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Wir zeigen, wie du es mit Business-driven Redesign besser machst.","14bf2940-c88e-49cb-8d29-79368a189446",[1712,1806,1819,1866,1878,1895,1907,1920,1932,2042,2054],{"_uid":1713,"text":1714,"component":1805},"6ad57a28-ce47-4098-9ba6-2ce333fbfe3e",{"type":39,"content":1715},[1716,1722,1755,1772,1776,1780,1784,1789],{"type":42,"content":1717},[1718],{"text":1719,"type":513,"marks":1720},"Redesign klingt ja zunächst immer gut. Es ist ein Neuanfang, Neuanstrich, Restart, Evolution oder Verbesserung einer Website. Danach läuft alles besser, schneller oder sieht schöner oder aufgeräumter, edler und moderner aus. Und natürlich verkauft der neue Shop mehr, weil es dem Kunden auch so geht – oder?",[1721],{"type":933},{"type":42,"content":1723},[1724,1726,1739,1741,1753],{"text":1725,"type":513},"Der Fall des Autovermieters ",{"text":1727,"type":513,"marks":1728},"Hertz",[1729],{"type":1256,"attrs":1730},{"href":1731,"uuid":1732,"anchor":118,"target":1733,"linktype":31,"story":1734},"/de/redesign/hertz-verklagt-accenture-relaunch-desaster","4b4893c7-3c0f-45c4-af75-18700ca5fd81","_self",{"name":1735,"id":1736,"uuid":1732,"slug":1737,"url":1738,"full_slug":1738,"_stopResolving":81},"Hertz verklagt Accenture: Vermeidbares 32 Millionen-Dollar-Relaunch-Desaster",101808332845529,"hertz-verklagt-accenture-relaunch-desaster","de/redesign/hertz-verklagt-accenture-relaunch-desaster",{"text":1740,"type":513}," zeigt, dass es nicht immer so kommt. Der Website-Relaunch blieb nicht nur hinter den Erwartungen, er verursachte tatsächlich Schäden in Millionenhöhe. Und das ist kein Einzelfall, wie ",{"text":1742,"type":513,"marks":1743},"unsere 21 Beispiele für gute und schlechte Relaunch-Ansätze",[1744],{"type":1256,"attrs":1745},{"href":1746,"uuid":1747,"anchor":118,"target":1733,"linktype":31,"story":1748},"/de/redesign/relaunch-21-gute-und-schlechte-ansaetze","2af82c3b-3e85-4139-ba70-f96be8cb7bc5",{"name":1749,"id":1750,"uuid":1747,"slug":1751,"url":1752,"full_slug":1752,"_stopResolving":81},"NEU = BESSER?! – 21 Beispiele für gute & schlechte Website Relaunch-Ansätze",101807789617037,"relaunch-21-gute-und-schlechte-ansaetze","de/redesign/relaunch-21-gute-und-schlechte-ansaetze",{"text":1754,"type":513}," zeigen.",{"type":42,"content":1756},[1757,1759,1764,1766,1770],{"text":1758,"type":513},"Überraschungen sind vermeidbar, mit dem richtigen Ansatz. Unser Ansatz heißt ",{"text":1253,"type":513,"marks":1760},[1761],{"type":1256,"attrs":1762},{"href":1763,"uuid":118,"anchor":118,"target":118,"linktype":136},"#business-driven-redesign",{"text":1765,"type":513},". Er ist aus unserer Erfahrung heraus entstanden, ",{"text":1767,"type":513,"marks":1768},"spart Geld, Zeit und sichert den Erfolg der Website",[1769],{"type":933},{"text":1771,"type":513}," und damit Umsatz, Jobs und die Zukunft des Unternehmens.",{"type":42,"content":1773},[1774],{"text":1775,"type":513},"Um zu verstehen, was ihn richtig und besonders macht, werfen wir einen Blick darauf, wie typische Relaunches ablaufen. Dabei zeigt sich, wie oft unbewusst die Dinge in die falsche Richtung laufen – leider häufig mit massiven Folgen.",{"type":42,"content":1777},[1778],{"text":1779,"type":513},"Ein Relaunch ist nicht einfach ein Redesign eines Plakats oder einer Software, die einfach nur funktionieren muss. Ein Relaunch verändert die Performance eines Shops, der Wertschöpfung und damit den Unternehmenserfolg. Deshalb kann ein schlechter Relaunch den Erfolg eines Unternehmens in Gefahr bringen.",{"type":42,"content":1781},[1782],{"text":1783,"type":513},"„Redesign“ und „Relaunch“ sind nicht per se dasselbe, werden aber oft synonym verwendet, um die Neugestaltung einer Website – konzeptionell, visuell und technisch – zu beschreiben. Wir bevorzugen den Begriff „Redesign“, da er uns in seiner Bedeutung umfassender erscheint, tragen durch die Verwendung beider Begriffe jedoch dem branchentypischen Sprachgebrauch Rechnung.",{"type":925,"attrs":1785,"content":1786},{"level":993},[1787],{"text":1788,"type":513},"Welche Szenarien führen überhaupt zu einem Relaunch?",{"type":42,"content":1790},[1791,1795,1797,1803],{"text":1792,"type":513,"marks":1793},"Szenario 1:",[1794],{"type":933},{"text":1796,"type":513}," Der typische Website- oder Shop-Relaunch startet aus einer Drucksituation heraus. Oft kommt ein Impuls für den Relaunch aus dem Management, wo durch Beispiel von Mitbewerbern eine subjektive Unzufriedenheit entstanden ist – und immer stärker wird. Alle zwei bis fünf Jahre wird dieser Druck so hoch, dass sich der Deckel – das Management – nicht mehr auf dem Topf halten kann, weil der Abstand zu den Marktbegleitern immer größer wird und die Entscheidung für einen Relaunch fällt. Das kannst du dir vorstellen wie ein Dampfkessel der Druck aufbaut. Wenn ein Mitbewerber etwas gut macht, steigt die Temperatur. Irgendwann ist er Druck so groß, dass der Deckel fast abhebt – und die Dringlichkeit für den Relaunch da. Das folgende Diagramm aus meinem Buch „",{"text":1798,"type":513,"marks":1799},"Die digitale Wachstumsstrategie",[1800],{"type":1256,"attrs":1801},{"href":1802,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.springer.com/de/book/9783658199357",{"text":1804,"type":513},"“ (Springer Gabler) visualisiert diese Dynamik:","richtext-text",{"_uid":1807,"image":1808,"caption":1812,"component":1818},"2ec8d4dd-4f4e-4081-97e7-8f4a891861ad",{"alt":1809,"src":1810,"name":30,"focus":30,"title":118,"source":30,"filename":1810,"copyright":30,"fieldtype":49,"meta_data":1811,"is_external_url":81},"redesign-agile-methoden-beispiel","https://storage.googleapis.com/kk-website-assets/K_UWt6Th_redesign-agile-methoden-beispiel.png",{"alt":1809,"title":118,"source":30,"copyright":30},{"type":39,"content":1813},[1814],{"type":42,"content":1815},[1816],{"text":1817,"type":513},"Wer einen signifikanten Vorsprung erarbeiten möchte, muss mithilfe","richtext-image",{"_uid":1820,"text":1821,"component":1805},"cbb14dfe-19a8-43f0-97aa-7921c321ac91",{"type":39,"content":1822},[1823,1831,1835,1840,1844,1848,1854,1858,1862],{"type":42,"content":1824},[1825,1829],{"text":1826,"type":513,"marks":1827},"In einem zweiten Szenario",[1828],{"type":933},{"text":1830,"type":513}," gibt es notwendige technologische Anpassungen, zum Beispiel der IT-Struktur an eine Headless-Website. Wenn ohnehin alles angefasst wird, warum nicht gleich alles neu machen? Es gibt immer ein Must-have, von dem gerade alle reden. Vor ein paar Jahren war es Responsive Webdesign, heute ist es vielleicht Headless oder die Infrastruktur. Es kommt immer ein Trigger.",{"type":42,"content":1832},[1833],{"text":1834,"type":513},"Der Relaunch steht auch gerne als Vorwand für technische Erneuerung Pate. Dabei ist Design für den Kunden positiv als Veränderung sichtbar. Technik im Hintergrund hingegen nicht. So entsteht ein Dilemma – die typische Relaunch-Falle – in die viele zwangsläufig tappen.",{"type":925,"attrs":1836,"content":1837},{"level":993},[1838],{"text":1839,"type":513},"Redesign nach Bauchgefühl – eine Garantie für Probleme",{"type":42,"content":1841},[1842],{"text":1843,"type":513},"In diesen beiden wohl häufigsten Szenarien wird ein Redesign aus einem Bauchgefühl getrieben. Wachsende (visuelle) Unzufriedenheit ist dabei ein schleichender Prozess, der dann oft zu Druck von oben mit immer dem gleichen Ergebnis führt: Das Management ordnet den Relaunch an.",{"type":42,"content":1845},[1846],{"text":1847,"type":513},"Wir sind vielen Managern begegnet, die ihre Webseite gerade einem Relaunch unterzogen und alle Entscheidungen frei aus dem Bauch heraus getroffen haben. Hier ein paar Fallbeispiele:",{"type":925,"attrs":1849,"content":1851},{"level":1850},3,[1852],{"text":1853,"type":513},"Marks & Spencers: Verlust trotz schönem Redesign",{"type":42,"content":1855},[1856],{"text":1857,"type":513},"Marks & Spencers mussten ihre Webseite auf einer neuen Plattform hochziehen. Die Gelegenheit für ein Redesign! Links die ursprüngliche Webseite, rechts die neue Version. Die neue Seite hat den Managern richtig gut gefallen und sie waren sich sicher, dass die Seite besser konvertieren wird.",{"type":42,"content":1859},[1860],{"text":1861,"type":513},"Du weißt, was jetzt kommt…",{"type":42,"content":1863},[1864],{"text":1865,"type":513},"Das Bauchgefühl hat gelogen. Die Online-Verkäufe sind nach dem Relaunch um 8 % eingebrochen. In Zahlen bedeutet das einen Verlust von ₤ 55 Mio. in nur sechs Monaten. Hinzu kommen ₤ 150 Mio., die der Relaunch-Prozess selbst gefressen hat. Das macht einen Gesamtverlust von ₤ 205 Mio., also knapp € 240 Mio.!",{"_uid":1867,"image":1868,"caption":1872,"component":1818},"68c05a42-64d6-4da8-aa79-053991d5ac7f",{"alt":1869,"src":1870,"name":30,"focus":30,"title":118,"source":30,"filename":1870,"copyright":30,"fieldtype":49,"meta_data":1871,"is_external_url":81},"Marks & Spencers Redesign","https://storage.googleapis.com/kk-website-assets/yllkqUN0_marks-spencers-redesign-820x415.png",{"alt":1869,"title":118,"source":30,"copyright":30},{"type":39,"content":1873},[1874],{"type":42,"content":1875},[1876],{"text":1877,"type":513},"Redesigns können teuer werden – vor allem dann, wenn sie keine Verbesserung