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How to Optimize Your Online Sales

Sven Sauder8/20/2025

Tips on how you can optimize your online sales!

Table of contents
  1. What are the requirements to optimize online sales?
  2. What online sales channels are there?
  3. As already discussed in the previous section, it is also very advisable here to carefully consider before using the respective channel what goals you have and how you can determine KPIs for these goals. KPIs, with which you can also get a picture of how the individual channel performs for the respective goal. This measurement will ultimately allow conclusions to be drawn about where you can still make improvements.
  4. A greatly simplified example: A company plans to significantly increase sales targets for the next financial year. Sales is now dealing with how to achieve these goals. It is discussed how many new customers need to be generated and what potentials could lie in cross and upselling. Especially the area of new customers turns out to be very interesting. These new customers are supposed to be “lured in” with webinars, on-demand videos, white papers, etc., so that sales can convince them of the products and services at a later date.
  5. SEO & SEA to be found
  6. The previously mentioned optimization possibilities like SEO, SEA, and optimization for mobile devices already help to improve conversion rates. In our article about the seven best conversion optimization tools, you'll find out which tools are suitable for which optimization measures.
  7. Web Analytics Tools
The wisdom “Profit lies in the purchase” is well known to every entrepreneur. Therefore, purchasing is often optimized down to the last detail.
But what happens when there is no cash to buy anything at all? When no sales have been made, resulting from sold projects, services, or products. So what happens when sales are not really going smoothly? You should at the latest (!) take care of the optimization of your online sales.
In the following article, we will discuss how to optimize your online sales as a B2B or B2C business. For both forms, there are different potentials, which we will explain to you with suitable examples.
First, we will get into the necessary basic concepts that are important to avoid blind activism. This usually feels good at first, as you have accomplished and implemented something. In the short term, this can help quite a bit. However, in the long term, this will not be worthwhile for you, as you will often face the same problem again and again. Therefore, we start with the basics!

What are the requirements to optimize online sales?

You know you should optimize your online sales? Very good, because that is already the most important step towards improvement. The reason for this realization often lies in one of the following problems with your online sales:
  • Sudden sales slumps
  • Missing (predictable) sales
  • Small shopping carts
  • Low personnel utilization
  • Little to no new customers
Are you fully aware of the problems? Because the recognition of problems forms the basis for optimizing your online sales. If not, the following example questions may be helpful:
  • What particularly bothers me about the current (sales) situation?
  • How did it get to this point?
  • What activities led to this? Or: What activities were missing to get to this point?
  • How do other companies in online sales do better? Why can't I replicate that?
  • What could I learn from others?
  • What would I be afraid of if one of my competitors were to “do” that?
It is important that you honestly answer these and similar questions yourself. Often it is also helpful if external parties assist you to avoid the risk of being “blindsided”.
Once the actual problem has been identified and sufficiently described, another major step towards improvement has been taken. This makes it much easier to redefine goals for your online sales. These goals are intended to counteract the identified problems and improve your current situation.
Here are two examples to illustrate:
  • B2B example:A goal could be, for example, that you want to improve your webinars. The underlying problem you identified for this is that you carry them out regularly and also generate many registrations. However, few registered participants actually participate. As a result, few or no opportunities arise, which is reflected in a sales funnel that needs significant improvement.
  • B2C example:A goal of an online shop could be to increase average shopping cart values and repurchase rates. The underlying problem you identified for this is that customers buy very few products. For example, this might be because you have not yet carried out any cross-selling activities, which in turn is based on a lack of technical know-how.
Once the goals are known, you should definitely agree on measurable KPIs and keep these prominently in mind. This can be done using Business Intelligence Tools as an example. The KPIs are important for you to make your own progress in efforts visible. Only then can you create a basis to make a good assessment of whether the measures taken (we will get to that in a moment) are really goal-oriented or if you need to readjust.
In our B2B example, the following KPIs could be: Number of opportunities per webinar, number of registrations per webinar, number of actual participants per webinar or generated sales through opportunities that came about through webinars.
In our B2C example, on the other hand, the following KPIs could be: average shopping cart values, growth of average shopping cart values, number of products per shopping cart, or number of repeat buyers.
At the beginning of this section, we mentioned blind activism. With the initial basics, we have hopefully now put an end to this and are moving on to planned activism. Because thanks to the recognized problems, defined goals, and corresponding KPIs, this is now possible. In the following sections, we will give examples of how you can optimize your online sales.

