Behavioral Analysis
Insights & Learnings
(excerpts from past Website Potential Analyses)
A significant dropout rate during address entry in the checkout process was known and considered unavoidable. Hypothesis: The delivery address form causes abandonment. The behavioral analysis showed that high levels of confusion arise toward the end of filling out the form.
It is not the form field itself, but the voucher/discount code entry field placed below that leads to confusion and a high purchase abandonment rate. The availability of a voucher field triggers search behavior and impatience. 31% of visitors leave the process at this point to search for vouchers, and only 12% return to complete the process.
(1) Additional revenue potential: +5% of checkout visitors
(2) Reposition the voucher field conceptually within the funnel
3. Quick win without technology investment – purely process architecture
An e-commerce retailer used pop-ups to engage visitors with high purchase intent (assistance chat). As expected, the analysis showed that assistance conversations initiated via pop-ups generate a high conversion rate.
However, it was unexpectedly found that simply displaying the pop-up increases the conversion rate by 11%—even when the chat offer is not used.
Unerwartet war jedoch die Erkenntnis, dass bereits die bloße Einblendung des Pop-ups die Conversion-Rate um 11% steigert – auch dann, wenn das Gesprächsangebot gar nicht genutzt wird.
The perception of a service offering signals customer focus and support. This builds trust and increases the completion rate even without active interaction.
Pop-up placement and design must be treated as strategic conversion assets, not just as call-to-action mechanisms. The psychological effect of visibility is an underestimated lever.
| Metric | Wert |
|---|---|
|
Conversion through active use |
75% |
|
Increase through visibility alone |
11% |
|
Additional revenue potential |
8,25% of hot Leads |
Three identical digital ordering processes, differing only by language, show a 15% difference in conversion—why?
A portion of bookings in the better-performing process is completed with noticeable routine, ease, and a 100% conversion rate. Together with the client, the reason was identified:
The supposedly best-performing process does not actually perform better but benefits from branch staff completing the order on the customer’s mobile device—this occurs only for the language of the best-performing process.
(1) Additional revenue potential: +15% in the two underperforming processes
(2) Not further digital optimization, but a training program for branch staff
(3) Scale staff as a systematic conversion enabler