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Sie kommen in ein Geschäft und treffen auf einen netten Verkäufer, der Sie gerne beraten möchte. Sie teilen ihm Ihr Anliegen mit und er ...","175a1105-1f9e-4bde-913e-c1739246a718",[1205,1597,1610,1626,1638,1650,1662,1674,1686,1699],{"_uid":1206,"text":1207,"component":1012},"fe629013-1d21-422d-b711-88b7318c6011",{"type":39,"content":1208},[1209,1214,1222,1231,1238,1243,1248,1256,1261,1272,1277,1306,1317,1328,1333,1346,1357,1362,1367,1390,1402,1413,1445,1475,1505,1535,1565,1570,1575,1580,1592],{"type":42,"attrs":1210,"content":1211},{"textAlign":118},[1212],{"text":1213,"type":513},"Kennen Sie das? Sie kommen in ein Geschäft und treffen auf einen netten Verkäufer, der Sie gerne beraten möchte. Sie teilen ihm Ihr Anliegen mit und er fängt an, wie aus der Pistole geschossen, Sie mit Produktmerkmalen, Fachjargon und Fremdwörtern eiskalt niederzustrecken.",{"type":1215,"content":1216},"blockquote",[1217],{"type":42,"attrs":1218,"content":1219},{"textAlign":118},[1220],{"text":1221,"type":513},"„Dieser 65 Zoll, SUHD Fernseher verfügt über ein curved Display mit Nano Crystel Color, UHD Dimming und einem Ultra Clear Pro Panel. Damit erleben Sie Ihre Filme in 3.840 x 2.160 Bildschirmauflösung, gigantisch!“",{"type":42,"attrs":1223,"content":1224},{"textAlign":118},[1225,1227,1229],{"text":1226,"type":513},"…und so weiter und sofort.",{"type":1228},"hard_break",{"text":1230,"type":513},"Nachdem auch das letzte Pulver verschossen ist, hält der nette Mann freudestrahlend inne und wartet darauf, dass Sie begeistert rufen:",{"type":1215,"content":1232},[1233],{"type":42,"attrs":1234,"content":1235},{"textAlign":118},[1236],{"text":1237,"type":513},"„Ja genau, genau das wollte ich! Sie haben vollkommen recht. Wo kann ich unterschreiben?“",{"type":42,"attrs":1239,"content":1240},{"textAlign":118},[1241],{"text":1242,"type":513},"Leider sieht die Realität anders aus. Denn im Normalfall haben Sie nichts von all dem verstanden, was der gute Mann erzählt hat, und Sie versuchen dem Gespräch höflich zu entkommen. Ihre Wege trennen sich mit einem verwunderten und enttäuschtem Gefühl auf beiden Seiten.",{"type":935,"attrs":1244,"content":1245},{"level":937,"textAlign":118},[1246],{"text":1247,"type":513},"Was ist da schief gelaufen?",{"type":42,"attrs":1249,"content":1250},{"textAlign":118},[1251],{"type":950,"attrs":1252},{"id":118,"alt":1253,"src":1254,"title":118,"source":30,"copyright":30,"meta_data":1255},"Weimaraner mit ratlosem Blick","https://storage.googleapis.com/kk-website-assets/1vvqAeR-_Weimaraner-mit-ratlosem-Blick-610x610.jpg",{"alt":1253,"title":118,"source":30,"copyright":30},{"type":42,"attrs":1257,"content":1258},{"textAlign":118},[1259],{"text":1260,"type":513},"Unser Verkäufer hat einen fatalen Fehler begangen. Er hat mit seinem Kunden gesprochen wie mit einer Maschine. Trockene Fakten, Produktmerkmale ohne einen echten Nutzen für den Kunden – und ihn mit nichtssagenden Worthülsen überhäuft.",{"type":42,"attrs":1262,"content":1263},{"textAlign":118},[1264,1266,1270],{"text":1265,"type":513},"Eben mit den Informationen, die er ",{"text":1267,"type":513,"marks":1268},"über das Produkt",[1269],{"type":1011},{"text":1271,"type":513}," weiß. Dieses Phänomen ist – besonders online – häufig zu finden. Sowohl bei der Produktpräsentation bzw. Produktbeschreibung als auch bei der Argumentation, warum man als Anbieter der Richtige ist.",{"type":935,"attrs":1273,"content":1274},{"level":937,"textAlign":118},[1275],{"text":1276,"type":513},"Entscheidend sind die Informationen über den Kunden – der Kundennutzen!",{"type":42,"attrs":1278,"content":1279},{"textAlign":118},[1280,1282,1288,1290,1296,1298,1304],{"text":1281,"type":513},"Es ist nicht sonderlich schwer eine bessere Alternative zum oben dargestellten Beispiel zu finden. Schließlich geht es beim Verkauf darum, einen echten Verkaufsdialog zu schaffen. Hierzu gibt es viele Ansätze und Methoden wie beispielsweise das ",{"text":1283,"type":513,"marks":1284},"SPIN-Selling",[1285],{"type":957,"attrs":1286},{"href":1287,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://blog.pipelinersales.com/sales-management/sales-methodology/why-questions-matter-in-selling-a-synopsis-of-spin-selling/",{"text":1289,"type":513},", ",{"text":1291,"type":513,"marks":1292},"Solution Selling",[1293],{"type":957,"attrs":1294},{"href":1295,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://en.wikipedia.org/wiki/Solution_selling",{"text":1297,"type":513}," oder ",{"text":1299,"type":513,"marks":1300},"The Sandler Selling System",[1301],{"type":957,"attrs":1302},{"href":1303,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://en.wikipedia.org/wiki/Selling",{"text":1305,"type":513},".",{"type":42,"attrs":1307,"content":1308},{"textAlign":118},[1309,1311,1315],{"text":1310,"type":513},"Das gemeinsame Ziel all dieser Methoden ist es, die Kunden und deren Bedürfnisse besser zu verstehen und entsprechend zu bedienen. Also einen echten ",{"text":1312,"type":513,"marks":1313},"persönlichen",[1314],{"type":1011},{"text":1316,"type":513}," Kundennutzen zu identifizieren und diesen mit dem eigenen Angebot in Einklang zu bringen.",{"type":42,"attrs":1318,"content":1319},{"textAlign":118},[1320,1322,1326],{"text":1321,"type":513},"Und hier liegt die Crux. In den Augen unseres fiktiven Verkäufers ist er sicherlich der Meinung, er habe alle Argumente gebracht, die das entsprechende Produkt unschlagbar machen. Allerdings ist die Herausforderung diese Argumente richtig zu formulieren. Das ",{"text":1323,"type":513,"marks":1324},"WIE",[1325],{"type":1011},{"text":1327,"type":513}," spielt hier die entscheidende Rolle.",{"type":935,"attrs":1329,"content":1330},{"level":937,"textAlign":118},[1331],{"text":1332,"type":513},"Wie formuliert man Argumente nutzenorientiert?",{"type":42,"attrs":1334,"content":1335},{"textAlign":118},[1336,1338,1344],{"text":1337,"type":513},"An dieser Stelle möchte ich Albrecht Kresse und seiner ",{"text":1339,"type":513,"marks":1340},"edutrainment company",[1341],{"type":957,"attrs":1342},{"href":1343,"uuid":118,"anchor":118,"target":998,"linktype":136},"https://www.edutrainment.com/",{"text":1345,"type":513}," danken, der uns mit dem Werkzeug der MVP-Ketten vertraut gemacht hat. Diese MVP-Ketten helfen eine gute Nutzenargumentation aufzubauen und die wichtigste Regel hierbei lautet:",{"type":42,"attrs":1347,"content":1348},{"textAlign":118},[1349,1351,1355],{"text":1350,"type":513},"Kommuniziere anstelle von Merkmalen die ",{"text":1352,"type":513,"marks":1353},"echten persönlichen Mehrwerte",[1354],{"type":1011},{"text":1356,"type":513}," für den Kunden!",{"type":42,"attrs":1358,"content":1359},{"textAlign":118},[1360],{"text":1361,"type":513},"Die Abkürzung MVP steht dabei nicht für den “most valuable player”, also den wertvollsten Spieler, denn mit Sport hat das erstmal nichts zu tun. 