What online sales channels are there?

Unfortunately, this blanket question cannot be answered blanketly. It strongly depends on the product, the service, the business background, and other factors to make a qualified statement here. Nevertheless, the following list of channels should at least provide a rough guide:
  • Own website / own online shop
  • Social media platforms
  • Marketplaces (Amazon, ebay, OTTO, Zalando, fiverr, upwork, Machineseeker Group, etc.)
  • Affiliate networks (,) Webgains Comparison portals
  • Websites of partner companies
  • Each company probably knows even more channels. The basic question you should ask yourself at this point: Which channels make sense for you? Which ones are you already using and how do they perform?
How can you optimize your online sales?

As already discussed in the previous section, it is also very advisable here to carefully consider before using the respective channel what goals you have and how you can determine KPIs for these goals. KPIs, with which you can also get a picture of how the individual channel performs for the respective goal. This measurement will ultimately allow conclusions to be drawn about where you can still make improvements.

We are aware that this measure sounds simple and essential. However, experience also teaches us that many companies do not carry out or not sufficiently appreciate this foundation in their day-to-day business. Therefore, it cannot be mentioned often enough: Set your goals, work out which KPIs you want to measure these goals with, and carry out the measurement regularly! Only then can you draw more precise conclusions, on the basis of which you can carry out targeted measures for improvement.
In addition to the very general measures, there are of course concrete measures to optimize your own online sales. The following two are intended as examples.
If the goal is to generate more revenue through your own website or online store, you should definitely get support from web analytics software such as
Google Analytics or Matomo. With a tracking tool, you can analyze your company's data in one central location, measure the performance of marketing activities, content, and your own products, and therefore “make better decisions”. As website operators, this allows you to view important statistics and key figures, on the basis of which you can then make your qualified decisions.The revenues of your own online sales can be optimized in other ways as well. Especially in the B2C sector, affiliate marketing is a very popular method for companies to boost their own sales. The principle behind this is quite simple: In the affiliate networks, advertising companies (advertisers) are brought together with other website operators (affiliates). Advertisers provide affiliates with advertising materials in cooperation, which they can use and integrate on their own website. Services such as clicks, leads, or purchases are agreed in advance. If these services are generated by the affiliate and the advertising material, the affiliate is compensated by the advertiser with a commission. So, it's a win-win situation for both companies.
Among a multitude of affiliate networks, the following three stand out in particular:WebgainsAdcell
Awin
“But wait a minute”, you are thinking now. “That's marketing. We want to optimize our online sales here”. Right! But it should be absolutely clear to everyone that sales depend on marketing. And vice versa.

A greatly simplified example: A company plans to significantly increase sales targets for the next financial year. Sales is now dealing with how to achieve these goals. It is discussed how many new customers need to be generated and what potentials could lie in cross and upselling. Especially the area of new customers turns out to be very interesting. These new customers are supposed to be “lured in” with webinars, on-demand videos, white papers, etc., so that sales can convince them of the products and services at a later date.

And so we are at the right point: How will these potential new customers become aware of webinars, on-demand videos, white papers, etc.? That's right: through marketing! And this should also be taken into account during your optimization efforts.
The classics like SEO, SEA, Social Media, and Email Marketing of course must not be left unmentioned. Numerous providers and really great software are available for this:
SEO tools
SEA tools
Social Media tools
is to make processes in and around marketing & sales visible and to automate them as much as possible in order to make all results more measurable. This can directly support our effort to optimize our online sales! With the help of marketing automation tools, you can digitally map your current manual marketing processes. The digitalization of these processes allows you to merge various marketing measures, thus saving time and getting much better feedback on the successes and failures of your online sales.
How a Marketing Automation for Online Sales worksEspecially in B2B sales, you can gain a significant advantage through marketing automation for your online sales due to the sometimes much longer sales cycles and generally more complex decision-making processes. Let's go through a possible (simplified) customer journey of a company to illustrate this:An entrepreneur is currently looking for suitable software to solve a particular problem. Through research, this entrepreneur becomes aware of you through one of your SEA campaigns and downloads one of your whitepapers. This whitepaper provides general tips on a very specific problem.

At this point, you start with a marketing automation! Through the download of the whitepaper, you receive the first important information: the name of the lead, the email address, and possibly the first hints at an existing problem of the company (through the download of the very specific whitepaper). With this, you can at least do a basic assessment and categorization of the lead.

