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Der Wandel vom Prospekt zum Onlineshop ist geglückt.",{"_uid":1089,"text":1090,"component":1032},"e4ce188a-9d95-46b3-8b69-d328d006f374",{"type":39,"content":1091},[1092],{"type":1008,"attrs":1093,"content":1094},{"level":1028},[1095],{"text":1096,"type":513},"Immonet",{"_uid":1098,"image":1099,"caption":1102,"component":1045},"319a36de-f628-4b15-b434-6721c5e8ec35",{"alt":1096,"src":1100,"name":30,"focus":30,"title":118,"source":30,"filename":1100,"copyright":30,"fieldtype":49,"meta_data":1101,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/RvLIDq44_2_immo-610x380.png",{"alt":1096,"title":118,"source":30,"copyright":30},{"type":39,"content":1103},[1104],{"type":42,"content":1105},[1106],{"text":1107,"type":513},"Vor dem Website Relaunch von Immonet.de in 2011 war die Startseite sehr kleinteilig. Durch den klaren Fokus auf die Haupteinstiege wurde die Orientierung stark verbessert.",{"_uid":1109,"text":1110,"component":1032},"6ab19dfd-9ca2-4cb3-8727-6f6fc0c1dd5c",{"type":39,"content":1111},[1112],{"type":1008,"attrs":1113,"content":1114},{"level":1028},[1115],{"text":1116,"type":513},"Avandeo",{"_uid":1118,"image":1119,"caption":1122,"component":1045},"aa098717-6eed-4101-ba54-3a1d580e00e4",{"alt":1116,"src":1120,"name":30,"focus":30,"title":118,"source":30,"filename":1120,"copyright":30,"fieldtype":49,"meta_data":1121,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/6opYPjkc_3_avandeo-1-610x380.png",{"alt":1116,"title":118,"source":30,"copyright":30},{"type":39,"content":1123},[1124],{"type":42,"content":1125},[1126],{"text":1127,"type":513},"Ein weniger gutes Beispiel: Durch das responsive Konzept entsteht viel (unnötiger) Weißraum, der die Seite in die Höhe zieht und die Informationsdichte reduziert.",{"_uid":1129,"text":1130,"component":1032},"17385f67-5905-471b-a11e-aeecbbb54689",{"type":39,"content":1131},[1132],{"type":1008,"attrs":1133,"content":1134},{"level":1028},[1135],{"text":1136,"type":513},"Deutsche Bank Maxblue",{"_uid":1138,"image":1139,"caption":1143,"component":1045},"aa7ba64f-272b-4fce-af9f-c65bc6e618c7",{"alt":1140,"src":1141,"name":30,"focus":30,"title":118,"source":30,"filename":1141,"copyright":30,"fieldtype":49,"meta_data":1142,"is_external_url":81},"maxblue","https://storage.googleapis.com/kk-website-assets/mxmlAZNU_2_watch_a-610x600.png",{"alt":1140,"title":118,"source":30,"copyright":30},{"type":39,"content":1144},[1145],{"type":42,"content":1146},[1147],{"text":1148,"type":513},"Das neue Design der Maxblue Watchlist wirkt absolut zeitgemäß. Das Problem: den Nutzern ist das Design wohl weniger wichtig als der schnelle Überblick über ihre Aktien, wie das Feedback zeigt:",{"_uid":1150,"image":1151,"caption":1155,"component":1045},"4b7ce77e-43fd-4874-9554-2a0cb1a6c406",{"alt":1152,"src":1153,"name":30,"focus":30,"title":118,"source":30,"filename":1153,"copyright":30,"fieldtype":49,"meta_data":1154,"is_external_url":81},"Viele User wünschen sich die alte Watchlist zurück.","https://storage.googleapis.com/kk-website-assets/o-oQxLra_maxblue_screen_b-610x600.png",{"alt":1152,"title":118,"source":30,"copyright":30},{"type":39,"content":1156},[1157],{"type":42,"content":1158},[1159],{"text":1152,"type":513},{"_uid":1161,"text":1162,"component":1032},"cdfa080f-e56f-4868-abd4-002bc36350b3",{"type":39,"content":1163},[1164,1169,1173],{"type":1008,"attrs":1165,"content":1166},{"level":1010},[1167],{"text":1168,"type":513},"2. Der Drang zur Reduktion",{"type":42,"content":1170},[1171],{"text":1172,"type":513},"Dieser hängt direkt mit den Wunsch nach einem „klaren & zeitgemäßen Design“ zusammen. Der Nutzer darf auf keinen Fall durch Inhalte abgelenkt werden, die ihn nicht interessieren. Die Folge: Es wird gekürzt und versteckt wo es nur geht. Leider oft an der falschen Stelle. Ein paar Beispiele:",{"type":1008,"attrs":1174,"content":1175},{"level":1028},[1176],{"text":1177,"type":513},"Texte einfach wegklappen",{"_uid":1179,"image":1180,"caption":1184,"component":1045},"6d11c4c4-ee7b-49cd-ac19-9ea0512999fc",{"alt":1181,"src":1182,"name":30,"focus":30,"title":118,"source":30,"filename":1182,"copyright":30,"fieldtype":49,"meta_data":1183,"is_external_url":81},"eingeklappt","https://storage.googleapis.com/kk-website-assets/r41cZXXC_eingeklappt-610x380.png",{"alt":1181,"title":118,"source":30,"copyright":30},{"type":39,"content":1185},[1186],{"type":42,"content":1187},[1188],{"text":1189,"type":513},"Sehr beliebt ist das initiale Ausblenden von Inhalten. Sieht zwar schöner aus, aber die wichtigen Kaufargumente werden nur noch von einem Bruchteil der Besucher gesehen.",{"_uid":1191,"text":1192,"component":1032},"683d6232-4322-4164-b105-f9fecf07dd21",{"type":39,"content":1193},[1194],{"type":1008,"attrs":1195,"content":1196},{"level":1028},[1197],{"text":1198,"type":513},"Unschöne CTA Sublines entfernen",{"_uid":1200,"image":1201,"caption":1205,"component":1045},"aa55da2a-c1c5-44d7-99ff-e745e7e21c6d",{"alt":1202,"src":1203,"name":30,"focus":30,"title":118,"source":30,"filename":1203,"copyright":30,"fieldtype":49,"meta_data":1204,"is_external_url":81},"Button","https://storage.googleapis.com/kk-website-assets/cbsaGqUx_1_button-610x300.png",{"alt":1202,"title":118,"source":30,"copyright":30},{"type":39,"content":1206},[1207],{"type":42,"content":1208},[1209],{"text":1210,"type":513},"Wichtige Hinweise werden zu Gunsten des Designs einfach weggekürzt.",{"_uid":1212,"text":1213,"component":1032},"604460df-3d99-401f-a10c-c387fa9bce9d",{"type":39,"content":1214},[1215],{"type":1008,"attrs":1216,"content":1217},{"level":1028},[1218],{"text":1116,"type":513},{"_uid":1220,"image":1221,"caption":1225,"component":1045},"fe31e46d-c2aa-4dd7-8d2f-5c94ff3aa208",{"alt":1222,"src":1223,"name":30,"focus":30,"title":118,"source":30,"filename":1223,"copyright":30,"fieldtype":49,"meta_data":1224,"is_external_url":81},"faq","https://storage.googleapis.com/kk-website-assets/4-rKvRlz_1_avandeo_a-610x300.png",{"alt":1222,"title":118,"source":30,"copyright":30},{"type":39,"content":1226},[1227],{"type":42,"content":1228},[1229],{"text":1230,"type":513},"Für die Beantwortung möglicher Einwände zu Zahlung, Lieferung und Retoure ist auf der neuen Seite wohl kein Platz mehr.",{"_uid":1232,"image":1233,"caption":1237,"component":1045},"b347a327-0b34-4838-afb0-23c9531e16ee",{"alt":1234,"src":1235,"name":30,"focus":30,"title":118,"source":30,"filename":1235,"copyright":30,"fieldtype":49,"meta_data":1236,"is_external_url":81},"Auch die ggf. überzeugende Infografik wird nicht mehr angezeigt.","https://storage.googleapis.com/kk-website-assets/mexoM9rf_1_avandeo_b-610x380.png",{"alt":1234,"title":118,"source":30,"copyright":30},{"type":39,"content":1238},[1239],{"type":42,"content":1240},[1241],{"text":1242,"type":513},"Auch die erklärende Infografik ist nicht mehr da.",{"_uid":1244,"text":1245,"component":1032},"b0c0c0af-0dfa-4e9c-82d0-1abebade1530",{"type":39,"content":1246},[1247],{"type":1008,"attrs":1248,"content":1249},{"level":1028},[1250],{"text":1251,"type":513},"Hinweistexte passen nicht ins Raster",{"_uid":1253,"image":1254,"caption":1258,"component":1045},"81f25938-cf2b-4b68-84a9-71ab66c2048f",{"alt":1255,"src":1256,"name":30,"focus":30,"title":118,"source":30,"filename":1256,"copyright":30,"fieldtype":49,"meta_data":1257,"is_external_url":81},"Info-i","https://storage.googleapis.com/kk-website-assets/g4rBbnDK_1_infos_email-610x200.png",{"alt":1255,"title":118,"source":30,"copyright":30},{"type":39,"content":1259},[1260],{"type":42,"content":1261},[1262],{"text":1263,"type":513},"Häufig werden wichtige Hinweise innerhalb von Formularen entfernt, weil es dann auf den ersten Blick besser aussieht. Beliebt ist auch das Auslagern in Pop-Ups – was jedoch fast die gleiche Wirkung hat.",{"_uid":1265,"text":1266,"component":1032},"ab0f2735-4882-4565-a887-8014d5322e90",{"type":39,"content":1267},[1268,1272,1278,1285,1290,1294,1321,1329],{"type":42,"content":1269},[1270],{"text":1271,"type":513},"Es gibt noch viele weitere Elemente, wie z.B. Kontaktmöglichkeiten, Trust-Elemente, Header-Links oder ganze Textabschnitte, die im Zuge des Redesigns einfach gelöscht werden. Nach dem Launch weiß aber leider niemand mehr, ob es vielleicht besser gewesen wäre, sie zu behalten.",{"type":42,"content":1273},[1274],{"text":1275,"type":513,"marks":1276},"Die bessere Frage wäre:",[1277],{"type":927},{"type":1279,"content":1280},"blockquote",[1281],{"type":42,"content":1282},[1283],{"text":1284,"type":513},"Stört es jemanden, dass es da ist?",{"type":1008,"attrs":1286,"content":1287},{"level":1010},[1288],{"text":1289,"type":513},"3. Wie sieht die neue Navigation aus?",{"type":42,"content":1291},[1292],{"text":1293,"type":513},"Jeder, der schonmal einen Website Relaunch begleitet hat, kennt die (manchmal) endlosen Diskussionen über die Navigationsstruktur:",{"type":929,"attrs":1295,"content":1296},{"tight":51},[1297,1303,1309,1315],{"type":932,"content":1298},[1299],{"type":42,"content":1300},[1301],{"text":1302,"type":513},"Linksspaltig oder doch besser per Flyout?",{"type":932,"content":1304},[1305],{"type":42,"content":1306},[1307],{"text":1308,"type":513},"Wie viele Ebenen braucht die Navigation?",{"type":932,"content":1310},[1311],{"type":42,"content":1312},[1313],{"text":1314,"type":513},"Öffnet sie per Mouseover oder per Klick?",{"type":932,"content":1316},[1317],{"type":42,"content":1318},[1319],{"text":1320,"type":513},"Wie schaffen wir es, dass auch unsere Stammkunden weiter zurechtkommen?",{"type":42,"content":1322},[1323,1327],{"text":1324,"type":513,"marks":1325},"Was oft weniger beachtet wird:",[1326],{"type":927},{"text":1328,"type":513}," Die Navigation repräsentiert das Sortiment bzw. Angebot des Anbieters. Wird das vergessen, entstehen Navigationen wie im folgenden Beispiel:",{"type":1008,"attrs":1330,"content":1331},{"level":1028},[1332],{"text":1333,"type":513},"Hauptnavigation à la Mobile",{"_uid":1335,"image":1336,"caption":1340,"component":1045},"9eb798a0-932e-46c3-a104-d9022edb779d",{"alt":1337,"src":1338,"name":30,"focus":30,"title":118,"source":30,"filename":1338,"copyright":30,"fieldtype":49,"meta_data":1339,"is_external_url":81},"navi","https://storage.googleapis.com/kk-website-assets/bcgX1r6h_3_schema_navi-610x380.png",{"alt":1337,"title":118,"source":30,"copyright":30},{"type":39,"content":1341},[1342],{"type":42,"content":1343},[1344],{"text":1345,"type":513},"Für Neukunden wirkt das Angebot im Beispiel nun deutlich schmaler. Auch gefährlich: der Shop wird möglicherweise für einen hochpreisigen Spezialisten gehalten.",{"_uid":1347,"text":1348,"component":1032},"d4c63ada-b713-4e47-90b7-7f7a92feacf1",{"type":39,"content":1349},[1350],{"type":1008,"attrs":1351,"content":1352},{"level":1028},[1353],{"text":1354,"type":513},"Globetrotter",{"_uid":1356,"image":1357,"caption":1361,"component":1045},"84db1cd7-0607-4483-9d25-28379bc82eb0",{"alt":1358,"src":1359,"name":30,"focus":30,"title":118,"source":30,"filename":1359,"copyright":30,"fieldtype":49,"meta_data":1360,"is_external_url":81},"globetrotter","https://storage.googleapis.com/kk-website-assets/fYBV-Dhc_3_globetrotter-610x380.png",{"alt":1358,"title":118,"source":30,"copyright":30},{"type":39,"content":1362},[1363],{"type":42,"content":1364},[1365],{"text":1366,"type":513},"Trotz Trend zum einspaltigen Layout bleibt der Outdoor-Experte Globetrotter der linksspaltigen Navigation treu (Screenshot links aus 2006).",{"_uid":1368,"text":1369,"component":1032},"9addfb10-4085-41a0-9544-2956167086f9",{"type":39,"content":1370},[1371],{"type":1008,"attrs":1372,"content":1373},{"level":1028},[1374],{"text":1375,"type":513},"Thomann",{"_uid":1377,"image":1378,"caption":1382,"component":1045},"34a07845-48f3-4c04-a851-3e6f5e6c6f8e",{"alt":1379,"src":1380,"name":30,"focus":30,"title":118,"source":30,"filename":1380,"copyright":30,"fieldtype":49,"meta_data":1381,"is_external_url":81},"thomann","https://storage.googleapis.com/kk-website-assets/VlgCvJfj_3_thomann-610x380.png",{"alt":1379,"title":118,"source":30,"copyright":30},{"type":39,"content":1383},[1384],{"type":42,"content":1385},[1386],{"text":1387,"type":513},"Thomann hat die Umstellung auf das einspaltige Layout sehr gut gelöst. Die Direkteinstiege in die Hauptkategorien sind weiterhin vorhanden.",{"_uid":1389,"text":1390,"component":1032},"6fb17c33-64c6-45f3-a197-4052b59d0b84",{"type":39,"content":1391},[1392,1396],{"type":42,"content":1393},[1394],{"text":1395,"type":513},"Es muss nicht die ganze Hauptnavigation geändert werden, um den Nutzer zu verwirren. Manchmal reicht schon die Umpositionierung eines einzelnen Elements.",{"type":1008,"attrs":1397,"content":1398},{"level":1028},[1399],{"text":1400,"type":513},"Position der Suche",{"_uid":1402,"image":1403,"caption":1407,"component":1045},"368f42d9-42e1-43bd-b214-a3972702c1c4",{"alt":1404,"src":1405,"name":30,"focus":30,"title":118,"source":30,"filename":1405,"copyright":30,"fieldtype":49,"meta_data":1406,"is_external_url":81},"Suche","https://storage.googleapis.com/kk-website-assets/BdZQY-Pr_3_schema_suche-610x380.png",{"alt":1404,"title":118,"source":30,"copyright":30},{"type":39,"content":1408},[1409],{"type":42,"content":1410},[1411],{"text":1412,"type":513},"Der Fokus auf die Suchfunktion ist durch die neue Position deutlich schwächer. Das wirkt sich nicht nur auf wiederkehrende Besucher aus.",{"_uid":1414,"text":1415,"component":1032},"5e2e3da7-caf1-44b9-96fc-afaec2b52c8c",{"type":39,"content":1416},[1417],{"type":1008,"attrs":1418,"content":1419},{"level":1028},[1420],{"text":1421,"type":513},"Wikipedia",{"_uid":1423,"image":1424,"caption":1428,"component":1045},"eb218cf2-04c4-48fd-b43b-153e3094d3f2",{"alt":1425,"src":1426,"name":30,"focus":30,"title":118,"source":30,"filename":1426,"copyright":30,"fieldtype":49,"meta_data":1427,"is_external_url":81},"wiki","https://storage.googleapis.com/kk-website-assets/8IxTrob8_3_wiki-610x300.png",{"alt":1425,"title":118,"source":30,"copyright":30},{"type":39,"content":1429},[1430],{"type":42,"content":1431},[1432],{"text":1433,"type":513},"Vielleicht erinnert sich noch jemand daran? Für manche ist die Position oben rechts noch immer ungewohnt.",{"_uid":1435,"text":1436,"component":1032},"b8185999-8125-46ae-bb96-9c90caf0af46",{"type":39,"content":1437},[1438,1443,1447],{"type":1008,"attrs":1439,"content":1440},{"level":1010},[1441],{"text":1442,"type":513},"4. Textänderungen, die keiner bemerkt",{"type":42,"content":1444},[1445],{"text":1446,"type":513},"Manchmal schleichen sich bei der Relaunch-Konzeption Texte oder Labels ein, die nach einer Weile niemand mehr hinterfragt. Teilweise schaffen es Texte vom Platzhalter im Grobkonzept bis auf die Live-Seite. Das macht niemand absichtlich – es wird einfach nicht mehr auf die alte Seite geschaut und verglichen.",{"type":1008,"attrs":1448,"content":1449},{"level":1028},[1450],{"text":1451,"type":513},"Value Propositions",{"_uid":1453,"image":1454,"caption":1458,"component":1045},"3c58c8d7-db69-47e4-9dae-5cf4c1b2a340",{"alt":1455,"src":1456,"name":30,"focus":30,"title":118,"source":30,"filename":1456,"copyright":30,"fieldtype":49,"meta_data":1457,"is_external_url":81},"uvps","https://storage.googleapis.com/kk-website-assets/4OS4DKA-_4_ansprache-610x380.png",{"alt":1455,"title":118,"source":30,"copyright":30},{"type":39,"content":1459},[1460],{"type":42,"content":1461},[1462],{"text":1463,"type":513},"Individuell entwickelte Value Propositions machen Platz für kalte und technische Fakten.",{"_uid":1465,"text":1466,"component":1032},"c0f51235-2d71-4aee-9b12-2b3d3b2ca6be",{"type":39,"content":1467},[1468],{"type":1008,"attrs":1469,"content":1470},{"level":1028},[1471],{"text":1472,"type":513},"Formular