bewirken",{"_uid":1879,"text":1880,"component":1805},"6cc56c64-9900-4485-9a13-4fcf328e28fa",{"type":39,"content":1881},[1882,1886,1891],{"type":42,"content":1883},[1884],{"text":1885,"type":513},"Natürlich wird dir so etwas beim Redesign nie passieren! Bist du dir da so sicher? Was sagt dein Bauchgefühl…? Schauen wir uns ein weiteres Beispiel an:",{"type":925,"attrs":1887,"content":1888},{"level":1850},[1889],{"text":1890,"type":513},"Comparis: Weniger trotz Nutzeranalysen",{"type":42,"content":1892},[1893],{"text":1894,"type":513},"Das Schweizer Vergleichsportal Comparis wollte im Jahr 2017 ebenfalls das Design der Webseite überarbeiten. Sie haben Nutzeranalysen durchgeführt und viel Energie in das Redesign-Projekt gesteckt. Leider waren die anfänglichen Ergebnisse eher suboptimal: Die Conversion Rate ist um über 10 % gefallen.",{"_uid":1896,"image":1897,"caption":1901,"component":1818},"281f2cce-99c6-4d0b-b100-c5576585c170",{"alt":1898,"src":1899,"name":30,"focus":30,"title":118,"source":30,"filename":1899,"copyright":30,"fieldtype":49,"meta_data":1900,"is_external_url":81},"Comparis Reesign","https://storage.googleapis.com/kk-website-assets/8XLscFAt_comparis-redesign-820x456.png",{"alt":1898,"title":118,"source":30,"copyright":30},{"type":39,"content":1902},[1903],{"type":42,"content":1904},[1905],{"text":1906,"type":513},"Beim Redesign von Comparis im Jahr 2017 war „Besser aussehen“ eine (sehr subjektive) Sache, besser funktionieren eine ganz andere (sehr objektive).",{"_uid":1908,"text":1909,"component":1805},"96014e80-826b-422d-a538-b4416952536e",{"type":39,"content":1910},[1911,1916],{"type":925,"attrs":1912,"content":1913},{"level":1850},[1914],{"text":1915,"type":513},"baby-walz: Ein Bild kann viel verändern",{"type":42,"content":1917},[1918],{"text":1919,"type":513},"Unser damaliger Kunde baby-walz hat in seinem Shop ein Bild auf der Startseite ausgetauscht. Das neue Foto war optisch schöner, aber irgendwie nicht mehr authentisch. In Kombination mit zwei bis drei weiteren Design-Entscheidungen (siehe Bildvergleich unten) hat der Shop plötzlich deutlich weniger Conversions gebracht.",{"_uid":1921,"image":1922,"caption":1926,"component":1818},"b9dd7c0e-0eb4-481f-9ecd-0d11e68f3a97",{"alt":1923,"src":1924,"name":30,"focus":30,"title":118,"source":30,"filename":1924,"copyright":30,"fieldtype":49,"meta_data":1925,"is_external_url":81},"relaunch-website-konzept-beispiel-redesign-shop","https://storage.googleapis.com/kk-website-assets/Z9iAzMhE_relaunch-website-konzept-beispiel-redesign-shop.png",{"alt":1923,"title":118,"source":30,"copyright":30},{"type":39,"content":1927},[1928],{"type":42,"content":1929},[1930],{"text":1931,"type":513},"Das Redesign von baby-walz war anfangs nur ein Teilerfolg: Die Usability hat sich zwar verbessert, die Wahrnehmung bei Besucher:innen hingegen nicht.",{"_uid":1933,"text":1934,"component":1805},"3673b998-35a5-49e4-a63b-f5e848e02db8",{"type":39,"content":1935},[1936,1944,1949,1953,1959,1977,1983,1987,1992,2013,2031,2038],{"type":42,"content":1937},[1938,1940],{"text":1939,"type":513},"Ein anderer Kunde, den wir an dieser Stelle nicht explizit erwähnen möchten, hat aus einem Bauchgefühl heraus seine Hauptnavigation verändert – und plötzlich 60 Prozent weniger Seitenaufrufe. Das sind typische Fehler die passieren, die sich aber mit methodischem Vorgehen verhindern lassen. ",{"text":1941,"type":513,"marks":1942},"A/B-Tests im Release stellen in der Veränderung sicher, dass die Folgen von Fehlentscheidungen gering bleiben.",[1943],{"type":933},{"type":925,"attrs":1945,"content":1946},{"level":993},[1947],{"text":1948,"type":513},"Das Problem am „Lass uns was Neues machen!“-Ansatz",{"type":42,"content":1950},[1951],{"text":1952,"type":513},"Die Beispiele zeigen, dass der Druck oft zu einem „Big Bang“ führt: Es muss etwas sichtbar Neues her. Bestehende Prozesse werden dabei zur Seite geboxt – und alles, was neu ist, wird als besser bewertet. Dabei wird dann auch nicht mehr hinterfragt, was bei der alten Website gut und erhaltenswert ist. Gleichzeitig geht oft eine neue Energie, ein neuer Enthusiasmus durch das Relaunch-Team, weil man gemeinsam etwas Cooles, Neues geschaffen hat. Das Alte ist dagegen oft etwas angestaubt und unsexy, die neue Website wird zum Prestige-Objekt.",{"type":42,"content":1954},[1955],{"text":1956,"type":513,"marks":1957},"Eigentlich ist ein Redesign ein Eingeständnis für nicht-funktionierende, nicht-effektive Agilität in Teams.",[1958],{"type":933},{"type":42,"content":1960},[1961,1963,1975],{"text":1962,"type":513},"Man hat eigentlich jahrelang nichts Richtiges gemacht, sondern nur das nächste Feature herausgebracht oder Buttons hin und her geschubst. Dazu kommt ein Leadership, dass immer noch Top-down agiert. Agil bleibt dann nur noch ein Lippenbekenntnis, weil es jetzt alle machen – während die agilen Teams aber tatsächlich nur Release-Trains sind (wir nennen das auch gerne „",{"text":1964,"type":513,"marks":1965},"agile Tretmühle",[1966],{"type":1256,"attrs":1967},{"href":1968,"uuid":1969,"anchor":118,"target":1733,"linktype":31,"story":1970},"/de/product-development/probleme-agile-produktteams","2f9964d6-1f60-48f5-b4d6-d39f45b5d842",{"name":1971,"id":1972,"uuid":1969,"slug":1973,"url":1974,"full_slug":1974,"_stopResolving":81},"Agile Tretmühle: Warum fehlende Effektivität in Agilen Produktteams das Unternehmenswachstum bremst (Part I)",101808535122423,"probleme-agile-produktteams","de/product-development/probleme-agile-produktteams",{"text":1976,"type":513},"“). Wenn das Spannungsverhältnis dann zu weit auseinandergeht, kommt etwas Neues.",{"type":925,"attrs":1978,"content":1980},{"id":1979,"level":993},"business-driven-redesign",[1981],{"text":1982,"type":513},"Business-driven Redesign – eine Methode mit Erfolgsgarantie",{"type":42,"content":1984},[1985],{"text":1986,"type":513},"Die Kunden wissen, wenn ein technisches Replatforming stattfindet, eigentlich oft schon durch A/B-Tests was funktioniert und was nicht und die UX-Designer sind fit in Konsumpsychologie. Wenn schon alles angefasst wird: Warum nicht das einbauen, was fehlt und von dem wir wissen, dass es gut ist?!",{"type":925,"attrs":1988,"content":1989},{"level":1850},[1990],{"text":1991,"type":513},"Never fix what’s not broken: Was gut ist, erhalten!",{"type":42,"content":1993},[1994,1996,2001,2003,2007,2009],{"text":1995,"type":513},"Teil 1 des Business-driven Redesign-Prozesses ist also eine Projektskizze, bei der analysiert wird, was gut ist und was erhalten bleibt. Es gilt die alte Regel „",{"text":1997,"type":513,"marks":1998},"Never fix, what’s not broken",[1999],{"type":2000},"italic",{"text":2002,"type":513},"“. Alles umzukrempeln ist ein Fehler der bei Relaunches häufig gemacht wird. Das schießt oft übers Ziel hinaus und bringt negative Ergebnisse. „",{"text":2004,"type":513,"marks":2005},"Alles neu",[2006],{"type":2000},{"text":2008,"type":513},"“ macht auch das kaputt, was gut funktioniert hat. ",{"text":2010,"type":513,"marks":2011},"Die Analyse verschafft einen Überblick und eine Investitionssicherheit.",[2012],{"type":933},{"type":42,"content":2014},[2015,2017,2029],{"text":2016,"type":513},"Wir schauen also, was beim Alten (das heißt genau genommen beim Aktuellen) gut war und was die Marktbegleiter vielleicht auch gut oder besser machen. Daraus können wir eine solide Basis ableiten, in der man nichts Gutes kaputt macht, sondern nur in ein besseres Umfeld einbaut. Die Neuheiten können wir in agilen Sprints bauen und mit A/B-Tests validieren, ob sie wirklich funktionieren. Dabei wird das Problem in Einzelschritte zerlegt, wie wir in unserem Artikel „",{"text":2018,"type":513,"marks":2019},"3 häufige Probleme beim Relaunch und wie man sie löst",[2020],{"type":1256,"attrs":2021},{"href":2022,"uuid":2023,"anchor":118,"target":1733,"linktype":31,"story":2024},"/de/redesign/3-haeufige-probleme-beim-relaunch","06b78f59-5a8f-41b3-a0a7-cebd97a339f0",{"name":2025,"id":2026,"uuid":2023,"slug":2027,"url":2028,"full_slug":2028,"_stopResolving":81},"3 häufige Probleme beim Relaunch (und wie man sie löst)",101807782494092,"3-haeufige-probleme-beim-relaunch","de/redesign/3-haeufige-probleme-beim-relaunch",{"text":2030,"type":513},"“ konkret zeigen.",{"type":925,"attrs":2032,"content":2033},{"level":1850},[2034],{"text":2035,"type":513,"marks":2036},"GÖRTZ: Auch der Content ist wichtig",[2037],{"type":933},{"type":42,"content":2039},[2040],{"text":2041,"type":513},"In diesem Beispiel lernten wir aus der Nutzeranalyse, dass Content auf der Produktdetailseite überaus wichtig ist. Jedoch wussten wir dadurch noch nicht, welche Art von Content relevanter für die Kunden ist: Bezahlungs- & Versandoptionen oder Value Propositions. Also haben wir es getestet und herausgefunden, dass die Value Propositions prominent auf der Produktdetailseite platziert werden sollten.",{"_uid":2043,"image":2044,"caption":2048,"component":1818},"123b431c-74d6-4ca8-a72a-98bcb00740f9",{"alt":2045,"src":2046,"name":30,"focus":30,"title":118,"source":30,"filename":2046,"copyright":30,"fieldtype":49,"meta_data":2047,"is_external_url":81},"Görtz Content Test","https://storage.googleapis.com/kk-website-assets/0tzCKJy3_Abb.