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(gute Lösung)",{"type":42,"attrs":1506,"content":1507},{"textAlign":118},[1508,1512,1515,1519,1521,1522,1526,1528,1529,1533],{"text":1509,"type":513,"marks":1510},"Beispiel 4:",[1511],{"type":1011},{"type":1228,"marks":1513},[1514],{"type":1011},{"text":1422,"type":513,"marks":1516},[1517,1518],{"type":1011},{"type":1426},{"text":1520,"type":513}," Zahlungspause (schwach)",{"type":1228},{"text":1431,"type":513,"marks":1523},[1524,1525],{"type":1011},{"type":1426},{"text":1527,"type":513}," Raten können pausiert werden (schon besser)",{"type":1228},{"text":1439,"type":513,"marks":1530},[1531,1532],{"type":1011},{"type":1426},{"text":1534,"type":513}," Wenn Sie plötzlich einen finanziellen Engpass erleiden, können Sie Ihre monatliche Zahlung aussetzen und später wieder aufnehmen (gute Lösung)",{"type":42,"attrs":1536,"content":1537},{"textAlign":118},[1538,1542,1545,1549,1551,1552,1556,1558,1559,1563],{"text":1539,"type":513,"marks":1540},"Beispiel 5:",[1541],{"type":1011},{"type":1228,"marks":1543},[1544],{"type":1011},{"text":1422,"type":513,"marks":1546},[1547,1548],{"type":1011},{"type":1426},{"text":1550,"type":513}," Rund-um-Service (schwach)",{"type":1228},{"text":1431,"type":513,"marks":1553},[1554,1555],{"type":1011},{"type":1426},{"text":1557,"type":513}," Sie müssen sich um nichts kümmern (schon besser)",{"type":1228},{"text":1439,"type":513,"marks":1560},[1561,1562],{"type":1011},{"type":1426},{"text":1564,"type":513}," Transport, Aufbau, Müllentsorgung erledigen alles wir für Sie. Sie müssen sich nur über Ihr neues Möbelstück freuen. (gute Lösung)",{"type":42,"attrs":1566,"content":1567},{"textAlign":118},[1568],{"text":1569,"type":513},"Falls Sie sich über Beispiel 5 wundern, dann tuen Sie dies zu Recht. Rund-um-Service ist nicht wirklich ein Merkmal, aber es zeigt ein weiteres Phänomen, das sehr häufig auf Websites zu finden ist: die Worthülse.",{"type":42,"attrs":1571,"content":1572},{"textAlign":118},[1573],{"text":1574,"type":513},"Nutzenorientierung bedeutet auch, dass man sich Gedanken über die gewählten Formulierungen macht. Was meinen „wir“ als Unternehmen damit und was versteht der Kunde, der unser Produkt nicht kennt, darunter? Wird es überhaupt verstanden, was wir sagen wollen?",{"type":42,"attrs":1576,"content":1577},{"textAlign":118},[1578],{"text":1579,"type":513},"Hier spricht man auch oft von der bekannten Unternehmensbrille oder dem blinden Fleck. Man selbst – egal ob als Person oder als Organisation – kann sich nur sehr schwer von außen beurteilen.",{"type":42,"attrs":1581,"content":1582},{"textAlign":118},[1583],{"type":950,"attrs":1584,"marks":1588},{"id":118,"alt":1585,"src":1586,"title":118,"source":30,"copyright":30,"meta_data":1587},"inside_the_bottle","https://storage.googleapis.com/kk-website-assets/Sj2uLjpm_inside_the_bottle-610x250.png",{"alt":1585,"title":118,"source":30,"copyright":30},[1589],{"type":957,"attrs":1590},{"href":1591,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/07/inside_the_bottle.png",{"type":42,"attrs":1593,"content":1594},{"textAlign":118},[1595],{"text":1596,"type":513},"Häufig genutzte Worthülsen wie flexibel, fair oder persönlich, die man oft auf Websites findet, wirken abgenutzt und schaffen es nicht mehr ins Bewusstsein der Nutzer vorzudringen. Sie werden sozusagen immun dagegen. Diese Formulierungen sind wie spannende Banner auf der rechten Seite anzusehen. Man könnte es auch als den Worthülsen-Blindness-Effekt bezeichnen.",{"_uid":1598,"image":1599,"caption":1603,"component":1609},"4fde03ed-5a16-4c34-b3f7-99a441dea7e2",{"alt":1600,"src":1601,"name":30,"focus":30,"title":118,"source":30,"filename":1601,"copyright":30,"fieldtype":49,"meta_data":1602,"is_external_url":81},"TagCloud oft genutzter Worte","https://storage.googleapis.com/kk-website-assets/1aqlrE62_TagCloud2-610x390.png",{"alt":1600,"title":118,"source":30,"copyright":30},{"type":39,"content":1604},[1605],{"type":42,"content":1606},[1607],{"text":1608,"type":513},"Worthülsen über Worthülsen in der Online-Landschaft.","richtext-image",{"_uid":1611,"text":1612,"component":1012},"46c9cdfc-ad5c-4afc-b703-edbfd231e9b1",{"type":39,"content":1613},[1614,1621],{"type":42,"content":1615},[1616,1618,1619],{"text":1617,"type":513},"Deshalb:",{"type":1228},{"text":1620,"type":513},"Hinterfragen Sie Ihre Texte und bilden Sie, wenn nötig, überzeugende MVP-Ketten.",{"type":935,"attrs":1622,"content":1623},{"level":937},[1624],{"text":1625,"type":513},"Noch mehr Inspiration…",{"_uid":1627,"image":1628,"caption":1632,"component":1609},"81f1db70-cf7f-4860-a210-8d7c2ab8d2da",{"alt":1629,"src":1630,"name":30,"focus":30,"title":118,"source":30,"filename":1630,"copyright":30,"fieldtype":49,"meta_data":1631,"is_external_url":81},"14_tage_zu_entscheiden","https://storage.googleapis.com/kk-website-assets/xckncNIm_14_tage_zeit_zu_entscheiden_ganz_unten-610x648.png",{"alt":1629,"title":118,"source":30,"copyright":30},{"type":39,"content":1633},[1634],{"type":42,"content":1635},[1636],{"text":1637,"type":513},"Gute Erläuterung des Widerrufrechts bei H&M",{"_uid":1639,"image":1640,"caption":1644,"component":1609},"3b31bed7-8fc4-4f75-abf7-7474a3825420",{"alt":1641,"src":1642,"name":30,"focus":30,"title":118,"source":30,"filename":1642,"copyright":30,"fieldtype":49,"meta_data":1643,"is_external_url":81},"ERGO Landingpage","https://storage.googleapis.com/kk-website-assets/y-rBwQnF_ERGO-610x353.jpg",{"alt":1641,"title":118,"source":30,"copyright":30},{"type":39,"content":1645},[1646],{"type":42,"content":1647},[1648],{"text":1649,"type":513},"ERGO nutzt ebenfalls Worthülsen, aber erläutert diese näher für die Interessenten",{"_uid":1651,"image":1652,"caption":1656,"component":1609},"348159bd-7958-479f-a0d0-ed007ca83091",{"alt":1653,"src":1654,"name":30,"focus":30,"title":118,"source":30,"filename":1654,"copyright":30,"fieldtype":49,"meta_data":1655,"is_external_url":81},"du_erhaelst_jede_woche","https://storage.googleapis.com/kk-website-assets/Q9kNmfNM_du_erhaelst_jede_woche_gut-610x306.png",{"alt":1653,"title":118,"source":30,"copyright":30},{"type":39,"content":1657},[1658],{"type":42,"content":1659},[1660],{"text":1661,"type":513},"Gymondo nennt sehr präzise die Vorteile ihres Newsletters, die man jede Woche genießt. 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Vor allem ist der Kundennutzen einer SSL-Verschlüsselung sehr gut herausgearbeitet.",{"_uid":1700,"text":1701,"component":1012},"b8db08ca-55a5-4c92-ac14-8a4957d0fe44",{"type":39,"content":1702},[1703,1708,1740,1745,1757,1762,1774,1779],{"type":935,"attrs":1704,"content":1705},{"level":937,"textAlign":118},[1706],{"text":1707,"type":513},"Take-Aways",{"type":1709,"content":1710},"bullet_list",[1711,1719,1726,1733],{"type":1712,"content":1713},"list_item",[1714],{"type":42,"attrs":1715,"content":1716},{"textAlign":118},[1717],{"text":1718,"type":513},"Achten Sie bei Ihren Formulierungen darauf, keine Worthülsen zu nutzen oder zumindest den Einsatz zu minimieren.",{"type":1712,"content":1720},[1721],{"type":42,"attrs":1722,"content":1723},{"textAlign":118},[1724],{"text":1725,"type":513},"Hinterfragen Sie, ob das was Sie sagen möchten, auch das ist, was Ihre Kunden verstehen.",{"type":1712,"content":1727},[1728],{"type":42,"attrs":1729,"content":1730},{"textAlign":118},[1731],{"text":1732,"type":513},"Argumentieren Sie nicht mit (Produkt-) Merkmalen, sondern mit einem persönlichen Kundennutzen.",{"type":1712,"content":1734},[1735],{"type":42,"attrs":1736,"content":1737},{"textAlign":118},[1738],{"text":1739,"type":513},"MVP-Ketten stellen hierbei ein sehr gutes Hilfsmittel dar.",{"type":42,"attrs":1741,"content":1742},{"textAlign":118},[1743],{"text":1744,"type":513},"Denn letztendlich steigert der persönliche Mehrwert für den Kunden auch Ihre Conversion Rate und damit Ihren Umsatz.",{"type":42,"attrs":1746,"content":1747},{"textAlign":118},[1748,1750,1755],{"text":1749,"type":513},"Benötigst du noch mehr Informationen über persönlichen Kundennutzen? 