A certain time after the download, you (automatically!) contact the lead saying that you will have a webinar taking place next week, in which the topic from the whitepaper will be discussed in much more depth. Your lead signs up and provides you when registering with two further details about themself: the job title and the telephone number. In addition, they sign up for one of your newsletters. With this information, you can reassess and further qualify the lead.
After participation in the webinar, you (again automated!) send the lead information on upcoming events, for which interested people can sign up for free. Your lead selects the suitable (online) event and provides more information about themselves when registering: the number of employees in the company, areas of interest, current problem situation. Once again, you can use this information to assess and qualify the lead and get a very detailed picture of them.
With the help of marketing automation, you now have a very well-qualified lead that you can hand over to your sales team. And that without manual effort (except for the initial creation of this automation)! Your sales team will be very grateful for exactly this type of leads because they can now sell a specific product to the lead much more easily.
Yes, this is the optimal course of such a customer journey. BUT: That is exactly what you want! Sales should, if possible, only receive the best-qualified leads. This reduces the time invested in non-sale-ready leads, leaving more time for sale-ready leads. The result is that your sales team will achieve a significantly higher closing rate and more sales. And that, in turn, was your initial goal: to optimize online sales!
With the following exemplary tools, you too can implement marketing automation for your own needs:
HubSpot Marketing Hub
Salesforce Pardot
Mailchimp
An important self-responsibility is reflected in the optimization of your own online shop. Depending on how your shop was built, there are various approaches for this. Each shop system usually brings with it one or the other possibility:

SEO & SEA to be found

Web Analytics to measure and evaluate traffic
Optimize for mobile devices to also be able to sell well to mobile customersIntegration of customer reviews to build trust and much moreHere too, the rule is: These points should already be part of your standard repertoire. Regardless of the shop software used. If not, you will find suitable providers in the following
  • OMR reviews
  • categories that can support you:
  • SEO tools
  • SEA tools
Web Analytics toolsWebshops and shop systemsOptimize online sales with CRO (No, not the German rapper with the panda mask).

The previously mentioned optimization possibilities like SEO, SEA, and optimization for mobile devices already help to improve conversion rates. In our article about the seven best conversion optimization tools, you'll find out which tools are suitable for which optimization measures.

In addition, you should deal with the following questions:
What is currently preventing my customers from buying in my online shop?How can my customers make a purchase as easily as possible?How can I speed up my customers' buying process?
At which point can I work with personalization?What payment options do my customers want?At what point do my customers abandon the purchase? And how can I prevent that?
How do I still lead my customers to purchase the products afterward?
  • As you can guess, each online shop operator will have different answers to these questions. For this reason, we unfortunately cannot show a universally valid solution at this point. For this, however, with these example questions, each online shop operator can already approach their own optimization potential and identify the first points to optimize themselves.
  • This could be, for example, that you discover that the “Add to Shopping Cart” button is placed too small and inconspicuously. Or maybe you realize that it would make sense to include significantly more payment providers so that your customers can use their own “favorite”. Maybe there are also basic product information missing that a buyer would wish for in order to make a purchasing decision. This all sounds very banal and easy to implement. Often, however, it is precisely these quick wins that already lead to a noticeable success in your online shop and to a conversion rate optimization.
  • If you have already identified various points yourself, there are also various software providers that can help you get even better there:
  • Conversion optimization tools
  • Payment service providers
  • Content recommendation tools
  • But be careful, you must not succumb to the illusion that a software can take all the work off your hands and everything works immediately for conversion rate optimization. As we have already written in several places, the following also applies here: Recognize the basic problems, set goals and KPIs, and then implement measures to achieve your goals. In addition, it is particularly important for CRO to keep evaluating measures, fine-tuning them, and improving oneself.
If you feel incapable of recognizing the potentials yourself, it is definitely advisable to get professional help from agencies. There are several on the market that specialize exactly in this. They will conduct an audit for you, for example, in which potentials are supposed to be recognized and initial recommendations for action are given to you. Depending on the agreement, you can then optimize the discovered potentials yourself or the agency can also take care of it for you.
Summary of optimizing online sales
As you have probably noticed in the article, there are recurring steps to optimizing your online sales:
It is completely irrelevant what exactly you want to optimize. The first step for optimization always lies in recognizing a problem. Once you have recognized the problems of a poor performance, measurable goals must be set for their remedy. These goals should then be achieved by means of measures. If your KPIs indicate that the goals are not being achieved, the measures have to be adapted. If the goals are reached, you might want to set them higher for yourself in the next evaluation cycle. If you just adhere to these basic principles, you will be able to significantly optimize your online sales!
The following is once again all the tool categories that can also assist you in optimizing your online sales:

