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Jede Woche eine neue Folge.","mic",{"id":430,"name":431,"link":432,"description":433,"icon":350,"children":-1},"cmgq8ownnpwx80jt63ht0ruxg","Artikel","https:\u002F\u002Fomr.com\u002Fde\u002Feducation\u002Farticles","Lies spannende und lehrreiche Artikel unserer Fachredakteur*innen zu Online Marketing und Digital-Business",{"id":435,"slug":436,"name":437,"link":438,"description":439,"promo":102,"children":440},"clpi6xmt13jbu0aujf8rysxgz","podcast","Podcasts","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast-overview\u002F","Podcast Portfolio ",[441,447,452,457],{"id":442,"name":443,"link":444,"description":445,"icon":446,"children":-1},"clpi82dp151i50buu8qkn6nuj","OMR Podcast","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast\u002F","Der OMR Podcast mit Philipp Westermeyer über Einblicke und Erfolgsgeheimnisse aus Wirtschaft, Tech und alles rund um Digitalisierung.","headphones",{"id":448,"name":449,"link":450,"description":451,"icon":428,"children":-1},"clpi83dyd5enl0aujpk2hoboj","Podstars by OMR","https:\u002F\u002Fwww.podstars.de\u002Fportfolio","Unser Podcast Portfolio im Überblick",{"id":453,"name":454,"link":455,"description":456,"icon":128,"children":-1},"cmlqpsgxe0oxx07uiufduyxa7","Podcast Vermarktung","https:\u002F\u002Fwww.podstars.de\u002Fwerbung","Erreiche deine Zielgruppe mit Podcastwerbung",{"id":458,"name":459,"link":460,"description":461,"icon":462,"children":-1},"cmlqpsgxe0oxw07uikxdk6k6m","Podcast Produktion","https:\u002F\u002Fwww.podstars.de\u002Fproduktion","Produziere deinen Podcast mit Podstars","mic_vocal",{"id":464,"slug":465,"name":466,"link":467,"description":468,"promo":469,"children":480},"clpi6yequ32t40bugvkn6ko21","jobshr","Jobs & HR","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr","News & Insights aus der Welt der Arbeit",{"__typename":110,"id":470,"image":471,"title":474,"subtitle":475,"cta":476},"cmix6l950myyw07tacxq90vty",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":472,"url":473},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmpp3xq5gmn1o07umjnn3ci0m","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmpp3xq5gmn1o07umjnn3ci0m","Vom 23. - 24. 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",{"__typename":119,"label":477,"url":478,"target":102,"external":479,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Kostenlos anmelden","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fpages\u002Ffuturedays?utm_source=website&utm_medium=jobs&utm_campaign=futurehrdays26&utm_term=navi",true,[481,513],{"id":482,"name":483,"link":467,"description":484,"icon":485,"children":486},"clpi6zeyd34sa0bughepauo1x","Für HR-Manager*innen","Dein Hub für Recruiting, Employer Branding & HR-Expertise.","sparkles",[487,491,495,499,503,506,510],{"id":488,"name":489,"link":490},"cmk2dykasxmqj07taen281070","Job inserieren","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fjobs\u002Fnew",{"id":492,"name":493,"link":494},"cmk2dykasxmqh07tazatfxr2y","OMHR Podcast","https:\u002F\u002Fomhr.podigee.io\u002F",{"id":496,"name":497,"link":498},"cmk2dykarxmqg07ta66zp0vp0","Whitepapers","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fpages\u002Fwhitepapers",{"id":500,"name":501,"link":502},"cmk2dykarxmqf07ta2irdmk77","Blog","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Farticles",{"id":504,"name":505,"link":478},"cmpcla9z5py4808un2l983z9h","Future HR Days | 23. – 24. 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Arbeitswelt",{"__typename":110,"id":541,"image":542,"title":545,"subtitle":546,"cta":547},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":543,"url":544},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmlj75by11ybt06ungk2z4tk9","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmlj75by11ybt06ungk2z4tk9","5050 Newsletter","Der Gründer*innen Pitch für Early Stage-Startups mit paritätisch oder mehrheitlich weiblich besetzten