-11-Content-Goertz-610x224.png",{"alt":2045,"title":118,"source":30,"copyright":30},{"type":39,"content":2049},[2050],{"type":42,"content":2051},[2052],{"text":2053,"type":513},"Im Test bei Görtz: Verkaufsargumente im Vergleich zu Wertversprechen",{"_uid":2055,"text":2056,"component":1805},"d3e328bc-5619-4c42-b96a-c1b1c9ed84d8",{"type":39,"content":2057},[2058,2067,2074,2121,2126,2133,2138,2161,2174,2179,2184,2189,2194,2199,2204,2245,2255,2268,2273,2278,2283,2288],{"type":42,"attrs":2059,"content":2060},{"textAlign":118},[2061,2063],{"text":2062,"type":513},"Bei vielen Redesign-Projekten konnten wir diesen Irrtum bereits feststellen: ",{"text":2064,"type":513,"marks":2065},"Optimierer fokussieren sich oftmals zu sehr auf die Designkomponente und unterschätzen dabei die Bedeutung des Contents.",[2066],{"type":933},{"type":42,"attrs":2068,"content":2069},{"textAlign":118},[2070],{"text":2071,"type":513,"marks":2072},"In diesem Kontext auch interessant:",[2073],{"type":933},{"type":2075,"content":2076},"bullet_list",[2077,2093,2104],{"type":2078,"content":2079},"list_item",[2080],{"type":42,"attrs":2081,"content":2082},{"textAlign":118},[2083],{"text":2084,"type":513,"marks":2085},"GÖRTZ Case Study: 16,2% Uplift durch Business-driven Redesign",[2086],{"type":1256,"attrs":2087},{"href":2088,"uuid":222,"anchor":118,"target":1733,"linktype":31,"story":2089},"/de/case-studies/case-study-goertz",{"name":2090,"id":2091,"uuid":222,"slug":2092,"url":223,"full_slug":223,"_stopResolving":81},"Case Study Görtz",61681485149552,"case-study-goertz",{"type":2078,"content":2094},[2095],{"type":42,"attrs":2096,"content":2097},{"textAlign":118},[2098],{"text":2099,"type":513,"marks":2100},"Durch Content-Testing den ROI steigern",[2101],{"type":1256,"attrs":2102},{"href":2103,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.toushenne.de/content/content-testing.html",{"type":2078,"content":2105},[2106],{"type":42,"attrs":2107,"content":2108},{"textAlign":118},[2109],{"text":2110,"type":513,"marks":2111},"Value Proposition vs. Selling Proposition",[2112],{"type":1256,"attrs":2113},{"href":2114,"uuid":2115,"anchor":118,"target":1733,"linktype":31,"story":2116},"/de/customer-experience/mit-werteorientierten-unique-value-propositions-zu-einer-effizienteren-conversion-strategie","73d52552-e3d2-4c97-a869-232a2e72d738",{"name":2117,"id":2118,"uuid":2115,"slug":2119,"url":2120,"full_slug":2120,"_stopResolving":81},"Mit werteorientierten Unique Value Propositions zu einer effizienteren Conversion-Strategie",101807596724045,"mit-werteorientierten-unique-value-propositions-zu-einer-effizienteren-conversion-strategie","de/customer-experience/mit-werteorientierten-unique-value-propositions-zu-einer-effizienteren-conversion-strategie",{"type":42,"attrs":2122,"content":2123},{"textAlign":118},[2124],{"text":2125,"type":513},"Zudem ist es wichtig, die Markenwahrnehmung auf der Website zu erhalten. Marken können zum Beispiel günstig, aber trotzdem vertrauenswürdig wirken, wie es zum Beispiel Discounter wie Aldi oder Lidl traditionell pflegen. Es ist wirklich wichtig, die Qualitäten einer Marke zu bewahren, damit die Erfolgsfaktoren der Marke bleiben. Das lässt sich anschließend durch Testen qualitativ und quantitativ prüfen.",{"type":925,"attrs":2127,"content":2128},{"level":1850,"textAlign":118},[2129],{"text":2130,"type":513,"marks":2131},"baby-walz: Markenwahrnehmung messen",[2132],{"type":933},{"type":42,"attrs":2134,"content":2135},{"textAlign":118},[2136],{"text":2137,"type":513},"Bilder haben Wirkung! Die des neuen Webdesigns von baby-walz (siehe oben) haben wir durch eine Probandenanalyse gemessen: Der neue Shop sah besser aus, aber …",{"type":2075,"content":2139},[2140,2147,2154],{"type":2078,"content":2141},[2142],{"type":42,"attrs":2143,"content":2144},{"textAlign":118},[2145],{"text":2146,"type":513},"er wirkte teurer,",{"type":2078,"content":2148},[2149],{"type":42,"attrs":2150,"content":2151},{"textAlign":118},[2152],{"text":2153,"type":513},"nicht mehr authentisch und",{"type":2078,"content":2155},[2156],{"type":42,"attrs":2157,"content":2158},{"textAlign":118},[2159],{"text":2160,"type":513},"sah nach weniger Auswahl aus.",{"type":42,"attrs":2162,"content":2163},{"textAlign":118},[2164],{"type":2165,"attrs":2166,"marks":2170},"image",{"id":118,"alt":2167,"src":2168,"title":118,"source":30,"copyright":30,"meta_data":2169},"vorher-nachher-resdesign4","https://storage.googleapis.com/kk-website-assets/YKEjKPQ0_vorher-nachher-resdesign4-610x343.jpeg",{"alt":2167,"title":118,"source":30,"copyright":30},[2171],{"type":1256,"attrs":2172},{"href":2173,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2016/03/vorher-nachher-resdesign4.jpeg",{"type":42,"attrs":2175,"content":2176},{"textAlign":118},[2177],{"text":2178,"type":513},"Dank der Testergebnisse kannten wir damit die Ursache für den unmittelbaren Downcast und konnten die Fehlentscheidungen nicht nur rückgängig machen, sondern die Conversion Rate durch weitere Anpassungen nachhaltig verbessern.",{"type":42,"attrs":2180,"content":2181},{"textAlign":118},[2182],{"text":2183,"type":513},"Das Problem an der Sache ist: Die Analyse ist in der Praxis oft wenig sexy. Die Macher im Relaunch wollen umkrempeln. Unsere Aufgabe in dieser Phase ist es, diese „Driver“ zu lenken, um die Qualitäten der Website zu erhalten – und damit den Relaunch abzusichern. Mit Mechaniken, die absichern ergibt sich gleichzeitig mehr Freiraum, um den Kontrast zwischen Altem und Neuem zu erhöhen.",{"type":925,"attrs":2185,"content":2186},{"level":1850,"textAlign":118},[2187],{"text":2188,"type":513},"Qualitativ und quantitativ bessere Resultate",{"type":42,"attrs":2190,"content":2191},{"textAlign":118},[2192],{"text":2193,"type":513},"Wie bereits anfangs erwähnt, ist ein Relaunch nicht das Design eines Plakats oder Logos. Wir schaffen beim Relaunch Wertschöpfungssysteme in einem kompetitiven Markt. Wenn ein Designer etwas verändert, verändert er die Wertschöpfung. Jede Änderung sollte das Verhalten der Kunden verändern und das Verhalten der Kunden verändert wiederum die Business-Resultate. Deshalb nehmen wir das Kundenverhalten als Grundlage für Veränderungen, gehen Schritt für Schritt vor und testen jede Veränderung.",{"type":42,"attrs":2195,"content":2196},{"textAlign":118},[2197],{"text":2198,"type":513},"Wir bauen mit unserer Methodik ein Sicherheitsnetz, das kreativen Freiraum ermöglicht. Umgekehrt ist aber kreativer Freiraum ohne ein Sicherheitsnetz Irrsinn.",{"type":925,"attrs":2200,"content":2201},{"level":1850,"textAlign":118},[2202],{"text":2203,"type":513},"So sieht unser Business-driven Redesign in der Praxis aus:",{"type":2205,"attrs":2206,"content":2207},"ordered_list",{"order":927},[2208,2221,2233],{"type":2078,"content":2209},[2210],{"type":42,"attrs":2211,"content":2212},{"textAlign":118},[2213,2217,2219],{"text":2214,"type":513,"marks":2215},"Customer Experience (CX) Analyse (ca. 1-2 Wochen)",[2216],{"type":933},{"type":2218},"hard_break",{"text":2220,"type":513},"Fokus auf Konversion und Business-zentrierte Benchmark-Analyse mit unserem Framework. Optional finden hier Briefing-Interviews statt, um bestehende Ideen zu sammeln.",{"type":2078,"content":2222},[2223],{"type":42,"attrs":2224,"content":2225},{"textAlign":118},[2226,2230,2231],{"text":2227,"type":513,"marks":2228},"Conversion-fokussiertes UX Design (in agilen Sprints ca. 6 Wochen)",[2229],{"type":933},{"type":2218},{"text":2232,"type":513},"Statt Ratespiel liefert das Kundenverhalten Daten für besseres UX-Design. Wir gestalten Conversion-fokussierte Wireframes und Templates für verschiedene Seitentypen, die auf verhaltenspsychologischen Insights aus über 2.000 Experimenten in unserer Datenbank basieren.",{"type":2078,"content":2234},[2235],{"type":42,"attrs":2236,"content":2237},{"textAlign":118},[2238,2242,2243],{"text":2239,"type":513,"marks":2240},"Datengetriebene Validierung (ca. 3 Tage)",[2241],{"type":933},{"type":2218},{"text":2244,"type":513},"Der letzte Schritt besteht darin, noch vor dem Relaunch echte Insights zum Redesign zu gewinnen und das Investitionsrisiko zu verringern. Mit unserem Remote-CX-Testing Tool „PreVision“ generieren wir innerhalb weniger Tage aussagekräftige Ergebnisse mit Stichprobengrößen von n > 1.000.",{"type":42,"attrs":2246,"content":2247},{"textAlign":118},[2248],{"text":2249,"type":513,"marks":2250},"Erfahre mehr: Was wir tun im Überblick",[2251],{"type":1256,"attrs":2252},{"href":2253,"uuid":456,"anchor":118,"target":1733,"linktype":31,"story":2254},"/de/ueber-uns/was-wir-tun",{"name":459,"id":460,"uuid":456,"slug":461,"url":457,"full_slug":457,"_stopResolving":81},{"type":2256,"content":2257},"blockquote",[2258],{"type":42,"attrs":2259,"content":2260},{"textAlign":118},[2261,2265,2266],{"text":2262,"type":513,"marks":2263},"„Der Input von konversionsKRAFT ist inspirierend und liefert einen hohen Mehrwert. Die verhaltensorientierte Methodik, die auf der ‘Motivation’ und ‘Demotivation’ der Konsumenten entlang der Customer Journey basiert, ist einfach genial und leicht zu adaptieren.