Web Analytics Tools

Marketing Automation Tools
  • Conversion Optimization Tools
  • SEO Tools
  • SEA Tools
Social Media Tools
Affiliate network
Weitere Tools sowie Bewertungen und Erfahrungsberichte von echten Nutzern findet Ihr auf OMR Reviews!
Sales
Sven Sauder
Author
Sven Sauder
Business Intelligence (BI)
Search Engine Advertising (SEA)
SEO
Social Media Suites
Email Marketing
Marketing Automation
Web Analytics
Conversion Rate Optimization
Payment
Content Recommendation

Sven Sauder hilft B2B CEOs und Sales-Verantwortlichen dabei, ihr CRM sauber aufzustellen. Damit Forecast, Bauchgefühl und Realität endlich wieder zusammenpassen.

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Software mentioned in the article

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Product or service categories mentioned in the article

Business Intelligence (BI)
Business Intelligence tools, also known as BI tools, are particularly relevant for companies that are aware of the importance of data and the relevance of evaluating it. BI tools help bring transparency to a company's data, offering the ability to visualize and analyze data in order to make informed decisions. Nowadays, every company accesses large amounts of data, making BI software a necessity in order to better understand and respond to this data. The advantages of using business intelligence software primarily lie in the easy visualization and understanding of business and customer data. They combine all company data sources onto a single platform, thereby establishing cross-departmental connections. The visualization of the data also aids in data-driven decision making, thereby optimizing operations. Some Business Intelligence tools, therefore, offer integrations with web analytics software.
Search Engine Advertising (SEA)
Search Engine Advertising (SEA) forms, alongside Search Engine Optimization (SEO), the second component of Search Engine Marketing (SEM). While SEO software helps optimize organic visibility of a website on popular search engines, Search Advertising is part of the paid campaign management of advertisers and is therefore also referred to as Paid Search. Search Advertising Software thus helps to run paid advertisements for specific keywords and keyword combinations on search engines like Google, Bing or Yahoo! and to appear with your own website among the search results marked with "Ads" or "Advertisements" when browsers search for the corresponding keywords. The features of Search Advertising Software are versatile and assist in identifying and targeting relevant keywords, bidding on identified keywords, optimizing ads and ad groups, tracking relevant KPIs, such as conversion or Return on Ad Spend (ROAS) or simply managing the Search Advertising campaigns. Some software include features for running ads on display, video, mobile or social media channels. Want to further your education in Search Engine Advertising? The OMR Fundamental SEA Guide - Google Ads offers you 98 pages of Google expert knowledge as well as plenty of tricks, hacks and tools for successful ad placement in Google Ads. If you prefer a flexible e-learning format, the OMR Google Ads Pro Deep Dive Webinar and the OMR Academy SEA & Google Ads Fundamentals E-Learning Course are just right for you.
SEO
Search Engine Optimization (SEO) software is used to improve the so-called natural or organic visibility of a website on the results page of a search engine (usually Google) or to provide clues and suggestions for improvement. In other words, to make a website, a location on Maps, or a photo in the image search more findable without having to pay for it, you need optimization work, insights, metrics, and orientation. The listed tools enable these SEO insights and analyses by showing, for example, the development of a website's visibility over time, competitive data, important keywords, trend data or hints at technical starting points for improvement. Among the SEO tools, there are specialized tools for individual functions as well as all-in-one solutions that depict (almost) all SEO functions and sometimes even provide solutions for other areas. For example, (almost) all SEO tools focus on the identification of relevant Keywords, there is overlap with Search Advertising Software. All products listed in the SEO category must cover at least one of the following areas: SEO Monitoring & Tracking, Keyword Research, Content or Onpage Optimization, Crawling and/or Offpage SEO. With SEO Monitoring & Tracking tools, keywords can be tracked and thus SEO performance monitored. With the help of Keyword Research Tools, content gaps can be identified. SEO Content Tools help with content creation and optimization. Crawler and log file tools test your own website for technical SEO and create log file analyses. For the inspection, monitoring, and identification of (potential) backlinks, there are Backlink Tools. Do you want to further your education in SEO and learn from experts? Then the OMR Beginners Guide to SEO and the OMR Professional Guide to SEO are just right for you! More than 100 pages of expert knowledge await you in the reports, and even real SEO pros will learn something new! For those who prefer to learn in a flexible e-learning format, we also offer an OMR SEO Pro Deep Dive Webinar and an OMR Academy SEO Fundamentals E-Learning Course.
Social Media Suites
