At the Founders League in the Motorworld Munich, Anas Elimani, founder and Managing Director of Labrigart, gave a masterclass on conversion optimization (CRO). Its title: “Design, clicks, conversions: the key role of UX in conversion optimization.” Here you will find a look back and an overview of the topics.
Design, clicks, conversions: UX as the key to conversion optimization
The masterclass focused on user experience (UX), meaning how easy and pleasant an online store is to use, and on the role it plays in conversion optimization. The guiding motto was “Never waste another Conversion again.”
The participants were highly engaged, and the response was strong. It turned into an intense and instructive session that thrived on everyone's contributions.
Masterclass at the Founders League in the Motorworld Munich
For us, the Founders League is an established part of the startup community, and the event at the Motorworld Munich was a real enrichment. Our thanks go to all participants and to Julian Rauch and Lars Hartenstein for their support.
Damian Bungart as a guest: a brand's perspective
As a guest, Damian Bungart, founder and Managing Director of the toothbrush brands nano and mate, added a brand's perspective to the masterclass. We are especially grateful to him for that.
The topics of the masterclass at a glance
Four topics were at the center. For each one, you will find a short explanation of what is behind the keyword.
Triggering the right emotions
Whether an offer feels right and trustworthy is not decided by facts alone. Images, language and design trigger emotions, and these emotions shape the first impression. That is why it pays to decide deliberately, for every page, which feeling it should create in the visitor, such as security, anticipation or curiosity.
“You are not the user”
This is a well-known principle from UX practice. Anyone who builds or runs a store knows it too well to see it through the eyes of a new visitor. What seems obvious to your own team is often unclear to customers. Design decisions should therefore be based on the behavior of real users, not on your own taste.
Simplifying decisions, following Daniel Kahneman
The psychologist Daniel Kahneman (1934 to 2024), awarded the Nobel Memorial Prize in Economic Sciences in 2002, distinguished two ways of thinking: a fast, automatic one and a slow one that takes effort. Most impressions arise in fast thinking. Slow thinking checks again as soon as something becomes unclear or tedious.
For an online store, this means: the more a shopper has to puzzle things out, the more likely they are to postpone the decision. A manageable selection, clear terms and an unambiguous next step take unnecessary effort out of buying. We have compiled more principles of this kind in the 10 usability laws for e-commerce.
Addressing your target audience
Addressing your target audience well starts with knowing your customers' needs, concerns and language. That language belongs in headlines, product copy and buttons.
Further links from the masterclass
During the event, the QR code on the slides did not scan properly for everyone. It leads to linktr.ee/anaseli. There you will find, among other things, two book recommendations, including a book by Daniel Kahneman.
Conclusion
Interest in e-commerce and user experience keeps growing, as the masterclass showed us. Psychology in the online store was also the topic of our later talk at This is Marketing 2024 in Frankfurt. Thank you to everyone who joined us in Munich.