“",[2264],{"type":2000},{"type":2218},{"text":2267,"type":513},"– Marcus Casey, VP Digital, BMW Group",{"type":925,"attrs":2269,"content":2270},{"level":993,"textAlign":118},[2271],{"text":2272,"type":513},"Relaunch ist nie – und jeden Tag.",{"type":42,"attrs":2274,"content":2275},{"textAlign":118},[2276],{"text":2277,"type":513},"Wie oft macht Amazon einen Relaunch? Diese Frage stelle ich gerne in Gesprächen mit Kunden oder bei Vorträgen. Die Hälfte des Publikums sagt „nie“, die andere sagt „jeden Tag“. Beide haben schlau und richtig geantwortet. Ich zeige dann gerne das folgende Video, das im Zeitraffer abspult, wie sich Amazon über die letzten zehn Jahre verändert hat.",{"type":42,"attrs":2279,"content":2280},{"textAlign":118},[2281],{"text":2282,"type":513},"Jede Veränderung bei Amazon ist datengetrieben und validiert; sie bewirkt etwas. Zack, ist der Header größer, Schwupp ist die Navigation woanders. Ab und zu – ich nenne es „Epics“ – bewegt sich das Design im großen Schritt, dazwischen werden die Elemente im kleinen Schritt umsortiert.",{"type":42,"attrs":2284,"content":2285},{"textAlign":118},[2286],{"text":2287,"type":513},"Ich denke, es ist kein Widerspruch ein großes Ziel zu verfolgen und dabei inkrementell und agil in kleinen Schritten vorzugehen. Immer wieder gehen dabei die Maßnahmen und die Marktposition in den Review. Manchmal gibt es Veränderungen, die wieder verschwinden und nicht ausgerollt werden, bis wieder ein neuer Test startet. Auf diese Art ist ein Redesign im Grunde nie notwendig beziehungsweise geschieht jeden Tag.",{"type":42,"attrs":2289,"content":2290},{"textAlign":118},[2291,2293,2302],{"text":2292,"type":513},"Wenn du noch mehr Wissen über Website-Design erlangen möchtest, kannst du dich für unser ",{"text":2294,"type":513,"marks":2295},"Growth Ambassador Programm",[2296],{"type":1256,"attrs":2297},{"href":2298,"uuid":389,"anchor":118,"target":1733,"linktype":31,"story":2299},"/de/growth-ambassador-community",{"name":391,"id":2300,"uuid":389,"slug":2301,"url":390,"full_slug":390,"_stopResolving":81},62086251701816,"growth-ambassador-community",{"text":2303,"type":513}," bewerben. Neben interessanten Meetups mit der Community gibt es spezielle Videos über Neuro-Webdesign, die dir dabei helfen, deine Kunden emotional zu aktivieren.","Ein Relaunch ist nicht einfach ein Redesign eines Plakats oder einer Software, die einfach nur funktionieren muss. Ein Relaunch verändert Performance, Wertschöpfung und Unternehmenserfolg. Deshalb kann ein schlechter Relaunch den Erfolg eines Unternehmens in Gefahr bringen. Wir zeigen, wie du es mit Business-driven Redesign besser 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(Reifegrad)",101807777218443,"a45a9e95-8332-40c0-a724-e1cfb9b2140c","2021-06-24T12:05:52.000Z",[],{"name":2426,"created_at":2427,"published_at":2428,"updated_at":2429,"id":2430,"uuid":2431,"content":2432,"slug":2691,"full_slug":2692,"sort_by_date":118,"position":2696,"tag_list":2697,"is_startpage":51,"parent_id":2698,"meta_data":118,"group_id":2699,"first_published_at":2700,"release_id":118,"lang":124,"path":118,"alternates":2701,"default_full_slug":118,"translated_slugs":118},"Die Sache mit der Agilität – oder warum Agilität oft missverstanden wird","2025-10-15T16:19:17.678Z","2025-11-27T08:54:42.505Z","2025-11-20T14:07:16.874Z",101808364290527,"bdec1546-7472-45bf-b2c6-82aeaf8e11e3",{"seo":2433,"_uid":2436,"body":2437,"text":2435,"image":2620,"authors":2623,"category":2310,"headline":2426,"component":2311,"categories":2624,"bottom_head":2677,"breadcrumbs":2678,"seo_noindex":51,"sidebar_cta":2693,"reading_time":2694,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2695,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":2434,"plugin":912,"og_image":30,"og_title":2434,"description":2435,"twitter_image":30,"twitter_title":2434,"og_description":2435,"twitter_description":2435},"Die Sache mit der Agilität & warum sie oft missverstanden wird – konversionsKRAFT","Agilität kann der Erfolgskatalysator Nr. 1 für ein Unternehmen sein. André Morys räumt mit falschen Vorstellungen dazu auf – jetzt lesen & Fehler vermeiden!","fb85a762-0e6a-4da0-bb56-f494a9385311",[2438,2531,2539,2556,2564],{"_uid":2439,"text":2440,"component":1805},"ae8efeca-a249-4db1-a139-7289a4fabade",{"type":39,"content":2441},[2442,2448,2464,2468,2482,2490,2494,2502,2507,2511,2515,2519,2523,2527],{"type":42,"content":2443},[2444],{"text":2445,"type":513,"marks":2446},"Für digitale wie analoge Geschäftserfolge ist eine präzise formulierte und kundenzentrierte Strategie fundamental. Ebenso unverzichtbar ist ein weiterer Baustein, der vielen Unternehmen große Probleme bereitet und ebenfalls unter dem Oberbegriff „Digitale Transformation“ gesammelt wird: stetig zunehmende Agilität.",[2447],{"type":933},{"type":42,"content":2449},[2450,2454,2460],{"text":2451,"type":513,"marks":2452},"Exklusiver Auszug aus dem Buch ",[2453],{"type":2000},{"text":2455,"type":513,"marks":2456},"“Die digitale Wachstumsstrategie. 10 Prinzipien für ein profitables Online-Geschäft”",[2457,2458],{"type":2000},{"type":1256,"attrs":2459},{"href":1802,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":2461,"type":513,"marks":2462}," von André Morys",[2463],{"type":2000},{"type":42,"content":2465},[2466],{"text":2467,"type":513},"Ein beliebtes Geschäftsmodell vieler Unternehmensberater ist es, den Unternehmern große Angst vor den bevorstehenden Veränderungen zu machen. Dazu werden die Veränderungen aufgezeigt und die immer kürzer werdenden Zyklen visualisiert. Recht schnell ist eine exponentiell steigende Kurve das Resultat, deren Auswirkungen für die meisten sehr bedrückend wirkt. Auch wenn die Aussage der zunehmenden Geschwindigkeit richtig ist, möchte ich einen anderen Aspekt an dieser Vorgehensweise kritisieren:",{"type":42,"content":2469},[2470,2474,2476,2480],{"text":2471,"type":513,"marks":2472},"„Wir hängen jetzt schon fünf bis zehn Jahre hinterher – und die Entwicklungsgeschwindigkeit hat sich schon wieder verdoppelt – das holen wir nie auf!“",[2473],{"type":2000},{"text":2475,"type":513},", könnte der Gedanke des einen oder anderen CEOs sein. ",{"text":2477,"type":513,"marks":2478},"„Wir brauchen massive Unterstützung durch ein erfahrenes Beratungsunternehmen mit ausreichend Kapazitäten“",[2479],{"type":2000},{"text":2481,"type":513},", ist die logische Schlussfolgerung – und schon wandert in meinem Kopf ein achtstelliger Scheck von A nach B.",{"type":42,"content":2483},[2484,2488],{"text":2485,"type":513,"marks":2486},"Das Dumme an der Sache:",[2487],{"type":933},{"text":2489,"type":513}," Meist werden im Rahmen der darauffolgenden Aufträge hauptsächlich Softwareprojekte und Entwicklungsressourcen verkauft, die angeblich die Grundlage für eine höhere Agilität sind.",{"type":42,"content":2491},[2492],{"text":2493,"type":513},"Ich möchte diese Arbeiten auch überhaupt nicht kritisieren – sie sind nur nicht der Schlüssel zur Veränderung im Unternehmen. Denn Agilität ist nur in geringen Teilen eine Frage der richtigen Software oder Infrastruktur, selbst wenn – völlig unabhängig davon – in vielen Firmen technologische Altlasten beseitigt werden müssen.",{"type":2256,"content":2495},[2496],{"type":42,"content":2497},[2498],{"text":2499,"type":513,"marks":2500},"Softwareprojekte und Entwicklungsressourcen sind nicht der Schlüssel für Agilität und zur Veränderung im Unternehmen.",[2501],{"type":2000},{"type":925,"attrs":2503,"content":2504},{"level":993},[2505],{"text":2506,"type":513},"Warum “Viel hilft viel” die falsche Devise für Agilität in Unternehmen ist",{"type":42,"content":2508},[2509],{"text":2510,"type":513},"Ich kenne große Unternehmen, die mit modernster Technologie ausgestattet sind, bei denen einfache Veränderungen an der Website dennoch Wochen dauern. Aufgrund von starren Prozessen und komplizierter Denkweise sind diese Unternehmen keinen Deut agiler als Unternehmen mit veralteter Technologie. Ein Kern dieser Denkweise ist die „Viel hilft viel“-Einstellung im Management. Nur mit einem Ruck und großem Kraftaufwand lassen sich Dinge wirklich ändern, lautet dort die Devise.",{"type":42,"content":2512},[2513],{"text":2514,"type":513},"Doch das ist grundlegend falsch. Während sich aus Sicht des Konsumenten alle Angebote als Gesamtheit betrachtet permanent verbessern, ist ein Unternehmen, das mit einem großen Projekt beschäftigt ist, zum Stillstand gezwungen.",{"type":42,"content":2516},[2517],{"text":2518,"type":513},"Wenn es um die Website oder den Onlineshop geht, herrscht bei einem Großteil aller Unternehmen noch die „Redesign-Denke“, d. h. alle zwei bis fünf Jahre wird die Website in einem groß angelegten Projekt komplett überarbeitet.",{"type":42,"content":2520},[2521],{"text":2522,"type":513},"Der Bedarf dafür rührt daher, dass durch die kontinuierliche Weiterentwicklung der Gesamtheit aller anderen Websites (die ja grundsätzlich gegeben ist) sich in der Zwischenzeit eine große Lücke aufgetan hat – das Unternehmen hinkt der Gesamtentwicklung nach so langer Zeit augenscheinlich hinterher und die Verantwortlichen schmerzt diese Lücke massiv.",{"type":42,"content":2524},[2525],{"text":2526,"type":513},"In den dazugehörigen Briefings steht dann „Zeitgemäßes Design“ und „Responsive Umsetzung“, um nur einige Beispiele zu nennen. Diese Anforderungen entstammen zu einem Großteil dem Kopf der Entscheider und sind selten Resultate einer professionell durchgeführten Kundenbefragung.",{"type":42,"content":2528},[2529],{"text":2530,"type":513},"Das Unternehmen wird die nächsten ein bis zwei Jahre damit verbringen, die Lücke zu schließen