{"id":25876,"date":"2023-11-02T12:00:00","date_gmt":"2023-11-02T11:00:00","guid":{"rendered":"https:\/\/www.trbo.com\/?p=25876"},"modified":"2024-01-15T09:27:14","modified_gmt":"2024-01-15T08:27:14","slug":"marketing-tricks-for-more-sales-eye-tracking-heatmap","status":"publish","type":"post","link":"https:\/\/www.trbo.com\/de\/blog\/marketing-tricks-for-more-sales-eye-tracking-heatmap\/","title":{"rendered":"Marketingtricks f\u00fcr mehr Verk\u00e4ufe: Eye-Tracking &amp; Heatmap"},"content":{"rendered":"<p>In unserem letzten Teil dieser Blogreihe m\u00f6chten wir dir einen Tipp zur allgemeinen Gestaltung deiner Website mitgeben. Denn auch bei der Platzierung von bestimmten Elementen in deinem Onlineshop sind einige Stolperfallen vorhanden.&nbsp;<\/p>\n\n\n\n<p>Aber keine Angst, auch dieses Mal haben wir Tipps f\u00fcr dich gesammelt, um deiner Marketing-Strategy an die Spitze zu verhelfen.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Paradebeispiel Supermarkt<\/h3>\n\n\n\n<p class=\"translation-block\">Gehen wir zun\u00e4chst einmal vom E-Commerce weg und machen eine kleine Reise durch den station\u00e4ren Handel. Gerade von Superm\u00e4rkten kannst du eine Menge f\u00fcr deinen Onlineshop lernen. Sie sind n\u00e4mlich nicht willk\u00fcrlich angeordnet. Dahinter stecken ganz <a href=\"https:\/\/www.sueddeutsche.de\/geld\/verkaufspsychologie-im-supermarkt-links-herum-kauft-s-sich-leichter-1.1716665\" target=\"_blank\" rel=\"noreferrer noopener\">logische Aspekte<\/a>.<\/p>\n\n\n\n<p>Ist dir zum Beispiel schon einmal aufgefallen, dass frische Produkte wie Obst, Gem\u00fcse oder Fleischwaren eher am Anfang des Supermarkts zu finden sind? Produkte des t\u00e4glichen Bedarfs wie Milch oder Eier sind meistens eher weiter hinten zu finden. Das soll dazu f\u00fchren, dass die Kunden so viel wie m\u00f6glich vom Sortiment sehen und eventuell mehr kaufen als eigentlich auf dem Einkaufszettel steht. Au\u00dferdem sind \u00e4hnliche oder sich erg\u00e4nzende Produkte meist im benachbarten Regal zu finden. Das f\u00fchrt h\u00e4ufig zum Cross-Selling-Effekt, hei\u00dft, der Kunde kauft zur Packung Nudeln gleich noch die passende So\u00dfe dazu. Im Regal selbst werden Produkte immer so angeordnet, dass die g\u00fcnstigeren Artikel weiter unten stehen, also nicht im unmittelbaren Sichtfeld des Kunden. Produkte, denen der Supermarkt besondere Aufmerksamkeit schenken m\u00f6chte, sind h\u00e4ufig in extra auff\u00e4llig gestalteten Aufstellern zu finden. Sie sollen daf\u00fcr sorgen, dass du so lange wie m\u00f6glich im Supermarkt bleibst und auf dem Weg durch die G\u00e4nge noch das ein oder andere Produkt zus\u00e4tzlich in den Einkaufswagen packst. Das erh\u00f6ht die Verkaufschancen des Supermarkts.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Adaption auf den Onlinehandel<\/h3>\n\n\n\n<p>Nun hast du keinen Supermarkt, sondern einen Onlineshop. Dort finden deine Kunden selbstverst\u00e4ndlich keine Regale oder Aufsteller. Dennoch funktioniert das Prinzip \u00e4hnlich. Mit kleinen Handgriffen kannst du deine Website so anpassen, dass deine Kunden l\u00e4nger verweilen und sogar mehr kaufen.&nbsp;<\/p>\n\n\n\n<p>M\u00f6chtest du ermitteln, wo die meiste Aufmerksamkeit deiner User liegt, kannst du zum Beispiel Eye-Tracking oder ein Tool zum Heatmap-Tracking nutzen. Das ist eine Methode, mit der du \u00fcberpr\u00fcfen kannst, wo deine User als erstes und am l\u00e4ngsten hinschauen. Dort kannst du dann zum Beispiel einen Call-to-Action Button oder andere Anreize platzieren. Meistens sind CTAs auf der Seite unten rechts sinnvoll, da der menschliche Augenfokus immer von oben links nach unten rechts verl\u00e4uft.&nbsp;<\/p>\n\n\n\n<p>Aber auch die Platzierung von zus\u00e4tzlichen Alternativen auf Produktdetailseiten oder im Warenkorb kann durch Eye-Tracking und Heatmap-Analysen optimiert werden. Das funktioniert nat\u00fcrlich auch mit Cross- oder Upselling. Hast du eine bestimmte Kampagne laufen oder bietest Artikel im Sale an, kannst du \u2013 \u00e4hnlich wie bei den Aufstellern im Supermarkt \u2013 durch auff\u00e4llige Farben im Men\u00fc oder auf der Startseite darauf aufmerksam machen.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Gut Ding will Weile haben&nbsp;<\/h3>\n\n\n\n<p>Lass dir f\u00fcr die Gestaltung deines Onlineshops oder neuer Kampagnen ausreichend Zeit. Du wei\u00dft durch die Eye-Tracking Heatmap nun vielleicht, wo der Fokus deiner User liegt, trotzdem kommt es jetzt noch auf die optische Gestaltung an. Welche Farben kommen am besten an, wie gro\u00df sollte eine Ma\u00dfnahme dargestellt werden und welcher Zeitpunkt ist der richtige? All das kannst du dank A\/B- oder Multivarianten-Tests ermitteln und hast neben deinen Heatmap Ergebnissen zudem wertvolle Erkenntnisse, was die Optimierung deiner Marketing-Kampagnen angeht. Nun steht dir deiner perfekten Marketing-Strategie wirklich nichts mehr im Wege! <\/p>\n\n\n\n<p>If you are interested in testing our <a href=\"https:\/\/www.trbo.com\/de\/resources\/a-b-und-multivariantentests-zur-onsite-optimierung-einsetzen-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">Whitepaper<\/a> may help. <\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Need some tips regarding the design of your website? Learn more about Eye-Tracking &#038; Heatmaps. <\/p>","protected":false},"author":41,"featured_media":25877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42,43],"tags":[795,797,113,386,387],"class_list":["post-25876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-knowledge","tag-eye-tracking","tag-heatmap","tag-marketing","tag-tips","tag-tricks"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing tricks for more sales: Eye-Tracking &amp; Heatmap | trbo<\/title>\n<meta name=\"description\" content=\"With our tips you can get your Marketing Strategy off the ground! 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