Social Media Suites are comprehensive software solutions designed to assist businesses, organizations, and marketing professionals in managing and optimizing their social media activities. They are aimed at users who need to simultaneously manage, monitor, and analyze various social media platforms, and are particularly useful for brands, agencies, and businesses of all sizes. These solutions are used in various areas. These include social media management, where they help plan, publish, and monitor content performance. In the area of community management, they support interaction with the community and response to queries. They also play a role in monitoring, where they enable tracking of brand mentions and relevant keywords to analyze market trends and customer opinions. Furthermore, they are helpful in the area of analytics and reporting, providing detailed insights into the performance of social media activities. To be considered in the Social Media Suites category, a solution should demonstrate the following features and characteristics: * Content management functions: Planning and publishing content across various platforms. * Community management tools: Options for interaction and communication with followers, including quick responses to queries and comments. * Monitoring and analysis functions: Monitoring of brand mentions, keywords and trends, as well as detailed analysis of user interactions, and campaign performance. * Reporting and data visualization: Creating clear reports and graphic representations for performance measurement and strategy adjustment. * Integration with other platforms and tools: The ability to connect the suite with other marketing and analysis tools, as well as CRM systems.
Email Marketing
Marketers use email marketing software to design, personalize, and send promotional emails or newsletters to appropriate target groups. While emails containing advertising content are usually directed at individual people and small groups, regular newsletters are often sent to all contacts or specific customer segments. Since many contacts can be reached very cost-effectively, email marketing is a very exciting channel that continues to enjoy great popularity. The functions included in email marketing software vary depending on the provider. In principle, however, marketers can use newsletter software to design and create bespoke emails using HTML and CSS. As a rule, the providers of email marketing software also provide easy-to-use, visual editors that can be used to implement emails and newsletters without any prior scripting knowledge. When sending newsletters, it is not only security that is important, but also legal compliance. It is therefore incredibly important that email marketing tools include functions that comply with the extensive data protection laws in certain countries, such as the GDPR in Germany. This includes, for example, that all recipients must have agreed to receive the emails with a double opt-in. In addition to the creation and sending of targeted marketing emails, email marketing tools can be used to segment recipients, manage newsletter cancellations, and track open rates, dwell time, and link clicks. Email marketing tools are often integrated with CRM software or the tools themselves act as CRM systems. This expands the segmentation functions that are usually already available in email marketing software, and recipients can be targeted even more accurately. In addition, email marketing is often a crucial component of marketing automation software, which is why the software occasionally appears in both categories. To qualify as email marketing software, the solution must: * enable the creation and sending of emails or newsletters via an HTML or WYSIWYG editor * offer a selection of email templates * give users the option to preview the email and send it as a test email * save, manage, segment, and track email contact lists * provide campaign-based reports and analyses If you want to further your education in email marketing and learn from experts, then the OMR Professionals Guide to E-Mail-Marketing is just right for you! It offers 107 pages of concentrated expert knowledge on email marketing. And if you prefer to learn in a flexible e-learning format, take a look at the OMR Email Marketing Deep Dive Webinar and the OMR Academy E-Mail-Marketing Fundamentals E-Learning Course.
Marketing Automation
Marketing Automation means making the various workflows around marketing and sales visible and optimally regulating and measuring them automatically. Corresponding software products often form a central marketing database and help to establish segmented, personalised and time-related customer contacts (e.g. sending an email). Many platforms offer overarching automation functions for various aspects of marketing - from email, social media, lead management to mail distribution or even telephone contact. A key component of marketing automation tools is the provision of analysis functions to determine the success of an entire campaign across segments and channels. Here, marketing campaigns are evaluated and various results from contacts to directly attributable sales are measured. Marketing automation products are often linked with CRM software, social media software and content management systems. In addition, many Marketing Automation Tools have an Email Marketing function.
Web Analytics