und wird dabei auch viele gute Eigenschaften der alten Website zerstören – da es keine systematische Analyse gab. Nicht allzu selten erzeugt der neue Auftritt eine noch viel größere Lücke – auch mit zeitgemäßem Design und responsiver Umsetzung –, da viele der Bauchentscheidungen im Projekt einfach falsch waren.",{"_uid":2532,"image":2533,"caption":2537,"component":1818},"4a3d7344-61a4-49a2-815e-eb1a9c284153",{"alt":2534,"src":2535,"name":30,"focus":30,"title":118,"source":30,"filename":2535,"copyright":30,"fieldtype":49,"meta_data":2536,"is_external_url":81},"Stufen der Agilität: Das Treppenmodell ohne Sprints","https://storage.googleapis.com/kk-website-assets/K1UPjJ0Z_6-treppenmodell-ohne-sprints-610x350.jpg",{"alt":2534,"title":118,"source":30,"copyright":30},{"type":39,"content":2538},[],{"_uid":2540,"text":2541,"component":1805},"b16f33ea-7f57-4290-8b1c-984c1730dc59",{"type":39,"content":2542},[2543,2548,2552],{"type":925,"attrs":2544,"content":2545},{"level":993},[2546],{"text":2547,"type":513},"Agiles Arbeiten: Schnelle Resultate durch A/B-Testing",{"type":42,"content":2549},[2550],{"text":2551,"type":513},"Ganz anders sieht es aus, wenn sich Unternehmen mit A/B-Testing beschäftigen. Ein typischer A/B-Test hat eine Laufzeit von wenigen Wochen, seine Entwicklung und Vorbereitung dauert ebenfalls maximal zwei bis drei Wochen. Insgesamt ist es problemlos möglich, pro Monat mindestens einen A/B-Test durchzuführen und dabei die Auswirkung der Veränderung der Website auf das Konsumentenverhalten zu messen.",{"type":42,"content":2553},[2554],{"text":2555,"type":513},"Auch wenn A/B-Testing eher ein Aspekt der Technologie und der Software ist, möchte ich auf eine andere Sache hinaus: Die Durchführung eines A/B-Tests ähnelt im Vergleich zum starren Redesign-Projekt eher einem agilen Sprint, wie man es aus der Software-Entwicklung kennt. Am Ende eines solchen Sprint steht jedoch ein messbares Resultat. Das erfordert ein Umdenken hinsichtlich der Kapazitäten und der Zeitplanung.",{"_uid":2557,"image":2558,"caption":2562,"component":1818},"96737abd-6df9-4f7b-9145-d21f8a8c5a3a",{"alt":2559,"src":2560,"name":30,"focus":30,"title":118,"source":30,"filename":2560,"copyright":30,"fieldtype":49,"meta_data":2561,"is_external_url":81},"Bessere Agilität: Treppenmodell mit Sprints","https://storage.googleapis.com/kk-website-assets/pjsRk1yd_7-treppenmodell-mit-sprints-610x364.jpg",{"alt":2559,"title":118,"source":30,"copyright":30},{"type":39,"content":2563},[],{"_uid":2565,"text":2566,"component":1805},"75bcace0-41e4-4ebb-b00e-34d89432468e",{"type":39,"content":2567},[2568,2572,2576,2580,2584,2588,2592,2596,2601,2605],{"type":42,"content":2569},[2570],{"text":2571,"type":513},"Würden Unternehmen in den durchschnittlich drei Jahren, die zwischen zwei Redesign-Projekten vergehen, stattdessen monatlich einen kontrastreichen A/B-Test durchführen, dann wären das in Summe 36 Veränderungen mit konkreten Erkenntnissen und messbaren Verbesserungen.",{"type":42,"content":2573},[2574],{"text":2575,"type":513},"Einige Male wären die Ergebnisse sicherlich nicht signifikant positiv gewesen. Doch selbst aus den negativen Resultaten hätte das Unternehmen mehr gelernt als aus dem vielfach teureren Redesign-Projekt. Diese Erkenntnisse wären deutlich valider gewesen als das Bauchgefühl der Entscheider, denn sie basieren auf dem Verhalten echter Kunden und spiegeln deren Bedürfnisse, Erwartungen und Vorlieben wider.",{"type":42,"content":2577},[2578],{"text":2579,"type":513},"Die Lücke zwischen der eigenen Website und der Entwicklung der besten Websites wäre im Durchschnitt deutlich kleiner ausgefallen und es hätten nur die Veränderungen durchgeführt werden müssen, die sich tatsächlich lohnen.",{"type":42,"content":2581},[2582],{"text":2583,"type":513},"Warum erzähle ich das?",{"type":42,"content":2585},[2586],{"text":2587,"type":513},"Weil auch heute noch fast jedes Unternehmen, das auch A/B-Testing zur iterativen Optimierung nutzt, das Testing einstellt, sobald ein Redesign-Projekt ansteht. Entweder gibt es keine signifikanten Erkenntnisse aus dem bestehenden A/B-Testing oder die Teams und Abteilungen sind derart voneinander getrennt, dass überhaupt kein Zusammenhang hergestellt wird.",{"type":42,"content":2589},[2590],{"text":2591,"type":513},"Völlig unabhängig von der vorgetragenen Theorie beschäftigen sich die meisten traditionellen Unternehmen, die bereits A/B-Testing nutzen, kaum damit, kontrastreiche und erkenntnisreiche Hypothesen zu testen. Daher wird das iterative und kontinuierliche Optimieren mit A/B-Tests überhaupt nicht als Alternative zum Redesign-Projekt wahrgenommen.",{"type":42,"content":2593},[2594],{"text":2595,"type":513},"Vor allem aus Sicht des Managements ist A/B-Testing eher Optimierung im Detail, während große Sprünge vermeintlich auch große Ergebnisse bringen – eine gravierende Fehleinschätzung.",{"type":925,"attrs":2597,"content":2598},{"level":993},[2599],{"text":2600,"type":513},"Fazit: Agilität ist der Brandbeschleuniger der digitalen Wachstumsstrategie",{"type":42,"content":2602},[2603],{"text":2604,"type":513},"Kontinuierlich steigende Geschwindigkeiten der Weiterentwicklung setzen ein Umdenken voraus. Statt Bauchgefühl und Projektdenke werden agile Optimierungsprozesse benötigt, die messbare und kundenzentrierte Resultate produzieren. A/B-Testing ist ein ideales Werkzeug, damit Unternehmen agiles Denken und Handeln lernen – wenn damit geeignete Ziele verknüpft werden.",{"type":42,"content":2606},[2607,2611,2616],{"text":2608,"type":513,"marks":2609},"📘 Dieser Artikel ist ein Auszug aus dem Buch ",[2610],{"type":933},{"text":2455,"type":513,"marks":2612},[2613,2614],{"type":933},{"type":1256,"attrs":2615},{"href":1802,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":2617,"type":513,"marks":2618}," von André Morys, erschienen 2018 bei Springer Gabler (ISBN: 978-3-658-19935-7). Am Auszug, der mit freundlicher Genehmigung des Verlages hier erscheint, wurden nur geringfügige Anpassungen für die Online-Veröffentlichung vorgenommen.",[2619],{"type":933},{"alt":2426,"src":2621,"name":30,"focus":30,"title":2426,"source":30,"filename":2621,"copyright":30,"fieldtype":49,"meta_data":2622,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/roh4nlCi_Blogpost-Agilitaet-e1571914120165-1620x500.jpeg",{"alt":2426,"title":2426,"source":30,"copyright":30},[2309],[2625,2629,2633,2645,2658,2662],{"name":947,"created_at":2314,"published_at":2315,"updated_at":2316,"id":2317,"uuid":2310,"content":2626,"slug":2321,"full_slug":2322,"sort_by_date":118,"position":2323,"tag_list":2627,"is_startpage":51,"parent_id":2325,"meta_data":118,"group_id":2326,"first_published_at":2327,"release_id":118,"lang":124,"path":118,"alternates":2628,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":2319,"component":2320},[],[],{"name":2330,"created_at":2331,"published_at":2332,"updated_at":2331,"id":2333,"uuid":2334,"content":2630,"slug":2337,"full_slug":2338,"sort_by_date":118,"position":2339,"tag_list":2631,"is_startpage":51,"parent_id":2325,"meta_data":118,"group_id":2341,"first_published_at":2327,"release_id":118,"lang":124,"path":118,"alternates":2632,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},{"_uid":2336,"component":2320},[],[],{"name":2634,"created_at":2635,"published_at":2332,"updated_at":2635,"id":2636,"uuid":2637,"content":2638,"slug":2640,"full_slug":2641,"sort_by_date":118,"position":494,"tag_list":2642,"is_startpage":51,"parent_id":2325,"meta_data":118,"group_id":2643,"first_published_at":2327,"release_id":118,"lang":124,"path":118,"alternates":2644,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Conversion 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verklagt Accenture auf 32 Millionen Dollar Schadensersatz. Doch das wahre Problem ist nicht der verpatzte Website-Relaunch. Jetzt die Analyse lesen!","28fadf21-9619-4799-824e-f566b4f83ef0",[2711,2867,2879,2928,2940,2977,2989,3001,3052,3064,3110,3122,3196,3207,3242,3252],{"_uid":2712,"text":2713,"component":1805},"44596061-5ce8-4f56-b8e1-6f05539933d6",{"type":39,"content":2714},[2715,2719,2747,2751,2756,2760,2766,2770,2786,2790,2794,2809,2813,2817,2823,2827,2832,2842,2846,2850],{"type":42,"content":2716},[2717],{"text":2718,"type":513},"Seit Tagen spricht die weltweite Medienlandschaft von der 32-Millionen-Dollar-Klage des globalen Autovermieters Hertz gegen die Agentur Accenture. Der sensationslüsterne Fokus liegt auf dem hohen Streitwert und dem verpatzten Website-Relaunch. Doch das wahre Problem liegt woanders, ist wesentlich größer und betrifft auch dein Unternehmen. Eine Analyse.",{"type":42,"content":2720},[2721,2723,2727,2729,2733,2735,2739,2741,2745],{"text":2722,"type":513},"In England titeln ",{"text":2724,"type":513,"marks":2725},"The Register",[2726],{"type":933},{"text":2728,"type":513}," ",{"text":2730,"type":513,"marks":2731},"Accenture sued over website redesign so bad it Hertz",[2732],{"type":2000},{"text":2734,"type":513},". Und inzwischen erreicht der Flächenbrand die deutschsprachigen Medien. Die ",{"text":2736,"type":513,"marks":2737},"t3n",[2738],{"type":933},{"text":2740,"type":513}," spricht von der ",{"text":2742,"type":513,"marks":2743},"Millionenklage – Accenture blamiert sich mit Redesign einer