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einfache Tipps für erfolgreiche Landingpage-Prozesse","2025-10-15T16:11:29.279Z","2026-02-19T16:10:33.253Z","2026-02-19T16:10:33.271Z",101806445719120,"259b812d-9b29-4709-8c0a-a760beb5a934",{"seo":1926,"_uid":1928,"body":1929,"text":30,"image":2343,"footer":30,"header":30,"authors":2346,"category":2347,"headline":1919,"component":1076,"categories":2348,"bottom_head":2368,"breadcrumbs":2369,"seo_noindex":51,"sidebar_cta":2384,"reading_time":1910,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2412,"additional_slot":2413,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":1919,"plugin":911,"og_image":1927,"og_title":1919,"description":30,"twitter_image":1927,"twitter_title":1919,"og_description":30,"twitter_description":30},"//b2zo0i6c.myraidbox.de/wp-content/uploads/2011/09/landingpage-prozesse.jpg","2d093b91-7a98-4d20-b3c6-69a6fb6923b6",[1930],{"_uid":1931,"text":1932,"component":1012},"78f638a9-232f-4375-afa0-22cd1b1601d4",{"type":39,"content":1933},[1934,1939,1944,1949,1954,1959,1964,1969,1974,1979,2050,2055,2060,2065,2085,2090,2095,2100,2105,2110,2115,2120,2125,2130,2135,2140,2190,2195,2200,2205,2210,2326,2331,2336],{"type":42,"attrs":1935,"content":1936},{"textAlign":118},[1937],{"text":1938,"type":513},"Dass sich mit Tests auf Landingpages die Konversionsraten schnell und effizient optimieren lassen ist ja kein Geheimnis mehr. Doch nicht diese einzelnen Tests sind es, die ein Unternehmen erfolgreich machen, sondern einfache und effiziente Prozesse mit denen sich der Erfolg skalieren lässt. Ich möchte Ihnen heute fünf einfach umzusetzende Tipps an die Hand geben die Sie befolgen sollten um solche Prozesse in Ihrem Hause zu etablieren.",{"type":935,"attrs":1940,"content":1941},{"level":937,"textAlign":118},[1942],{"text":1943,"type":513},"1. Tipp: Denken Sie in Zielen und Visionen",{"type":42,"attrs":1945,"content":1946},{"textAlign":118},[1947],{"text":1948,"type":513},"Setzen Sie sich mittelfristige Ziele. Schaffen Sie sich persönliche KPIs. Schaffen Sie eine Vision.",{"type":42,"attrs":1950,"content":1951},{"textAlign":118},[1952],{"text":1953,"type":513},"Wo wollen Sie mit Ihrem Landingpage Programm in 6 Monaten stehen? Wo in einem Jahr? Wie hoch soll die Konversionrate sein? Wie viele Tests möchten Sie parallel laufen lassen? Wie viel Traffic soll über Ihre Landingpages laufen? Wie schnell möchten Sie die Ergebnisse in die “normale” Seite übertragen? Wie hoch soll der Revenue Ihrer Maßnahmen sein?",{"type":42,"attrs":1955,"content":1956},{"textAlign":118},[1957],{"text":1958,"type":513},"Schreiben Sie dieses Ziel auf ein großes Flipchart und hängen es dort auf, wo Sie es jederzeit sehen können. Teilen Sie Ihre Vision mit anderen. Holen Sie andere an Board. Inspirieren Sie Ihre Geschäftsleitung.",{"type":42,"attrs":1960,"content":1961},{"textAlign":118},[1962],{"text":1963,"type":513},"Stecken Sie sich hohe, aber realistische Ziele.",{"type":935,"attrs":1965,"content":1966},{"level":937,"textAlign":118},[1967],{"text":1968,"type":513},"2. Tipp: Schaffen Sie ein Conversion-/Landingpage-Team",{"type":42,"attrs":1970,"content":1971},{"textAlign":118},[1972],{"text":1973,"type":513},"Eine Person mit einer Vision im Kopf ist ein guter Schritt in die richtige Richtung. Gemäß dem Conversion Optimization Maturity Model von Janco Klijnstra steht man damit aber erst auf der ersten Stufe. Man wird zum Local Hero. Dem Einzelkämpfer für mehr Konversion im Unternehmen.",{"type":42,"attrs":1975,"content":1976},{"textAlign":118},[1977],{"text":1978,"type":513},"Für wirklich effiziente Prozesse benötigen Sie ein schlagkräftiges Team. Sie benötigen die folgenden Rollen in Ihrem Team:",{"type":1980,"attrs":1981,"content":1983},"ordered_list",{"order":1982},1,[1984,1995,2006,2017,2028,2039],{"type":1712,"content":1985},[1986],{"type":42,"attrs":1987,"content":1988},{"textAlign":118},[1989,1993],{"text":1990,"type":513,"marks":1991},"Der Stratege",[1992],{"type":1011},{"text":1994,"type":513}," – das Masterbrain. Er bringt die Vision voran und hält die Fäden in der Hand.",{"type":1712,"content":1996},[1997],{"type":42,"attrs":1998,"content":1999},{"textAlign":118},[2000,2004],{"text":2001,"type":513,"marks":2002},"Der Psychologe.",[2003],{"type":1011},{"text":2005,"type":513}," Der Nutzerflüsterer. Sein Job ist es, alles über die internen Dialoge des Nutzers herauszufinden. Hierzu bedient er sich qualitativen Methoden um neue Hypothesen aus dem Nutzerverhalten abzuleiten. Er liefert den Input für den Texter und den Designer.",{"type":1712,"content":2007},[2008],{"type":42,"attrs":2009,"content":2010},{"textAlign":118},[2011,2015],{"text":2012,"type":513,"marks":2013},"Der Texter",[2014],{"type":1011},{"text":2016,"type":513},". Er muss die inneren Dialoge der Kunden verstehen um die Kraft des Persuasive Copywritings perfekt auszuspielen.",{"type":1712,"content":2018},[2019],{"type":42,"attrs":2020,"content":2021},{"textAlign":118},[2022,2026],{"text":2023,"type":513,"marks":2024},"Der Designer.",[2025],{"type":1011},{"text":2027,"type":513}," Mit allen Wassern gewaschen und mit UX-, Usability- und Motivatorik-Wissen gespickt ist er mehr als nur ein Pixelschieber. Er verleiht den Inhalten ein Gesicht.",{"type":1712,"content":2029},[2030],{"type":42,"attrs":2031,"content":2032},{"textAlign":118},[2033,2037],{"text":2034,"type":513,"marks":2035},"Der Techniker.",[2036],{"type":1011},{"text":2038,"type":513}," Eine perfekte Symbiose aus Mensch und Software. Er beherrscht die Implementierung von Test-Systemen genauso perfekt, wie Front- oder Back-End Entwicklungen um schnelle Testzyklen zu ermöglichen.",{"type":1712,"content":2040},[2041],{"type":42,"attrs":2042,"content":2043},{"textAlign":118},[2044,2048],{"text":2045,"type":513,"marks":2046},"Der Analyst.",[2047],{"type":1011},{"text":2049,"type":513}," Als Zahlenmensch ist er die Lebensader des Strategen. Alle Daten laufen bei Ihm zusammen und er weiß diese perfekt zu interpretieren und liefert so neue Ansätze für Hypothesen. Weiterhin validiert er die qualitativen Hypothesen des Psychologen über Testing-Systeme.",{"type":42,"attrs":2051,"content":2052},{"textAlign":118},[2053],{"text":2054,"type":513},"Es ist nicht zwingend nötig, dass Sie diese 6 Rollen mit 6 unterschiedlichen Personen besetzen müssen. Wichtig ist nur, dass die Rollen besetzt sind.",{"type":935,"attrs":2056,"content":2057},{"level":937,"textAlign":118},[2058],{"text":2059,"type":513},"3. Tipp: Arbeiten Sie in Echtzeit",{"type":42,"attrs":2061,"content":2062},{"textAlign":118},[2063],{"text":2064,"type":513},"Conversion Optimierung und besonders Landingpage Optimierung ist eine extrem schnelle Disziplin. Je schneller man auf Änderungen am Markt oder neue Erkenntnisse reagieren kann, desto besser. Permanent ändern sich die Rahmenbedingungen und neue Konkurrenten befeuern Ihre grade erst