Conversion Optimization Masterclass

Conversion Fundamentals The two-day seminar for shop owners who want to turn existing traffic into more revenue: you learn how user guidance, offer, cart and checkout interact, and where the largest amounts are left behind in your shop.

Conversion Fundamentals at a glance

• Format: 2 days on site + self-learning track
• Level: Fundamentals to consolidation
• Participants: Max. 16 people
• Language: German
• Certificate: AEI certificate of participation
• Investment: €790.00 plus VAT

Most shops do not have a traffic problem, they have a translation problem. Visitors arrive, look around and leave again. Not because the offer is poor, but because too many small hurdles sit between interest and the purchase decision. An unclear price. A filter that returns nothing. Shipping cost that only appears in the last step. A checkout that demands registration when the customer simply wants to buy.

Conversion Fundamentals deals with exactly that stretch. You learn how to review the path through your shop systematically, which places carry the largest lever and how to test improvements so that you can actually trust them. The focus is not on tricks but on an approach that still holds in six months.

Who is this seminar for?

For shop owners, marketing managers and founders who already have visitors and want to get more out of that base instead of investing only in new channels.

• You have traffic, but the number of orders does not grow with it.
• You know that customers drop out but not why they do.
• You want to understand guidance, offer and checkout as one stretch rather than separate sites.
• You have tried tests before and did not get dependable results.
• You want to know which lever comes first at your basket value.

Your learning objectives

After this seminar you can:

• place which stage of your funnel is actually holding revenue back.
• recognise how much effort a measure needs and what it realistically returns.
• check whether a figure a tool shows you as a measurement is correct.
• decide when a rework makes more sense than a test, and the other way round.
• state what a test is meant to clarify before it is set up.
• determine which metric has to prove an improvement and which is only a side figure.
• build a priority list for the next 90 days that you can work through in daily business.

The levers at a glance

• Offer and price: You check whether expectation and reality match, from the ad through to the product page.
• User guidance: You arrange navigation, search and filters so that customers find what they want instead of fighting through the range.
• Product page: You understand which details trigger a purchase decision and which merely occupy space.
• Cart: You recognise which extra costs and notices make customers leave at this point.
• Checkout: You know the places where you can remove steps without losing anything of substance.
• After the purchase: You place how returns, exchanges and service affect the second purchase.

Programme: 2 days

Day 1: reading the funnel, checking figures, clarifying the offer

09:30-10:30: Reading the funnel as a whole

• Why conversion is not a single step but a chain
• Separating the stations from the ad through to the confirmation
• Telling apart whether a problem concerns the offer or the guidance
• The three most common misreadings at the start

10:45-12:15: Figures you can actually trust

• Which base a metric needs to be meaningful at all
• Spotting double counting and missing consent
• Keeping session, user and order properly apart
• Setting up a weekly reconciliation that surfaces errors early

13:15-14:45: Offer, price and expectation

• Checking whether the promise of the ad arrives on the landing page
• Presenting pricing and shipping cost so that no question arises
• Using availability, delivery time and returns as decision aids
• Weighing range breadth against the ability to decide

15:00-16:30: User guidance and search

• Ordering navigation along customer questions instead of internal structure
• Aligning search and filters with the actual search logs
• Analysing unsuccessful searches and turning them into improvements
• Avoiding empty result lists instead of explaining them

Day 2: product page, cart, checkout and testing

09:30-10:30: The product page as a sales area

• Aligning the order of information with the actual decision
• Preparing images, dimensions and material so that questions disappear
• Placing reviews, availability and delivery time correctly
• Treating the mobile view as the standard, not as a special case

10:45-12:15: Cart and checkout

• Reducing the order of steps to what is necessary
• Naming extra costs early instead of letting them appear at the end
• Weighing guest checkout against a customer account
• Aligning payment methods with audience and basket value
• Writing error messages so that the customer can continue

13:15-14:45: Testing, but properly

• Question first, variant second: what a test is meant to clarify
• When a rework delivers more than a test
• Fixing runtime, base and stopping criteria in advance
• Reading results without mistaking coincidence for effect
• What a test cannot prove and when you still have to decide

15:00-16:30: Priorities and a 90-day plan

• Sorting levers by effort, effect and dependency
• Roughly quantifying lost revenue per station
• Cutting measures to the staff you actually have
• Finalising your own 90-day roadmap

Our approach

We work on your own shop, not on textbook examples. Every participant brings their figures and reviews their funnel section by section during the seminar. What you take home is not a collection of best practices but a reasoned order of steps for your own shop. That is the difference between a list of ideas and a plan.

What you take with you

• A complete review of your funnel from arrival through to the order
• An overview of which levers work in which order
• A checklist for product page, cart and checkout
• A test protocol that records question, base and stopping criteria in advance
• A 90-day roadmap with ownership and sequence
• The self-learning track for deepening the material after the seminar

After the seminar

The work starts after the two days. The roadmap has to become a work plan with fixed dates, otherwise it stays a list. A rhythm that matches your team size makes sense: one measure every two weeks, followed by a short check of the metric you fixed in advance. Anyone who starts looking for the next step only once the last one is done loses more time between steps than inside them.

The self-learning track accompanies this, with the tools and checklists from the seminar prepared again, including templates for reporting and the test protocol. For questions from your own shop after the seminar, the exchange with the group and the trainer team is available for the duration of the track.

Investment and dates

Participation costs €790.00 plus VAT per person and includes both seminar days, the self-learning track, the seminar materials and the AEI certificate of participation. Dates are added on an ongoing basis. On site or live online, maximum 16 people.