Labels",{"_uid":1474,"image":1475,"caption":1479,"component":1045},"e9acfd80-e185-4bc0-a7a5-1dac90a676f6",{"alt":1476,"src":1477,"name":30,"focus":30,"title":118,"source":30,"filename":1477,"copyright":30,"fieldtype":49,"meta_data":1478,"is_external_url":81},"checkout","https://storage.googleapis.com/kk-website-assets/7woLLKTh_4_ansprache_b-610x380.png",{"alt":1476,"title":118,"source":30,"copyright":30},{"type":39,"content":1480},[1481],{"type":42,"content":1482},[1483],{"text":1484,"type":513},"Gleiches passiert auch häufig in Formularen. Es schwingt sicher auch immer der bekannte Wunsch nach Reduzierung mit.",{"_uid":1486,"text":1487,"component":1032},"a5a52e92-8e28-4b16-964c-634b4293c46e",{"type":39,"content":1488},[1489],{"type":1008,"attrs":1490,"content":1491},{"level":1028},[1492],{"text":1493,"type":513},"CTA Labels",{"_uid":1495,"image":1496,"caption":1500,"component":1045},"8387de9e-3a24-4623-9c92-fa19bd17ee91",{"alt":1497,"src":1498,"name":30,"focus":30,"title":118,"source":30,"filename":1498,"copyright":30,"fieldtype":49,"meta_data":1499,"is_external_url":81},"cta_label","https://storage.googleapis.com/kk-website-assets/RXme6adL_cta_label-610x200.png",{"alt":1497,"title":118,"source":30,"copyright":30},{"type":39,"content":1501},[1502],{"type":42,"content":1503},[1504],{"text":1505,"type":513},"Was sonst getestet würde, wird stattdessen einfach umgesetzt.",{"_uid":1507,"text":1508,"component":1032},"c5fe69cc-6cdc-47a3-baf6-5cb5f1bb7032",{"type":39,"content":1509},[1510,1515,1520,1527,1532,1548,1553,1573],{"type":1008,"attrs":1511,"content":1512},{"level":1010,"textAlign":118},[1513],{"text":1514,"type":513},"Fazit",{"type":42,"attrs":1516,"content":1517},{"textAlign":118},[1518],{"text":1519,"type":513},"Die Erwartungen an einen Relaunch sind meist riesig. Wo man soviel Geld reinsteckt – soll am Ende bitte auch was Neues, Frisches und Moderneres rauskommen. Und natürlich soll die neue Seite auch besser verkaufen als die alte Seite.",{"type":42,"attrs":1521,"content":1522},{"textAlign":118},[1523],{"text":1524,"type":513,"marks":1525},"Wozu jetzt die Formatierung in Rot?",[1526],{"type":927},{"type":42,"attrs":1528,"content":1529},{"textAlign":118},[1530],{"text":1531,"type":513},"Weil es genau die Sichtweise widerspiegelt, wie sie bei fast jedem Relaunch eintritt.",{"type":929,"content":1533},[1534,1541],{"type":932,"content":1535},[1536],{"type":42,"attrs":1537,"content":1538},{"textAlign":118},[1539],{"text":1540,"type":513},"alte Seite = altbacken, schlecht",{"type":932,"content":1542},[1543],{"type":42,"attrs":1544,"content":1545},{"textAlign":118},[1546],{"text":1547,"type":513},"neue Seite = modern, innovativ, und grundsätzlich viel besser",{"type":42,"attrs":1549,"content":1550},{"textAlign":118},[1551],{"text":1552,"type":513},"Der Fehler liegt wohl schon darin, die bestehende Webseite mit alte Seite zu bezeichnen. Aus diesem Grund wird oft überhaupt nicht mehr auf die aktuelle Website geschaut. Dabei wird genau mit dieser Seite Tag für Tag Geld verdient. Hier wurde in den letzten Jahren viel Zeit investiert, um sie immer weiter zu optimieren.",{"type":42,"attrs":1554,"content":1555},{"textAlign":118},[1556,1558,1560,1562,1571],{"text":1557,"type":513},"**Daher ein letzter Tipp:",{"type":1559},"hard_break",{"text":1561,"type":513},"**Prüfe, was auf der alten Seite schon richtig gut war – und nimm es auf die neue gleich mit. Das kannst Du hervorragend mit einem Userlab prüfen. Es hilft aber auch schon, die Seiten einfach mal ausgedruckt nebeneinander zu halten. Wenn du noch mehr Wissen über Website-Design erlangen möchtest, kannst du dich für unser ",{"text":1563,"type":513,"marks":1564},"Growth Ambassador Programm",[1565],{"type":985,"attrs":1566},{"href":1567,"uuid":389,"anchor":118,"target":989,"linktype":31,"story":1568},"/de/growth-ambassador-community",{"name":391,"id":1569,"uuid":389,"slug":1570,"url":390,"full_slug":390,"_stopResolving":81},62086251701816,"growth-ambassador-community",{"text":1572,"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.",{"type":42,"attrs":1574,"content":1575},{"textAlign":118},[1576],{"text":1577,"type":513},"Wie ist Deine Erfahrung mit der Konzeption von Relaunches? 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Er beschäftigt sich seit 2009 mit der Conversion Optimierung von Websites namhafter Unternehmen aus den Bereichen Finanzen, Telekommunikation, Tourismus und Onlinehandel. Weiterhin ist Marcel Licht Dozent für Conversion Optimierung an der Hochschule Darmstadt. Seine Artikel erschienen bisher in Publikationen wie iBusiness, Website Boosting, t3n, Chip und weiteren 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Checkliste)","2025-10-15T16:19:24.436Z","2026-02-04T07:31:21.352Z","2026-02-04T07:31:21.378Z",101808391971299,"6f423b8f-ed3f-4c3b-a277-128cf26e462d",{"seo":1714,"_uid":1717,"body":1718,"text":1716,"image":2208,"footer":30,"header":30,"authors":2211,"category":2213,"headline":1707,"component":1611,"categories":2214,"bottom_head":2324,"breadcrumbs":2325,"seo_noindex":51,"sidebar_cta":2340,"reading_time":1665,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":2341,"additional_slot":2342,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":1715,"plugin":912,"og_image":30,"og_title":1715,"description":1716,"twitter_image":30,"twitter_title":1715,"og_description":1716,"twitter_description":1716},"Formular-Optimierung mit Behavior Patterns - konversionsKRAFT","Formulare optimieren leicht gemacht: Anhand von Vorher-Nachher-Beispielen zeigen wir dir nutzerzentrierte Optimierungsmaßnahmen, inkl. Checkliste ✓Jetzt lesen!","dc32db3d-3a57-4c6f-88c3-b18614967468",[1719,1746,1754,1782,1790,1804,1813,1833,1882,1896,1904,1923,1931,1957,1965,1997,2005,2023,2031,2059,2067],{"_uid":1720,"text":1721,"component":1032},"e310b680-8b38-41db-b019-ef1eb1b65ae9",{"type":39,"content":1722},[1723,1729,1733,1738,1742],{"type":42,"content":1724},[1725],{"text":1726,"type":513,"marks":1727},"Formulare können der Flaschenhals in deinem Funnel sein: Selbst wer viele Website-Besucher hat, verliert aufgrund einseitig gestalteter Formulare schnell eine Vielzahl davon. Im Folgenden zeigen wir dir anhand ausgewählter praktischer Fälle, wie du konkret ein Online-Formular optimieren kannst, um zufriedene Nutzer zu haben und um letztlich mehr Conversions zu erzielen. Unser Bonus: Deine Checkliste zur Formularoptimierung!",[1728],{"type":927},{"type":42,"content":1730},[1731],{"text":1732,"type":513},"Bei Formularen spielt die Kosten-Nutzen-Rechnung für Website-Nutzer eine wesentliche Rolle. Nicht zuletzt ist die Bereitschaft, die eigenen Daten preiszugeben, bei vielen Menschen nicht besonders hoch [1], die Erwartungen dafür umso mehr. Insofern ist es eine regelrechte Herausforderung, Menschen dazu zu motivieren, online ein Formular auszufüllen. Zu diesem Zweck lohnt sich ein Exkurs in die konsumpsychologischen Verhaltensmuster von Menschen. So kannst du erstens deine Nutzer besser verstehen und zweitens diese Erkenntnisse in der Gestaltung deines Formulars bzw. deiner Formulare einfließen lassen.",{"type":1008,"attrs":1734,"content":1735},{"level":1010},[1736],{"text":1737,"type":513},"Unser Praxis-Beispiel für ein Online-Formular: Wie es nicht funktioniert",{"type":42,"content":1739},[1740],{"text":1741,"type":513},"Um dir aufzuzeigen, wie man ein konversionsstarkes Formular gestaltet, möchten wir dir den Verlauf von einem schlecht gestalteten Formular zu einem gelungenen, optimierten Formular aufzeigen. So wird der qualitative Unterschied besser erkennbar.",{"type":42,"content":1743},[1744],{"text":1745,"type":513},"In unserem konkreten Fall handelt es sich um ein Formular, das, wenn ausgefüllt, ein E-Book zum Download freigibt – quasi klassische Lead-Generierung. Auf den ersten Blick sind alle typischen Merkmale eines Formulars gegeben, aber so wirklich Lust bekommen Nutzer nicht, die Felder mit den eigenen Angaben zu befüllen.",{"_uid":1747,"image":1748,"caption":1752,"component":1045},"36e67303-ce2c-4cdf-bfdf-6f1d42f83467",{"alt":1749,"src":1750,"name":30,"focus":30,"title":118,"source":30,"filename":1750,"copyright":30,"fieldtype":49,"meta_data":1751,"is_external_url":81},"Formularoptimierung","https://storage.googleapis.com/kk-website-assets/jUCeNPEJ_Blogbeitrag_Formular-Optimierung_Ausgangsbeispiel-Clean-e1571052248274.png",{"alt":1749,"title":118,"source":30,"copyright":30},{"type":39,"content":1753},[],{"_uid":1755,"text":1756,"component":1032},"2da4d594-b517-4c91-bf3a-bb7d605e7f3c",{"type":39,"content":1757},[1758,1762,1773,1778],{"type":42,"content":1759},[1760],{"text":1761,"type":513},"Schauen wir uns das Ganze genauer an: Auffällig ist zum einen das beliebig ausgewählte Stockfoto. Was für eine Rolle spielt dieser Mann auf dieser Formularseite? – Keine erkennbare. Damit wären wir schon beim ersten Problem: Das Foto unterstützt die Funktion der Formularseite nicht, da der Bezug des Fotos zum Ganzen nicht nachvollziehbar ist.",{"type":42,"content":1763},[1764,1766,1771],{"text":1765,"type":513},"Ebensowenig findet man als Nutzer Gründe, warum man dieses E-Book herunterladen sollte. Zwar gibt es einen Titel, der spannend klingt (“Die Präsentationsgeheimnisse von Steve Jobs”) und der den Website-Besucher überhaupt auf die Formularseite geführt zu haben scheint, doch was genau zeichnet dieses E-Book aus? Vielmehr scheint es, als würde man im Gegenzug für die Angabe der eigenen, ",{"text":1767,"type":513,"marks":1768},"sehr konkreten",[1769],{"type":1770},"italic",{"text":1772,"type":513}," Daten die Katze im Sack erhalten. Warum also sollte ein Nutzer hier seine Daten eingeben?",{"type":1008,"attrs":1774,"content":1775},{"level":1010},[1776],{"text":1777,"type":513},"Formulare optimieren: So sorgst du für zufriedene Nutzer und eine höhere Conversion-Rate",{"type":42,"content":1779},[1780],{"text":1781,"type":513},"Für uns war die Ausgangslage eine willkommene Herausforderung: Die Optimierung dieses Formulars war nämlich nicht nur eine Frage der Usability, sondern involvierte ebenso den Einsatz konsumpsychologischer Prinzipien. Im Folgenden zeigen wir dir, welche Behavior Patterns wir einsetzten, um das Ausfüllen des Formulars attraktiver zu machen.",{"_uid":1783,"image":1784,"caption":1788,"component":1045},"ae2a6388-4b8b-47d6-9afd-0732354e8921",{"alt":1785,"src":1786,"name":30,"focus":30,"title":118,"source":30,"filename":1786,"copyright":30,"fieldtype":49,"meta_data":1787,"is_external_url":81},"Formularoptimierung mit Fokus auf Nutzerbedürfnisse","https://storage.googleapis.com/kk-website-assets/KMrao7P3_Blogbeitrag_Formular_Optimierung_Clean-ohne-Pfeile-e1571055718246.png",{"alt":1785,"title":118,"source":30,"copyright":30},{"type":39,"content":1789},[],{"_uid":1791,"text":1792,"component":1032},"0ceb836f-d95b-4cef-bebb-4134ad6ff610",{"type":39,"content":1793},[1794],{"type":42,"content":1795},[1796,1798,1802],{"text":1797,"type":513},"Zunächst fällt dir auf der optimierten Formularseite höchstwahrscheinlich das neue Bild auf. Statt eines beliebig gewählten Fotos siehst du nun Steve Jobs – immerhin geht es um die Präsentationsgeheimnisse des ehemaligen Apple CEOs! Damit der Bezug um ein Weiteres deutlicher zu Tage tritt, ist darüber hinaus sein Name auch auf der E-Book-Visualisierung neben dem Portrait zu sehen. Das Behavior Pattern, das hier wirkt, ist das der ",{"text":1799,"type":513,"marks":1800},"Authority",[1801],{"type":927},{"text":1803,"type":513},".",{"_uid":1805,"size":1806,"image":1807,"caption":1811,"component":1045},"fb190ff6-99e3-49ed-ad17-7fc144b002c6","half",{"alt":1808,"src":1809,"name":30,"focus":30,"title":118,"source":30,"filename":1809,"copyright":30,"fieldtype":49,"meta_data":1810,"is_external_url":81},"Behavior Pattern Authority für Formulare","https://storage.googleapis.com/kk-website-assets/1DOOyBAY_authority.png",{"alt":1808,"title":118,"source":30,"copyright":30},{"type":39,"content":1812},[],{"_uid":1814,"text":1815,"component":1032},"2267a31d-5ca3-4de9-8a8e-8ecb82ea2f34",{"type":39,"content":1816},[1817,1828],{"type":42,"attrs":1818,"content":1819},{"textAlign":118},[1820,1822,1826],{"text":1821,"type":513},"Das ",{"text":1823,"type":513,"marks":1824},"Behavior Pattern Authority",[1825],{"type":927},{"text":1827,"type":513}," beruht auf dem Vertrauen, das Menschen jenen mit Autorität beimessen. Je höher die Bekanntheit, Expertise und damit die Autorität auf einem Gebiet, desto stärker ist das Vertrauen gegenüber dieser Autorität ausgeprägt. Frag dich also am besten, welche Autorität du nutzen kannst, damit Nutzer dein Angebot noch mehr wertschätzen!",{"type":42,"attrs":1829,"content":1830},{"textAlign":118},[1831],{"text":1832,"type":513},"Dafür bedarf es nicht unbedingt einer Koryphäe wie Steve Jobs. Die Nutzung von seriösen, bekannten Quellen wie offiziellen Statistik-Datenbanken, Stimmen von renommierten Kunden oder Referenzen zu einschlägigen Veröffentlichungen können ebenfalls diesen Effekt bei deinen Nutzern erzeugen.",{"_uid":1834,"icon":30,"text":1835,"image":1860,"theme":1862,"component":1863,"action_buttons":1864,"image_position":1881},"071a6628-6924-4fe9-8830-770a69b2077d",{"type":39,"content":1836},[1837],{"type":42,"attrs":1838,"content":1839},{"textAlign":118},[1840,1844,1851,1855],{"text":1841,"type":513,"marks":1842},"🎓 Schon gewusst?",[1843],{"type":927},{"text":1845,"type":513,"marks":1846}," Kennst du schon unseren kostenlosen ",[1847],{"type":1848,"attrs":1849},"textStyle",{"color":1850},"#FFFFFF",{"text":1852,"type":513,"marks":1853},"E-Mail-Kurs: 6 Schritte zum Behavior-Pattern-Experten",[1854],{"type":927},{"text":1856,"type":513,"marks":1857},"? Lerne, wie du psychologische Verhaltensmuster erkennst und direkt im Alltag & Job einsetzen kannst.",[1858],{"type":1848,"attrs":1859},{"color":1850},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1861},{},"brand","richtext-callout",[1865],{"_uid":1866,"buttons":1867,"caption":1878,"component":43,"caption_position":44},"95e088f9-3a02-4e67-bff4-6dd56d26fd77",[1868],{"_uid":1869,"icon":27,"link":1870,"text":1877,"intent":35,"component":36,"icon_position":37},"e7badbfd-0ccf-467a-bf60-cd81cf553e3a",{"id":1871,"url":30,"linktype":31,"fieldtype":32,"cached_url":1872,"story":1873},"4ef5ed51-a3a6-4bb2-a504-9f303d15c22d","de/weiterbildung/e-mail-kurs-6-schritte-zum-behavior-pattern-experten",{"name":1874,"id":1875,"uuid":1871,"slug":1876,"url":1872,"full_slug":1872,"_stopResolving":81},"E-Mail Kurs: 6 Schritte zum Behavior Pattern Experten",62057690898070,"e-mail-kurs-6-schritte-zum-behavior-pattern-experten","Jetzt kostenlos anmelden ",{"type":39,"content":1879},[1880],{"type":42},"side",{"_uid":1883,"text":1884,"component":1032},"ac5669e8-6ec8-4f3e-8bf0-13f06623a65c",{"type":39,"content":1885},[1886,1891],{"type":1008,"attrs":1887,"content":1888},{"level":1010,"textAlign":118},[1889],{"text":1890,"type":513},"Die Bedeutung eines Formulars für die Erstellung oder Optimierung nutzen",{"type":42,"attrs":1892,"content":1893},{"textAlign":118},[1894],{"text":1895,"type":513},"Führt man sich den Sinn eines Formulars bewusst vor Augen, wird klar, dass es sich um einen Tausch handelt: Du bietest etwas an, in diesem Fall ein E-Book zu den Präsentationstechniken von Steve Jobs, was deine Website-Besucher interessieren könnte. Da in einem E-Book Arbeit steckt, erbittest du einige Angaben deiner Nutzer statt Geld, um sie später für weitere Angebote deinerseits begeistern zu können. Da viele Nutzer (zu Recht) auf ihre Daten Acht geben und sorgfältig prüfen, ob es sich lohnen würde, zum einen die Daten preiszugeben, zum anderen Zeit in das Ausfüllen zu