Website",[2744],{"type":2000},{"text":2746,"type":513},".",{"type":42,"content":2748},[2749],{"text":2750,"type":513},"Beide Medien beziehen sich auf eine 16-seitige Anklageschrift (PDF, Link siehe unten), die ich mir näher angesehen habe. Und schon nach einigen Zeilen bestätigt sich die Ahnung, wieso dieses Projekt am Ende zu Verlierern auf mindestens zwei Seiten führte.",{"type":925,"attrs":2752,"content":2753},{"level":993},[2754],{"text":2755,"type":513},"Hertz verklagt Accenture: Digitale Transformation als Buzzword-Bingo",{"type":42,"content":2757},[2758],{"text":2759,"type":513},"Die Anklageschrift beginnt mit mit einem Rückblick auf die Mission von Hertz:",{"type":42,"content":2761},[2762],{"text":2763,"type":513,"marks":2764},"Anfang 2016 startete Hertz das ambitionierte Projekt, seine digitale Identität zu transformieren. Das Hauptziel des Projekts ist, die Customer Experience auf den digitalen Plattformen von Hertz neu zu definieren, indem eine marktführende Website und ergänzend mobile Anwendungen entwickelt werden […].",[2765],{"type":2000},{"type":42,"content":2767},[2768],{"text":2769,"type":513},"Diese Zeilen lesen sich wie ein Buzzword-Bingo aus der Marketing-Abteilung. Ich muss es wissen. Schließlich ist es meine Zunft. Geradezu episch wird beschrieben, was sich auch in einfachen Worten ausdrücken lässt:",{"type":42,"content":2771},[2772,2776,2777,2782],{"text":2773,"type":513,"marks":2774},"Hertz möchte die Nutzererfahrung der eigenen Webauftritte für Kunden",[2775],{"type":933},{"text":2728,"type":513},{"text":2778,"type":513,"marks":2779},"verändern",[2780,2781],{"type":2000},{"type":933},{"text":2783,"type":513,"marks":2784},"****.",[2785],{"type":933},{"type":42,"content":2787},[2788],{"text":2789,"type":513},"Es ist jedoch nicht die Rede davon, dass die zukünftige Nutzererfahrung an aktuelle Nutzerbedürfnisse angepasst wird. Ziel der gesamten Mission ist daher eine Änderung, aber nicht explizit die Verbesserung der Customer Experience.",{"type":42,"content":2791},[2792],{"text":2793,"type":513},"Werden Transformation der digitalen Identität und Neudefinition digitaler Plattformen also an der Innenperspektive ausgerichtet? Das wäre dann das Gegenteil der derzeit zu Recht heiß gehandelten Customer Centricity.",{"type":42,"content":2795},[2796,2798,2802,2804,2808],{"text":2797,"type":513},"Hier bildet sich schon ab, was vielleicht am Ende zum Crash führte: Hertz blies die (vermeintliche) Anpassung auf Kundenbedürfnisse in Eigenregie zum Mammut-Projekt auf. Der Autovermieter investierte ",{"text":2799,"type":513,"marks":2800},"“Monate in die Planung des Projektes”, “entwickelten eine Roadmap, um die Vision umzusetzen”",[2801],{"type":2000},{"text":2803,"type":513}," und ",{"text":2805,"type":513,"marks":2806},"“realisierten, dass sie weder über das interne Fachwissen noch über die Ressourcen verfügten, um eine so massive Maßnahme durchzuführen”",[2807],{"type":2000},{"text":2746,"type":513},{"type":42,"content":2810},[2811],{"text":2812,"type":513},"Vielleicht hätten sie auch erkennen müssen, dass schon vor Wochen oder Monaten Unterstützung bei Erarbeitung der Vision, zumindest aber bei der Entwicklung einer Roadmap hilfreich hätte sein können? Denn wie kann man eine Roadmap entwickeln, ohne die wirklichen Herausforderungen der ambitionierten Transformation zu kennen?",{"type":42,"content":2814},[2815],{"text":2816,"type":513},"Wie heißt es so schön:",{"type":2256,"content":2818},[2819],{"type":42,"content":2820},[2821],{"text":2822,"type":513},"Du weiß nicht, was du nicht weißt.",{"type":42,"content":2824},[2825],{"text":2826,"type":513},"Zum Beispiel, dass man lieber nicht mehr Millionenbeträge in Wasserfall-Projekte investiert und stattdessen auf agile Projektmanagement-Methoden wie SCRUM setzt. Aber dazu später mehr.",{"type":925,"attrs":2828,"content":2829},{"level":993},[2830],{"text":2831,"type":513},"Hertz wollte mit einem Weltklasse-Technologie-Dienstleister zusammenarbeiten",{"type":42,"content":2833},[2834,2836,2840],{"text":2835,"type":513},"Hertz skizzierten eine Vision und suchten nun einen ",{"text":2837,"type":513,"marks":2838},"“Weltklasse-Technologie-Dienstleister”",[2839],{"type":2000},{"text":2841,"type":513},". Diesen fanden sie in Accenture, die mit einer beeindruckenden Präsentation die Mitbewerber ausstachen.",{"type":42,"content":2843},[2844],{"text":2845,"type":513},"Vielleicht erlag Hertz dem Hype um Technologie als Trigger. Die Reise des Autovermieters lässt sich mit dem Gartner Hype Cycle bestens abbilden. Der Wunsch, moderne Technologie einzusetzen, verursacht Blindheit für Herausforderungen. Technologie wird zum Selbstzweck.",{"type":42,"content":2847},[2848],{"text":2849,"type":513},"Doch dem Hype folgte auch bei Hertz die Phase der Desillusionierung. Und hoffentlich auch die Erkenntnis, dass viele Fehler weit vor der Beauftragung von Accenture erfolgten.",{"type":42,"content":2851},[2852,2854,2866],{"text":2853,"type":513},"Tipp: In diesem Video erklärt André Morys den ",{"text":2855,"type":513,"marks":2856},"Hype Cycle im Zusammenhang mit Conversion-Optimierung",[2857],{"type":1256,"attrs":2858},{"href":2859,"uuid":2860,"anchor":118,"target":1733,"linktype":31,"story":2861},"/de/experimentation/conversion-whiteboard-13-der-hype-cycle-der-conversion-optimierung","c1b894c9-2b38-4f41-9d5d-f4b142744acb",{"name":2862,"id":2863,"uuid":2860,"slug":2864,"url":2865,"full_slug":2865,"_stopResolving":81},"Conversion Whiteboard 13: Der Hype Cycle der Conversion Optimierung",101808011649008,"conversion-whiteboard-13-der-hype-cycle-der-conversion-optimierung","de/experimentation/conversion-whiteboard-13-der-hype-cycle-der-conversion-optimierung",{"text":2746,"type":513},{"_uid":2868,"image":2869,"caption":2873,"component":1818},"24d38337-24d6-4442-af03-dc50f6c23b87",{"alt":2870,"src":2871,"name":30,"focus":30,"title":118,"source":30,"filename":2871,"copyright":30,"fieldtype":49,"meta_data":2872,"is_external_url":81},"Gartner Hype Cycle","https://storage.googleapis.com/kk-website-assets/b_W2b59Z_gartner_hype_zyklus-650px.gif",{"alt":2870,"title":118,"source":30,"copyright":30},{"type":39,"content":2874},[2875],{"type":42,"content":2876},[2877],{"text":2878,"type":513},"Gartner Hype Cycle. Quelle: https://de.wikipedia.org/wiki/Hype-Zyklus",{"_uid":2880,"text":2881,"component":1805},"a59662e3-ef82-4a05-8037-2861ebd3712c",{"type":39,"content":2882},[2883,2887,2891,2897,2901,2905,2910,2914,2924],{"type":42,"content":2884},[2885],{"text":2886,"type":513},"Es ist nicht verwunderlich, dass Hertz die Zusammenarbeit mit Accenture im Mai 2018 nach drei verpassten Go-Lives seit Dezember 2017 beendete.",{"type":42,"content":2888},[2889],{"text":2890,"type":513},"Die weiteren Anklagepunkte rund um die nicht wirklich responsive Website, Sicherheitsbedenken und unzulängliche Styleguides runden bei Hertz den Eindruck ab, dass Accenture schlicht nicht in der Lage war, den gesetzten Anforderungen gerecht zu werden.",{"type":42,"content":2892},[2893],{"text":2894,"type":513,"marks":2895},"Mir geht es jedoch nicht darum, die tatsächliche Leistung von Accenture zu beurteilen.",[2896],{"type":933},{"type":42,"content":2898},[2899],{"text":2900,"type":513},"Sie halten sich im Rechtsstreit noch bedeckt, und eine öffentliche Antwort ist nur eine Frage der Zeit.",{"type":42,"content":2902},[2903],{"text":2904,"type":513},"Fakt ist, dass in 20 Monaten über 32 Millionen Dollar an Accenture flossen. In dieser Zeit spürten die Kunden von Hertz nichts von der gehypten neu definierten Customer Experience.",{"type":925,"attrs":2906,"content":2907},{"level":993},[2908],{"text":2909,"type":513},"Der Website-Relaunch verursachte eher einen Schaden in dreistelliger Millionenhöhe",{"type":42,"content":2911},[2912],{"text":2913,"type":513},"Der tatsächliche Schaden für Hertz ist weitaus größer als die Projektkosten von 32 Millionen. Hertz investierte weitere 10 Millionen Dollar in die Identifizierung und Behebung der Mängel. Und selbst das ist ein Tropfen auf den heißen Stein.",{"type":42,"content":2915},[2916,2918,2922],{"text":2917,"type":513},"Der durch die Projektlaufzeit von ca. zwei Jahren fehlende Fortschritt wird Hertz ",{"text":2919,"type":513,"marks":2920},"“in einer enorm wettbewerbsintensiven Branche”",[2921],{"type":2000},{"text":2923,"type":513}," einen Verlust in dreistelliger Millionenhöhe eingefahren haben.",{"type":42,"content":2925},[2926],{"text":2927,"type":513},"Und vielleicht ist auch der Aktienkurs von Hertz ein Indiz dafür, dass das Versäumnis der Business- und Website-Optimierung dem Unternehmen nachhaltig Schaden zufügte.",{"_uid":2929,"image":2930,"caption":2934,"component":1818},"4bf28f4f-c619-478c-b7df-5c999bdbc09a",{"alt":2931,"src":2932,"name":30,"focus":30,"title":118,"source":30,"filename":2932,"copyright":30,"fieldtype":49,"meta_data":2933,"is_external_url":81},"Hertz verklagt Accenture: Einbruch Aktienkurs statt Relaunch-Erfolg","https://storage.googleapis.com/kk-website-assets/LMwj2GEr_hertz-verklagt-accenture-relaunch-desaster-aktienkurs-610x250.gif",{"alt":2931,"title":118,"source":30,"copyright":30},{"type":39,"content":2935},[2936],{"type":42,"content":2937},[2938],{"text":2939,"type":513},"Ist der Aktienkurs ein Symptom von Hertz-Stillstand statt agiler