gefundenen Nieschenbegriffe mit CPC Traffic.",{"type":42,"attrs":2066,"content":2067},{"textAlign":118},[2068,2070,2076,2077,2083],{"text":2069,"type":513},"Schaffen Sie sich eine technische Umgebung in der Sie in kürzester Zeit möglichst viele Dinge in Tests verändern können. Bereits der Einsatz von einfachen Tools wie z.B. ",{"text":2071,"type":513,"marks":2072},"Visual Website Optimizer",[2073],{"type":957,"attrs":2074},{"href":2075,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://visualwebsiteoptimizer.com/",{"text":1297,"type":513},{"text":2078,"type":513,"marks":2079},"Optimizely",[2080],{"type":957,"attrs":2081},{"href":2082,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.optimizely.com/",{"text":2084,"type":513}," spart IT-Ressourcen und hilft Ihnen dabei schneller zu werden. Stecken Sie aber nicht zu viel Zeit in die Evaluation eines Testing-Tools – starten Sie lieber zügig. Ein Testung-Tool ist schnell gewechselt.",{"type":42,"attrs":2086,"content":2087},{"textAlign":118},[2088],{"text":2089,"type":513},"Behalten Sie immer im Hinterkopf: je länger Sie teuren Traffic auf eine ineffiziente Landingpage schieben, desto mehr Geld verbrennen Sie.",{"type":935,"attrs":2091,"content":2092},{"level":937,"textAlign":118},[2093],{"text":2094,"type":513},"4. Tipp: Von Groß nach Fein nach Groß…",{"type":42,"attrs":2096,"content":2097},{"textAlign":118},[2098],{"text":2099,"type":513},"Geschwindigkeit ist nicht alles. Es geht nicht darum hunderte von Tests in möglichst wenig Zeit durchzuführen und dabei die Qualität der Hypothesen zu vergessen. Grade multivariate Tests animieren Nutzer häufig dazu unsinnige Kombinationen auf den Seiten zu testen. Tim Ash beschrieb dieses Verhalten als “Bullshit-Testing” auf der Conversion-Conference im letzten Jahr. Er stellte einige Tests vor, in denen Bullshit mit Bullshit getestet wurde und dabei mehr als 100% Uplift generiert werden konnte. Was hätten hier wohl richtig gute Hypothesen gebracht?",{"type":42,"attrs":2101,"content":2102},{"textAlign":118},[2103],{"text":2104,"type":513},"Die größten Uplifts werden durch das TAGO-Prinzip erreicht (Test Among Good Options). Hierbei werden zuerst möglichst weit auseinander liegende Hypothesen gegeneinander getestet und diese in einem zweiten Schritt über MVT verfeinert. Lance Loveday (CEO Closed Loop Marketing) sprach über das TAGO-Prinzip auf der Conversion Conference West 2010 in seinem Vortrag “The Power of Split Testing”.",{"type":935,"attrs":2106,"content":2107},{"level":937,"textAlign":118},[2108],{"text":2109,"type":513},"5. Tipp: Schaffen Sie eine Testing-Kultur",{"type":42,"attrs":2111,"content":2112},{"textAlign":118},[2113],{"text":2114,"type":513},"Irgendwie habe ich das Gefühl, dass es in Deutschland immer noch verpönt ist Fehler zu machen. Diese typisch deutsche Eigenschaft “Bloß keine Fehler” machen zu wollen führt leider sehr häufig dazu, dass auch keine bzw. zu geringe Uplifts erzielt werden. Viel zu sehr stecken wir noch in der Denke, dass Fehler machen unsere eigene weiße Weste beschmutzen könnte. Dabei stecken doch grade in den Fehlern die gemacht werden häufig die wertvollsten Erkenntnisse.",{"type":42,"attrs":2116,"content":2117},{"textAlign":118},[2118],{"text":2119,"type":513},"Häufig erlebe ich es in Projekten, dass von Kunden-Seite wenig Mut zu starken Tests herrscht. Dabei ist es absolut unerlässlich Dinge in Frage zu stellen und auszuprobieren.",{"type":42,"attrs":2121,"content":2122},{"textAlign":118},[2123],{"text":2124,"type":513},"Ja, Fehler machen tut erst einmal weh. Der Schmerz vergeht aber oft recht schnell, wenn die richtigen Schlüsse gezogen werden und man wichtige Erkenntnisse gewonnen hat.",{"type":42,"attrs":2126,"content":2127},{"textAlign":118},[2128],{"text":2129,"type":513},"In einer E-Mail Kampagne haben wir eine Optimierung ohne emotionalen Fokus, eine mit einem speziellen Fokus und die Kontrollvariante ausgesendet. Das Mailing und die Landingpage der emotional fokussierten Version waren so spitz formuliert, dass wenn die Emotion keine Resonanz im Nutzer erzeugt, er auch nicht konvertieren würde.",{"type":42,"attrs":2131,"content":2132},{"textAlign":118},[2133],{"text":2134,"type":513},"Das Ergebnis war wenig verblüffend. Die optimierte Version hat gewonnen. Die emotional fokussierte Version jedoch hat am schlechtesten performt. Sie lag sogar deutlich unter der Kontrolle-Variante. War das ein schlechter Test? Nein. Er war sogar sehr erfolgreich. Durch diesen Test konnte klar bewiesen werden, dass für die folgenden Tests diese emotionale Zielgruppe ausgeschlossen werden konnte. Die Konzepte der Folgetests haben einen anderen emotionalen Fokus gelegt und es konnte ein sehr guter Uplift (>200%) erzeugt werden.",{"type":935,"attrs":2136,"content":2137},{"level":937,"textAlign":118},[2138],{"text":2139,"type":513},"Bonus-Tipp 1: So generieren Sie Ihre Testhypothesen",{"type":1709,"content":2141},[2142,2154,2166,2178],{"type":1712,"content":2143},[2144],{"type":42,"attrs":2145,"content":2146},{"textAlign":118},[2147,2151,2152],{"text":2148,"type":513,"marks":2149},"Zeit nehmen",[2150],{"type":1011},{"type":1228},{"text":2153,"type":513},"Nehmen Sie sich jede Woche 30 Minuten Zeit und surfen Sie über Ihre Seite. Versuchen Sie Schwachstellen zu finden. Oft hilft es hier eine Customer Journey mit Personas durchzuführen und somit die Seite durch die Brille Ihrer Nutzer zu sehen. Sie werden sich wundern wie viele Ideen sie generieren werden.",{"type":1712,"content":2155},[2156],{"type":42,"attrs":2157,"content":2158},{"textAlign":118},[2159,2163,2164],{"text":2160,"type":513,"marks":2161},"Nicht Diskutieren – Testen!",[2162],{"type":1011},{"type":1228},{"text":2165,"type":513},"Wenn Sie mit Ihren Kollegen über Änderungen auf der Seite diskutieren, ist es ein sehr gutes Zeichen für einen potentiellen Test.",{"type":1712,"content":2167},[2168],{"type":42,"attrs":2169,"content":2170},{"textAlign":118},[2171,2175,2176],{"text":2172,"type":513,"marks":2173},"Nutzen Sie qualitative Methoden",[2174],{"type":1011},{"type":1228},{"text":2177,"type":513},"Besonders starken Input für Testhypothesen generieren Sie aus Customer Insights. Befragen Sie Ihre Nutzer oder führen Sie effiziente Labore durch. Aber qualifizieren Sie alle Hypothesen in Tests.",{"type":1712,"content":2179},[2180],{"type":42,"attrs":2181,"content":2182},{"textAlign":118},[2183,2187,2188],{"text":2184,"type":513,"marks":2185},"Schreiben Sie alle Ideen auf.",[2186],{"type":1011},{"type":1228},{"text":2189,"type":513},"Ich empfehlen meinen Kunden, sich eine Wand im Büro auszusuchen und dort eine Metaplan-Wand hinzustellen. Jede Test-Idee wird auf ein Kärtchen geschrieben und an die Wand gepinnt. Schreiben Sie zusätzlich eine Begründung auf, warum Sie meinen dass dieser Test eine Verbesserung darstellt.",{"type":935,"attrs":2191,"content":2192},{"level":937,"textAlign":118},[2193],{"text":2194,"type":513},"Bonus-Tipp 2: So priorisieren Sie Testhypothesen",{"type":42,"attrs":2196,"content":2197},{"textAlign":118},[2198],{"text":2199,"type":513},"Nach dem Sie jetzt eine Wand voller spannender Hypothesen haben geht es an die Priorisierung. Auch wenn Sie schnell sind, können Sie nicht alle Tests gleichzeitig umsetzen. Hier hat sich folgende Arbeitsweise als