investieren, solltest du ihnen gute Gründe nennen können.",{"_uid":1897,"size":1806,"image":1898,"caption":1902,"component":1045},"3ff51eaa-8f0f-480a-b3da-2e773f458019",{"alt":1899,"src":1900,"name":30,"focus":30,"title":118,"source":30,"filename":1900,"copyright":30,"fieldtype":49,"meta_data":1901,"is_external_url":81},"Behaviour Pattern Reziprozität für Formularoptimierung","https://storage.googleapis.com/kk-website-assets/edjFJOcf_reciprocity.png",{"alt":1899,"title":118,"source":30,"copyright":30},{"type":39,"content":1903},[],{"_uid":1905,"text":1906,"component":1032},"2e6fb411-de13-4c58-9dad-716d41dd4c00",{"type":39,"content":1907},[1908,1918],{"type":42,"content":1909},[1910,1912,1916],{"text":1911,"type":513},"Und hiermit wären wir bei dem ",{"text":1913,"type":513,"marks":1914},"Behavior Pattern Reciprocity",[1915],{"type":927},{"text":1917,"type":513},": Dafür, dass Nutzer ihre Daten übermitteln, erwarten Sie etwas im Gegenzug. In diesem Fall ist es das vermeintlich kostenfreie E-Book sowie die Aussicht auf weitere kostenfreie Materialien (–> Behavior Pattern Preview). Gewissermaßen steht der Anbieter in der Bringschuld, wenn Nutzer ihre Daten erst einmal übermittelt haben, und muss einen zufriedenstellenden Ausgleich leisten können. Das Prinzip der Reziprozität solltest du dir daher stets vor Augen halten. Bietest du genug, damit deine Nutzer darin einen Mehrwert sehen und sich auf einen Tausch einlassen?",{"type":1008,"attrs":1919,"content":1920},{"level":1010},[1921],{"text":1922,"type":513},"Formularoptimierung: Bedenken minimieren und Neugier wecken",{"_uid":1924,"size":1806,"image":1925,"caption":1929,"component":1045},"ba2af487-25e2-4c7f-a4cc-2722844d3a97",{"alt":1926,"src":1927,"name":30,"focus":30,"title":118,"source":30,"filename":1927,"copyright":30,"fieldtype":49,"meta_data":1928,"is_external_url":81},"Behaviour Pattern Preview für Optimierung von Formularen","https://storage.googleapis.com/kk-website-assets/7stpMI-M_Preview.png",{"alt":1926,"title":118,"source":30,"copyright":30},{"type":39,"content":1930},[],{"_uid":1932,"text":1933,"component":1032},"32245fdb-8711-431f-8ae4-7d4698df9474",{"type":39,"content":1934},[1935],{"type":42,"content":1936},[1937,1939,1943,1945,1949,1951,1955],{"text":1938,"type":513},"Zwei weitere Behavior Patterns, die sich vorteilhaft auf die Conversions deiner Formularseite auswirken, sind ",{"text":1940,"type":513,"marks":1941},"Preview",[1942],{"type":927},{"text":1944,"type":513}," und ",{"text":1946,"type":513,"marks":1947},"Curiosity",[1948],{"type":927},{"text":1950,"type":513},". Das ",{"text":1952,"type":513,"marks":1953},"Verhaltensmuster Preview",[1954],{"type":927},{"text":1956,"type":513}," basiert auf dem Gedanken, dass du deinen Nutzern eine Vorstellung davon gibst, was sie konkret erwartet, wenn sie dein Formular ausfüllen, zum Beispiel mittels Inhaltsvorschau. In unserem Fall ist es die Veranschaulichung des E-Books, das durch die neue Visualisierung greifbarer wird. Die direkte Verbindung zu Steve Jobs, um dessen Techniken für Präsentationen es im E-Book geht, wird deutlich herausgestellt, genauso wie das Format des E-Books, was Fragen zur Kompatibilität erübrigt. In der Ausgangsversion des Formulars war von alldem noch nichts erkennbar.",{"_uid":1958,"image":1959,"caption":1963,"component":1045},"8e3be7cf-ce68-467a-bcb2-22a4a55def42",{"alt":1960,"src":1961,"name":30,"focus":30,"title":118,"source":30,"filename":1961,"copyright":30,"fieldtype":49,"meta_data":1962,"is_external_url":81},"Praxisbeispiel für den Einsatz von Behaviour Patterns zur Formularoptimierung","https://storage.googleapis.com/kk-website-assets/lI2fXDFK_Bildschirmfoto-2019-10-10-um-09.22.31-610x774.png",{"alt":1960,"title":118,"source":30,"copyright":30},{"type":39,"content":1964},[],{"_uid":1966,"text":1967,"component":1032},"f2988215-ea51-4be9-a51f-dca0797f6800",{"type":39,"content":1968},[1969,1973,1988,1992],{"type":42,"content":1970},[1971],{"text":1972,"type":513},"Schauen wir in den unteren Bereich des optimierten Online-Formulars, sind außerdem weitere Materialien aufgeführt, die Nutzer ebenfalls interessieren könnten, und durch Fettung der Schrift hervorgehoben.",{"type":42,"content":1974},[1975,1977,1981,1983,1986],{"text":1976,"type":513},"Die Themenverwandtschaft weiterer kostenfrei verfügbarer E-Books appelliert an ein weiteres ",{"text":1978,"type":513,"marks":1979},"Behavior Pattern",[1980],{"type":927},{"text":1982,"type":513},", nämlich das der ",{"text":1946,"type":513,"marks":1984},[1985],{"type":927},{"text":1987,"type":513},": Vielleicht sind im “Handbuch für virtuelle Präsentationen” ja weitere Informationen und Erkenntnisse gesammelt, die eine tolle Ergänzung zum E-Book über Steve Jobs’ Präsentationstechniken sind! Und zur “Projektzusammenarbeit in virtuellen Teams” könnte man sich ebenfalls mal genauer belesen…",{"type":42,"content":1989},[1990],{"text":1991,"type":513},"Hier wird durch die bildliche Darstellung weiterer Materialien Neugier geweckt. In dem optimierten Formular hat man eine bessere Vorstellung, was einen erwartet und was es darüber hinaus gibt. Stell dir also die Frage, womit du deine Nutzer aus der Reserve locken könntest und was sie anspornen könnte!",{"type":1008,"attrs":1993,"content":1994},{"level":1010},[1995],{"text":1996,"type":513},"Ausfüllen von Formularen: Begründe & betone den Nutzen!",{"_uid":1998,"size":1806,"image":1999,"caption":2003,"component":1045},"026c6053-14ee-4fef-9c39-194dce03fe5d",{"alt":2000,"src":2001,"name":30,"focus":30,"title":118,"source":30,"filename":2001,"copyright":30,"fieldtype":49,"meta_data":2002,"is_external_url":81},"Behavior Pattern Reason Why und der Einsatz für Formularoptimierung","https://storage.googleapis.com/kk-website-assets/7HrtpbYh_reason-why.png",{"alt":2000,"title":118,"source":30,"copyright":30},{"type":39,"content":2004},[],{"_uid":2006,"text":2007,"component":1032},"4fe6cd1c-9cc2-4169-b844-9ceedfe62fc3",{"type":39,"content":2008},[2009,2019],{"type":42,"content":2010},[2011,2013,2017],{"text":2012,"type":513},"Anhand eines weiteren Beispiels erläutern wir dir den Vorzug eines weiteren Behavior Patterns – dem ",{"text":2014,"type":513,"marks":2015},"Reason Why",[2016],{"type":927},{"text":2018,"type":513},". Im Prinzip solltest du dem Nutzer immer die Frage des Warum beantworten können. “Warum sollte ich das Formular ausfüllen und meine Daten preisgeben?” – Nun, ganz einfach, weil…Und an dieser Stelle solltest du klar kommunizieren können, was die Vorteile oder der Mehrwert für deine Nutzer sind. 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Die grünen Häkchen verstärken visuell diesen Eindruck, der auch durch die recht weit oben erfolgte Positionierung unterstrichen wird. 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Mit einem konsumpsychologischen Ansatz kannst du dir das Wissen über menschliche Verhaltensweisen und Denkmuster, wovon du nun eine Auswahl an Praxisbeispielen kennengelernt hast, nachhaltig zu Nutze machen. Mit den Behavior Patterns, die wir dir hier vorgestellt haben, kannst du dein Download- oder Kontaktformular auf Vordermann bringen.",{"type":1008,"attrs":2082,"content":2083},{"level":1010,"textAlign":118},[2084],{"text":2085,"type":513},"Weiterführende Materialien zum Optimieren von Formularen",{"type":42,"attrs":2087,"content":2088},{"textAlign":118},[2089,2091,2097,2099,2105],{"text":2090,"type":513},"Wenn du dich zu dem Thema gern tiefergehend belesen und weitere Optimierungsmaßnahmen kennenlernen möchtest, kannst du dir beispielsweise den Blogbeitrag unseres Head of UX Design Manuel Ressel mit dem Titel ",{"text":2092,"type":513,"marks":2093},"3 Geheimtipps für noch bessere Formulare",[2094],{"type":985,"attrs":2095},{"href":2096,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/tipps/3-geheimtipps-bessere-formulare.html",{"text":2098,"type":513}," durchlesen oder den Beitrag von konversionsKRAFT-Gründer André Morys: ",{"text":2100,"type":513,"marks":2101},"21 Best Practices zur Formular-Optimierung",[2102],{"type":985,"attrs":2103},{"href":2104,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/checklisten/formular-optimierung.html",{"text":2106,"type":513},". 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Jetzt herunterladen und dein Formular in Bestform bringen! 📝",{"type":1008,"attrs":2127,"content":2128},{"level":1010,"textAlign":118},[2129],{"text":2130,"type":513},"Unsere Weiterbildungsangebote zu Konsumpsychologie & Co.",{"type":42,"attrs":2132,"content":2133},{"textAlign":118},[2134,2136,2146],{"text":2135,"type":513},"Wenn du dich intensiver mit Konsumpsychologie beschäftigen und erfahren möchtest, wie du die Verhaltens- und Denkmuster in E-Commerce und Website-Gestaltung gewinnbringend einsetzen kannst, empfehlen wir dir unseren ",{"text":2137,"type":513,"marks":2138},"Lehrgang zum zertifizierten Conversion-Manager",[2139],{"type":985,"attrs":2140},{"href":2141,"uuid":365,"anchor":118,"target":989,"linktype":31,"story":2142},"/de/weiterbildung/inhouse-lehrgang-zertifizierter-conversion-manager",{"name":2143,"id":2144,"uuid":365,"slug":2145,"url":366,"full_slug":366,"_stopResolving":81},"Inhouse Lehrgang - Zertifizierter Conversion Manager",62066167491240,"inhouse-lehrgang-zertifizierter-conversion-manager",{"text":1803,"type":513},{"type":42,"attrs":2148,"content":2149},{"textAlign":118},[2150],{"text":2151,"type":513},"Darin lernst du unter anderem Folgendes:",{"type":929,"content":2153},[2154,2161,2168,2175],{"type":932,"content":2155},[2156],{"type":42,"attrs":2157,"content":2158},{"textAlign":118},[2159],{"text":2160,"type":513},"Die Wirkung von Psychologie im Marketing verstehen.",{"type":932,"content":2162},[2163],{"type":42,"attrs":2164,"content":2165},{"textAlign":118},[2166],{"text":2167,"type":513},"Webseiten mit dem 7-Ebenen-Modell analysieren.",{"type":932,"content":2169},[2170],{"type":42,"attrs":2171,"content":2172},{"textAlign":118},[2173],{"text":2174,"type":513},"Anhand von typischen Verhaltensmustern Optimierungspotenziale erkennen.",{"type":932,"content":2176},[2177],{"type":42,"attrs":2178,"content":2179},{"textAlign":118},[2180],{"text":2181,"type":513},"Test-Konzepte auf Basis von Behavior Patterns erstellen.",{"type":42,"attrs":2183,"content":2184},{"textAlign":118},[2185],{"text":2186,"type":513},"Wir hoffen, dass wir dir neue Erkenntnisse und Impulse bieten konnten, damit deine Formulare nicht mehr der Flaschenhals sind, an dem deine Website-Besucher aufgeben. Wenn du Fragen haben solltest, kannst du diese gern im Kommentarbereich schreiben. Ich freue mich über dein Feedback!",{"type":2188},"horizontal_rule",{"type":42,"attrs":2190,"content":2191},{"textAlign":118},[2192],{"text":2193,"type":513,"marks":2194},"Quelle:",[2195],{"type":927},{"type":42,"attrs":2197,"content":2198},{"textAlign":118},[2199,2201,2206],{"text":2200,"type":513},"[1] Hier gibt es in Bezug auf das Alter interessante Erkenntnisse: So ist die Generation Z (bis zu einem Alter von 23 Jahren, Stand: Sept. 2019) vorsichtiger im Umgang mit den eigenen Daten als die Babyboomer, die derzeit zwischen 55 und 73 Jahren alt sind. 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Wie schaffe ich es, Nutzern das Gefühl zu geben, das meine Webseite das Richtige anbietet und sie ihr vertrauen können?",{"type":42,"attrs":2518,"content":2519},{"textAlign":118},[2520],{"type":2391,"attrs":2521,"marks":2525},{"id":118,"alt":2522,"src":2523,"title":118,"source":30,"copyright":30,"meta_data":2524},"7-Ebenen Modell konversionsKRAFT","https://storage.googleapis.com/kk-website-assets/3pjol8lu_7-Ebenen-Modell-konversionsKRAFT.png",{"alt":2522,"title":118,"source":30,"copyright":30},[2526],{"type":985,"attrs":2527},{"href":2528,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/02/7-Ebenen-Modell-konversionsKRAFT.png",{"type":1008,"attrs":2530,"content":2532},{"level":2531,"textAlign":118},3,[2533],{"text":2534,"type":513,"marks":2535},"Wähle eine Ebene mit der Schnellnavigation",[2536],{"type":927},{"type":42,"attrs":2538,"content":2539},{"textAlign":118},[2540,2547,2548,2555,2556,2563,2564,2571,2572,2579,2580,2587,2588,2595,2596],{"text":2541,"type":513,"marks":2542},">> Ebene 1: Relevanz",[2543,2546],{"type":985,"attrs":2544},{"href":2545,"uuid":118,"anchor":118,"target":118,"linktype":136},"#1",{"type":927},{"type":1559},{"text":2549,"type":513,"marks":2550},">> Ebene 2: Vertrauen",[2551,2554],{"type":985,"attrs":2552},{"href":2553,"uuid":118,"anchor":118,"target":118,"linktype":136},"#2",{"type":927},{"type":1559},{"text":2557,"type":513,"marks":2558},">> Ebene 3: Orientierung",[2559,2562],{"type":985,"attrs":2560},{"href":2561,"uuid":118,"anchor":118,"target":118,"linktype":136},"#3",{"type":927},{"type":1559},{"text":2565,"type":513,"marks":2566},">> Ebene 4: Stimulanz",[2567,2570],{"type":985,"attrs":2568},{"href":2569,"uuid":118,"anchor":118,"target":118,"linktype":136},"#4",{"type":927},{"type":1559},{"text":2573,"type":513,"marks":2574},">> Ebene 5: Sicherheit",[2575,2578],{"type":985,"attrs":2576},{"href":2577,"uuid":118,"anchor":118,"target":118,"linktype":136},"#5",{"type":927},{"type":1559},{"text":2581,"type":513,"marks":2582},">> Ebene 6: Komfort",[2583,2586],{"type":985,"attrs":2584},{"href":2585,"uuid":118,"anchor":118,"target":118,"linktype":136},"#6",{"type":927},{"type":1559},{"text":2589,"type":513,"marks":2590},">> Ebene 7: Bewertung",[2591,2594],{"type":985,"attrs":2592},{"href":2593,"uuid":118,"anchor":118,"target":118,"linktype":136},"#7",{"type":927},{"type":1559},{"text":2597,"type":513,"marks":2598},">> Download Checkliste",[2599,2602],{"type":985,"attrs":2600},{"href":2601,"uuid":118,"anchor":118,"target":118,"linktype":136},"#8",{"type":927},{"type":1008,"attrs":2604,"content":2605},{"level":1010,"textAlign":118},[2606],{"text":2607,"type":513,"marks":2608},"Ebene 1: Relevanz",[2609],{"type":927},{"type":42,"attrs":2611,"content":2612},{"textAlign":118},[2613],{"text":2614,"type":513},"Wenn man unterwegs ist, muss alles schnell gehen, sofort verfügbar sein, Probleme lösen können oder in der Nähe sein. Relevanz kann daher auf unterschiedlichen Ebenen erreicht werden: Zeitlich, räumlich und problemlösend. Wir müssen uns fragen: In welchem Schlamassel steckt der Suchende im Moment? Warum wird ein bestimmtes Keyword eingegeben?",{"type":1008,"attrs":2616,"content":2617},{"level":2531,"textAlign":118},[2618],{"text":2619,"type":513,"marks":2620},"Anwendungsbeispiel: “Autoreparatur”",[2621],{"type":927},{"type":42,"attrs":2623,"content":2624},{"textAlign":118},[2625],{"text":2626,"type":513},"Ich fahre mit meinem Auto zum Termin, da blinkt unerwartet die Kontrollleuchte auf, welche warnt: Motorstörung! Im Handbuch zu lesen: “Fahren Sie zur nächsten Werkstatt”. Mein Smartphone lässt mich nicht im Stich und ich google nach „Autoreparatur“. Es erscheinen ein paar Adwords Anzeigen:",{"type":42,"attrs":2628,"content":2629},{"textAlign":118},[2630],{"text":2631,"type":513,"marks":2632},"Autobutler.de",[2633],{"type":927},{"type":42,"attrs":2635,"content":2636},{"textAlign":118},[2637],{"text":2638,"type":513},"Die erste Anzeige, die mir Google anzeigt, verspricht 3 Angebote zu vergleichen und zu sparen:",{"type":42,"attrs":2640,"content":2641},{"textAlign":118},[2642],{"type":2391,"attrs":2643,"marks":2646},{"id":118,"alt":118,"src":2644,"title":118,"source":30,"copyright":30,"meta_data":2645},"https://storage.googleapis.com/kk-website-assets/ghFWKHMc_Anzeige-Autoreparatur-1-610x567.png",{"alt":118,"title":118,"source":30,"copyright":30},[2647],{"type":985,"attrs":2648},{"href":2649,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/Anzeige-Autoreparatur-1.png",{"type":42,"attrs":2651,"content":2652},{"textAlign":118},[2653],{"text":2654,"type":513},"Auf