20230503_SES_DerZehner_WebsiteImprovements
Der Zehner —Website optimization L O O P E X P L O R E S S E S — J U L Y 2 0 2 3 W W W . A G E N T U R - L O O P . C O M
- Page 2 and 3: Der Zehner website optimization. Th
- Page 4 and 5: Overview of traffic acquisition 202
- Page 6 and 7: Traffic by landing page
- Page 8 and 9: Demographics by age & gender
- Page 10 and 11: Improve CTA visibility OBSERVATION
- Page 12 and 13: Preview of the process OBSERVATION
- Page 14 and 15: Improve shops module OBSERVATION Th
- Page 16 and 17: Simplify the checkout OBSERVATION T
- Page 18 and 19: Simplify the checkout 1 2 3 Persona
- Page 20 and 21: 03 — Add On Ideas
- Page 22 and 23: Referral program OBSERVATION Return
- Page 24: LOOP A fully charged digital powerh
Der Zehner<br />
—Website<br />
optimization<br />
L O O P E X P L O R E S S E S — J U L Y 2 0 2 3<br />
W W W . A G E N T U R - L O O P . C O M
Der Zehner website optimization.<br />
This presentation aims to<br />
provide a quick overview<br />
on the website<br />
performance and several<br />
suggestions to improve<br />
its experience and<br />
conversion rate.<br />
For more data-informed suggestions, we<br />
recommend an enhancement of the tracking<br />
configuration and the usage of a heatmap<br />
software such as Hotjar.
01<br />
— Performance<br />
overview
Overview of traffic acquisition<br />
2022<br />
01 —<br />
Traffic<br />
02 —<br />
Conversions<br />
03 —<br />
Landing Pages<br />
In 2022 google/cpc brought in the<br />
majority of users (50%+), followed<br />
by google/organic traffic.<br />
Facebook, Instagram / Social<br />
channels were grouped and<br />
amounted to 6,2%.<br />
Most other acquisitions were split<br />
among different <strong>SES</strong> websites.<br />
Other search engines such as bing<br />
or Ecosia brought in only tiny<br />
fractions of Users.<br />
google/cpc is the best performing<br />
channel among those with<br />
significant traffic volume with<br />
5,96% Purchase CR, followed by<br />
google/organic which is already<br />
significantly lower with 3,33%.<br />
Facebook / IG traffic is quite high<br />
on Add to Carts CR (10%+) but low<br />
on actual purchases.<br />
bing/organic, though low in<br />
traffic, shows a very high CR of<br />
10,8%.<br />
The most common landing page<br />
by far is the /de/ Homepage with<br />
65% of all visits.<br />
The second place is taken by the<br />
B2B landing page with 4,66% of<br />
all visits.<br />
It is worth noting that the highest<br />
Purchase CR comes from the<br />
overlay to pick the center or the<br />
first step of the checkout for<br />
specific centers.
Traffic by source/medium
Traffic by landing page
Demographics<br />
01 —<br />
Age<br />
02 —<br />
Gender<br />
The largest segments are 35-44<br />
yo and 25-34 yo (22,5% and<br />
21,6% of sessions), followed by<br />
45-54 yo and 55-64 yo.<br />
Female users are the largest<br />
segment (58%) but male users<br />
show slightly higher conversion<br />
rate (4,95% vs 4,44%).<br />
Although all age groups convert<br />
above 4%, the highest purchase<br />
CR is found for 65+ yo users with<br />
4,98% Purchase CR.
Demographics by age & gender
02<br />
— Suggestions &<br />
improvements
Improve CTA visibility<br />
OBSERVATION<br />
The navigation menu is visible only when viewing the<br />
top part of the homepage. This decreases the number<br />
of users that may interact with it.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Make the navigation always visible to offer an easier<br />
access to its links and the private/company switch.<br />
In addition, add a sticky ‘Gutscheine kaufen’ CTA at<br />
the bottom of the mobile screen that pop ups as soon<br />
as the user starts to scroll down.<br />
EXPECTED OUTCOME<br />
Increase the visibility of the ‘Gutscheine kaufen’<br />
button to have more users entering the purchase<br />
process.<br />
GUTSCHEINE KAUFEN
Improve homepage header<br />
OBSERVATION<br />
The current homepage header provides almost no<br />
information about the service. This is the most<br />
important part of the website as it defines if a user<br />
will stay or leave when landing on the homepage.<br />
B E F O R E<br />
A F T E R<br />
Rated 4,9 by 249 customers<br />
RECOMMENDATION OR TEST<br />
Reposition the elements in the header and add a subhead,<br />
as well as social proof, to make the module<br />
more impactful when a user enters the website.<br />
An A/B test of the headline copy would also be<br />
recommended.<br />
Gi# your friends and family with a<br />
customizable voucher that can be<br />
redeemed in 13 shopping centers and<br />
1000+ shops in Austria.<br />
EXPECTED OUTCOME<br />
Increase the visibility of the ‘Gutscheine kaufen’<br />
button to have more users entering the purchase<br />
process.
Preview of the process<br />
OBSERVATION<br />
Users are not given any information on how the<br />
purchase process works and how to get their hands on<br />
the vouchers.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Add a new module to the homepage that shows how<br />
easy is to purchase a voucher and the deliver<br />
methods.<br />
Available payment methods could also be displayed in<br />
this module.<br />
EXPECTED OUTCOME<br />
Increase the website conversion rate.<br />
This is how it works<br />
1. Choose the amount<br />
2. Personalize the message<br />
3. Ship it or print it at home<br />
BUY A VOUCHER NOW
Add reviews to homepage<br />
OBSERVATION<br />
Trusted Shops already provides a good rating and<br />
some social proof with the star rating. However, the<br />
badge completely disappears when scrolling down on<br />
mobile devices and is generally not very visible.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Add a review module on the homepage that features<br />
some of the reviews.<br />
EXPECTED OUTCOME<br />
Increase the website conversion rate by leveraging<br />
more on social proof.
