Portfolio
Conversion Rate Optimisation for International Sales Landing Pages
An international B2C business with high traffic volume was leaving enormous potential on the table: bounce rates around 90%, a conversion rate below 1%, and user data showing visitors leaving the page disoriented and confused. The task was clear — but the solution needed to go beyond cosmetic fixes.
Process
Phase 01
Diagnosis
Systematic analysis of Google Analytics, Hotjar heatmaps and internal controlling data. Where do users leave? What do they miss? What confuses them? A clear picture of the page's weaknesses emerged from the data.
Phase 02
Redesign & Wireframing
Based on the analysis, wireframes for a rethought information architecture were developed: positioning and weight of the H1, structure of the value proposition, emphasis on benefits and USPs, placement and design of CTAs, a new colour scheme that modernises the brand colours and actively guides the eye. The UX goal: reduce choice paralysis, build trust, evoke emotion — without dark patterns.
Phase 03
Stakeholder Alignment & Handoff
Iterative alignment rounds with stakeholders, followed by pixel-precise handoff to developers: all relevant viewports, dark and light mode, all product variants.
Phase 04
Testing, Measurement & Iteration
Initial rollout in a local market with split traffic. After convincing results, broader rollout — accompanied by a systematic A/B test series using Verify.io: CTA colour, tone of voice for benefits, position of the language switch, introduction of direct sales contact. A hypothesis for every test, statistical evaluation at completion, recommendation to management when the p-value was significant.
Methods
Data-driven Diagnosis
Analytics, heatmaps and controlling as foundation — no design decision without empirical basis.
Mental Models as Design Principle
Users arrive with expectations. The page must meet those expectations, not work against them.
Hypothesis-based A/B Testing
No testing in the dark — every variant follows a formulated hypothesis, every result is statistically evaluated.
Persuasion Without Dark Patterns
Conversion optimisation built on trust and clarity, not manipulation — because that's the only approach that scales long-term.
The bounce rate dropped significantly, click-through rate increased by up to 20%, conversion rate grew from 0.8% to 2% — a 150% increase. Gross revenue rose by 8%. The subsequent A/B test series further improved individual aspects and established a culture of data-driven design decisions within the team.