der Seite von Autobutler ist die Nachricht einfach und klar: Werkstatt in der Nähe, Vertrauen, andere zufriedene Kunden. Problem: ich bekomme die Angebote erst später zugesendet. Es ist aber dringend! Wie komme ich zur Werkstatt in der Nähe? Das ist nicht relevant.",{"type":42,"attrs":2656,"content":2657},{"textAlign":118},[2658],{"type":2391,"attrs":2659,"marks":2662},{"id":118,"alt":118,"src":2660,"title":118,"source":30,"copyright":30,"meta_data":2661},"https://storage.googleapis.com/kk-website-assets/zfeY6QfA_Autobutler-1.png",{"alt":118,"title":118,"source":30,"copyright":30},[2663],{"type":985,"attrs":2664},{"href":2665,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/Autobutler-1.png",{"type":42,"attrs":2667,"content":2668},{"textAlign":118},[2669],{"text":2670,"type":513},"Zurück zu Google. Nächster Versuch.",{"type":42,"attrs":2672,"content":2673},{"textAlign":118},[2674],{"text":2675,"type":513,"marks":2676},"Autoreparaturen.de",[2677],{"type":927},{"type":42,"attrs":2679,"content":2680},{"textAlign":118},[2681],{"type":2391,"attrs":2682,"marks":2685},{"id":118,"alt":118,"src":2683,"title":118,"source":30,"copyright":30,"meta_data":2684},"https://storage.googleapis.com/kk-website-assets/UujdHuyn_Autoreparaturen-1-610x453.png",{"alt":118,"title":118,"source":30,"copyright":30},[2686],{"type":985,"attrs":2687},{"href":2688,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/Autoreparaturen-1.png",{"type":42,"attrs":2690,"content":2691},{"textAlign":118},[2692],{"text":2693,"type":513},"Bei autoreparaturen.de spare ich auch und mir werden lokale Angebote versprochen. Hmm… die Telefonnummer (zum Zeitpunkt der Suche befand ich mich in Berlin) ist aus einer ganz anderen Region. Ich bin stutzig, klicke aber drauf.",{"type":42,"attrs":2695,"content":2696},{"textAlign":118},[2697],{"type":2391,"attrs":2698,"marks":2701},{"id":118,"alt":118,"src":2699,"title":118,"source":30,"copyright":30,"meta_data":2700},"https://storage.googleapis.com/kk-website-assets/ak033trq_Autoreparaturen.de_-1.png",{"alt":118,"title":118,"source":30,"copyright":30},[2702],{"type":985,"attrs":2703},{"href":2704,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/Autoreparaturen.de_-1.png",{"type":42,"attrs":2706,"content":2707},{"textAlign":118},[2708],{"text":2709,"type":513},"Auch auf der mobilen Landing Page keine Info, die mir weiterhelfen würde. Keine Adresse, Auswahlmöglichkeit einer Filiale oder Telefonnummer. Aber hey: Ich kann mein Auto fit für den Frühling machen. Warte: Wir haben Ende August. Ich bin im falschen Film und mein Auto benötigt dringend Hilfe.",{"type":42,"attrs":2711,"content":2712},{"textAlign":118},[2713],{"text":2714,"type":513,"marks":2715},"Stopandgo.de",[2716],{"type":927},{"type":42,"attrs":2718,"content":2719},{"textAlign":118},[2720],{"type":2391,"attrs":2721,"marks":2724},{"id":118,"alt":118,"src":2722,"title":118,"source":30,"copyright":30,"meta_data":2723},"https://storage.googleapis.com/kk-website-assets/yoYnqMk0_Stopandgo-1-610x453.png",{"alt":118,"title":118,"source":30,"copyright":30},[2725],{"type":985,"attrs":2726},{"href":2727,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/Stopandgo-1.png",{"type":42,"attrs":2729,"content":2730},{"textAlign":118},[2731],{"text":2732,"type":513},"Die 3. Anzeige verspricht mir lange Öffnungszeiten, eine Mobilitätsgarantie und Service für alle Marken. Hier wird mir sicher geholfen.",{"_uid":2734,"image":2735,"caption":2738,"component":1045},"f8289026-302d-4762-ae05-48882ea32cec",{"alt":118,"src":2736,"name":30,"focus":30,"title":118,"source":30,"filename":2736,"copyright":30,"fieldtype":49,"meta_data":2737,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/JF1JhMsg_Stop-6-1.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2739},[],{"_uid":2741,"text":2742,"component":1032},"e2d460c0-c283-40f2-a9a4-f71185de5304",{"type":39,"content":2743},[2744,2772,2779,2783,2787,2791,2795,2799,2806,2810,2817,2821,2827,2833,2837,2847,2911,2915,2922,2926,2930,2934,2938,2942,2949,2953,2959,2970],{"type":42,"content":2745},[2746,2748,2752,2754,2758,2760,2764,2766,2770],{"text":2747,"type":513},"Diese mobile Landing Page macht es richtig. Hier sehe ich auf den ersten Blick die ",{"text":2749,"type":513,"marks":2750},"Öffnungszeiten",[2751],{"type":927},{"text":2753,"type":513}," und kann über die ",{"text":2755,"type":513,"marks":2756},"regionale Suche",[2757],{"type":927},{"text":2759,"type":513}," eine Werkstatt in meiner Nähe suchen (1). Außerdem gibt es einen ",{"text":2761,"type":513,"marks":2762},"Schnellkontakt",[2763],{"type":927},{"text":2765,"type":513}," – schnell ist gut 😉 – und eine Onlinebuchungsmöglichkeit für die Schüchternen (2). Ich bekomme eine Mobilitätsgarantie (3) und wenn mein Auto doch dort bleiben muss, erhalte ich einen Ersatzwagen (4). Unten gibt es dann noch mal die 3 Schritte zur Buchung und alle Filialen auf einen Blick (5) und ich finde eine ",{"text":2767,"type":513,"marks":2768},"Pannennummer für die direkte Hilfe",[2769],{"type":927},{"text":2771,"type":513},", falls es der kleine doch nicht mehr bis zur Werkstatt schafft (6). Problem gelöst. Hier ist die Conversion von Online zu Offline geglückt.",{"type":1008,"attrs":2773,"content":2774},{"level":2531},[2775],{"text":2776,"type":513,"marks":2777},">> Optimierungstipps für mehr Relevanz",[2778],{"type":927},{"type":42,"content":2780},[2781],{"text":2782,"type":513},"1. Mach Dir klar, in welchen Situationen Deine Zielgruppe Dein Produkt / Dienstleistung braucht?",{"type":42,"content":2784},[2785],{"text":2786,"type":513},"2. Frage Dich: Wie erreiche ich Relevanz? Zeitlich und problemlösend? Räumlich und problemlösend?",{"type":42,"content":2788},[2789],{"text":2790,"type":513},"3. Setze Location Based Services ein. Damit können gerätespezifische Informationen unterwegs perfekt genutzt werden.",{"type":42,"content":2792},[2793],{"text":2794,"type":513},"4. Ermögliche einen schnellen Zugang zu Produkten / Dienstleistungen.",{"type":42,"content":2796},[2797],{"text":2798,"type":513},"5. Biete auf der Produktdetailseite einen Quick-Buy bspw. über PayPal an.",{"type":1008,"attrs":2800,"content":2801},{"level":1010},[2802],{"text":2803,"type":513,"marks":2804},"Ebene 2: Vertrauen",[2805],{"type":927},{"type":42,"content":2807},[2808],{"text":2809,"type":513},"Menschen, die man nicht kennt, vertraut man weniger als bekannten Personen. Bei Webseiten ist das nicht anders. Also braucht es externe Reize (Vertrauenssignale), die bestätigen, dass man dem Anbieter vertrauen kann. Bei starken Marken ist das Vertrauen schon über andere Kanäle geprägt und geschaffen worden. Weniger bekannte Marken oder Anbieter können unterschiedliche Signale nutzen: Gütesiegel, TÜV Abzeichen oder Testberichte. Aber auch das Design einer mobilen Webseite prägt das Vertrauen.",{"type":1008,"attrs":2811,"content":2812},{"level":2531},[2813],{"text":2814,"type":513,"marks":2815},"Anwendungsbeispiel: “bank konto”",[2816],{"type":927},{"type":42,"content":2818},[2819],{"text":2820,"type":513},"Auf dem Nachhauseweg in der S-Bahn möchte ich mich über unterschiedliche Girokonten informieren. Da Geld Vertrauenssache ist, erwarte ich von den unterschiedlichen Anbietern auch, dass sie Vertrauen zu mir aufbauen. Ich gebe „bank konto“ in die Suche ein.",{"type":42,"content":2822},[2823],{"text":2824,"type":513,"marks":2825},"Comdirect",[2826],{"type":927},{"type":42,"content":2828},[2829],{"type":2391,"attrs":2830},{"alt":118,"src":2831,"name":30,"focus":30,"title":118,"source":30,"filename":2831,"copyright":30,"fieldtype":49,"meta_data":2832,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/I4qEdxJs_comdirect-1-610x292.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":42,"content":2834},[2835],{"text":2836,"type":513},"Comdirect wirbt in seiner Adwords Anzeige mit einer Prämie von 150€, Fairness und kostenloser Kontoführung. Ich klicke auf die Anzeige und gelange zur Landing Page:",{"type":42,"content":2838},[2839],{"type":2391,"attrs":2840,"marks":2843},{"alt":118,"src":2841,"name":30,"focus":30,"title":118,"source":30,"filename":2841,"copyright":30,"fieldtype":49,"meta_data":2842,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/INFrXzk-_comdirect-1.gif",{"alt":118,"title":118,"source":30,"copyright":30},[2844],{"type":985,"attrs":2845},{"href":2846,"title":118},"https://www.konversionskraft.de/wp-content/uploads/2017/08/comdirect-1.gif",{"type":42,"content":2848},[2849,2851,2855,2857,2861,2863,2867,2869,2873,2875,2879,2881,2885,2887,2891,2893,2897,2899,2903,2905,2909],{"text":2850,"type":513},"Vertrauen wird geschaffen, da die mobile Landing Page das ",{"text":2852,"type":513,"marks":2853},"Versprechen aus der Anzeige",[2854],{"type":927},{"text":2856,"type":513}," mit der Prämie und der kostenlosen Kontoführung direkt wieder aufgreift. Das Bild mit dem Pärchen auf einem Boot impliziert, dass ich ",{"text":2858,"type":513,"marks":2859},"von überall",[2860],{"type":927},{"text":2862,"type":513}," auf mein Konto zugreifen kann, was zusätzlich Vertrauen schafft. Scrolle ich weiter, sehe ich, dass ich die ",{"text":2864,"type":513,"marks":2865},"150€ auch bei Nichtgefallen",[2866],{"type":927},{"text":2868,"type":513}," erhalte. Dann habe ich ja nichts zu verlieren! Außerdem gibt es einen ",{"text":2870,"type":513,"marks":2871},"Kundenservice rund um die Uhr",[2872],{"type":927},{"text":2874,"type":513}," und eine ",{"text":2876,"type":513,"marks":2877},"Auszeichnung",[2878],{"type":927},{"text":2880,"type":513}," von Focus Money als ",{"text":2882,"type":513,"marks":2883},"fairste",[2884],{"type":927},{"text":2886,"type":513}," Direktbank – ",{"text":2888,"type":513,"marks":2889},"aktuell aus 2017",[2890],{"type":927},{"text":2892,"type":513},". ",{"text":2894,"type":513,"marks":2895},"Preise und Konditionen",[2896],{"type":927},{"text":2898,"type":513}," sowie ",{"text":2900,"type":513,"marks":2901},"zusätzliche Infos",[2902],{"type":927},{"text":2904,"type":513}," kann ich aufklappen und ganz unten finde ich die ",{"text":2906,"type":513,"marks":2907},"Telefonnummer",[2908],{"type":927},{"text":2910,"type":513},", über die ich den Kundenservice 24 Stunden am Tag erreichen kann.",{"type":42,"content":2912},[2913],{"text":2914,"type":513},"Bonus, der nichts mit Vertrauen direkt zu tun hat: Der CTA zur Kontoeröffnung läuft auf der kompletten mobilen Landing Page sticky mit. 😉",{"type":1008,"attrs":2916,"content":2917},{"level":2531},[2918],{"text":2919,"type":513,"marks":2920},">> Optimierungstipps für mehr Vertrauen",[2921],{"type":927},{"type":42,"content":2923},[2924],{"text":2925,"type":513},"6. Setze erste Signale, die das Vertrauen stärken, frühstmöglich ein und achte auf ein professionelles Design – auch mobile.",{"type":42,"content":2927},[2928],{"text":2929,"type":513},"7. Authentische Bewertungen mit ausreichend Stimmen überzeugen von der Qualität des Produktes.",{"type":42,"content":2931},[2932],{"text":2933,"type":513},"8. Echte Menschen wecken Vertrauen – seien es andere zufriedene Kunden (Testimonials) oder Ansprechpartner, die für mich da sind. Vermeide Stockfotos.",{"type":42,"content":2935},[2936],{"text":2937,"type":513},"9. Verwende Testberichte oder Gütesiegel, wenn vorhanden.",{"type":42,"content":2939},[2940],{"text":2941,"type":513},"10. Erreichbarkeit schafft Vertrauen. Gebe eine direkt klickbare Telefonnummer für Rückfragen an.",{"type":1008,"attrs":2943,"content":2944},{"level":1010},[2945],{"text":2946,"type":513,"marks":2947},"Ebene 3: Orientierung",[2948],{"type":927},{"type":42,"content":2950},[2951],{"text":2952,"type":513},"In sehr frühen Kaufentscheidungsphasen informieren sich Nutzer über unterschiedliche Anbieter und deren Portfolio. Gerade bei Produkten oder Dienstleistungen, die sich nicht sofort erschließen, muss man für Orientierung sorgen. Das gleiche gilt für Shops mit einem großen Sortiment. Orientierung auf einem kleinen Endgerät zu schaffen, ist leichter gesagt als getan.",{"type":42,"content":2954},[2955],{"text":2956,"type":513,"marks":2957},"Anwendungsbeispiel: “notebook kaufen”",[2958],{"type":927},{"type":42,"content":2960},[2961],{"type":2391,"attrs":2962,"marks":2966},{"alt":2963,"src":2964,"name":30,"focus":30,"title":118,"source":30,"filename":2964,"copyright":30,"fieldtype":49,"meta_data":2965,"is_external_url":81},"Orientierung positiv Google","https://storage.googleapis.com/kk-website-assets/e-uoZK19_Orientierung_positiv_google_cu.jpg",{"alt":2963,"title":118,"source":30,"copyright":30},[2967],{"type":985,"attrs":2968},{"href":2969,"title":118},"//www.konversionskraft.de/wp-content/uploads/2015/04/Orientierung_positiv_google_cu.jpg",{"type":42,"content":2971},[2972,2974,2980],{"text":2973,"type":513},"Mit dem Keyword „notebook kaufen“ begebe ich mich auf die Suche nach einem neuen Notebook. Meist haben Onlineshops eine immens hohe Auswahl an Geräten. Ich bin gespannt. Eine Anzeige von ",{"text":2975,"type":513,"marks":2976},"computeruniverse",[2977],{"type":985,"attrs":2978},{"href":2979,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.computeruniverse.net",{"text":2981,"type":513}," weckt meine Aufmerksamkeit, da sie mir eine große Auswahl verspricht.",{"_uid":2983,"image":2984,"caption":2987,"component":1045},"0a7d4313-db7e-46df-ba16-dd0199c465d2",{"alt":118,"src":2985,"name":30,"focus":30,"title":118,"source":30,"filename":2985,"copyright":30,"fieldtype":49,"meta_data":2986,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/5ug3blpy_CU-Ansicht-1-1.