Gründungsteams.",{"__typename":119,"label":548,"url":549,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[551,556,560],{"id":552,"name":553,"link":554,"description":555,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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zurück.",{"id":578,"slug":579,"name":580,"link":581,"description":582,"promo":102,"children":583},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[584,589,594,598,602,607],{"id":585,"name":586,"link":581,"description":587,"icon":588,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":590,"name":10,"link":591,"description":592,"icon":593,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":595,"name":85,"link":596,"description":597,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":842,"nextGlossary":845},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":836,"slug":841,"topicPageRedirect":102},"Glossary","clje105el26al0btagpq04fya","Conversion Optimierung (CRO)",{"__typename":619,"json":620,"references":835},"GlossaryDescriptionRichText",{"children":621},[622,642,647,658,662,666,670,686,690,703,707,711,715,797,801,812,823,832],{"type":623,"children":624},"paragraph",[625,627,633,635,640],{"text":626},"Ein Bereich des Online-Marketings ist die Conversion-Optimierung, die im Englischen als Conversion-Rate-Optimization (CRO) bezeichnet wird. Die Conversion-Optimierung zielt darauf ab, die Zahl der Conversions zu vergrößern und somit auch die ",{"href":628,"type":629,"children":630,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fconversion-rate","link",[631],{"text":632},"Conversion Rate",{"text":634}," zu maximieren. Dies erleichtert das Verständnis von erzielten Erfolgen und ermöglicht die Anpassung kommender Maßnahmen. Weiterhin kann der Werber mit der Conversion Optimierung den zukünftigen ",{"href":636,"type":629,"children":637,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Freturn-investment-roi",[638],{"text":639},"Return of Investment (ROI)",{"text":641}," besser berechnen. Und auch die Qualität der Conversion lässt sich mit der Conversion-Optimierung verbessern.",{"type":643,"children":644},"heading-two",[645],{"text":646},"Das beinhaltet die Conversion-Optimierung",{"type":623,"children":648},[649,651,656],{"text":650},"Der Begriff ",{"href":652,"type":629,"children":653,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fconversion",[654],{"text":655},"Conversion",{"text":657}," kann im Prinzip alles beinhalten, von einem einfachen Download bis hin zu einem Abschluss eines Vertrags oder einem Kauf. Es kommt also zunächst darauf an, wie ihr Conversions definiert. Das übergeordnete Ziel der Conversion-Optimierung ist dann, eine Seite so zu verbessern, dass die Zahl der Conversions steigt. In den meisten Fällen geht das mit der Maximierung des Umsatzes bzw. des Gewinns einher.",{"type":623,"children":659},[660],{"text":661},"Die aktive Optimierung der Conversion-Zahlen hat Auswirkungen auf alle Seiten entlang eines Sales Funnels. In den meisten Fällen bezieht sich die Optimierung aber auf Landingpages. Das sind die Einstiegsseiten der Nutzer und damit der erste Berührungspunkt eines Besuchers mit der Seite. Hier kommt es nicht nur darauf an, den Nutzer zu halten, sondern ihn auch für das Conversion-Ziel zu überzeugen. Alle Maßnahmen, die auf dieses Ziel einzahlen, zählen zu Maßnahmen der Conversion-Optimierung.",{"type":643,"children":663},[664],{"text":665},"Wie gehe ich eine Conversion-Optimierung an?",{"type":623,"children":667},[668],{"text":669},"Generell gibt es zwei Herangehensweisen: die traditionelle Optimierung und das kontinuierliche Testing. Bei der traditionellen Herangehensweise bauen Seitenbetreiber:innen eine komplett neue Seite, um das Ziel, die Conversion-Zahl zu maximieren, zu erreichen. Man spricht hier auch von einem klassischen Relaunch. Vorbild dabei sind dann immer die erfolgreichsten Websites, die es in der eigenen Nische aktuell gibt (State-of-the-Art).",{"type":623,"children":671},[672,682,684],{"src":673,"type":674,"title":675,"width":676,"handle":677,"height":678,"children":679,"mimeType":275},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FAbk7syaaQhCmxIuZoIz8","image","Relaunch Projekte brauchen in der Conversion Optimierung viel Zeit und Geld",776,"clje102j227qs0buj1oqpxe3l",558,[680],{"text":681},"",{"text":683},"\n",{"text":685,"italic":479},"Relaunch-Projekte brauchen in der Conversion Optimierung oft viel Zeit und Geld.",{"type":623,"children":687},[688],{"text":689},"Erfahrungsgemäß ist der Impact dieser traditionellen Herangehensweise – große Optimierung von Zeit zu Zeit – allerdings gering, die Conversions steigen nicht wie gewünscht und vor allem ist kaum nachvollziehbar, welche der durchgeführten Veränderungen nun