Improve shops module<br />
OBSERVATION<br />
The modules that show the shops and the shopping<br />
centers part of the program are placed down below<br />
the homepage. These modules may be the most<br />
important ones for a potential customers that is<br />
looking for a voucher to gift.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
• Move the modules to a more prominent part of the<br />
page<br />
• Add shop categories to the shops module to filter<br />
them and show variety<br />
• Improve the UI of the map module on mobile – it is<br />
really hard to see their location as it is.<br />
Clothing Home Cosme:cs<br />
EXPECTED OUTCOME<br />
Increase the website conversion rate by giving a<br />
better overview of where the vouchers can be spent.<br />
Also, this will improve visibility of the modules and<br />
user experience.
Add CTAs to USPs<br />
OBSERVATION<br />
The second module on the homepage provide some<br />
selling points for the voucher. However, none of them<br />
are clickable and provide only very surface level<br />
information. Some claims are vague without further<br />
information such as “A lot of variety”.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
• Add relevant CTAs to each module and provide more<br />
information on the selling points by either adding<br />
dedicated pages or linking to the relevant parts of<br />
the page.<br />
• For the 13 shopping centers and 1000+ stores, link<br />
to the shopping centers further down on the page.<br />
• Add a “Buy now” CTA to the “useful gift” claim.<br />
• Add a “See Designs” CTA on the design copy.<br />
Find your Center<br />
EXPECTED OUTCOME<br />
Give more visibility to CTAs and useful content to<br />
increase the overall conversion rate of the website.
Simplify the checkout<br />
OBSERVATION<br />
The checkout features multiple steps and requires<br />
multiple clicks for users to even see their options.<br />
B E F O R E<br />
A F T E R<br />
1 2 3 4<br />
RECOMMENDATION OR TEST<br />
⚠ Simplify the checkout to have all personalization<br />
on one page.<br />
Remove the “Entfernen” button as it has no function.<br />
EXPECTED OUTCOME<br />
Shorten the checkout to reduce the drop between a<br />
step and another.<br />
Schleife 21
Simplify the checkout<br />
1 2 3<br />
1 2 3<br />
Lorem ipsum<br />
dolor sit amet,<br />
consetetur<br />
sadipscing elitr,<br />
sed diam …<br />
⭕ Print at home<br />
⭕ Abholen<br />
Zum Warenkorb<br />
Personalisieren
Simplify the checkout<br />
1 2 3<br />
Personalisieren<br />
Personalisieren<br />
Personalisieren<br />
Gesamt: 30€<br />
Bestellung bestä7gen
Fix checkout with delivery<br />
OBSERVATION<br />
When users choose delivery to home instead of printat-home<br />
the next step to personalize the voucher<br />
remains empty.<br />
B E F O R E<br />
A F T E R<br />
1 2 3 4<br />
RECOMMENDATION OR TEST<br />
If personalization is not possible with delivery, then<br />
remove this step. If personalization is still possible,<br />
fix this step to reflect the previous recommendation.<br />
EXPECTED OUTCOME<br />
Shorten the checkout to reduce the drop between a<br />
step and another.<br />
Schleife 21
03<br />
— Add On Ideas
Introduce sign-up process<br />
OBSERVATION<br />
When moving through the checkout, users are<br />
required to provide all kind of information. They will<br />
have to repeat this for every purchase they want to do<br />
in the future.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Add a registration option or a quick login via Google<br />
for example.<br />
If a user doesn’t want to signup, they could still<br />
choose the option to checkout as a guest.<br />
Ich möchte einen Account anlegen und<br />
meine Daten für die ZukunC speichern<br />
EXPECTED OUTCOME<br />
Increase the conversion rate for returning users, and<br />
generally increase the number of leads for<br />
retargeting.
Referral program<br />
OBSERVATION<br />
Returning users show a much higher conversion rate<br />
(6,65% vs 3,16%). Apart from overall customer<br />
satisfaction, there is currently no reason to return to<br />
the website.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Offer a referral program to increase user retention<br />
and attract new users.<br />
Example: provide a discount for a referred friend,<br />
after you have made a purchase of one voucher. Info<br />
can be given on the homepage and at the end of the<br />
checkout/thank-you page.<br />
EXPECTED OUTCOME<br />
Increase the number of returning users and increase<br />
use them as a new acquisition channel for new<br />
customers.<br />
Tell your family & friends<br />
Get a 10€ voucher for every<br />
friend that purchase a new<br />
voucher with your referral<br />
code.<br />
Share your code now
Loyalty program<br />
OBSERVATION<br />
Users who have already purchased a voucher may be<br />
more inclined to purchase again, if they receive a<br />
loyalty program and content gets more personalized.<br />
B E F O R E<br />
A F T E R<br />
RECOMMENDATION OR TEST<br />
Create loyalty program that rewards recurring<br />
customers.<br />
EXPECTED OUTCOME<br />
Increase the conversion rate of returning and signedup<br />
users.<br />
Loyalty program<br />
✅ ✅ ✅ ✅ ✅<br />
✅<br />
Only 4 Zehner left for your<br />
personal discount.
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digital powerhouse.<br />
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Phone 0043.662.872031-0<br />
Email office@agentur-loop.com<br />
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Commercial Register FN 266170b<br />
CEO Michael John