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2988},[],{"_uid":2990,"image":2991,"caption":2994,"component":1045},"bb49501a-3990-413a-b91a-9f1b86daac0f",{"alt":118,"src":2992,"name":30,"focus":30,"title":118,"source":30,"filename":2992,"copyright":30,"fieldtype":49,"meta_data":2993,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/2FOiX7H-_CU1-1-1.png",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":2995},[],{"_uid":2997,"text":2998,"component":1032},"006b5062-b636-4b30-ad4b-02cbb1c33c9d",{"type":39,"content":2999},[3000,3017,3039,3050,3060,3067,3072,3077,3082,3087,3092,3099,3104,3111,3123,3128,3140,3157,3186,3197,3204,3209,3214,3219,3224,3229,3234,3241],{"type":42,"attrs":3001,"content":3002},{"textAlign":118},[3003,3005,3009,3011,3015],{"text":3004,"type":513},"Die Anzeige führt mich direkt in die ",{"text":3006,"type":513,"marks":3007},"Kategorie “Notebooks & Zubehör”",[3008],{"type":927},{"text":3010,"type":513},", wie ich oben in der ",{"text":3012,"type":513,"marks":3013},"Breadcrumb-Navi",[3014],{"type":927},{"text":3016,"type":513}," sehe. Darunter dann was ich erwartet habe: 2.434 Notebooks wollen durchforstet werden. Auf einem Smartphone kein Spaß.",{"type":42,"attrs":3018,"content":3019},{"textAlign":118},[3020,3022,3025,3027,3031,3033,3037],{"text":3021,"type":513},"Orientierung liefern mir hier 3 Funktionen: Die ",{"text":1404,"type":513,"marks":3023},[3024],{"type":927},{"text":3026,"type":513}," (1), ",{"text":3028,"type":513,"marks":3029},"Ansicht wechseln",[3030],{"type":927},{"text":3032,"type":513}," (2) und ",{"text":3034,"type":513,"marks":3035},"Filter und Sortierung",[3036],{"type":927},{"text":3038,"type":513}," (3).",{"type":42,"attrs":3040,"content":3041},{"textAlign":118},[3042],{"type":2391,"attrs":3043,"marks":3046},{"id":118,"alt":118,"src":3044,"title":118,"source":30,"copyright":30,"meta_data":3045},"https://storage.googleapis.com/kk-website-assets/4GfP2TH8_CU-Kontakt-1.png",{"alt":118,"title":118,"source":30,"copyright":30},[3047],{"type":985,"attrs":3048},{"href":3049,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/CU-Kontakt-1.png",{"type":42,"attrs":3051,"content":3052},{"textAlign":118},[3053,3055,3058],{"text":3054,"type":513},"Sollte es mir trotz dieser drei Optionen nicht gelingen, mir einen Überblick zu verschaffen und das richtige Notebook zu finden, steht am Ende der Seite immer noch die ",{"text":2906,"type":513,"marks":3056},[3057],{"type":927},{"text":3059,"type":513}," als Notanker. Sympathisch: kein Call Center, da es eine Nummer mit Ortsvorwahl ist. Ich tippe auf die Nummer und das Gerät fragt mich, ob ich anrufen möchte. So muss das sein. Schließlich nutze ich ein Smartphone.",{"type":1008,"attrs":3061,"content":3062},{"level":2531,"textAlign":118},[3063],{"text":3064,"type":513,"marks":3065},">> Optimierungstipps für mehr Orientierung",[3066],{"type":927},{"type":42,"attrs":3068,"content":3069},{"textAlign":118},[3070],{"text":3071,"type":513},"11. Zeige klar: “Wo bin ich? Wo kann ich als nächstes hin? Was erwartet mich dort?”",{"type":42,"attrs":3073,"content":3074},{"textAlign":118},[3075],{"text":3076,"type":513},"12. Gib einen Überblick über die Produktanzahl.",{"type":42,"attrs":3078,"content":3079},{"textAlign":118},[3080],{"text":3081,"type":513},"13. Filter, Suche und Sortierfunktion verschonen den Nutzer vor endlosen Scroll-Sessions. Sorge dafür, dass sie auch problemlos mobil bedienbar sind.",{"type":42,"attrs":3083,"content":3084},{"textAlign":118},[3085],{"text":3086,"type":513},"14. Verschiedene Ansichten können für den Besucher hilfreich sein: Eine Galerieansicht zeigt mehr Produkte, eine Listenansicht mehr Informationen.",{"type":42,"attrs":3088,"content":3089},{"textAlign":118},[3090],{"text":3091,"type":513},"15. Hebe CTAs klar hervor und beschrifte sie eindeutig. Ermögliche mit Click-To-Call den direkten Kontakt per Smartphone, ohne dass der Nutzer die Nummer umständlich abtippen muss.",{"type":1008,"attrs":3093,"content":3094},{"level":1010,"textAlign":118},[3095],{"text":3096,"type":513,"marks":3097},"Ebene 4: Stimulanz",[3098],{"type":927},{"type":42,"attrs":3100,"content":3101},{"textAlign":118},[3102],{"text":3103,"type":513},"Wie schafft man es, die Zielgruppe zu aktivieren? Wie kann man die eigenen Angebote noch unwiderstehlicher machen? Stimulanz kann auch auf dem mobilen Endgerät erreicht werden. Wichtig dabei: Versprechen müssen gehalten werden.",{"type":42,"attrs":3105,"content":3106},{"textAlign":118},[3107],{"text":3108,"type":513,"marks":3109},"Anwendungsbeispiel: “business hemd”",[3110],{"type":927},{"type":42,"attrs":3112,"content":3113},{"textAlign":118},[3114],{"type":2391,"attrs":3115,"marks":3119},{"id":118,"alt":3116,"src":3117,"title":118,"source":30,"copyright":30,"meta_data":3118},"Stimulanz Walbusch","https://storage.googleapis.com/kk-website-assets/u09BGA0J_stimulanz_walbusch_google_positiv.jpg",{"alt":3116,"title":118,"source":30,"copyright":30},[3120],{"type":985,"attrs":3121},{"href":3122,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/04/stimulanz_walbusch_google_positiv.jpg",{"type":42,"attrs":3124,"content":3125},{"textAlign":118},[3126],{"text":3127,"type":513},"Zwei Hemden, zum Preis von einem! Das klingt nach einem guten Angebot. Dazu eine Garantie von 5 Jahren und bügelfrei. Ich klicke, bzw. tippe mit dem Finger auf die Anzeige.",{"type":42,"attrs":3129,"content":3130},{"textAlign":118},[3131],{"type":2391,"attrs":3132,"marks":3136},{"id":118,"alt":3133,"src":3134,"title":118,"source":30,"copyright":30,"meta_data":3135},"Walbusch Hemdauswahl","https://storage.googleapis.com/kk-website-assets/jnmxUDLW_walbusch_hemdauswahl_2fuer1.jpg",{"alt":3133,"title":118,"source":30,"copyright":30},[3137],{"type":985,"attrs":3138},{"href":3139,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/04/walbusch_hemdauswahl_2fuer1.jpg",{"type":42,"attrs":3141,"content":3142},{"textAlign":118},[3143,3145,3149,3151,3155],{"text":3144,"type":513},"Die mobile Seite enttäuscht mich nicht, sondern überrascht vielmehr. Ich verstehe sofort: Aha, hier kann ich sogar meine beiden Hemden nach ",{"text":3146,"type":513,"marks":3147},"meinen Wünschen gestalten",[3148],{"type":927},{"text":3150,"type":513},"! Wirkt ",{"text":3152,"type":513,"marks":3153},"einfach und fingerfreundlich",[3154],{"type":927},{"text":3156,"type":513},". Das hätte ich nicht erwartet und beeindruckt mich positiv.",{"type":42,"attrs":3158,"content":3159},{"textAlign":118},[3160,3162,3166,3168,3172,3174,3178,3180,3184],{"text":3161,"type":513},"Leider finde ich zunächst nichts zu den versprochenen ",{"text":3163,"type":513,"marks":3164},"5 Jahren Garantie",[3165],{"type":927},{"text":3167,"type":513},"! Zwei mal mit dem Daumen nach unten scrollen und ich bin wieder beruhigt. Hier finde ich unterhalb der Call-to-Action meine Garantie. Erneut werde ich positiv überrascht: ",{"text":3169,"type":513,"marks":3170},"Kauf auf Rechnung",[3171],{"type":927},{"text":3173,"type":513},", eine ",{"text":3175,"type":513,"marks":3176},"kostenlose Retoure",[3177],{"type":927},{"text":3179,"type":513}," und ein ",{"text":3181,"type":513,"marks":3182},"Rückgaberecht",[3183],{"type":927},{"text":3185,"type":513}," überzeugen mich vollends.",{"type":42,"attrs":3187,"content":3188},{"textAlign":118},[3189],{"type":2391,"attrs":3190,"marks":3193},{"id":118,"alt":3133,"src":3191,"title":118,"source":30,"copyright":30,"meta_data":3192},"https://storage.googleapis.com/kk-website-assets/Atz1lbSq_walbusch_hemdauswahl_2fuer1_uvps.jpg",{"alt":3133,"title":118,"source":30,"copyright":30},[3194],{"type":985,"attrs":3195},{"href":3196,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/04/walbusch_hemdauswahl_2fuer1_uvps.jpg",{"type":1008,"attrs":3198,"content":3199},{"level":2531,"textAlign":118},[3200],{"text":3201,"type":513,"marks":3202},">> Optimierungstipps für mehr Stimulanz",[3203],{"type":927},{"type":42,"attrs":3205,"content":3206},{"textAlign":118},[3207],{"text":3208,"type":513},"16. Appelliere an die Kauflust der Zielgruppe und setze hebe unwiderstehliche Reize hervor (Aktionen, Verknappung, Product-bundles, etc.)",{"type":42,"attrs":3210,"content":3211},{"textAlign":118},[3212],{"text":3213,"type":513},"17. Halte Versprechen aus den Adwords Anzeigen auf Deiner Landing Page.",{"type":42,"attrs":3215,"content":3216},{"textAlign":118},[3217],{"text":3218,"type":513},"18. Große und scharfe Grafiken überzeugen das Auge von der Qualität der Ware.",{"type":42,"attrs":3220,"content":3221},{"textAlign":118},[3222],{"text":3223,"type":513},"19. Auch Icons können über Fonts oder SVG Grafiken scharf dargestellt werden. Dies wirkt hochwertiger als verpixelte Grafiken am HD Display.",{"type":42,"attrs":3225,"content":3226},{"textAlign":118},[3227],{"text":3228,"type":513},"20. Mit Gesten können Produktbilder oder Slider einfach und in gewohnter Usability des Smartphones genutzt werden. Das macht dem Nutzer Spaß und bietet ein haptisches Erlebnis.",{"type":42,"attrs":3230,"content":3231},{"textAlign":118},[3232],{"text":3233,"type":513},"21. Hilf dem Nutzer bei der Eingabe der E-Mail Adresse, indem Du ein passendes Keyboard Layout zur Verfügung stellst (input-type = mail)",{"type":42,"attrs":3235,"content":3236},{"textAlign":118},[3237],{"text":3238,"type":513,"marks":3239},"Psycho-Tipp: Stimuliere mit dem “Reason Why”",[3240],{"type":927},{"type":42,"attrs":3242,"content":3243},{"textAlign":118},[3244,3246,3250],{"text":3245,"type":513},"In diesem überzeugungsKRAFT-Video erfährst Du, welchen Effekt es hat, wenn Du Nutzern ",{"text":3247,"type":513,"marks":3248},"gute Gründe",[3249],{"type":927},{"text":3251,"type":513}," lieferst:",{"_uid":3253,"caption":3254,"component":3257,"video_embed":3258,"video_upload":3259,"overlay_image":3261},"4095dd36-f6c9-44d1-a13d-4be8c89c5bd5",{"type":39,"content":3255},[3256],{"type":42},"richtext-video","https://www.youtube.com/embed/qU5MQucHoMU",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3260},{},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":3262},{},{"_uid":3264,"text":3265,"component":1032},"5a98e8a0-faaf-482a-bb45-29b5432257b6",{"type":39,"content":3266},[3267,3274,3279,3286,3291,3303,3310,3315,3320,3325,3330,3337,3342,3349,3354,3366,3371,3382,3389,3394,3399,3404,3409,3414,3421,3426,3433,3438,3443,3448,3452,3457,3462,3469,3482,3500,3505,3512,3517,3522],{"type":1008,"attrs":3268,"content":3269},{"level":1010,"textAlign":118},[3270],{"text":3271,"type":513,"marks":3272},"Ebene 5: Sicherheit",[3273],{"type":927},{"type":42,"attrs":3275,"content":3276},{"textAlign":118},[3277],{"text":3278,"type":513},"Der Moment des Innehaltens kurz vor einer Entscheidung: Ist das wirklich sicher, wenn ich hier buche/ kaufe? Die Besucher müssen ein gutes Gefühl haben, wenn sie auf den Kaufen-Button klicken. Was passiert bei Rückgabe? Wie kann man retournieren?",{"type":42,"attrs":3280,"content":3281},{"textAlign":118},[3282],{"text":3283,"type":513,"marks":3284},"Anwendungsbeispiel: Fashion",[3285],{"type":927},{"type":42,"attrs":3287,"content":3288},{"textAlign":118},[3289],{"text":3290,"type":513},"Bei FashionID finde ich viele gute Gründe, warum einem Kauf nichts mehr im Weg stehen sollte. Meine Ängste sollten dadurch genommen werden.",{"type":42,"attrs":3292,"content":3293},{"textAlign":118},[3294],{"type":2391,"attrs":3295,"marks":3299},{"id":118,"alt":3296,"src":3297,"title":118,"source":30,"copyright":30,"meta_data":3298},"Sicherheit fashionid","https://storage.googleapis.com/kk-website-assets/kZ46WVGS_sicherheit_fashionid_webseite_uvps.jpg",{"alt":3296,"title":118,"source":30,"copyright":30},[3300],{"type":985,"attrs":3301},{"href":3302,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/04/sicherheit_fashionid_webseite_uvps.jpg",{"type":1008,"attrs":3304,"content":3305},{"level":2531,"textAlign":118},[3306],{"text":3307,"type":513,"marks":3308},">> Optimierungstipps für mehr Sicherheit",[3309],{"type":927},{"type":42,"attrs":3311,"content":3312},{"textAlign":118},[3313],{"text":3314,"type":513},"22. Nutze den kleinen Bildschirmplatz durch geschickte Positionierung von Trust Elementen, z.B. zwischen den Produkten.",{"type":42,"attrs":3316,"content":3317},{"textAlign":118},[3318],{"text":3319,"type":513},"23. Nimm dem Nutzer aktiv die Angst, ein Risiko einzugehen.",{"type":42,"attrs":3321,"content":3322},{"textAlign":118},[3323],{"text":3324,"type":513},"24. Zeige frühzeitig, welche Zahlungsmittel akzeptiert werden.",{"type":42,"attrs":3326,"content":3327},{"textAlign":118},[3328],{"text":3329,"type":513},"25. Werden persönliche Daten verlangt zeige, dass mit diesen Daten vertraulich umgegangen wird.",{"type":1008,"attrs":3331,"content":3332},{"level":1010,"textAlign":118},[3333],{"text":3334,"type":513,"marks":3335},"Ebene 6: Komfort",[3336],{"type":927},{"type":42,"attrs":3338,"content":3339},{"textAlign":118},[3340],{"text":3341,"type":513},"Wenn die Entscheidung getroffen ist, muss es auf dem Smartphone auch schnell und einfach gehen, die gewählten Produkte zu bestellen oder Anfragen zu stellen. Kein Mensch möchte sich mit langen Formularen rumschlagen müssen, die im schlimmsten Fall auf dem Smartphone nicht richtig bedienbar sind.",{"type":42,"attrs":3343,"content":3344},{"textAlign":118},[3345],{"text":3346,"type":513,"marks":3347},"Anwendungsbeispiel: “KFZ Versicherung”",[3348],{"type":927},{"type":42,"attrs":3350,"content":3351},{"textAlign":118},[3352],{"text":3353,"type":513},"Eine einfache und klare Anzeige, die mich auf der Suche nach einer „KFZ Versicherung“ auffordert, sofort zu starten. Ich möchte wissen, was mir der Tarifrechner bringt. Los geht‘s.",{"type":42,"attrs":3355,"content":3356},{"textAlign":118},[3357],{"type":2391,"attrs":3358,"marks":3362},{"id":118,"alt":3359,"src":3360,"title":118,"source":30,"copyright":30,"meta_data":3361},"Komfort negativ google","https://storage.googleapis.com/kk-website-assets/y1CExY1S_komfort_negativ_google.jpg",{"alt":3359,"title":118,"source":30,"copyright":30},[3363],{"type":985,"attrs":3364},{"href":3365,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/04/komfort_negativ_google.jpg",{"type":42,"attrs":3367,"content":3368},{"textAlign":118},[3369],{"text":3370,"type":513},"Ich gelange auf die Seite und starte den Rechner. Schnell erwische ich mich dabei, zu denken: Oh mann, das wird lange dauern. Für die Berechnung einer KFZ Versicherung wird schon ein wenig Zeit benötigt. Dann sollte es aber zumindest so aussehen, als wäre der Prozess leicht und komfortabel zu durchlaufen. Vor mir liegen fünf weitere Schritte, aber bei den kleinen Bedienelementen vergeht mir leider die Lust. Das muss ich wohl nochmal daheim in Ruhe machen, denn mit meinen Fingern klicke ich immer wieder neben die Schaltflächen.",{"type":42,"attrs":3372,"content":3373},{"textAlign":118},[3374],{"type":2391,"attrs":3375,"marks":3378},{"id":118,"alt":118,"src":3376,"title":118,"source":30,"copyright":30,"meta_data":3377},"https://storage.googleapis.com/kk-website-assets/1oDwz1Ut_HUK24-1.png",{"alt":118,"title":118,"source":30,"copyright":30},[3379],{"type":985,"attrs":3380},{"href":3381,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2017/08/HUK24-1.png",{"type":1008,"attrs":3383,"content":3384},{"level":2531,"textAlign":118},[3385],{"text":3386,"type":513,"marks":3387},">> Optimierungstipps für mehr Komfort",[3388],{"type":927},{"type":42,"attrs":3390,"content":3391},{"textAlign":118},[3392],{"text":3393,"type":513},"26. Verwende einfache und fingerfreundliche Bedienelemente, gestalte Checkboxen und Radiobuttons neu. Achte auf ausreichende Abstände, sodass alle Informationen erfasst werden können – Skim, Scan, Read.",{"type":42,"attrs":3395,"content":3396},{"textAlign":118},[3397],{"text":3398,"type":513},"27. Unterstütze den mobilen Nutzer aktiv bei der Eingabe von Daten, z.B. mit kontextualen Keyboard Layouts und vorausgefüllten Felder (z.B. mit Eingaben aus der Google-Suche).",{"type":42,"attrs":3400,"content":3401},{"textAlign":118},[3402],{"text":3403,"type":513},"28. Motiviere den Nutzer beim Ausfüllen von Formularen durch positive Bestätigung (korrekte Eingabe; nur noch 2 Schritte etc.).",{"type":42,"attrs":3405,"content":3406},{"textAlign":118},[3407],{"text":3408,"type":513},"29. Setzte einen systemeigenen Spinning Picker (Dropdown) für Datumsauswahl ein.",{"type":42,"attrs":3410,"content":3411},{"textAlign":118},[3412],{"text":3413,"type":513},"30. Biete Abkürzungen an: Wenn das Ausfüllen zu stressig ist, dann vielleicht doch lieber eine Reminder-Email, um den Prozess später zu beenden, oder eine telefonische Beratung?",{"type":1008,"attrs":3415,"content":3416},{"level":1010,"textAlign":118},[3417],{"text":3418,"type":513,"marks":3419},"Ebene 7: Bewertung",[3420],{"type":927},{"type":42,"attrs":3422,"content":3423},{"textAlign":118},[3424],{"text":3425,"type":513},"Nach getaner Arbeit wird das Werk begutachtet. Soll heißen: Der Nutzer bewertet, wie er oder sie das mobile Einkaufserlebnis empfand. Bleiben Zweifel bestehen, oder reiht sich die Bestellung oder Anfrage über mobile Endgeräte nahtlos in unser Online Konsumverhalten ein?",{"type":1008,"attrs":3427,"content":3428},{"level":2531,"textAlign":118},[3429],{"text":3430,"type":513,"marks":3431},">> Optimierungstipps für eine bessere Bewertung",[3432],{"type":927},{"type":42,"attrs":3434,"content":3435},{"textAlign":118},[3436],{"text":3437,"type":513},"31. Verschicke mobile Bestätigungsemails.",{"type":42,"attrs":3439,"content":3440},{"textAlign":118},[3441],{"text":3442,"type":513},"32. Überlege, was der Nutzer nach Erhalt der Email macht: Kann das mobile Ticket auch für passbook gespeichert und genutzt werden?",{"type":42,"attrs":3444,"content":3445},{"textAlign":118},[3446],{"text":3447,"type":513},"33. Vermeide unnötig große Dateien im Anhang der Email.",{"type":1008,"attrs":3449,"content":3450},{"level":1010,"textAlign":118},[3451],{"text":1514,"type":513},{"type":42,"attrs":3453,"content":3454},{"textAlign":118},[3455],{"text":3456,"type":513},"Die Welt wird mobile. Es gibt Länder, in denen das mobile Endgerät den einzigen Zugang zum Internet darstellt. Davon sind wir zwar noch weit entfernt, aber der Trend ist eindeutig. Das heißt aber nicht, dass wir Webseiten ab sofort für ein zusätzliches Endgerät anpassen müssen, sondern vielmehr, dass wir unterschiedliche Nutzungsszenarien berücksichtigen müssen.",{"type":42,"attrs":3458,"content":3459},{"textAlign":118},[3460],{"text":3461,"type":513},"Der Nutzungskontext ist maßgeblich für die Informationen, die wir anbieten. Wer also noch nicht auf mobile Endgeräte optimiert hat, der sollte sich die Zeit nehmen, eine mobile Strategie zu entwickeln und sich genau überlegen, wo die Zielgruppe erreicht wird und was man ihr auf allen 7 Ebenen der Entscheidungsfindung bieten muss. Dann wird der mobile Traffic auch sinnvoll gewandelt!",{"type":1008,"attrs":3463,"content":3464},{"level":1010,"textAlign":118},[3465],{"text":3466,"type":513,"marks":3467},"Checkliste Mobile Adwords Landing Pages (Download)",[3468],{"type":927},{"type":42,"attrs":3470,"content":3471},{"textAlign":118},[3472,3474,3480],{"text":3473,"type":513},"Die Checkliste mit allen 33 Tipps zur Optimierung Deiner mobilen Adwords Landing Page gibt es ",{"text":3475,"type":513,"marks":3476},"hier",[3477],{"type":985,"attrs":3478},{"href":3479,"uuid":118,"anchor":118,"target":989,"linktype":136},"https://a.storyblok.com/f/328018/x/6ff362d28f/konversionskraft-checkliste-adwords-landingpages-mobile.pdf",{"text":3481,"type":513},". 