sehr hilfreich erwiesen.",{"type":42,"attrs":2201,"content":2202},{"textAlign":118},[2203],{"text":2204,"type":513},"Erstellen Sie eine Priorisierungs-Matrix und gehen diese gemeinsam mit Ihrem Team in einem wöchentlichen / 2 wöchentlichen Turnus in einem kurzen Meeting durch.",{"type":42,"attrs":2206,"content":2207},{"textAlign":118},[2208],{"text":2209,"type":513},"Nachfolgend ein Beispiel für eine solche Priorisierungs-Matrix.",{"type":1980,"attrs":2211,"content":2212},{"order":1982},[2213,2224,2238,2251,2263,2276,2289,2301,2313],{"type":1712,"content":2214},[2215],{"type":42,"attrs":2216,"content":2217},{"textAlign":118},[2218,2220],{"text":2219,"type":513},"Spalte: ",{"text":2221,"type":513,"marks":2222},"Kurze Beschreibung der Testhypothese",[2223],{"type":1011},{"type":1712,"content":2225},[2226],{"type":42,"attrs":2227,"content":2228},{"textAlign":118},[2229,2231,2235,2236],{"text":2230,"type":513},"Spalte: ",{"text":2232,"type":513,"marks":2233},"Einschätzung Verbesserungspotential",[2234],{"type":1011},{"type":1228},{"text":2237,"type":513},"Werte: 1 gering bis 10 sehr hoch.",{"type":1712,"content":2239},[2240],{"type":42,"attrs":2241,"content":2242},{"textAlign":118},[2243,2244,2248,2249],{"text":2219,"type":513},{"text":2245,"type":513,"marks":2246},"Wie hoch ist der grafischer Aufwand?",[2247],{"type":1011},{"type":1228},{"text":2250,"type":513},"Werte: 1 sehr hoch bis 10 sehr gering",{"type":1712,"content":2252},[2253],{"type":42,"attrs":2254,"content":2255},{"textAlign":118},[2256,2257,2261,2262],{"text":2219,"type":513},{"text":2258,"type":513,"marks":2259},"Wie hoch ist der Aufwand im Front-End / Umsetzung im Testing-System?",[2260],{"type":1011},{"type":1228},{"text":2250,"type":513},{"type":1712,"content":2264},[2265],{"type":42,"attrs":2266,"content":2267},{"textAlign":118},[2268,2269,2273,2274],{"text":2219,"type":513},{"text":2270,"type":513,"marks":2271},"Wie schnell könnte der Test online gehen?",[2272],{"type":1011},{"type":1228},{"text":2275,"type":513},"Werte: 1 sehr spät bis 10 sehr kurzfristig",{"type":1712,"content":2277},[2278],{"type":42,"attrs":2279,"content":2280},{"textAlign":118},[2281,2282,2286,2287],{"text":2219,"type":513},{"text":2283,"type":513,"marks":2284},"Werden IT-Ressourcen benötigt?",[2285],{"type":1011},{"type":1228},{"text":2288,"type":513},"Werte: Nein (1), Ja (0,5)",{"type":1712,"content":2290},[2291],{"type":42,"attrs":2292,"content":2293},{"textAlign":118},[2294,2295,2299,2300],{"text":2219,"type":513},{"text":2296,"type":513,"marks":2297},"Ist der Test an Release-Zyklen gebunden?",[2298],{"type":1011},{"type":1228},{"text":2288,"type":513},{"type":1712,"content":2302},[2303],{"type":42,"attrs":2304,"content":2305},{"textAlign":118},[2306,2307,2311,2312],{"text":2219,"type":513},{"text":2308,"type":513,"marks":2309},"Benötige ich politische Freigaben für den Test?",[2310],{"type":1011},{"type":1228},{"text":2288,"type":513},{"type":1712,"content":2314},[2315],{"type":42,"attrs":2316,"content":2317},{"textAlign":118},[2318,2319,2323,2324],{"text":2219,"type":513},{"text":2320,"type":513,"marks":2321},"Ergebnis",[2322],{"type":1011},{"type":1228},{"text":2325,"type":513},"Multiplizieren Sie jede Spalte miteinander.",{"type":42,"attrs":2327,"content":2328},{"textAlign":118},[2329],{"text":2330,"type":513},"Jetzt brauchen Sie nur noch den Wert abzulesen. Die Hypothese mit dem höchsten Wert ist der erste Test, den Sie durchführen sollten. Danach arbeiten Sie sich in absteigender Reihenfolge nach unten vor. Führen Sie diese Priorisierung in regelmäßigen Abständen durch.",{"type":42,"attrs":2332,"content":2333},{"textAlign":118},[2334],{"text":2335,"type":513},"Diese Priorisierungs-Matrix ist natürlich nur ein Beispiel. Sie soll nur Anregungen für Ihre eigene auf Ihr Unternehmen zugeschnittene Version dienen.",{"type":42,"attrs":2337,"content":2338},{"textAlign":118},[2339],{"text":2340,"type":513,"marks":2341},"Was sind Ihrer Meinung nach die wichtigsten Erfolgsfaktoren für erfolgreiche Landingpage- bzw. Conversion-Optimierung-Prozesse? Ich freue mich auf Ihr Feedback.",[2342],{"type":1011},{"alt":1919,"src":2344,"name":30,"focus":30,"title":118,"source":30,"filename":2344,"copyright":30,"fieldtype":49,"meta_data":2345},"//a.storyblok.com/f/328018/3be58207f6/tipps-erfolgreiche-landingpage-prozesse-html-0439e8df-landingpage-prozesse_.png",{"alt":1919,"title":118,"source":30,"copyright":30},[1023],"18b5de31-b99f-4da0-86ce-7196d9f7dd71",[2349,2360,2364],{"name":1881,"created_at":2350,"published_at":1081,"updated_at":2350,"id":2351,"uuid":2347,"content":2352,"slug":2354,"full_slug":2355,"sort_by_date":118,"position":2356,"tag_list":2357,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":2358,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2359,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"2025-10-13T20:20:32.868Z",101159865867665,{"_uid":2353,"component":1085},"ff43f1c6-ea27-48ea-bd12-a5ab631eefae","customerexperience","de/_categories/customerexperience",-10,[],"cd639ced-2207-4d95-ad15-f592e4dc361f",[],{"name":1079,"created_at":1080,"published_at":1081,"updated_at":1080,"id":1082,"uuid":1075,"content":2361,"slug":1086,"full_slug":1087,"sort_by_date":118,"position":1088,"tag_list":2362,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":1091,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2363,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1084,"component":1085},[],[],{"name":58,"created_at":1095,"published_at":1096,"updated_at":1097,"id":1098,"uuid":1099,"content":2365,"slug":1102,"full_slug":1103,"sort_by_date":118,"position":1104,"tag_list":2366,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":1106,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2367,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1101,"component":1085},[],[],[],[2370,2373,2377],{"_uid":2371,"link":2372,"text":1115,"component":59},"84b38d3c-0c1d-493c-873a-0ee2a27f9266",{"id":1113,"url":1114,"linktype":31,"fieldtype":32,"cached_url":1114},{"_uid":2374,"link":2375,"text":442,"component":59},"eaf6058f-2069-4eee-8c76-ff34177987aa",{"id":1119,"url":1120,"linktype":31,"fieldtype":32,"cached_url":1120,"story":2376},{"name":442,"id":1122,"uuid":1119,"slug":440,"url":1120,"full_slug":1120,"_stopResolving":81},{"_uid":2378,"link":2379,"text":1919,"component":59},"266b89a4-9ae7-4e81-b836-3e4048478407",{"id":1924,"url":2380,"linktype":31,"fieldtype":32,"cached_url":2380,"story":2381},"de/blog/conversion-rate-optimization/tipps-erfolgreiche-landingpage-prozesse",{"name":1919,"id":1923,"uuid":1924,"slug":2382,"url":2383,"full_slug":2383,"_stopResolving":81},"tipps-erfolgreiche-landingpage-prozesse","de/conversion-rate-optimization/tipps-erfolgreiche-landingpage-prozesse",[2385],{"_uid":2386,"caption":30,"headline":2387,"component":2388,"subheadline":2389,"action_buttons":2403},"db192052-bc9a-491a-a8da-bec27a015e65","WDW Hypothesen Paket","item-cta",{"type":39,"content":2390},[2391,2398],{"type":42,"attrs":2392,"content":2393},{"textAlign":118},[2394],{"text":2395,"type":513,"marks":2396},"Bessere Hypothesen, bessere Tests – mehr Uplift",[2397],{"type":1011},{"type":42,"attrs":2399,"content":2400},{"textAlign":118},[2401],{"text":2402,"type":513},"Das kostenlose Bundle aus WDW-Framework, 2 