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

Der Zehner website optimization.
This presentation aims to
provide a quick overview
on the website
performance and several
suggestions to improve
its experience and
conversion rate.
For more data-informed suggestions, we
recommend an enhancement of the tracking
configuration and the usage of a heatmap
software such as Hotjar.

01
— Performance
overview

Overview of traffic acquisition
2022
01 —
Traffic
02 —
Conversions
03 —
Landing Pages
In 2022 google/cpc brought in the
majority of users (50%+), followed
by google/organic traffic.
Facebook, Instagram / Social
channels were grouped and
amounted to 6,2%.
Most other acquisitions were split
among different SES websites.
Other search engines such as bing
or Ecosia brought in only tiny
fractions of Users.
google/cpc is the best performing
channel among those with
significant traffic volume with
5,96% Purchase CR, followed by
google/organic which is already
significantly lower with 3,33%.
Facebook / IG traffic is quite high
on Add to Carts CR (10%+) but low
on actual purchases.
bing/organic, though low in
traffic, shows a very high CR of
10,8%.
The most common landing page
by far is the /de/ Homepage with
65% of all visits.
The second place is taken by the
B2B landing page with 4,66% of
all visits.
It is worth noting that the highest
Purchase CR comes from the
overlay to pick the center or the
first step of the checkout for
specific centers.

Traffic by source/medium

Traffic by landing page

Demographics
01 —
Age
02 —
Gender
The largest segments are 35-44
yo and 25-34 yo (22,5% and
21,6% of sessions), followed by
45-54 yo and 55-64 yo.
Female users are the largest
segment (58%) but male users
show slightly higher conversion
rate (4,95% vs 4,44%).
Although all age groups convert
above 4%, the highest purchase
CR is found for 65+ yo users with
4,98% Purchase CR.

Demographics by age & gender

02
— Suggestions &
improvements

Improve CTA visibility
OBSERVATION
The navigation menu is visible only when viewing the
top part of the homepage. This decreases the number
of users that may interact with it.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Make the navigation always visible to offer an easier
access to its links and the private/company switch.
In addition, add a sticky ‘Gutscheine kaufen’ CTA at
the bottom of the mobile screen that pop ups as soon
as the user starts to scroll down.
EXPECTED OUTCOME
Increase the visibility of the ‘Gutscheine kaufen’
button to have more users entering the purchase
process.
GUTSCHEINE KAUFEN

Improve homepage header
OBSERVATION
The current homepage header provides almost no
information about the service. This is the most
important part of the website as it defines if a user
will stay or leave when landing on the homepage.
B E F O R E
A F T E R
Rated 4,9 by 249 customers
RECOMMENDATION OR TEST
Reposition the elements in the header and add a subhead,
as well as social proof, to make the module
more impactful when a user enters the website.
An A/B test of the headline copy would also be
recommended.
Gi# your friends and family with a
customizable voucher that can be
redeemed in 13 shopping centers and
1000+ shops in Austria.
EXPECTED OUTCOME
Increase the visibility of the ‘Gutscheine kaufen’
button to have more users entering the purchase
process.

Preview of the process
OBSERVATION
Users are not given any information on how the
purchase process works and how to get their hands on
the vouchers.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Add a new module to the homepage that shows how
easy is to purchase a voucher and the deliver
methods.
Available payment methods could also be displayed in
this module.
EXPECTED OUTCOME
Increase the website conversion rate.
This is how it works
1. Choose the amount
2. Personalize the message
3. Ship it or print it at home
BUY A VOUCHER NOW

Add reviews to homepage
OBSERVATION
Trusted Shops already provides a good rating and
some social proof with the star rating. However, the
badge completely disappears when scrolling down on
mobile devices and is generally not very visible.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Add a review module on the homepage that features
some of the reviews.
EXPECTED OUTCOME
Increase the website conversion rate by leveraging
more on social proof.

