217,4221],{"text":4218,"type":513,"marks":4219},"Verstehe, was Menschen bewegt: ",[4220],{"type":937},{"text":2032,"type":513},[4223],{"_uid":4224,"icon":27,"link":4225,"text":4227,"intent":35,"component":36,"icon_position":37},"deffe644-b7ee-412e-8ba2-8b80facd63a7",{"id":2037,"url":30,"linktype":31,"fieldtype":32,"cached_url":2038,"story":4226},{"name":2040,"id":2041,"uuid":2037,"slug":2042,"url":2038,"full_slug":2038,"_stopResolving":81},"Jetzt anmelden & lernen",[],[],-440,[4232],"Bestätigungsfehler / Confirmation Bias (Behavior Pattern)","11b02585-ba45-4714-8667-879db03865d2","2022-02-14T10:30:41.000Z",[],48,1791547778166]