We are regularly asked for optimization suggestions on how a website, an online store or a landing page in general can be improved. To clarify such questions, various so-called «conversion frameworks» have been developed in the field of «conversion optimization». A conversion framework suggests guidelines and recommendations that can be used to ensure a standardized and structured optimization process
A very practicable approach was defined by André Morys in the form of the «Seven Levels to Conversion», which can be used to identify weak points from the user's perspective. Before the customer decides on an offer, they must confirm the following level in their mind:
| Ebene | Fragestellungen | Tipps |
|---|---|---|
| Relevance | Where am I here? Am I even in the right place? Does what I see match what I am looking for? Does this provider fulfil my requirements? Is it for people like me? |
The visitor has to find what he was looking for. Visual consistency, speak the user's language, understandable terms |
| Trust | Can I trust this provider? Are the contents and information credible? Can I rely on the ordered goods ever arriving? |
Create credibility and trust through a strong brand (well-known brands and logos), seals of approval, testimonials, customer testimonials and social proof |
| Orientation | Where do I have to click? What is expected of me? Where can I search? Where can I find the navigation bar? |
Enable user guidance tailored to the target group. Visual hierarchies, different approaches, simplification of the search, correct terms, reducing complexity, providing guidance, ensuring comparability |
| Stimulant | Why should I do this here and now? Are there possibly better offers elsewhere? What benefit do I have here at all? |
Motivating people to act with emotions and visual signals. Authentic and user-orientated language, conciseness, showcasing products. |
| Security | What happens if something is broken? How good is customer service in an emergency? Is my data secure? Will I receive unwanted advertising? |
Giving the visitor a feeling of control, Security technologies, Guarantees, Cancellation, Return conditions |
| Comfort | How complicated will the purchase be? Will it cost me an unnecessary amount of energy? Will I even be able to master this action successfully? |
Offering a hassle-free and convenient purchase process. As little information as necessaryrequest, optimised delivery and payment methods, clear processes, answer questions and offer help, Enable guest checkout |
| Valuation | Did that meet my expectations? Was it a good decision? |
Give visitors the feeling that they have made the right decision after completing their purchase. Surprise the customer with the delivery, provide information on the status of their order, after-sales services |