Optimierung? Screenshot: 06.05.2019 Finanzen.net",{"_uid":2941,"text":2942,"component":1805},"fe5f646a-d943-429e-8080-543cd3c976b5",{"type":39,"content":2943},[2944,2950,2959,2963,2973],{"type":925,"attrs":2945,"content":2947},{"level":2946},4,[2948],{"text":2949,"type":513},"Doch abseits von vertraglichen Eckpunkten: Wer trägt die Schuld?",{"type":42,"content":2951},[2952,2954,2958],{"text":2953,"type":513},"Hertz beauftragte laut eigenen Worten Accenture, ",{"text":2955,"type":513,"marks":2956},"“um die neue Website und mobile Anwendungen zu entwerfen, zu erstellen, zu testen und auszurollen”",[2957],{"type":2000},{"text":2746,"type":513},{"type":42,"content":2960},[2961],{"text":2962,"type":513},"Hier entstand der Bruch. Der Auftraggeber übergab an den Dienstleister. Die Entkoppelung der Website-Optimierung von den Kunden und vom Markt. Millionen von Euro und gebundene interne wie externe Ressourcen flossen in einen Relaunch, den mit großer Wahrscheinlichkeit niemand brauchte.",{"type":42,"content":2964},[2965,2967,2971],{"text":2966,"type":513},"Ich nehme an, dass der globale Marktführer Hertz keine Website mit schwerwiegenden Usability-Problemen hatte. Vielleicht technologisch im Hintergrund und vom Design her nicht ",{"text":2968,"type":513,"marks":2969},"market-leading",[2970],{"type":2000},{"text":2972,"type":513},", aber für Desktop- und Mobile-Kunden nutzbar.",{"type":42,"content":2974},[2975],{"text":2976,"type":513},"Die Wayback Machine gewährte mir einen Blick auf die Homepage-Struktur von 2016. Es sind kaum Unterschiede zur aktuellen deutsche Website von 2019 zu erkennen. Auf der US-Website hingegen wurde ein neues Design ausgerollt. Die Suche ist zentral in den Fokus gerückt.",{"_uid":2978,"image":2979,"caption":2983,"component":1818},"4ff2f450-bc63-40d6-97b0-c0848f88a023",{"alt":2980,"src":2981,"name":30,"focus":30,"title":118,"source":30,"filename":2981,"copyright":30,"fieldtype":49,"meta_data":2982,"is_external_url":81},"Hertz verklagt Accenture: Deutsche Website 2019","https://storage.googleapis.com/kk-website-assets/S28mKYwa_hertz-verklagt-accenture-website-deutschland-2019-610px.jpg",{"alt":2980,"title":118,"source":30,"copyright":30},{"type":39,"content":2984},[2985],{"type":42,"content":2986},[2987],{"text":2988,"type":513},"Die deutsche Website von Hertz ähnelt in der Struktur der Website von 2016 (Quelle: Screenshot Hertz.com/de 30.04.2019)",{"_uid":2990,"image":2991,"caption":2995,"component":1818},"e458d8d9-571e-4b74-bfce-89307df5e926",{"alt":2992,"src":2993,"name":30,"focus":30,"title":118,"source":30,"filename":2993,"copyright":30,"fieldtype":49,"meta_data":2994,"is_external_url":81},"Hertz verklagt Accenture: US-Website 2019 nach Relaunch","https://storage.googleapis.com/kk-website-assets/y0xCT_-1_hertz-verklagt-accenture-website-nach-relaunch-usa-2019-610px.jpg",{"alt":2992,"title":118,"source":30,"copyright":30},{"type":39,"content":2996},[2997],{"type":42,"content":2998},[2999],{"text":3000,"type":513},"Die US-amerikanische Website von Hertz weist ein neues Design auf (Quelle: Screenshot Hertz.com 30.04.2019)",{"_uid":3002,"text":3003,"component":1805},"5b91838a-7cba-467e-b368-af265f1e5592",{"type":39,"content":3004},[3005,3023,3027,3032,3036,3040,3044,3048],{"type":42,"content":3006},[3007,3009,3021],{"text":3008,"type":513},"Ergab eine Kundenbefragung, dass sich die Allgemeinheit eine komplett neue Website wünschte? Menschen scheuen Veränderungen. Sie erhalten den Status quo, da Umgewöhnung kognitiven Aufwand bedeutet. In der Konsumpsychologie ist diese kognitive Verzerrung als “",{"text":3010,"type":513,"marks":3011},"Status Quo Bias",[3012],{"type":1256,"attrs":3013},{"href":3014,"uuid":3015,"anchor":118,"target":1733,"linktype":31,"story":3016},"/de/behavior-patterns/behavioral-pattern-status-quo-bias","6288af64-19f1-45e4-8395-dbeaf14f8fb1",{"name":3017,"id":3018,"uuid":3015,"slug":3019,"url":3020,"full_slug":3020,"_stopResolving":81},"Status quo Bias: Warum die Macht der Gewohnheit andere psychologische Prinzipien auf den Kopf stellt",101808300388818,"behavioral-pattern-status-quo-bias","de/behavior-patterns/behavioral-pattern-status-quo-bias",{"text":3022,"type":513},"” bekannt.",{"type":42,"content":3024},[3025],{"text":3026,"type":513},"Gab es neben qualitativen Daten vielleicht quantitative Daten, die einen Relaunch gerechtfertigt hätten? Oder trieben Aussagen wie “Es muss moderner aussehen” und “Schaut mal, wie das bei Mitbewerber XY funktioniert” den kompromisslosen Relaunch an?",{"type":925,"attrs":3028,"content":3029},{"level":993},[3030],{"text":3031,"type":513},"Wasserfall-Projekte: Digitale Transformation als Big Bang, nicht als Evolution",{"type":42,"content":3033},[3034],{"text":3035,"type":513},"Die Digitalisierung stellt alle Unternehmen vor die gleiche große Herausforderung. Das Feld der Mitbewerber und die Ansprüche der Kunden ändern sich um ein Vielfaches schneller als vor wenigen Jahren. Und das Tempo nimmt zu.",{"type":42,"content":3037},[3038],{"text":3039,"type":513},"Die mindestens gefühlt abgehängten Unternehmen versuchen, mit Siebenmeilenstiefeln an die rasanten Entwicklungen anzuknüpfen. In starren Wasserfall-Projekten mit hoher Planungssicherheit schreitet man dem bombastischen Website-Relaunch entgegen.",{"type":42,"content":3041},[3042],{"text":3043,"type":513},"Bei Wasserfall-Projekten wird eine neue Aufgabe erst begonnen, sobald die vorherige Phase beendet ist. Besonders hierarchisch geprägte Unternehmen setzen das Wasserfall-Modell ein. Wird eine Phase abgeschlossen, so ist diese Entscheidung final und wird nicht mehr rückgängig gemacht.",{"type":42,"content":3045},[3046],{"text":3047,"type":513},"So mangelt es natürlich an Agilität, auf Marktveränderungen, unerwartete Umsetzungsprobleme oder neue Kundenwünsche einzugehen.",{"type":42,"content":3049},[3050],{"text":3051,"type":513},"What’s done is done! Hat ja auch genug gekostet.",{"_uid":3053,"image":3054,"caption":3058,"component":1818},"2b67e97d-d27e-4fd7-90f4-7d626f2ba945",{"alt":3055,"src":3056,"name":30,"focus":30,"title":118,"source":30,"filename":3056,"copyright":30,"fieldtype":49,"meta_data":3057,"is_external_url":81},"Wasserfall-Projekt bei Websites","https://storage.googleapis.com/kk-website-assets/1LJN_lXr_website-wasserfall-projekt-610px.gif",{"alt":3055,"title":118,"source":30,"copyright":30},{"type":39,"content":3059},[3060],{"type":42,"content":3061},[3062],{"text":3063,"type":513},"Wasserfall-Prozess bei Websites. Visualisierung: konversionsKRAFT",{"_uid":3065,"text":3066,"component":1805},"c1d8c536-5f9f-4a56-b3dd-f2857f0acf47",{"type":39,"content":3067},[3068,3072,3076,3081,3085,3089],{"type":42,"content":3069},[3070],{"text":3071,"type":513},"Die Erneuerung des Selbst als Selbstinszenierung. Der Vorhang fällt. Kunden und Konkurrenten fallen die Kinnladen herunter. Conversion Rates schießen nach oben. Die Einnahmen vervielfachen sich. Das Management lässt die Champagner-Korken knallen.",{"type":42,"content":3073},[3074],{"text":3075,"type":513},"In der Realität ergibt diese Vorgehensweise wenig Sinn.",{"type":925,"attrs":3077,"content":3078},{"level":993},[3079],{"text":3080,"type":513},"Klassische Website-Relaunches sind eine schlechte Idee. Immer!",{"type":42,"content":3082},[3083],{"text":3084,"type":513},"Eine gewagte Hypothese? Keinesfalls.",{"type":42,"content":3086},[3087],{"text":3088,"type":513},"Stark wachsende Unternehmen setzen auf drei Erfolgsfaktoren:",{"type":2205,"attrs":3090,"content":3091},{"order":927,"tight":51},[3092,3098,3104],{"type":2078,"content":3093},[3094],{"type":42,"content":3095},[3096],{"text":3097,"type":513},"Customer Centricity",{"type":2078,"content":3099},[3100],{"type":42,"content":3101},[3102],{"text":3103,"type":513},"Datengetriebene Entscheidungen",{"type":2078,"content":3105},[3106],{"type":42,"content":3107},[3108],{"text":3109,"type":513},"Agilität",{"_uid":3111,"image":3112,"caption":3116,"component":1818},"9ea8fe30-c050-4965-9cb5-eb4e1934c0cc",{"alt":3113,"src":3114,"name":30,"focus":30,"title":118,"source":30,"filename":3114,"copyright":30,"fieldtype":49,"meta_data":3115,"is_external_url":81},"3 Faktoren für Wachstum: Agilität, Kundenzentrierung, datengetriebene Entscheidungen","https://storage.googleapis.com/kk-website-assets/nRrsYJsU_digitales-wachstum_trinitaet_customer-centricity_agilitaet_datengetrieben-420x396.gif",{"alt":3113,"title":118,"source":30,"copyright":30},{"type":39,"content":3117},[3118],{"type":42,"content":3119},[3120],{"text":3121,"type":513},"Treiber für digitales Wachstum: Agilität, datengetriebene Entscheidungen, Kundenzentrierung. Quelle: Digital Growth-Studie 2018 / konversionsKRAFT",{"_uid":3123,"text":3124,"component":1805},"34ac2ef6-027a-452e-86da-117f8ea5e544",{"type":39,"content":3125},[3126,3131,3136,3160,3179,3184,3189],{"type":42,"attrs":3127,"content":3128},{"textAlign":118},[3129],{"text":3130,"type":513},"Ich nehme die Anklageschrift als Basis für meine Annahme, dass der Relaunch nicht auf User Research (Customer Centricity) und datengetriebenen Entscheidungen basierte. Und selbst wenn, so wurde das dritte Element der Dreieinigkeit ignoriert: Agilität.",{"type":42,"attrs":3132,"content":3133},{"textAlign":118},[3134],{"text":3135,"type":513},"Hätte das Team von Hertz