KI-Prompts, Miro-Template, Slides & 6 E-Mail-Lektionen hilft dir, nutzerzentrierte Hypothesen zu formulieren – für signifikante Ergebnisse statt Alibi-Tests.",[2404],{"_uid":2405,"icon":27,"link":2406,"text":2411,"intent":35,"component":36,"icon_position":37},"84dc3443-fd8f-4f7b-8939-09d0ea61281c",{"id":416,"url":30,"linktype":31,"fieldtype":32,"cached_url":417,"story":2407},{"name":2408,"id":2409,"uuid":416,"slug":2410,"url":417,"full_slug":417,"_stopResolving":81},"WDW Hypothesen Framework",80112109067197,"wdw-hypothesen-framework","Jetzt kostenlos laden",[],[],-60,[2416],"TAGO Prinzip","137c5bc8-1887-4723-9a74-fc5b539bf4ef","2011-09-27T08:04:52.000Z",[],{"name":2421,"created_at":2422,"published_at":2423,"updated_at":2424,"id":2425,"uuid":2426,"content":2427,"slug":2871,"full_slug":2872,"sort_by_date":118,"position":715,"tag_list":2875,"is_startpage":51,"parent_id":1136,"meta_data":118,"group_id":2880,"first_published_at":2881,"release_id":118,"lang":124,"path":118,"alternates":2882,"default_full_slug":118,"translated_slugs":118},"11 Landingpage Elemente im Bewertungsraster","2025-10-15T16:11:15.393Z","2025-11-27T08:54:45.519Z","2025-11-14T15:24:27.336Z",101806388854337,"a5133d2f-e216-47c5-873b-ca47007b37f6",{"seo":2428,"_uid":2430,"body":2431,"text":30,"image":2831,"authors":2834,"category":2835,"headline":2421,"component":1076,"categories":2836,"bottom_head":2857,"breadcrumbs":2858,"seo_noindex":51,"sidebar_cta":2873,"reading_time":1910,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2874,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":2421,"plugin":911,"og_image":2429,"og_title":2421,"description":30,"twitter_image":2429,"twitter_title":2421,"og_description":30,"twitter_description":30},"//b2zo0i6c.myraidbox.de/wp-content/uploads/2010/12/bewertungsraster.png","4c2f5afd-c479-4e59-b485-41f68a8bc575",[2432],{"_uid":2433,"text":2434,"component":1012},"8877fa4d-c929-4556-ac49-5920dbed5a72",{"type":39,"content":2435},[2436,2440,2445,2449,2453,2457,2461,2466,2470,2476,2480,2484,2490,2494,2498,2504,2508,2514,2518,2522,2528,2532,2536,2542,2546,2550,2556,2560,2566,2570,2576,2580,2584,2588,2594,2598,2602,2608,2612,2616,2621,2625,2629,2636,2641,2645,2651,2656,2660,2666,2671,2675,2681,2687,2697,2703,2708,2712,2718,2723,2727,2733,2738,2742,2748,2753,2757,2763,2768,2772,2777,2782,2786,2791,2796,2800,2804,2809,2814,2818,2825],{"type":42,"content":2437},[2438],{"text":2439,"type":513},"Ich möchte Ihnen heute ein einfaches Bewertungsraster für Landingpages an die Hand geben, mit dem Sie durch das Bewerten von 11 Elementen sowohl eine einfache Standortbestimmung Ihrer Landingpages, als auch wertvolle Inspirationen für deren Weiterentwicklung gewinnen können.",{"type":935,"attrs":2441,"content":2442},{"level":937},[2443],{"text":2444,"type":513},"Die Idee hinter dem Bewertungsraster",{"type":42,"content":2446},[2447],{"text":2448,"type":513},"Das Bewertungsraster soll Ihnen die Möglichkeit eines strukturierten Vergleiches Ihrer Landingpages mit denen Ihrer Konkurzenz geben.",{"type":42,"content":2450},[2451],{"text":2452,"type":513},"Welche Elemente sind bei Ihnen besser gelöst, welche bei der Konkurenz? Die Arbeit mit diesem Raster hat in der Praxis gezeigt wie effizient man damit Schwachstellen der eigenen Landingpages finden kann und von der Konkurenz wichtige Inspirationen erhalten kann. Das soll Sie natürlich nicht davon abhalten die Kriterien entsprechend für sich abzuändern… 😉",{"type":42,"content":2454},[2455],{"text":2456,"type":513},"Stellen Sie die Bewertungen der einzelnen Landingpages in Listenform gegenüber und bewerten welche der Elemente Sie für Ihre Landingpage übernehmen möchten.",{"type":42,"content":2458},[2459],{"text":2460,"type":513},"Natürlich ist die Bewertung anhand eines Rasters immer subjektiv. Das Ziel der Bewertung nach den 11 Bewertungskritieren ist jedoch nicht die statistische Validität. Es soll eher als Weg zu Inspiration dienen.",{"type":935,"attrs":2462,"content":2463},{"level":937},[2464],{"text":2465,"type":513},"Die 11 Bewertungskriterien",{"type":42,"content":2467},[2468],{"text":2469,"type":513},"Besucher des Conversion Camps 2010 kennen die Bewertungskritieren bereits. Auf den Networking Karten wurden die in unseren Augen relevantesten Kriterien abgedruckt. Natürlich gibt es noch unendlich viele weitere Kriterien nach denen Landingpages bewertet werden können. In der Praxis haben sich die folgenden 11 als sehr effizient erwiesen.",{"type":42,"content":2471},[2472],{"text":2473,"type":513,"marks":2474},"1. Logo",[2475],{"type":1011},{"type":42,"content":2477},[2478],{"text":2479,"type":513},"Das Logo dient für den Nutzer als erster Ankerpunkt auf der Landingpage und soll es durch seinen hohen Wiedererkennungswert einfach machen, das Unternehmen von den Wettbewerbern zu unterscheiden. Bereits durch die Gestaltung des Logos werden die wichtigsten Werte des Unternehmen sichtbar gemacht. Der Nutzer erkennt im Logo den Absender der Seite und so kann bereits hier ein erster Grundstein für Vertrauen gelegt werden.",{"type":42,"content":2481},[2482],{"text":2483,"type":513},"Ist das Logo dem Nutzer bekannt, wird dieser sofort und unterbewusst seine bisherigen Erfahrungen mit dem Anbieter in die Waagschale werfen um das Angebot zu bewerten.",{"type":42,"content":2485},[2486],{"text":2487,"type":513,"marks":2488},"2. Headline / Subline",[2489],{"type":1011},{"type":42,"content":2491},[2492],{"text":2493,"type":513},"Die Headline-/Subline-Kombination beantwortet dem Nutzer primär die Frage “Bin ich hier richtig?”. Kommt der Nutzer beispielweise aus einer CPC-Anzeige, sollte diese den Anzeigentext entprechend aufgreifen und dem Nutzer so das Gefühl geben, dass er das Gesuchte hier gefunden hat. Kurze und prägnante Texte ermöglichen eine besonders schnelle Aufnahme der Informationen.",{"type":42,"content":2495},[2496],{"text":2497,"type":513},"Headline und Subline sollten immer informativ und relevant für den Nutzer sein und ihn emotional ansprechen.",{"type":42,"content":2499},[2500],{"text":2501,"type":513,"marks":2502},"3. Einleitung",[2503],{"type":1011},{"type":42,"content":2505},[2506],{"text":2507,"type":513},"Die Einleitung gibt dem Nutzer in Kombination mit der Headline / Subline eine kurze Erläuterung zum dargestellten Produkt oder der Dienstleistung. Sie hebt bereits den wichtigsten Nutzen für den Besucher hervor und gibt einen starken Anreiz weiterzulesen.",{"type":42,"content":2509},[2510],{"text":2511,"type":513,"marks":2512},"4. UVP (Unique Value Proposition)",[2513],{"type":1011},{"type":42,"content":2515},[2516],{"text":2517,"type":513},"Was ist das Besondere an dem Angebot? Lenken Sie den Nutzer nicht mit zu vielen Versprechen ab, konzentrieren Sie sich auf das Wesentliche auf das Besondere des Angebots. Fassen Sie sich hierbei kurz. Der Besucher wird es Ihnen danken, wenn er nicht unendlich lange Sätze lesen muss. Er will den Nutzen für sich schnell erfassen.",{"type":42,"content":2519},[2520],{"text":2521,"type":513},"In einer Bulletliste mit mehreren Nutzen ist der UVP immer an erster Stelle und sollte durch die 5 Ws (Wer? Was? Wann? Wo? Warum?) erweitert werden.",{"type":42,"content":2523},[2524],{"text":2525,"type":513,"marks":2526},"5. Reason