Web Analytics Tools measure the traffic on websites and online shops, giving operators an overview of how many users visit each day. This way, owners of an online presence know who visits their website, where the users come from, and which content and areas are performing well. Demographic data, online conversions, and other metrics provide companies with insight into customer behavior and thus potential for optimizing the website. Therefore, the use of a Web Analytics Tool can be crucial for success and differentiation from the competition. Web Analytics Tools usually consist of the following functions: Measurement of traffic (total visits, sessions of individual visitors, behavioral analysis and the medium through which the visitor came), segmentation of traffic by device, demographics, geography and groups of people, real-time measurements and tracking of specific conversions such as a completed purchase. To fully understand, analyze, and optimize your website or online shop, Web Analytics Tools have become indispensable. Web Analytics Tools are often used in conjunction with Content Management Systems or Shop Systems to analyze user behavior. They also often offer integrations to Conversion Rate Optimization Software as well as A/B testing software to optimize the user experience. You want to improve in the field of Web Analytics and learn from experts? Then the OMR Professionals Guide to Digital Marketing Analyticswith over 100 pages of concentrated expert knowledge is just the thing for you. If you prefer an e-learning format, you can further educate yourself in the 10-week OMR Academy Digital Marketing Analytics E-Learning Course and learn everything you need to know about Web Analytics.
Conversion Rate Optimization
Conversion Optimization or Conversion Rate Optimization (CRO) software helps website operators to increase conversion, i.e., the transformation of visitors into customers, registered users, review submitters, etc., and thereby optimize the conversion rate, i.e., the percentage share of users who convert. The overarching goal is to improve the experience that users have with an organization's website or app. To achieve this, the listed conversion optimization software provides various tools that help companies in the creation, testing, visualization and/or evaluation of individual website versions or elements as well as the interactions of users with these. A particularly common function of CRO software deals with so-called AB Testing. The corresponding tools are used to set up various versions of digital content, e.g., different visuals, Calls-to-Action (CTAs) or entire landing pages, and to test them against each other based on user interactions or indeed user conversions. Other features of tools that fall into this area include setting up landing pages, creating heat maps, analyses that go beyond classic analytics tools, or recording individual website sessions. Conversion optimization software is often docked to Content Management Systems and integrated with other tools, such as Web Analytics Software.
Payment
Payment Software, often also referred to as payment software, includes all types of tools that help businesses and organizations manage transactions and other payment processes efficiently. This type of software is a central component of financial management in both small and large organizations and is aimed at a wide range of users, including merchants, service providers, non-profit organizations, and public and private institutions. By using payment software, these actors can significantly improve the speed, security, and accuracy of their payment processing processes. The applications of Payment Software are versatile. They range from simple invoicing and payment collection to the processing of online payments, automating recurring payments, and integration into accounting systems. In addition, reports and analyzes can be created using payment software, providing valuable insights into payment activities and financial performance. Furthermore, payment software is used in different industries, including retail, hospitality, e-commerce, healthcare, and many other sectors where transactions and payment flows play a central role. The Payment Software category includes various subcategories tailored specifically to the different needs and requirements of users. These include, among others, payment service providers, payment processing, payment analytics, and payment methods. Each of these subcategories offers specific features and benefits that optimize the payment processing process and adapt to the specific requirements of users. To be included in the Payment Software category, a solution should have the following features and characteristics: * Payment processing: The ability to securely and efficiently process different payment methods such as credit cards, debit cards, bank transfers, and mobile payments. * Security standards: A high level of security by complying with common security standards such as PCI DSS to ensure the security of payment data. * Integration: The ability to seamlessly integrate into existing systems such as accounting software, CRM systems, and e-commerce platforms. * Reporting and analysis: Tools for creating reports and analyzing payment data, to provide transparency and insights into payment activities.
Content Recommendation
Content Recommendation Software is a type of software used by both websites and publisher-advertiser constructs, which ensures that users are presented with content that suits them. On their own website, for example, this could be personalized product recommendations, which are displayed to customers depending on the user profile and/or context (e.g., when viewing a similar product). Advertisers who advertise on publishers' websites use content recommendation software as part of so-called Native Advertising. Here, the content from the advertiser is integrated as a recommendation directly into the publisher's content, in order to seamlessly and naturally convey their own message to (potential) customers or users. An example of this would be the display of an article from a corporate blog underneath the contextually appropriate article from the web offering of a large German media house. Content Recommendation Software is part of Content Marketing, is suitable for both large and small companies, and aims its offering at both agencies and advertisers directly.

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