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Customer Journey

The customer journey is the path taken by a customer through various interactions with the company to the point of purchase.   Many sales transactions or comparable conversions are the result of a lengthy decision-making and information process in which users interact with the product and its provider via various channels – both passive and […]

Conversion Optimierung

Conversion optimization or conversion rate optimization refers to actions that lead to an increase in the number of conversions or an increase in the conversion rate. A conversion can be anything from a simple registration, to a download or an actual purchase.   Since the conversion rate depends on countless factors, there are many possibilities […]

Click-Through-Rate (CTR)

The click-through rate (CTR) describes the relation between clicks on an ad medium and impressions measured for the ad medium within a certain time period. The CTR is shown as a percentage. If an ad medium (e.g. a banner) is displayed 10,000 times and clicked on 500 times, the click-through rate is five percent. The […]

Click-in Channel

Via a click-in channel, a user enters – often for the first time – a website or an online shop. In online marketing, companies use various channels to address users and encourage them to visit the site (see also: Multichannel and Omnichannel).   Examples of click-in channels are:   Ads in search engines (see also: […]

Bounce Rate

The bounce rate describes the proportion of users who visit a website and leave it without further interaction (e.g. click on a link, view of another page, long dwell time). This metric is expressed as a percentage and indicates the ratio between individual sessions and all sessions on the website.   If a page has […]

Affiliate Marketing

In online marketing, the term affiliate marketing (also called partner program or partner marketing) describes a sales concept in which an affiliate (also called publisher) advertises products or services of an advertiser (also called merchant) on its website in return for a commission.   The affiliate as the website operator therefore integrates the merchant’s offer […]