genau welchen Einfluss auf das Ergebnis hatte. Konkretes Lernen durch die Optimierung findet so wenig statt, weil die Daten fehlen. Das führt letztlich dazu, dass man nie genau weiß, welche Versionen einzelner Elemente gut funktionieren und welche nicht. Eine weitere Folge dieser Strategie sind explodierende Kosten, sowohl für die Umsetzung als auch für die Opportunitätskosten. All das könnte man durch einen modernen Ansatz sparen.",{"type":623,"children":691},[692,700,701],{"src":693,"type":674,"title":694,"width":695,"handle":696,"height":697,"children":698,"mimeType":275},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FEhc90VCS6qSNOfEEgqh6","Durch kontinuierliches Testing lassen sich Kosten in der Conversion Optimierung sparen.",778,"clje102is26a70btamwatuaus",490,[699],{"text":681},{"text":683},{"text":702,"italic":479},"Durch kontinuierliches Testing lassen sich Kosten sparen.",{"type":623,"children":704},[705],{"text":706},"Heute sieht der Optimierungsprozess im Idealfall anders aus, vor allem performance-, ressourcen- und kosteneffizienter: In kurzen zeitlichen Abständen werden kleinere Änderungen vorgenommen und die Seite wird auf diese Weise kontinuierlich getestet und angepasst, um permanent an die besten Websites anzuschließen. Durch diese Strategie bewegt sich eine Seite am Optimum im Markt, ohne Verluste gegenüber anderen, besseren Seiten zu machen, während sie down ist oder Bugs durch den Relaunch auftreten. Das sorgt nicht nur für geringere bis kaum noch vorhandene Opportunitätskosten, sondern auch für eine ausgereifte Datenbasis, die wiederum für folgende Conversion-Optimierungen genutzt werden können.",{"type":643,"children":708},[709],{"text":710},"Conversion-Rate-Optimierungstools",{"type":623,"children":712},[713],{"text":714},"CRO-Tools helfen dir dabei, die Website und weitere Vetriebskanäle so zu gestalten, dass mehr Besucher zu Kund*innen werden. Sie analysieren das Verhalten der Nutzer*innen, testen unterschiedliche Versionen und liefern wertvolle Einblicke in die Effektivität verschiedener Elemente wie Call-to-Actions, Layouts und Inhalte. Durch fortlaufende Tests und Anpassungen ermöglichen diese Tools Unternehmen, die Benutzererfahrung zu verbessern, die Conversion Rate zu steigern und letztendlich den Umsatz zu maximieren. Das sind einige beliebte CRO-Tools:",{"type":716,"children":717},"bulleted-list",[718,731,742,753,764,775,786],{"type":719,"children":720},"list-item",[721],{"type":722,"children":723},"list-item-child",[724,725,730],{"text":681},{"href":726,"type":629,"children":727,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fkameleoon",[728],{"text":729},"Kameleoon",{"text":681},{"type":719,"children":732},[733],{"type":722,"children":734},[735,736,741],{"text":681},{"href":737,"type":629,"children":738,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Feasy2",[739],{"text":740},"EASY2",{"text":681},{"type":719,"children":743},[744],{"type":722,"children":745},[746,747,752],{"text":681},{"href":748,"type":629,"children":749,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fablyft",[750],{"text":751},"ABlyft",{"text":681},{"type":719,"children":754},[755],{"type":722,"children":756},[757,758,763],{"text":681},{"href":759,"type":629,"children":760},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fheyflow",[761],{"text":762},"Heyflow",{"text":681},{"type":719,"children":765},[766],{"type":722,"children":767},[768,769,774],{"text":681},{"href":770,"type":629,"children":771,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fvarify-io",[772],{"text":773},"Varify.io",{"text":681},{"type":719,"children":776},[777],{"type":722,"children":778},[779,780,785],{"text":681},{"href":781,"type":629,"children":782,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Famplitude",[783],{"text":784},"Amplitude",{"text":681},{"type":719,"children":787},[788],{"type":722,"children":789},[790,791,796],{"text":681},{"href":792,"type":629,"children":793,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fodoscope",[794],{"text":795},"ODOSCOPE",{"text":681},{"type":643,"children":798},[799],{"text":800},"So optimiert man die Conversion richtig",{"type":623,"children":802},[803,805,810],{"text":804},"Conversion-Optimierung ist in der Praxis also kein Projekt, sondern ein Prozess. 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