Why",[2527],{"type":1011},{"type":42,"content":2529},[2530],{"text":2531,"type":513},"Der Besucher möchten Argumente für die Entscheidung haben. Wenn die Landingpage diese liefert und er sich damit identifizieren kann – perfekt.",{"type":42,"content":2533},[2534],{"text":2535,"type":513},"Je nach Zielgruppe können diese Argumente, aber auch die Darstellung stark differieren. Sind für die einen Statistiken in Tabellenform oder Vergleichstabellen sinnvoll, so möchten andere Grafiken und Charts sehen. Für eine andere Zielgruppe könnte schon ein entsprechender Text ausreichend sein. Wichtig ist nur, dass der Nutzer Antworten auf die Frage “Warum ist das das Richtige für MICH?” bekommt.",{"type":42,"content":2537},[2538],{"text":2539,"type":513,"marks":2540},"6. Preis",[2541],{"type":1011},{"type":42,"content":2543},[2544],{"text":2545,"type":513},"“Was kostet mich das?” Der Besucher trifft seine Kaufentscheidung niemals ohne die Information.",{"type":42,"content":2547},[2548],{"text":2549,"type":513},"Aus psychologischer Sicht ist es sinnvoll den Preis zu “erklären”. Gute Beispiele sind begründete Preisreduzierungen, aber auch das Prinzip der Verknappung kann hier verkaufsfördernd sein. “Nur noch 2 Tage 65% Rabatt” oder so ähnlich diese Verknappung lauten.",{"type":42,"content":2551},[2552],{"text":2553,"type":513,"marks":2554},"7. Call-to-Action",[2555],{"type":1011},{"type":42,"content":2557},[2558],{"text":2559,"type":513},"Die Call-to-Action ist der erste Schritt in den Conversion-Funnel und sollte entsprechend deutlich und klar zu erkennen sein und zum Klick einladen.",{"type":42,"content":2561},[2562],{"text":2563,"type":513,"marks":2564},"8. Funktionsprinzip",[2565],{"type":1011},{"type":42,"content":2567},[2568],{"text":2569,"type":513},"Der Besucher möchte das Prinzip leicht erfassen und keine langen Beschreibungen lesen müssen. Illustrationen des Funktionsprinzips sind gut geeignet, wenn Sie komplexe Produkte oder Vorgänge simplifizieren und somit leichter erfassbar machen. Ob es besser ist eine technische Zeichung, ein Scribble oder ein Video zu nutzen hängt von der Zielgruppe ab.",{"type":42,"content":2571},[2572],{"text":2573,"type":513,"marks":2574},"9. Trust Elemente",[2575],{"type":1011},{"type":42,"content":2577},[2578],{"text":2579,"type":513},"Vertrauen ist ein sehr starkes psychologisches Motiv – Misstrauen hingegen ist der größte Konversionskiller.",{"type":42,"content":2581},[2582],{"text":2583,"type":513},"Je nach Persönlichkeitstyp bauen Nutzer unterschiedlich schnell Vertrauen zu einem Anbieter auf. Hat die Seite Elemente die das Vertrauen stärken und das Sicherheitsbedürfnis der Nutzer befriedigen. Häufig genutzte Beispiele sind Siegel, bekannte Marken, redaktionelle Zertifikate, bekannte Gesicher, aber auch Social-Media Elemente wie Facebook Likes.",{"type":42,"content":2585},[2586],{"text":2587,"type":513},"Zusätzlich zu diesen Elementen ist eine professionelle Gestaltung und eine verständliche Struktur der Seiten vertrauensfördernd.",{"type":42,"content":2589},[2590],{"text":2591,"type":513,"marks":2592},"10. Hero Shot",[2593],{"type":1011},{"type":42,"content":2595},[2596],{"text":2597,"type":513},"“Was kaufe ich da eigentlich und wie zur Hölle sieht das aus?”",{"type":42,"content":2599},[2600],{"text":2601,"type":513},"Ist das Produkt der Held der Seite? Gute Produktfotos sind unabdingbar für eine hohe Konversionsrate. Wirklich gut funktioniert der Hero Shot in Verbindung mit dem Storytelling, dem Erzählen einer Geschichte zu dem Produkt. Diese Symbiose triggert oft starke Emotionen im Nutzer.",{"type":42,"content":2603},[2604],{"text":2605,"type":513,"marks":2606},"11. Testimonials",[2607],{"type":1011},{"type":42,"content":2609},[2610],{"text":2611,"type":513},"Gib es Testimonials auf der Seite, die das Vertrauen in das Produkt stärken?",{"type":42,"content":2613},[2614],{"text":2615,"type":513},"Für die Glaubwürdigkeit hat es sich als sehr hilfreich erweisen, wenn Vor- und Nachteile autentisch beschrieben werden. Man sollte den Texten anmerken, dass sie von echten Nutzern für Nutzer geschrieben wurden und nicht von der Marketing-Abteilung.",{"type":935,"attrs":2617,"content":2618},{"level":937},[2619],{"text":2620,"type":513},"Beispielhafte Bewertung",{"type":42,"content":2622},[2623],{"text":2624,"type":513},"Ich habe mir einmal die Seite der iPhone App Things etwas näher angesehen und anhand dieser 11 Punkte kurz bewertet. Im produktiven Einsatz dieser Methode lohnt sich eine deutlich detailliertere Untersuchung.",{"type":42,"content":2626},[2627],{"text":2628,"type":513},"Dieses Beispiel soll lediglich dem Verständnis der Methodik dienen und erhebt keinen Anspruch auf Vollständigkeit.",{"type":42,"content":2630},[2631],{"type":950,"attrs":2632},{"alt":2633,"src":2634,"name":30,"focus":30,"title":2633,"source":30,"filename":2634,"copyright":30,"fieldtype":49,"meta_data":2635,"is_external_url":81},"Landingpage iPhone App Things","https://storage.googleapis.com/kk-website-assets/9nIXbjOY_things1.png",{"alt":2633,"title":2633,"source":30,"copyright":30},{"type":42,"content":2637},[2638],{"text":2473,"type":513,"marks":2639},[2640],{"type":1011},{"type":42,"content":2642},[2643],{"text":2644,"type":513},"Das Logo Cultured Code ist vielen sicher genauso unbekannt wie das Logo / Icon der App. Es ist professionell und klar gestaltet. Allerdings lässt es auf den ersten Blick kaum einen Schluss auf den Inhalt des Produkts zu.",{"type":42,"content":2646},[2647],{"text":2648,"type":513,"marks":2649},"4 / 10 Punkten",[2650],{"type":1426},{"type":42,"content":2652},[2653],{"text":2487,"type":513,"marks":2654},[2655],{"type":1011},{"type":42,"content":2657},[2658],{"text":2659,"type":513},"Die Headline **“**Task management for everyone” in Kombination mit dem iPhone und iPod touch Schriftzug neben dem Things Logo geben ein gutes Feedback um was es sich handelt. Die Emotionalität und der Nutzen könnten klarer formuliert werden.",{"type":42,"content":2661},[2662],{"text":2663,"type":513,"marks":2664},"7 / 10 Punkten",[2665],{"type":1426},{"type":42,"content":2667},[2668],{"text":2501,"type":513,"marks":2669},[2670],{"type":1011},{"type":42,"content":2672},[2673],{"text":2674,"type":513},"Die Einleitung gibt sehr gut den Mehrwert des Produkts wieder und bietet einen starken Anzeiz zum weiterlesen. Eine sehr gute Einleitung.",{"type":42,"content":2676},[2677],{"text":2678,"type":513,"marks":2679},"10 / 10 Punkten",[2680],{"type":1426},{"type":42,"content":2682},[2683],{"text":2684,"type":513,"marks":2685},"4. UVP",[2686],{"type":1011},{"type":42,"content":2688},[2689,2691,2692,2694,2695],{"text":2690,"type":513},"Der UVP wird bereits in der Einleitung aufgegriffen.",{"type":1228},{"text":2693,"type":513},"Eine Bulletliste ist jedoch nicht vorhanden.",{"type":1228},{"text":2696,"type":513},"Im Video wird ebenfalls auf den UVP eingegangen.",{"type":42,"content":2698},[2699],{"text":2700,"type":513,"marks":2701},"5 / 10 Punkten",[2702],{"type":1426},{"type":42,"content":2704},[2705],{"text":2525,"type":513,"marks":2706},[2707],{"type":1011},{"type":42,"content":2709},[2710],{"text":2711,"type":513},"Die Reason Why wird sowohl im Video stark thematisiert, als auch den folgenden Abschnitten der Landingpage. Es wird für jedes Mainfeature im Detail darauf eingegangen