kundenzentriert und untermauert von Daten schrittweise die Website optimiert, hätte es  die Transformation seiner digitalen Identität in agilen Sprints vorangetrieben.",{"type":42,"attrs":3137,"content":3138},{"textAlign":118},[3139,3143,3145,3151,3153,3158],{"text":3140,"type":513,"marks":3141},"☝️Event-Tipp:",[3142],{"type":933},{"text":3144,"type":513}," Auf dem ",{"text":3146,"type":513,"marks":3147},"growth marketing SUMMIT",[3148],{"type":1256,"attrs":3149},{"href":3150,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.growthmarketingsummit.com/",{"text":3152,"type":513}," in Frankfurt am Main teilen Experten wie Eric Ries und André Morys ihr Wissen zu Agilität in Unternehmen. ",{"text":3154,"type":513,"marks":3155},"Jetzt Ticket sichern",[3156],{"type":1256,"attrs":3157},{"href":3150,"uuid":118,"anchor":118,"target":118,"linktype":136},{"text":3159,"type":513},"!",{"type":42,"attrs":3161,"content":3162},{"textAlign":118},[3163,3165,3177],{"text":3164,"type":513},"Über ",{"text":3166,"type":513,"marks":3167},"A/B Testing",[3168],{"type":1256,"attrs":3169},{"href":3170,"uuid":3171,"anchor":118,"target":1733,"linktype":31,"story":3172},"/de/conversion-rate-optimization/warum-dein-test-gescheitert-ist-10-sofort-umsetzbare-ab-testing-tipps-fuer-mehr-uplift","4e37a476-7305-4a30-bec2-3ba826a9991b",{"name":3173,"id":3174,"uuid":3171,"slug":3175,"url":3176,"full_slug":3176,"_stopResolving":81},"Warum Dein Test gescheitert ist – 10 sofort umsetzbare A/B-Testing Tipps für mehr Uplift",101808206889385,"warum-dein-test-gescheitert-ist-10-sofort-umsetzbare-ab-testing-tipps-fuer-mehr-uplift","de/conversion-rate-optimization/warum-dein-test-gescheitert-ist-10-sofort-umsetzbare-ab-testing-tipps-fuer-mehr-uplift",{"text":3178,"type":513}," hätte ergründet werden können, welche Ideen wirklich zu einem positiv zu wertenden veränderten Nutzerverhalten führen. Schließlich hätte man so verschiedene Besuchergruppen im selben Zeitraum mit der Originalversion oder der Variante mit der Veränderung interagieren lassen können.",{"type":42,"attrs":3180,"content":3181},{"textAlign":118},[3182],{"text":3183,"type":513},"Hätte man alle zwei Wochen einen Test erfolgreich durchgeführt und das Ergebnis als Optimierung auf der Website verankert, so hätte Hertz nach 20 Monaten mehr als 40 Veränderungen ausgerollt.",{"type":42,"attrs":3185,"content":3186},{"textAlign":118},[3187],{"text":3188,"type":513},"Man muss bedenken, dass jede erfolgreiche Optimierung bereits zu einer verbesserten Customer Experience führt. Mit anderen Worten: Alle 14 Tage hätte man das Verhalten von Kunden verändern können, um signifikante Umsatzsteigerungen zu erzielen.",{"type":42,"attrs":3190,"content":3191},{"textAlign":118},[3192],{"text":3193,"type":513,"marks":3194},"André Morys, Gründer von konversionsKRAFT, veranschaulicht diese Vorgehensweise in diesem kurzen Clip über sein Treppenmodell für agile Sprints und digitales Wachstum:",[3195],{"type":933},{"_uid":3197,"caption":3198,"component":3201,"video_embed":3202,"video_upload":3203,"overlay_image":3205},"974c266e-0d75-4d7d-9b67-451ec6d228d4",{"type":39,"content":3199},[3200],{"type":42},"richtext-video","https://www.youtube.com/embed/e47bJ6KA91g",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3204},{},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3206},{},{"_uid":3208,"text":3209,"component":1805},"c0618f50-4ecb-4d06-9475-fb967c87edf2",{"type":39,"content":3210},[3211,3220,3225,3235],{"type":42,"attrs":3212,"content":3213},{"textAlign":118},[3214,3216],{"text":3215,"type":513},"Kein Big Bang. Vielleicht auch kein Champagner. Unspektakuläre, aber echte ",{"text":3217,"type":513,"marks":3218},"kundenzentrierte Transformation, die niemals endet!",[3219],{"type":933},{"type":42,"attrs":3221,"content":3222},{"textAlign":118},[3223],{"text":3224,"type":513},"Das Paradebeispiel der obsessiven Customer Centricity ist Amazon. Kannst du dich an den letzten Relaunch erinnern? Nein? Es gab auch nie einen. Würdest du 10 Jahre in die Vergangenheit reisen, du würdest die Website in ihrer Struktur erkennen und nutzen können.",{"type":42,"attrs":3226,"content":3227},{"textAlign":118},[3228,3230,3234],{"text":3229,"type":513},"Die User Experience von Amazon.de ist nämlich eine am Kunden ausgerichtete und agil erarbeitete ",{"text":3231,"type":513,"marks":3232},"Amazon Experience",[3233],{"type":2000},{"text":2746,"type":513},{"type":42,"attrs":3236,"content":3237},{"textAlign":118},[3238],{"text":3239,"type":513,"marks":3240},"Amazon.de im Zeitraffer von 2002 bis 2018:",[3241],{"type":933},{"_uid":3243,"caption":3244,"component":3201,"video_embed":3247,"video_upload":3248,"overlay_image":3250},"2fee8c00-6cd4-48f2-aa1c-7898afb68997",{"type":39,"content":3245},[3246],{"type":42},"https://www.youtube.com/embed/MATv51nuWRg",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3249},{},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3251},{},{"_uid":3253,"text":3254,"component":1805},"b7e853fb-ba60-4cb8-89c1-448dcfedce87",{"type":39,"content":3255},[3256,3261,3266,3271,3276,3281,3292,3297,3302,3307,3312,3317,3322,3329,3334,3339,3351,3358],{"type":925,"attrs":3257,"content":3258},{"level":993,"textAlign":118},[3259],{"text":3260,"type":513},"Was wir aus dem Website-Relaunch-Desaster von Hertz und Accenture wirklich lernen",{"type":42,"attrs":3262,"content":3263},{"textAlign":118},[3264],{"text":3265,"type":513},"Für die wahren Erkenntnisse müssen wir unseren Blick vom angeklagten Dienstleister richten. Um ähnlich teure Desaster zu vermeiden, können Unternehmen wie Hertz folgendes tun:",{"type":925,"attrs":3267,"content":3268},{"level":2946,"textAlign":118},[3269],{"text":3270,"type":513},"Obsessive Customer Centricity verankern",{"type":42,"attrs":3272,"content":3273},{"textAlign":118},[3274],{"text":3275,"type":513},"Was sind aktuelle und zukünftige Bedarfe der Kunden? Wie kann dein Unternehmen Menschen motivieren, eine Handlung vorzunehmen oder zu unterlassen? User Research ist hier der Schlüssel zum Erfolg.",{"type":925,"attrs":3277,"content":3278},{"level":2946,"textAlign":118},[3279],{"text":3280,"type":513},"Daten nutzen, um Hypothesen zu untermauern",{"type":42,"attrs":3282,"content":3283},{"textAlign":118},[3284,3286,3290],{"text":3285,"type":513},"Qualitative Nutzerforschung gewährt spannende, aber statistisch nicht valide Erkenntnisse. Finde per Data-Analyse die ",{"text":3287,"type":513,"marks":3288},"Nuggets",[3289],{"type":2000},{"text":3291,"type":513},", die deine Hypothese untermauern – und teste deine Idee!",{"type":925,"attrs":3293,"content":3294},{"level":2946,"textAlign":118},[3295],{"text":3296,"type":513},"Agile Sprints statt Wasserfall-Methode",{"type":42,"attrs":3298,"content":3299},{"textAlign":118},[3300],{"text":3301,"type":513},"Es spricht nichts gegen eine große Vision, die einen langen Zeitraum umfasst. Für die Website-Optimierung sind kurze Bearbeitungszyklen in sogenannten Sprints die sinnvollere Methode. Agile Optimierungsmethoden sind maximal anpassungsfähig und setzen das Unternehmen einem geringeren Risiko des Scheiterns aus.",{"type":925,"attrs":3303,"content":3304},{"level":2946,"textAlign":118},[3305],{"text":3306,"type":513},"Insights-driven handeln",{"type":42,"attrs":3308,"content":3309},{"textAlign":118},[3310],{"text":3311,"type":513},"Über allem steht, dass Insights (Data Analytics + Kundenmotivation) die Entscheidungen bestimmen. Der Blick auf den Mitbewerber, Bauchgefühle, persönliche Befindlichkeiten oder das Ego als Haupttreiber für Entscheidungen führen langfristig zum Tod des Unternehmens.",{"type":925,"attrs":3313,"content":3314},{"level":993,"textAlign":118},[3315],{"text":3316,"type":513},"Hertz vs. Accenture: Abschließende Worte",{"type":42,"attrs":3318,"content":3319},{"textAlign":118},[3320],{"text":3321,"type":513},"Prinzipiell zeigt der Fall von Hertz, dass viele Konzerne nicht kundenzentriert denken oder agil handeln.",{"type":2256,"content":3323},[3324],{"type":42,"attrs":3325,"content":3326},{"textAlign":118},[3327],{"text":3328,"type":513},"Schnell wachsende Unternehmen wie UBER, Netflix, Tesla, Spotify, Amazon oder Zalando verfolgen diese Prinzipien obsessiv. Ihr Handeln ist insights-driven!",{"type":42,"attrs":3330,"content":3331},{"textAlign":118},[3332],{"text":3333,"type":513},"Sie wissen, dass Transformation in der heutigen Business-Realität kein Projekt, sondern ein endloser Prozess ist. Die digitale Transformation überleben daher die anpassungsfähigsten Unternehmen, nicht die bis zum Stillstand durchgeplanten.",{"type":42,"attrs":3335,"content":3336},{"textAlign":118},[3337],{"text":3338,"type":513},"Was denkst du über Website-Relaunches, die Wasserfall-Methode und agile Sprints? Lass es mich per Kommentar wissen!",{"type":42,"attrs":3340,"content":3341},{"textAlign":118},[3342,3344,3349],{"text":3343,"type":513},"Wenn du noch mehr Wissen über UX Website-Design erlangen möchtest, ist das ",{"text":2294,"type":513,"marks":3345},[3346],{"type":1256,"attrs":3347},{"href":2298,"uuid":389,"anchor":118,"target":1733,"linktype":31,"story":3348},{"name":391,"id":2300,"uuid":389,"slug":2301,"url":390,"full_slug":390,"_stopResolving":81},{"text":3350,"type":513}," ideal für dich. 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