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Sie sind eine Weiterentwicklung regulärer Drop-downs. Sie bieten zweidimensionale Navigationselemente mit gruppierten Optionen. Diese lassen sich durch Layout, Typographie und Illustrationen strukturieren. Alles ist auf einmal sichtbar, es gibt kein Scrolling. Ein Mega Drop-down wird zum Fly-out, wenn es von einer vertikalen Navigation ausgelöst wird.",{"type":42,"attrs":3641,"content":3642},{"textAlign":118},[3643,3653,3657,3664],{"type":2391,"attrs":3644,"marks":3649},{"id":118,"alt":3645,"src":3646,"title":3647,"source":30,"copyright":30,"meta_data":3648},"Beispiel für Flyout (Nike)","https://storage.googleapis.com/kk-website-assets/3dTAMi5U_2-nike.jpg","Beispiel für Flyout (Nike.com)",{"alt":3645,"title":3647,"source":30,"copyright":30},[3650],{"type":985,"attrs":3651},{"href":3652,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/2-nike.jpg",{"text":3654,"type":513,"marks":3655},"Beispiel für Flyout (",[3656],{"type":1770},{"text":3658,"type":513,"marks":3659},"Nike.com",[3660,3663],{"type":985,"attrs":3661},{"href":3662,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.nike.com",{"type":1770},{"text":3632,"type":513,"marks":3665},[3666],{"type":1770},{"type":1008,"attrs":3668,"content":3669},{"level":1010,"textAlign":118},[3670],{"text":3671,"type":513},"Warum überhaupt Mega Drop-downs?",{"type":1008,"attrs":3673,"content":3674},{"level":2531,"textAlign":118},[3675],{"text":3676,"type":513},"Prinzip: Sehen und Vergleichen",{"type":42,"attrs":3678,"content":3679},{"textAlign":118},[3680,3690,3694,3701],{"type":2391,"attrs":3681,"marks":3686},{"id":118,"alt":3682,"src":3683,"title":3684,"source":30,"copyright":30,"meta_data":3685},"Beispiel für Vergleichsmöglichkeiten (Otto.de)","https://storage.googleapis.com/kk-website-assets/E3QbCKL7_3-otto-klein.jpg","Beispiel für Vergleichsmöglichkeitn (otto.de)",{"alt":3682,"title":3684,"source":30,"copyright":30},[3687],{"type":985,"attrs":3688},{"href":3689,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/wp-content/uploads/2010/04/3-otto-klein.jpg",{"text":3691,"type":513,"marks":3692},"Beispiel für Vergleichsmöglichkeiten (",[3693],{"type":1770},{"text":3695,"type":513,"marks":3696},"Otto.de",[3697,3700],{"type":985,"attrs":3698},{"href":3699,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.otto.de",{"type":1770},{"text":3632,"type":513,"marks":3702},[3703],{"type":1770},{"type":42,"attrs":3705,"content":3706},{"textAlign":118},[3707],{"text":3708,"type":513},"Reguläre Navigationselemente haben bei Websites mit vielen, komplexen und/oder sehr unterschiedlichen Inhalten den Nachteil, dass sie für den Kunden mögliche Optionen nicht oder nur unzureichend auf den ersten Blick darstellen können. Da sie nur eine Ebene der Darstellung ermöglichen, wird häufig versucht, dies durch mehr Optionen pro Ebene zu kompensieren.",{"type":42,"attrs":3710,"content":3711},{"textAlign":118},[3712],{"text":3713,"type":513},"Problematisch: Dies hat häufig lange Listen und Scrolling zur Folge. Dadurch werden andere Inhalte und/oder Optionen aus dem Sichtfeld bewegt. Kunden können die Optionen nicht direkt vergleichen. Als Resultat müssen sie auf ihr Kurzzeit-Gedächtnis zurückgreifen, was ihre eigentliche Aufgabe “Kaufen” behindert.",{"type":42,"attrs":3715,"content":3716},{"textAlign":118},[3717,3719,3723],{"text":3718,"type":513},"Mega Drop-downs zeigen – im Idealfall – alle ",{"text":3720,"type":513,"marks":3721},"sinnvollen Optionen",[3722],{"type":927},{"text":3724,"type":513}," auf einmal, so dass Kunden sich nicht an Menü-Punkte erinnern müssen, sondern direkt vergleichen können.",{"type":1008,"attrs":3726,"content":3727},{"level":2531,"textAlign":118},[3728],{"text":3729,"type":513},"Äpfel zu Birnen, Kartoffeln zu Karotten",{"type":42,"attrs":3731,"content":3732},{"textAlign":118},[3733,3743,3747,3754],{"type":2391,"attrs":3734,"marks":3739},{"id":118,"alt":3735,"src":3736,"title":3737,"source":30,"copyright":30,"meta_data":3738},"Beispiel für Gruppierung (Mediherz.de)","https://storage.googleapis.com/kk-website-assets/EOcNcoOa_4-mediherz.jpg","4-mediherz-klein",{"alt":3735,"title":3737,"source":30,"copyright":30},[3740],{"type":985,"attrs":3741},{"href":3742,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/4-mediherz.jpg",{"text":3744,"type":513,"marks":3745},"Beispiel für Gruppierung (",[3746],{"type":1770},{"text":3748,"type":513,"marks":3749},"Mediherz.de",[3750,3753],{"type":985,"attrs":3751},{"href":3752,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.mediherz.de",{"type":1770},{"text":3632,"type":513,"marks":3755},[3756],{"type":1770},{"type":42,"attrs":3758,"content":3759},{"textAlign":118},[3760],{"text":3761,"type":513},"Das Problem regulärer Drop-downs: Sie können Inhalte nur auf einer Ebene darstellen – Gruppierungen sind schwer darstellbar. Mega Drop-downs bieten hingegen die Möglichkeit, zusammengehörige Inhalte zu gruppieren und für den Kunden angenehm und übersichtlich darzustellen. Richtig angewendet können Kunden damit ihre Auswahl besser und leichter verstehen, was die Abbruchquote reduziert.",{"type":1008,"attrs":3763,"content":3764},{"level":2531,"textAlign":118},[3765],{"text":3766,"type":513},"Inhalte trennen",{"type":42,"attrs":3768,"content":3769},{"textAlign":118},[3770,3779,3783,3790],{"type":2391,"attrs":3771,"marks":3775},{"id":118,"alt":3772,"src":3773,"title":3772,"source":30,"copyright":30,"meta_data":3774},"Beispiel für klare Trennung der Inhalte (Rei.com)","https://storage.googleapis.com/kk-website-assets/YwxfdPZ8_5-rei.jpg",{"alt":3772,"title":3772,"source":30,"copyright":30},[3776],{"type":985,"attrs":3777},{"href":3778,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/5-rei.jpg",{"text":3780,"type":513,"marks":3781},"Beispiel für klare Trennung der Inhalte (",[3782],{"type":1770},{"text":3784,"type":513,"marks":3785},"Rei.com",[3786,3789],{"type":985,"attrs":3787},{"href":3788,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.rei.com",{"type":1770},{"text":3632,"type":513,"marks":3791},[3792],{"type":1770},{"type":42,"attrs":3794,"content":3795},{"textAlign":118},[3796],{"text":3797,"type":513},"Während reguläre Menüs nur einfach formatierten Text darstellen können, lassen sich bei Mega Drop-downs die Optionen durch eine Vielzahl an Variationen hervorheben und visuell strukturieren. Durch unterschiedliches Layout, Typographie oder Illustrationen kann je nach Relevanz, z. B. die Schriftgröße oder Farbe variiert werden. Zusatzinhalte, die als Erweiterung gelten, lassen sich beispielsweise kleiner in grau darstellen.",{"type":42,"attrs":3799,"content":3800},{"textAlign":118},[3801],{"text":3802,"type":513},"Für den Kunden wird die Struktur der Informationen sofort klar, ohne dass die Übersichtlichkeit darunter leiden muss.",{"type":42,"attrs":3804,"content":3805},{"textAlign":118},[3806],{"text":3807,"type":513},"Aufgrund des komplexen Verhaltens der Mega Drop-downs stecken in der richtigen Realisierung einige Stolpersteine, die es zu umgehen gilt. In Form der nachfolgenden 5 Grundregeln zeigen wir die wichtigsten Erfolgsrezepte aus den letzten 6 Jahren Optimierung:",{"type":1008,"attrs":3809,"content":3810},{"level":1010,"textAlign":118},[3811],{"text":3812,"type":513},"Regel Nr. 1: Das richtige Timing",{"type":42,"attrs":3814,"content":3815},{"textAlign":118},[3816,3825,3829,3836,3839,3842],{"type":2391,"attrs":3817,"marks":3821},{"id":118,"alt":3818,"src":3819,"title":3818,"source":30,"copyright":30,"meta_data":3820},"Beispiel für das richtige Timing (Foodnetwork.com)","https://storage.googleapis.com/kk-website-assets/BuJNKMu9_6-food-network.jpg",{"alt":3818,"title":3818,"source":30,"copyright":30},[3822],{"type":985,"attrs":3823},{"href":3824,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/6-food-network.jpg",{"text":3826,"type":513,"marks":3827},"Beispiel für das richtige Timing (",[3828],{"type":1770},{"text":3830,"type":513,"marks":3831},"Foodnetwork.com",[3832,3835],{"type":985,"attrs":3833},{"href":3834,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.foodnetwork.com",{"type":1770},{"text":3632,"type":513,"marks":3837},[3838],{"type":1770},{"type":1559,"marks":3840},[3841],{"type":1770},{"text":3843,"type":513,"marks":3844},"Allerdings ist das x zum schließen überflüssig, Drop-downs sind flüchtig und müssen nicht geschlossen werden (Mouse-Out)",[3845],{"type":1770},{"type":42,"attrs":3847,"content":3848},{"textAlign":118},[3849,3851,3855],{"text":3850,"type":513},"Es ist enorm wichtig, dass der Kunde von der Website vermittelt bekommt, dass die Aktivität der Seite unmittelbar das Ergebnis seiner Aktion ist. Ohne dieses direkte Feedback ist ",{"text":3852,"type":513,"marks":3853},"Kontrollverlust",[3854],{"type":927},{"text":3856,"type":513}," das vorherrschende Gefühl. Nielsen bestätigt unsere Erfahrung mit Speed is essential to making any user interface feel responsive",{"type":1008,"attrs":3858,"content":3859},{"level":2531,"textAlign":118},[3860],{"text":3861,"type":513},"Darstellungsgeschwindigkeit:",{"type":42,"attrs":3863,"content":3864},{"textAlign":118},[3865,3867,3871,3873,3877,3879,3883],{"text":3866,"type":513},"Unserer Erfahrung nach ist \u003C",{"text":3868,"type":513,"marks":3869},"0.5 Sekunden",[3870],{"type":927},{"text":3872,"type":513}," Rendertime ein guter Anhaltspunkt, um ein ",{"text":3874,"type":513,"marks":3875},"physikalisches Gefühl",[3876],{"type":927},{"text":3878,"type":513}," für das Interface zu vermitteln. Ein Drop-down sollte jedoch keinesfalls „Scheibchenweise“ geladen werden. Die Inhalte sollten zum Zeitpunkt der Anzeige ",{"text":3880,"type":513,"marks":3881},"vollständig zur Verfügung stehen",[3882],{"type":927},{"text":3884,"type":513}," (gerade bei Illustrationen wichtig). Ein langsamer Aufbau, im schlimmsten Fall flackernd, ist “Gift” für die Wirkung des Interface. Nielsen geht dabei sogar noch extremer vor und schreibt in seiner Guideline render within 0.1 seconds",{"type":42,"attrs":3886,"content":3887},{"textAlign":118},[3888,3890,3894],{"text":3889,"type":513},"Es ist jedoch völlig legitim, dass Drop-down beispielsweise ",{"text":3891,"type":513,"marks":3892},"einzublenden",[3893],{"type":927},{"text":3895,"type":513},", anstatt es „nur schnell“ anzuzeigen. Unseren Erfahrungen nach wird beispielsweise ein fade-in mit 0.5 Sekunden immer noch als „physikalisch realistisch“ wahrgenommen. Hierzu mehr in Regel Nr. 5.",{"type":1008,"attrs":3897,"content":3898},{"level":2531,"textAlign":118},[3899],{"text":3900,"type":513},"Reaktionsgeschwindigkeit:",{"type":42,"attrs":3902,"content":3903},{"textAlign":118},[3904,3914,3918],{"type":2391,"attrs":3905,"marks":3910},{"id":118,"alt":3906,"src":3907,"title":3908,"source":30,"copyright":30,"meta_data":3909},"Beispiel für eine gute Reaktionsgeschwindigkeit","https://storage.googleapis.com/kk-website-assets/Kc1vKCHQ_14-mens-health.jpg","14-mens-health-klein",{"alt":3906,"title":3908,"source":30,"copyright":30},[3911],{"type":985,"attrs":3912},{"href":3913,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/14-mens-health.jpg",{"text":3915,"type":513,"marks":3916},"Beispiel für eine gute Reaktionsgeschwindigkeit (",[3917],{"type":1770},{"text":3919,"type":513,"marks":3920},"Menshealth.com)",[3921,3924],{"type":985,"attrs":3922},{"href":3923,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.menshealth.com",{"type":1770},{"type":42,"attrs":3926,"content":3927},{"textAlign":118},[3928,3930,3934,3936,3937,3939],{"text":3929,"type":513},"Es ist sehr wichtig, dass das Drop-down ",{"text":3931,"type":513,"marks":3932},"nicht zu schnell",[3933],{"type":927},{"text":3935,"type":513}," auf das Überfahren (“Hover”) der Maus reagiert.",{"type":1559},{"text":3938,"type":513},"Dies hat ansonsten ein Aufflackern des Menüs zur Folge, sobald der Kunde mit der Maus auch nur kurz die Navigationsleiste streift. Einige Kunden nutzen beim Scannen der Seite häufig die Maus als Hilfsmittel, oder sie haben vielleicht nur versehentlich die Navigationsleiste berührt. Eine zu schnelle Reaktion wirkt unruhig und nervös und wird als störend empfunden, was wiederum den Kunden unruhig und nervös macht. Beides sind Gefühle, die den Kaufprozess negativ beeinflussen können. Hier stimmen unsere Erfahrungen für die „response time“ mit Nielsens Guideline überein: the mouse should remain stationary for ",{"text":3940,"type":513,"marks":3941},"0.5 seconds",[3942],{"type":927},{"type":42,"attrs":3944,"content":3945},{"textAlign":118},[3946,3948,3952,3954,3958],{"text":3947,"type":513},"Technisch wird ein solches „Aussitzen“ als ",{"text":3949,"type":513,"marks":3950},"hover-intention",[3951],{"type":927},{"text":3953,"type":513}," bezeichnet. Dieser Wert besagt nichts anderes, als dass die Reaktion auf die Maus von ihrer aktuellen Position aus, um die angegebene Zeit verzögert wird. Der Unterschied zum normalen ",{"text":3955,"type":513,"marks":3956},"Delay",[3957],{"type":1770},{"text":3959,"type":513}," ist, dass bei jenem die Aktion immer ausgeführt wird, egal ob die Maus noch an der ausgelösten Position steht oder nicht. Das Menü würde somit zwar verzögert angezeigt werden, jedoch auch wenn die Maus schon längst die Navigationsleiste verlassen hätte.",{"type":42,"attrs":3961,"content":3962},{"textAlign":118},[3963,3965,3969,3971,3975],{"text":3964,"type":513},"Wir haben festgestellt, dass neben einer Verzögerung vor dem Einblenden des Drop-downs, eine ",{"text":3966,"type":513,"marks":3967},"Verzögerung auch beim Ausblenden",[3968],{"type":927},{"text":3970,"type":513}," sinnvoll ist. Thema “Accessibility”: Es ist wichtig, auch Kunden mit Einschränkungen in der Motorik die sinnvolle Bedienung des Drop-downs zu ermöglichen. Ein kurzes, versehentliches Verlassen sollte genauso bedacht werden wie das versehentliche Auslösen. Hier ist jedoch eine Verzögerung von ",{"text":3972,"type":513,"marks":3973},"0.25 Sekunden",[3974],{"type":927},{"text":3976,"type":513}," völlig ausreichend.",{"type":1008,"attrs":3978,"content":3979},{"level":2531,"textAlign":118},[3980,3982,3986],{"text":3981,"type":513},"Für uns hat sich somit folgendes ",{"text":3983,"type":513,"marks":3984},"Timing bei Mega Drop-downs",[3985],{"type":927},{"text":3987,"type":513}," bewährt:",{"type":3989,"attrs":3990,"content":3992},"ordered_list",{"order":3991},1,[3993,4005,4018,4029],{"type":932,"content":3994},[3995],{"type":42,"attrs":3996,"content":3997},{"textAlign":118},[3998,4000,4003],{"text":3999,"type":513},"Reaktion nach ",{"text":3868,"type":513,"marks":4001},[4002],{"type":927},{"text":4004,"type":513}," Verzögerung",{"type":932,"content":4006},[4007],{"type":42,"attrs":4008,"content":4009},{"textAlign":118},[4010,4012,4016],{"text":4011,"type":513},"Anzeigen innerhalb ",{"text":4013,"type":513,"marks":4014},"0.1 – 0.5 Sekunden",[4015],{"type":927},{"text":4017,"type":513},", je nach Effekt (im Unterschied zu Nielsen, der 0.1 Sekunden angibt)",{"type":932,"content":4019},[4020],{"type":42,"attrs":4021,"content":4022},{"textAlign":118},[4023,4024,4027],{"text":3999,"type":513},{"text":3972,"type":513,"marks":4025},[4026],{"type":927},{"text":4028,"type":513}," Verzögerung (hier unterscheiden sich unsere Erfahrungen von Nielsen)",{"type":932,"content":4030},[4031],{"type":42,"attrs":4032,"content":4033},{"textAlign":118},[4034,4036,4039],{"text":4035,"type":513},"Ausblenden innerhalb ",{"text":4013,"type":513,"marks":4037},[4038],{"type":927},{"text":4040,"type":513},", analog zu 2.",{"type":1008,"attrs":4042,"content":4043},{"level":2531,"textAlign":118},[4044],{"text":4045,"type":513},"Häufige Probleme beim Hover:",{"type":42,"attrs":4047,"content":4048},{"textAlign":118},[4049],{"text":4050,"type":513},"Das Drop-down darf natürlich erst ausgeblendet werden, wenn die Maus die Navigationsleiste und das Drop-down verlassen hat.",{"type":42,"attrs":4052,"content":4053},{"textAlign":118},[4054,4056,4060],{"text":4055,"type":513},"Hierbei entsteht ein Fehler, den Nielsen als „",{"text":4057,"type":513,"marks":4058},"diagonal problem",[4059],{"type":927},{"text":4061,"type":513},"“ beschreibt. Beim aktivierten Drop-down, wird die Maus von der Navigationsleiste, welche die Anzeige des Drop-downs ausgelöst hat, zum Drop-down bewegt. Damit wird die Navigationsleiste verlassen, was als MouseOut-Event gewertet wird. Somit wird das Drop-down ausblendet.",{"type":42,"attrs":4063,"content":4064},{"textAlign":118},[4065,4067,4071],{"text":4066,"type":513},"Es ist also wichtig, diesen Ablauf bei der Implementierung zu berücksichtigen und Präventionsmaßnahmen zu ergreifen. Das “Katz’ und Maus” – Spiel zwischen Navigationsleiste und Drop-down kann ein hoher ",{"text":4068,"type":513,"marks":4069},"Motivations-Killer",[4070],{"type":927},{"text":4072,"type":513}," sein. Kostet es doch einiges an Nerven, wenn das Drop-down permanent unabsichtlich geschlossen wird.",{"type":1008,"attrs":4074,"content":4075},{"level":1010,"textAlign":118},[4076],{"text":4077,"type":513},"Regel Nr. 2: Gruppierung der Optionen",{"type":42,"attrs":4079,"content":4080},{"textAlign":118},[4081,4090,4094,4101],{"type":2391,"attrs":4082,"marks":4086},{"id":118,"alt":4083,"src":4084,"title":4083,"source":30,"copyright":30,"meta_data":4085},"Beispiel für Gruppierung und Hervorhebung (Reuters.com)","https://storage.googleapis.com/kk-website-assets/TB4Czz9A_7-reuters.jpg",{"alt":4083,"title":4083,"source":30,"copyright":30},[4087],{"type":985,"attrs":4088},{"href":4089,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/7-reuters.jpg",{"text":4091,"type":513,"marks":4092},"Beispiel für Gruppierung und Hervorhebung (",[4093],{"type":1770},{"text":4095,"type":513,"marks":4096},"Reuters.com",[4097,4100],{"type":985,"attrs":4098},{"href":4099,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.reuters.com",{"type":1770},{"text":3632,"type":513,"marks":4102},[4103],{"type":1770},{"type":42,"attrs":4105,"content":4106},{"textAlign":118},[4107,4109,4113],{"text":4108,"type":513},"Das Top-Feature des Mega Drop-downs ist die ",{"text":4110,"type":513,"marks":4111},"Gruppierung der Menüoptionen",[4112],{"type":927},{"text":4114,"type":513},", mit dessen Hilfe die Übersichtlichkeit und der Vergleich ermöglicht wird.",{"type":1008,"attrs":4116,"content":4117},{"level":2531,"textAlign":118},[4118],{"text":4119,"type":513},"Zusammenfassung von Optionen",{"type":42,"attrs":4121,"content":4122},{"textAlign":118},[4123,4125,4129,4131,4135,4137,4141,4143,4147,4149],{"text":4124,"type":513},"Für eine richtige Gruppierung der Optionen nach zusammengehörigen Sets zählt ausschließlich die Denk- und Ordnungsstruktur der Kunden, welche es herauszufinden und nachzubilden gilt. Eine häufige Ursache schlechter Informationsarchitektur ist die falsche Sichtweise – nicht die Sichtweise des Betreibers, sondern die der Kunden ist ausschlaggebend. Daher empfehlen wir die Entwicklung von ",{"text":4126,"type":513,"marks":4127},"Mental Models",[4128],{"type":927},{"text":4130,"type":513}," oder ",{"text":4132,"type":513,"marks":4133},"Use Cases",[4134],{"type":927},{"text":4136,"type":513}," mit Hilfe realer Kundensituationen (",{"text":4138,"type":513,"marks":4139},"Card Sorting, Nutzertest",[4140],{"type":927},{"text":4142,"type":513},") oder auf Basis von ",{"text":4144,"type":513,"marks":4145},"Personas",[4146],{"type":927},{"text":4148,"type":513},". Auch Nielsen schlägt vor: ",{"text":4150,"type":513,"marks":4151},"Chunk options into related sets.",[4152],{"type":927},{"type":42,"attrs":4154,"content":4155},{"textAlign":118},[4156,4158,4162],{"text":4157,"type":513},"Welche Methode auch immer angewendet wird, wichtig ist eine für den Kunden ",{"text":4159,"type":513,"marks":4160},"verständliche Zusammenfassung",[4161],{"type":927},{"text":4163,"type":513}," der Optionen in Gruppen.",{"type":1008,"attrs":4165,"content":4166},{"level":2531,"textAlign":118},[4167],{"text":4168,"type":513},"Balance der Gruppierungen",{"type":42,"attrs":4170,"content":4171},{"textAlign":118},[4172,4174,4178],{"text":4173,"type":513},"Weder zu große Gruppen mit zahlreichen Optionen noch zu viele kleine Gruppen mit wenig Optionen. Beide extreme haben den Nachteil, dass sie nur langsam zu erfassen sind und der Kunde zu lange braucht, um sie zu verstehen. ",{"text":4175,"type":513,"marks":4176},"Verwirrung",[4177],{"type":927},{"text":4179,"type":513}," ist ein weiteres Gefühl, das den Kaufprozess negativ beeinflusst. Nielsen bezeichnet das in seiner Guideline treffend mit: keep a medium level of granularity",{"type":42,"attrs":4181,"content":4182},{"textAlign":118},[4183,4185,4189],{"text":4184,"type":513},"Das Ziel dieser Disziplin ist also eine ",{"text":4186,"type":513,"marks":4187},"ausgewogene Anzahl",[4188],{"type":927},{"text":4190,"type":513}," an unterschiedlichen Gruppen und Optionen.",{"type":1008,"attrs":4192,"content":4193},{"level":2531,"textAlign":118},[4194],{"text":4195,"type":513},"Sinnvolle Beschriftung",{"type":42,"attrs":4197,"content":4198},{"textAlign":118},[4199,4201,4205],{"text":4200,"type":513},"Wie auch bei jedem anderen Navigationselement sollte dessen Beschriftung sinnvoll sein. Darunter versteht Nielsen „",{"text":4202,"type":513,"marks":4203},"descriptive labels",[4204],{"type":927},{"text":4206,"type":513},"“ und gibt als Richtlinie die Standard-Regeln für „writing for the web“ an.",{"type":42,"attrs":4208,"content":4209},{"textAlign":118},[4210],{"text":4211,"type":513},"Zusammengefasst sollten folgende drei Aspekte berücksichtigt werden:",{"type":3989,"attrs":4213,"content":4214},{"order":3991},[4215,4222,4229],{"type":932,"content":4216},[4217],{"type":42,"attrs":4218,"content":4219},{"textAlign":118},[4220],{"text":4221,"type":513},"Die Erfassbarkeit „scannability“ sollte verbessert werden, in dem mit dem Wort begonnen wird, welches am meisten informationstragend ist",{"type":932,"content":4223},[4224],{"type":42,"attrs":4225,"content":4226},{"textAlign":118},[4227],{"text":4228,"type":513},"Kurze und direkte Grundformen („shop“) sind in der Regel besser als die Verlaufsformen („shopping“).",{"type":932,"content":4230},[4231],{"type":42,"attrs":4232,"content":4233},{"textAlign":118},[4234],{"text":4235,"type":513},"Beschriftungen sind deutlich zu differenzieren, beispielsweise sind „Ways to Shop“ und „Shops“ im gleichen Zusammenhang eine verwirrende Beschriftung",{"type":1008,"attrs":4237,"content":4238},{"level":2531,"textAlign":118},[4239],{"text":4240,"type":513},"Reihenfolge",{"type":42,"attrs":4242,"content":4243},{"textAlign":118},[4244,4246,4250,4252,4256,4258,4262,4264,4268,4270,4274],{"text":4245,"type":513},"Welche Reihenfolge der Optionen sinnvoll ist, hängt unserer Erfahrung nach wieder von der ",{"text":4247,"type":513,"marks":4248},"Sichtweise",[4249],{"type":927},{"text":4251,"type":513}," ab. Was bringt den Kunden am schnellsten voran? Was erwartet er? Davon wird letztlich abhängig sein, nach welchen Kriterien sortiert wird. Nielsen sagt hier: Die wichtigste und/oder am häufigsten genutzte Gruppe muss ",{"text":4253,"type":513,"marks":4254},"nach oben",[4255],{"type":927},{"text":4257,"type":513}," (bei einem vertikalen Design) ",{"text":4259,"type":513,"marks":4260},"bzw. nach links",[4261],{"type":927},{"text":4263,"type":513}," (bei einem horizontalen Design), was natürlich nur in westlichen Ländern gilt. Außerdem schränkt er die Reihenfolge zusätzlich ein, in dem er die Optionen „",{"text":4265,"type":513,"marks":4266},"among the features",[4267],{"type":927},{"text":4269,"type":513},"“ oder „",{"text":4271,"type":513,"marks":4272},"according to importance",[4273],{"type":927},{"text":4275,"type":513},"“ sortiert.",{"type":1008,"attrs":4277,"content":4278},{"level":2531,"textAlign":118},[4279],{"text":4280,"type":513},"Redundanz",{"type":42,"attrs":4282,"content":4283},{"textAlign":118},[4284,4286,4290],{"text":4285,"type":513},"Jede Option sollte ",{"text":4287,"type":513,"marks":4288},"nur einmal vorhanden",[4289],{"type":927},{"text":4291,"type":513}," sein. Doppelte Optionen sind aus mehreren Gründen zu vermeiden: Zum einen verwirren sie die Kunden, weil sie nicht unterscheiden können, ob die Inhalte hinter der Option gleich sind oder sich unterscheiden. Zum anderen blähen sie das Drop-down unnötig auf und erschweren die Übersichtlichkeit und Handhabung.",{"type":1008,"attrs":4293,"content":4294},{"level":2531,"textAlign":118},[4295],{"text":4296,"type":513},"Optische Trennung",{"type":42,"attrs":4298,"content":4299},{"textAlign":118},[4300,4309,4313,4320,4323,4326],{"type":2391,"attrs":4301,"marks":4305},{"id":118,"alt":4302,"src":4303,"title":4302,"source":30,"copyright":30,"meta_data":4304},"Beispiel für optische Trennung (Famousecookies.com)","https://storage.googleapis.com/kk-website-assets/_ANcIvJA_9-famous-cookies.jpg",{"alt":4302,"title":4302,"source":30,"copyright":30},[4306],{"type":985,"attrs":4307},{"href":4308,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/9-famous-cookies.jpg",{"text":4310,"type":513,"marks":4311},"Beispiel für optische Trennung (",[4312],{"type":1770},{"text":4314,"type":513,"marks":4315},"Famousecookies.com",[4316,4319],{"type":985,"attrs":4317},{"href":4318,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.famousecookies.com",{"type":1770},{"text":3632,"type":513,"marks":4321},[4322],{"type":1770},{"type":1559,"marks":4324},[4325],{"type":1770},{"text":4327,"type":513,"marks":4328},"Dieses Beispiel zeigt, dass sich mit Illustrationen die Inhalte leicht erfassen und trennen lassen",[4329],{"type":1770},{"type":42,"attrs":4331,"content":4332},{"textAlign":118},[4333,4335,4339,4341,4345],{"text":4334,"type":513},"Die Drop-downs bieten eine Reihe von Möglichkeiten, die I",{"text":4336,"type":513,"marks":4337},"nhalte optisch ansprechend und leicht verständlich zu trennen",[4338],{"type":927},{"text":4340,"type":513},". Neben Typographie lassen sich die Optionen sehr gut mit Illustrationen darstellen und / oder vereinfachen. Die Redewendung “",{"text":4342,"type":513,"marks":4343},"Ein Bild sagt mehr als tausend Worte",[4344],{"type":927},{"text":4346,"type":513},"” trifft hier voll zu.",{"type":1008,"attrs":4348,"content":4349},{"level":1010,"textAlign":118},[4350],{"text":4351,"type":513},"Regel Nr. 3: Einfachheit",{"type":42,"attrs":4353,"content":4354},{"textAlign":118},[4355,4364,4368,4375,4378,4381],{"type":2391,"attrs":4356,"marks":4360},{"id":118,"alt":4357,"src":4358,"title":4357,"source":30,"copyright":30,"meta_data":4359},"Beispiel für Einfachheit (Audi.de)","https://storage.googleapis.com/kk-website-assets/H_xckzE8_8-audi.jpg",{"alt":4357,"title":4357,"source":30,"copyright":30},[4361],{"type":985,"attrs":4362},{"href":4363,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/8-audi.jpg",{"text":4365,"type":513,"marks":4366},"Beispiel für Einfachheit (",[4367],{"type":1770},{"text":4369,"type":513,"marks":4370},"Audi.de",[4371,4374],{"type":985,"attrs":4372},{"href":4373,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.audi.de",{"type":1770},{"text":3632,"type":513,"marks":4376},[4377],{"type":1770},{"type":1559,"marks":4379},[4380],{"type":1770},{"text":4382,"type":513,"marks":4383},"Durch klare Trennung und Illustrationen ist das Drop-down schnell und leicht zu erfassen",[4384],{"type":1770},{"type":42,"attrs":4386,"content":4387},{"textAlign":118},[4388,4390,4394],{"text":4389,"type":513},"Nielsens Standard Usability Guidline ",{"text":4391,"type":513,"marks":4392},"keep it simple",[4393],{"type":927},{"text":4395,"type":513}," gilt auch für die mega drop-downs. „Viel hilft viel“ passt nach unseren Erfahrungen hier nicht. Nur weil man alles in die Drop-downs packen kann, heißt das noch lange nicht, dass das Sinn macht. Dies gilt sowohl für Inhalte, als auch für die Bedienung.",{"type":1008,"attrs":4397,"content":4398},{"level":2531,"textAlign":118},[4399],{"text":4400,"type":513},"Bedienung",{"type":42,"attrs":4402,"content":4403},{"textAlign":118},[4404,4406,4410,4412,4416,4418,4422,4424,4428],{"text":4405,"type":513},"Verschiedene „GUI widgets“ ermöglichen neben dem klassischen Mausklick weiterte Bedienkonzepte wie z. B. Tabs innerhalb des Drop-downs. Von diesen Techniken ist in diesem Zusammenhang meist abzuraten. Erwartungskonformität und einfache Bedienung spielen hier eine wichtigere Rolle. In der Regel werden die Drop-downs nicht durch Mausklick, sondern durch Hover ausgelöst. Dieses Verhalten hat sich bewährt und ist erwartungskonform. Jedoch bringt dies auch Nachteile mit sich, die in Regel Nr. 4 näher erläutert werden. Generell gilt es, die Konformität zu wahren. Wird das Drop-down durch das Event ",{"text":4407,"type":513,"marks":4408},"MouseOver",[4409],{"type":927},{"text":4411,"type":513}," ausgelöst, so muss es auch wieder mit ",{"text":4413,"type":513,"marks":4414},"MouseOut",[4415],{"type":927},{"text":4417,"type":513}," geschlossen werden. Ebenso gilt es mit ",{"text":4419,"type":513,"marks":4420},"OnClick",[4421],{"type":927},{"text":4423,"type":513},". Nur wenn letzteres zum öffnen verwendet wurde, macht ein ",{"text":4425,"type":513,"marks":4426},"x – Button",[4427],{"type":927},{"text":4429,"type":513}," zum schließen Sinn.",{"type":1008,"attrs":4431,"content":4432},{"level":2531,"textAlign":118},[4433],{"text":4434,"type":513},"Menü, nicht Dialog.",{"type":42,"attrs":4436,"content":4437},{"textAlign":118},[4438,4447],{"type":2391,"attrs":4439,"marks":4443},{"id":118,"alt":4440,"src":4441,"title":4440,"source":30,"copyright":30,"meta_data":4442},"Beispiel für Dialoge in Drop-downs (BMI.com)","https://storage.googleapis.com/kk-website-assets/Sceiqz_X_10-bmi.jpg",{"alt":4440,"title":4440,"source":30,"copyright":30},[4444],{"type":985,"attrs":4445},{"href":4446,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/10-bmi.jpg",{"text":4440,"type":513,"marks":4448},[4449],{"type":1770},{"type":42,"attrs":4451,"content":4452},{"textAlign":118},[4453,4455,4459],{"text":4454,"type":513},"Ein Drop-down ist nach wie vor ein Navigationselement und hat eine ",{"text":4456,"type":513,"marks":4457},"flüchtige Bildschirmpräsenz",[4458],{"type":927},{"text":4460,"type":513},", es ersetzt keine Dialogbox. Komplexere Interaktionen sollten nicht in das Drop-down wandern, auch wenn es verführerisch sein mag.",{"type":1008,"attrs":4462,"content":4463},{"level":2531,"textAlign":118},[4464],{"text":4465,"type":513},"Vorsicht bei Überladung!",{"type":42,"attrs":4467,"content":4468},{"textAlign":118},[4469,4479,4483,4490],{"type":2391,"attrs":4470,"marks":4475},{"id":118,"alt":4471,"src":4472,"title":4473,"source":30,"copyright":30,"meta_data":4474},"Beispiel für ein überladenes Drop-down (tntrailsandbyways.com)","https://storage.googleapis.com/kk-website-assets/04AATIAq_11-tntrailsandbyways.jpg","11-tntrailsandbyways-klein",{"alt":4471,"title":4473,"source":30,"copyright":30},[4476],{"type":985,"attrs":4477},{"href":4478,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/11-tntrailsandbyways.jpg",{"text":4480,"type":513,"marks":4481},"Beispiel für ein überladenes Drop-down (",[4482],{"type":1770},{"text":4484,"type":513,"marks":4485},"tntrailsandbyways.com",[4486,4489],{"type":985,"attrs":4487},{"href":4488,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.tntrailsandbyways.com",{"type":1770},{"text":3632,"type":513,"marks":4491},[4492],{"type":1770},{"type":42,"attrs":4494,"content":4495},{"textAlign":118},[4496],{"text":4497,"type":513},"Der Name “Mega Drop-down” diktiert zwar Größe und die Drop-downs haben schließlich viel Platz für Optionen. Dennoch sollten sie nicht überladen werden. Es ist verführerisch, alle Optionen, auch evtl. weniger relevante, zu implementieren. Es könnte ja sein, ein Kunde vermisst diese Option. Hier gilt es, stets abzuwägen und sich die Fragen zu stellen: „Ist dieses Feature wirklich wichtig für den Kunden?