Improve shops module
OBSERVATION
The modules that show the shops and the shopping
centers part of the program are placed down below
the homepage. These modules may be the most
important ones for a potential customers that is
looking for a voucher to gift.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
• Move the modules to a more prominent part of the
page
• Add shop categories to the shops module to filter
them and show variety
• Improve the UI of the map module on mobile – it is
really hard to see their location as it is.
Clothing Home Cosme:cs
EXPECTED OUTCOME
Increase the website conversion rate by giving a
better overview of where the vouchers can be spent.
Also, this will improve visibility of the modules and
user experience.

Add CTAs to USPs
OBSERVATION
The second module on the homepage provide some
selling points for the voucher. However, none of them
are clickable and provide only very surface level
information. Some claims are vague without further
information such as “A lot of variety”.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
• Add relevant CTAs to each module and provide more
information on the selling points by either adding
dedicated pages or linking to the relevant parts of
the page.
• For the 13 shopping centers and 1000+ stores, link
to the shopping centers further down on the page.
• Add a “Buy now” CTA to the “useful gift” claim.
• Add a “See Designs” CTA on the design copy.
Find your Center
EXPECTED OUTCOME
Give more visibility to CTAs and useful content to
increase the overall conversion rate of the website.

Simplify the checkout
OBSERVATION
The checkout features multiple steps and requires
multiple clicks for users to even see their options.
B E F O R E
A F T E R
1 2 3 4
RECOMMENDATION OR TEST
⚠ Simplify the checkout to have all personalization
on one page.
Remove the “Entfernen” button as it has no function.
EXPECTED OUTCOME
Shorten the checkout to reduce the drop between a
step and another.
Schleife 21

Simplify the checkout
1 2 3
1 2 3
Lorem ipsum
dolor sit amet,
consetetur
sadipscing elitr,
sed diam …
⭕ Print at home
⭕ Abholen
Zum Warenkorb
Personalisieren

Simplify the checkout
1 2 3
Personalisieren
Personalisieren
Personalisieren
Gesamt: 30€
Bestellung bestä7gen

Fix checkout with delivery
OBSERVATION
When users choose delivery to home instead of printat-home
the next step to personalize the voucher
remains empty.
B E F O R E
A F T E R
1 2 3 4
RECOMMENDATION OR TEST
If personalization is not possible with delivery, then
remove this step. If personalization is still possible,
fix this step to reflect the previous recommendation.
EXPECTED OUTCOME
Shorten the checkout to reduce the drop between a
step and another.
Schleife 21

03
— Add On Ideas

Introduce sign-up process
OBSERVATION
When moving through the checkout, users are
required to provide all kind of information. They will
have to repeat this for every purchase they want to do
in the future.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Add a registration option or a quick login via Google
for example.
If a user doesn’t want to signup, they could still
choose the option to checkout as a guest.
Ich möchte einen Account anlegen und
meine Daten für die ZukunC speichern
EXPECTED OUTCOME
Increase the conversion rate for returning users, and
generally increase the number of leads for
retargeting.

Referral program
OBSERVATION
Returning users show a much higher conversion rate
(6,65% vs 3,16%). Apart from overall customer
satisfaction, there is currently no reason to return to
the website.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Offer a referral program to increase user retention
and attract new users.
Example: provide a discount for a referred friend,
after you have made a purchase of one voucher. Info
can be given on the homepage and at the end of the
checkout/thank-you page.
EXPECTED OUTCOME
Increase the number of returning users and increase
use them as a new acquisition channel for new
customers.
Tell your family & friends
Get a 10€ voucher for every
friend that purchase a new
voucher with your referral
code.
Share your code now

Loyalty program
OBSERVATION
Users who have already purchased a voucher may be
more inclined to purchase again, if they receive a
loyalty program and content gets more personalized.
B E F O R E
A F T E R
RECOMMENDATION OR TEST
Create loyalty program that rewards recurring
customers.
EXPECTED OUTCOME
Increase the conversion rate of returning and signedup
users.
Loyalty program
✅ ✅ ✅ ✅ ✅
✅
Only 4 Zehner left for your
personal discount.

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