was es dem Nutzer bringt.",{"type":42,"content":2713},[2714],{"text":2715,"type":513,"marks":2716},"9 / 10 Punkten",[2717],{"type":1426},{"type":42,"content":2719},[2720],{"text":2539,"type":513,"marks":2721},[2722],{"type":1011},{"type":42,"content":2724},[2725],{"text":2726,"type":513},"Der Preis wird auf der Seite gar nicht thematisiert. Ein echter Konversionkiller.",{"type":42,"content":2728},[2729],{"text":2730,"type":513,"marks":2731},"0 / 10 Punkten",[2732],{"type":1426},{"type":42,"content":2734},[2735],{"text":2553,"type":513,"marks":2736},[2737],{"type":1011},{"type":42,"content":2739},[2740],{"text":2741,"type":513},"Die Call-to-Action ist für eine so lange Seite zu wenig vertreten. Sie sollte mindestens unten nocheinmal wiederholt werden. Weiterhin ist sie nicht klar als solche zu erkennen. Durch die orange Farbe fällt sie zwar auf, wird aber wahrscheinlich nur schwer als klickbares Element identifiziert.",{"type":42,"content":2743},[2744],{"text":2745,"type":513,"marks":2746},"3 / 10 Punkten",[2747],{"type":1426},{"type":42,"content":2749},[2750],{"text":2563,"type":513,"marks":2751},[2752],{"type":1011},{"type":42,"content":2754},[2755],{"text":2756,"type":513},"Das Funktionsprinzip wird innerhalb des Videos sehr detialliert dargestellt. Mir fehlt jedoch eine einfache und vor allem schnelle Übersicht, die auch in der Website platziert werden sollte.",{"type":42,"content":2758},[2759],{"text":2760,"type":513,"marks":2761},"6 / 10 Punkten",[2762],{"type":1426},{"type":42,"content":2764},[2765],{"text":2573,"type":513,"marks":2766},[2767],{"type":1011},{"type":42,"content":2769},[2770],{"text":2771,"type":513},"Die Trust Elemente werden auf der rechten Seite außerhalb des Inhaltsbereich geführt. Es sind alles redaktionelle Zertifikate (MacLife, Macworld, iTunes, O’Reilly, iLounge). Das Layout der Seite ist extrem professionell und unterstützt so das hochwertige und strukturierte Image der App.",{"type":42,"content":2773},[2774],{"text":2715,"type":513,"marks":2775},[2776],{"type":1426},{"type":42,"content":2778},[2779],{"text":2591,"type":513,"marks":2780},[2781],{"type":1011},{"type":42,"content":2783},[2784],{"text":2785,"type":513},"Der Hero Shot ist wenig ausgeprägt und wird durch das App-Icon verdeckt. Im unteren Bereich sind zwar viele Screenshots integriert, diese sind jedoch nicht als Hero Shot zu werten, da diese die App nicht gemeinsam mit dem iPhone zeigen, sondern nur auf die Inhalte fokussieren. Eventuell könnte man noch den Startbildschirm des Videos als Hero Shot werten. Aber auch dieser wirkt wenig heroisch.",{"type":42,"content":2787},[2788],{"text":2648,"type":513,"marks":2789},[2790],{"type":1426},{"type":42,"content":2792},[2793],{"text":2605,"type":513,"marks":2794},[2795],{"type":1011},{"type":42,"content":2797},[2798],{"text":2799,"type":513},"Die Testimonials sind unterhalb der Trustelemente auf der rechten Seite außerhalb des Inhaltsbereich aufgelistet. Das Schöne an dieser Umsetzung ist, dass die wichtigsten Informationen aus dem Testimonial angezeigt werden und dann das ganze Testimonial gelesen werden kann. Dies stellt aber auch gleichzeitig ein sehr großes Problem dar. Die Testimonials sind – genau wie die Trust Elemente – redaktionelle Beiträge in Blogs.",{"type":42,"content":2801},[2802],{"text":2803,"type":513},"Es ist davon auszugehen, dass dies jedoch in diesem Fall im Detail kaum wahrgenommen wird und die Testimonials für den Nutzer als gültig und gut bewertet werden.",{"type":42,"content":2805},[2806],{"text":2760,"type":513,"marks":2807},[2808],{"type":1426},{"type":935,"attrs":2810,"content":2811},{"level":937},[2812],{"text":2813,"type":513},"Visualisierungsidee",{"type":42,"content":2815},[2816],{"text":2817,"type":513},"Eine grafische Darstellung dieses Kandidaten könnte z.B. so aussehen:",{"type":42,"content":2819},[2820],{"type":950,"attrs":2821},{"alt":2822,"src":2823,"name":30,"focus":30,"title":2822,"source":30,"filename":2823,"copyright":30,"fieldtype":49,"meta_data":2824,"is_external_url":81},"Bewertungsraster Landingpage Optimierung","https://storage.googleapis.com/kk-website-assets/27dhcSWj_bewertungsraster.png",{"alt":2822,"title":2822,"source":30,"copyright":30},{"type":42,"content":2826},[2827],{"text":2828,"type":513,"marks":2829},"Ich wünsche Ihnen viel Spaß beim Analysieren und freue mich auf Ihre Kommentare!",[2830],{"type":1011},{"alt":2421,"src":2832,"name":30,"focus":30,"title":118,"source":30,"filename":2832,"copyright":30,"fieldtype":49,"meta_data":2833},"//a.storyblok.com/f/328018/ef6f3b4b60/11-landingpage-elemente-im-bewertungsraster-html-5f7a4831-bewertungsraster_.png",{"alt":2421,"title":118,"source":30,"copyright":30},[1023],"9b4a58ef-035f-44cb-b1c3-c1f5ce301561",[2837,2849,2853],{"name":2838,"created_at":2839,"published_at":1081,"updated_at":2839,"id":2840,"uuid":2835,"content":2841,"slug":2843,"full_slug":2844,"sort_by_date":118,"position":2845,"tag_list":2846,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":2847,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2848,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Consumer Insights","2025-10-13T20:20:43.707Z",101159910256030,{"_uid":2842,"component":1085},"72a8ed60-1b72-4453-998d-669b67fcdb8f","consumer-insights","de/_categories/consumer-insights",-70,[],"e802573c-0c8c-42e1-b7d2-3467cb9b28c4",[],{"name":1079,"created_at":1080,"published_at":1081,"updated_at":1080,"id":1082,"uuid":1075,"content":2850,"slug":1086,"full_slug":1087,"sort_by_date":118,"position":1088,"tag_list":2851,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":1091,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2852,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1084,"component":1085},[],[],{"name":58,"created_at":1095,"published_at":1096,"updated_at":1097,"id":1098,"uuid":1099,"content":2854,"slug":1102,"full_slug":1103,"sort_by_date":118,"position":1104,"tag_list":2855,"is_startpage":51,"parent_id":1090,"meta_data":118,"group_id":1106,"first_published_at":1092,"release_id":118,"lang":124,"path":118,"alternates":2856,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":1101,"component":1085},[],[],[],[2859,2862,2866],{"_uid":2860,"link":2861,"text":1115,"component":59},"84a7a09c-6f43-4da3-940d-43018bae28f1",{"id":1113,"url":1114,"linktype":31,"fieldtype":32,"cached_url":1114},{"_uid":2863,"link":2864,"text":442,"component":59},"1f18a3d0-0e29-42df-8432-3670e5f36e50",{"id":1119,"url":1120,"linktype":31,"fieldtype":32,"cached_url":1120,"story":2865},{"name":442,"id":1122,"uuid":1119,"slug":440,"url":1120,"full_slug":1120,"_stopResolving":81},{"_uid":2867,"link":2868,"text":2421,"component":59},"4392e997-c5c3-4ff0-8ec5-296009aeeea2",{"id":2426,"url":2869,"linktype":31,"fieldtype":32,"cached_url":2869,"story":2870},"de/blog/conversion-rate-optimization/11-landingpage-elemente-im-bewertungsraster",{"name":2421,"id":2425,"uuid":2426,"slug":2871,"url":2872,"full_slug":2872,"_stopResolving":81},"11-landingpage-elemente-im-bewertungsraster","de/conversion-rate-optimization/11-landingpage-elemente-im-bewertungsraster",[],[],[2876,2877,2878,2879],"Call-to-Action","Hero Shot","Reason Why (Behavior Pattern)","Unique Value Proposition","e5e55e67-8980-41d0-86d8-92aab1acad2a","2010-12-16T07:56:05.000Z",[],7,1791547806699]