“ oder „Kommt der Kunde ohne dieses Feature schlechter zum Ziel?“.",{"type":1008,"attrs":4499,"content":4500},{"level":1010,"textAlign":118},[4501],{"text":4502,"type":513},"Regel Nr. 4: Accessibility",{"type":42,"attrs":4504,"content":4505},{"textAlign":118},[4506,4508,4512],{"text":4507,"type":513},"Wer eine ",{"text":4509,"type":513,"marks":4510},"maximal erreichbare",[4511],{"type":927},{"text":4513,"type":513}," Plattform zur Verfügung stellen möchte, sollte bei der Implementierung technische Hilfsmittel wie beispielsweise „screen reader“ oder „screen magnifiers“ im Hinterkopf behalten.",{"type":42,"attrs":4515,"content":4516},{"textAlign":118},[4517,4519,4523],{"text":4518,"type":513},"Nicht nur Kunden mit motorischen Störungen oder Sehschwäche sollten berücksichtigt werden, sondern auch beispielsweise ",{"text":4520,"type":513,"marks":4521},"Mobile Nutzer",[4522],{"type":927},{"text":4524,"type":513},". Sofern keine Mobile-Ansicht eines Adaptiven oder Reponsive Layouts vorhanden ist, ist durch die Zoomfunktion der mobilen Endgeräte stets nur ein Teil des Drop-downs sichtbar, was die Navigation erschwert. Das gleiche gilt natürlich für Bildschirmlupen.",{"type":42,"attrs":4526,"content":4527},{"textAlign":118},[4528],{"text":4529,"type":513},"Touchscreen-Nutzer sind häufig benachteiligt, weil ein Mega drop-down in der Regel per Hover ausgelöst wird. Häufig wird auch lediglich der Text verlinkt. Tooltips werden nicht angezeigt, was die Nutzung erschwert.",{"type":1008,"attrs":4531,"content":4532},{"level":2531,"textAlign":118},[4533],{"text":4534,"type":513},"In der Vergangenheit haben sich dazu folgende Tipps bewährt:",{"type":3989,"attrs":4536,"content":4537},{"order":3991},[4538,4551,4564],{"type":932,"content":4539},[4540],{"type":42,"attrs":4541,"content":4542},{"textAlign":118},[4543,4545,4549],{"text":4544,"type":513},"Für diese Nutzergruppen sollte stets ein ",{"text":4546,"type":513,"marks":4547},"Fallback",[4548],{"type":927},{"text":4550,"type":513}," in Form einer klassischen Übersicht als HTML-Seite bereitgestellt werden. Idealerweise wird diese beim Klick auf die Navigationsleiste angezeigt und beinhaltet die gleichen Informationen wie das Drop-down.",{"type":932,"content":4552},[4553],{"type":42,"attrs":4554,"content":4555},{"textAlign":118},[4556,4558,4562],{"text":4557,"type":513},"Es sollte nicht nur der Text, sondern ein ",{"text":4559,"type":513,"marks":4560},"größerer Bereich",[4561],{"type":927},{"text":4563,"type":513}," um den Text verlinkt sein (auch für Nutzer mit motorischen Einschränkungen wichtig).",{"type":932,"content":4565},[4566],{"type":42,"attrs":4567,"content":4568},{"textAlign":118},[4569,4571,4575],{"text":4570,"type":513},"Die ",{"text":4572,"type":513,"marks":4573},"Grundstruktur",[4574],{"type":927},{"text":4576,"type":513}," des Drop-downs sollte in solidem HTML Markup und CSS erfolgen. JavaScript sollte lediglich zur optimierten Darstellung eingesetzt werden. Beispielsweise hierarchisch verschachtelte Listenelemente (\u003Cli>) innerhalb eines Navigationscontainers (\u003Cnav>). Das hat als Nebeneffekt auch positiven Einfluss auf die Suchmaschinenoptimierung (SEO). Was für Screenreader gilt, erleichtert auch den Crawlern der Suchmaschinen die Indizierung.",{"type":42,"attrs":4578,"content":4579},{"textAlign":118},[4580,4582,4586],{"text":4581,"type":513},"In seiner Guideline empfiehlt Nielsen Shops, die überwiegend Kunden mit Sehschwäche in Ihrer Zielgruppe haben (z. B. ältere Kundengruppen), ",{"text":4583,"type":513,"marks":4584},"starke visuelle Signale",[4585],{"type":927},{"text":4587,"type":513}," für Menürahmen zu verwenden. Dies könnte auch bei mobilen Endgeräten hilfreich sein. Dennis Herzberger von konversionsKRAFT geht auf diese Thematik in seinem Artikel Mega Drop-down auf mobilen Endgeräten genauer ein.",{"type":42,"attrs":4589,"content":4590},{"textAlign":118},[4591,4593,4597],{"text":4592,"type":513},"Ein weiterer Tipp von Nielsen, den wir bisher im eCommerce jedoch nicht bestätigen können, ist die Verwendung von „",{"text":4594,"type":513,"marks":4595},"keytips interactions",[4596],{"type":927},{"text":4598,"type":513},"“. Dabei werden alle Funktionen des Drop-downs auch vollständig durch die Tastatur ermöglicht, ähnlich den Menüleisten der Betriebssysteme. Idealerweise werden die entsprechenden Tasten durch Unterstreichung des Buchstabens angezeigt.",{"type":42,"attrs":4600,"content":4601},{"textAlign":118},[4602],{"text":4603,"type":513},"Ob sich das durchsetzen wird, bleibt weiterhin abzuwarten. In den letzten sechs Jahren jedenfalls nicht. Auch die Verwendung der Tabulator- und Cursor-Tasten hat sich bei regulären Drop-downs zur alternativen Bedienung nicht etabliert.",{"type":1008,"attrs":4605,"content":4606},{"level":1010,"textAlign":118},[4607],{"text":4608,"type":513},"Regel Nr. 5: Die Haptik",{"type":42,"attrs":4610,"content":4611},{"textAlign":118},[4612,4621,4625,4632,4635,4638],{"type":2391,"attrs":4613,"marks":4617},{"id":118,"alt":4614,"src":4615,"title":4614,"source":30,"copyright":30,"meta_data":4616},"Beispiel für ausgewogene Haptik (EMC.com)","https://storage.googleapis.com/kk-website-assets/cx7IAJsU_12-emc.jpg",{"alt":4614,"title":4614,"source":30,"copyright":30},[4618],{"type":985,"attrs":4619},{"href":4620,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/12-emc.jpg",{"text":4622,"type":513,"marks":4623},"Beispiel für ausgewogene Haptik (",[4624],{"type":1770},{"text":4626,"type":513,"marks":4627},"EMC.com",[4628,4631],{"type":985,"attrs":4629},{"href":4630,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.emc.com",{"type":1770},{"text":3632,"type":513,"marks":4633},[4634],{"type":1770},{"type":1559,"marks":4636},[4637],{"type":1770},{"text":4639,"type":513,"marks":4640},"Hier wurde auf Timing, Geschwindigkeit, Verzögerung und Animation Rücksicht genommen. Allerdings ruckelt die Anzeige gelegentlich, der Schließen-Button ist überflüssig.",[4641],{"type":1770},{"type":42,"attrs":4643,"content":4644},{"textAlign":118},[4645],{"text":4646,"type":513},"Abgesehen von der Reaktions- und Darstellungsgeschwindigkeit, verzichtet Nielsen in seiner Guideline gänzlich darauf, auf die Haptik der Drop-downs einzugehen.",{"type":42,"attrs":4648,"content":4649},{"textAlign":118},[4650],{"text":4651,"type":513},"Unseren Erfahrungen und Nutzertests zu Folge spielt diese jedoch eine durchaus relevante Rolle. Wir haben festgestellt, dass die Art des Drop-downs und das Gefühl, das bei der Nutzung (oder anderer Bedienelemente) entsteht, eine Wirkung auf die „User Experience“ und letztendlich den Kaufprozess hat.",{"type":42,"attrs":4653,"content":4654},{"textAlign":118},[4655,4657,4661,4663,4667],{"text":4656,"type":513},"Mit anderen Worten: Ein Menü muss sich „",{"text":4658,"type":513,"marks":4659},"gut anfühlen",[4660],{"type":927},{"text":4662,"type":513},"“. Bestätigung unser Erfahrungen zu diesem Thema finden wir in einer sehr klassischen Richtlinie, welche in diesem Zusammenhang erst einmal unkonventionell klingt: ",{"text":4664,"type":513,"marks":4665},"the principles of animation by Disney®",[4666],{"type":927},{"text":4668,"type":513},". Dabei spielen – neben der bereits angesprochenen Ein-/Ausblende-Verzögerung und der Zeit – zwei weitere Faktoren eine wichtige Rolle:",{"type":42,"attrs":4670,"content":4671},{"textAlign":118},[4672,4674,4678,4680,4684,4686,4690,4692,4698],{"text":4673,"type":513},"Zum einen die Art des ",{"text":4675,"type":513,"marks":4676},"Effekts",[4677],{"type":927},{"text":4679,"type":513},", beispielsweise als „Fading“, und zum anderen die ",{"text":4681,"type":513,"marks":4682},"Dynamik",[4683],{"type":927},{"text":4685,"type":513},". Neben der linearen sind dynamische Darstellungen wie z. B. gedämpfte Beschleunigung möglich. Diese ",{"text":4687,"type":513,"marks":4688},"Easings",[4689],{"type":927},{"text":4691,"type":513}," werden mittlerweile nativ durch CSS und alternativ bzw. ergänzend schon seit vielen Jahren durch diverse JavaScript Frameworks und Animation Plugins zur Verfügung gestellt (z. B. ",{"text":4693,"type":513,"marks":4694},"Greensock.com",[4695],{"type":985,"attrs":4696},{"href":4697,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://Greensock.com",{"text":4699,"type":513},").",{"type":42,"attrs":4701,"content":4702},{"textAlign":118},[4703,4705,4709,4711,4715],{"text":4704,"type":513},"Es macht einen großen Unterschied, ob das Drop-down nach 0.5 Sekunden einfach da ist, oder weich eingeblendet wird. Wichtig dabei ist, ",{"text":4706,"type":513,"marks":4707},"den Bogen nicht zu überspannen",[4708],{"type":927},{"text":4710,"type":513},". Bei aller Liebe zum Detail und einem guten ",{"text":4712,"type":513,"marks":4713},"Joy of Use",[4714],{"type":927},{"text":4716,"type":513}," gilt Nielsens Guideline: „keep it simple“.",{"type":42,"attrs":4718,"content":4719},{"textAlign":118},[4720,4722,4726],{"text":4721,"type":513},"Diese Techniken sollten lediglich der Aufwertung dienen und auf keinen Fall die Funktion oder Wahrnehmung stören. Die verwendeten Effekte müssen sich ",{"text":4723,"type":513,"marks":4724},"harmonisch und ausgeglichen",[4725],{"type":927},{"text":4727,"type":513}," in das Gesamtbild integrieren. Nach einer Einblende-Animation sollte das Drop-down z. B. nicht einfach verschwinden, sondern auch wieder ausgeblendet werden.",{"type":42,"attrs":4729,"content":4730},{"textAlign":118},[4731,4740,4744,4751],{"type":2391,"attrs":4732,"marks":4736},{"id":118,"alt":4733,"src":4734,"title":4733,"source":30,"copyright":30,"meta_data":4735},"Beispiel für gutes Timing und Animation (Archer-group.com)","https://storage.googleapis.com/kk-website-assets/XlOQo5T7_13-archer-group.jpg",{"alt":4733,"title":4733,"source":30,"copyright":30},[4737],{"type":985,"attrs":4738},{"href":4739,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2010/04/13-archer-group.jpg",{"text":4741,"type":513,"marks":4742},"Beispiel für gutes Timing und Animation (",[4743],{"type":1770},{"text":4745,"type":513,"marks":4746},"Archer-group.com",[4747,4750],{"type":985,"attrs":4748},{"href":4749,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://www.archer-group.com",{"type":1770},{"text":3632,"type":513,"marks":4752},[4753],{"type":1770},{"type":42,"attrs":4755,"content":4756},{"textAlign":118},[4757,4759,4763,4765,4769,4771,4775,4777,4781],{"text":4758,"type":513},"Oft wird auf diese kleinen Details keine oder nur wenig Rücksicht genommen. Wir haben in Nutzer- und zahlreichen A/B-Tests in den letzten Jahren festgestellt, dass jedoch auch das ",{"text":4760,"type":513,"marks":4761},"Gefühl für das Interface",[4762],{"type":927},{"text":4764,"type":513}," eine relevante Rolle spielt. Auch wenn Nutzer in Befragungen angeben, dass ihnen eine visuell ",{"text":4766,"type":513,"marks":4767},"ansprechende Darstellung",[4768],{"type":927},{"text":4770,"type":513}," nicht wichtig ist oder diese teilweise gar nicht aktiv wahrgenommen wurde. So zeigen die Tests, dass Interfaces mit optimierter Haptik ein ",{"text":4772,"type":513,"marks":4773},"positives Gefühl",[4774],{"type":927},{"text":4776,"type":513}," bewirken und einen positiven Effekt auf messbare ",{"text":4778,"type":513,"marks":4779},"KPIs wie die Conversion Rate",[4780],{"type":927},{"text":4782,"type":513}," haben.",{"type":1008,"attrs":4784,"content":4785},{"level":1010,"textAlign":118},[4786],{"text":1514,"type":513},{"type":42,"attrs":4788,"content":4789},{"textAlign":118},[4790],{"text":4791,"type":513},"Ein Mega Drop-down Menu einzuführen bzw. zu optimieren ist eine von vielen Stellschrauben, um die Conversion Rate durch den Joy-of-Use, die Einfachheit und Orientierung, zu steigern.",{"type":42,"attrs":4793,"content":4794},{"textAlign":118},[4795,4797],{"text":4796,"type":513},"Berücksichtigt man eine klare Informationsarchitektur, gruppiert die zur Verfügung stehenden Optionen sinnvoll, trennt diese visuell und hält sich an ein paar Anhaltspunkte zum Timing, so lässt sich der Kunde schneller und leichter zum Ziel führen. Diese Regeln können die Motivation beim Navigieren steigern, sind aber sicherlich kein “Allerwelts-Heilmittel”. Hier stimmen auch unsere Erfahrungen mit Nielsen überein: ",{"text":4798,"type":513,"marks":4799},"it’s always best to test",[4800],{"type":927},{"type":42,"attrs":4802,"content":4803},{"textAlign":118},[4804],{"text":4805,"type":513},"Fragen und Meinungen sind in den Kommentaren willkommen!",{"type":1008,"attrs":4807,"content":4808},{"level":1010,"textAlign":118},[4809],{"text":4810,"type":513},"Weiterführende Links",{"type":929,"content":4812},[4813,4824],{"type":932,"content":4814},[4815],{"type":42,"attrs":4816,"content":4817},{"textAlign":118},[4818],{"text":4819,"type":513,"marks":4820},"Jakob Nielsens „Mega Drop-Down Navigation Menus Work Well“",[4821],{"type":985,"attrs":4822},{"href":4823,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.useit.com/alertbox/mega-dropdown-menus.html",{"type":932,"content":4825},[4826],{"type":42,"attrs":4827,"content":4828},{"textAlign":118},[4829,4835,4837],{"text":4830,"type":513,"marks":4831},"The principles of animation by Disney®",[4832],{"type":985,"attrs":4833},{"href":4834,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://en.wikipedia.org/wiki/12_basic_principles_of_animation",{"text":4836,"type":513}," bzw. 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