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Erfahre, wie du Website-Entscheidungen datenbasiert triffst, KPIs ableitest und so den Beitrag deiner Website zum Unternehmenserfolg belegst.",{"__typename":106,"tag":107,"attributes":108},"MetaTagLink","link",{"__typename":109,"href":110,"hreflang":13,"rel":111,"media":13,"sizes":13,"type":13},"MetaTagLinkAttributes","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/blog/designentscheidungen-messbar-machen","canonical",{"__typename":113,"tag":96,"attributes":114},"MetaTagProperty",{"__typename":115,"property":116,"content":117},"MetaTagPropertyAttributes","og:title","Vom Bauchgefühl zur KPI gesteuerten Website: Wie Designentscheidungen messbar zum Unternehmenserfolg beitragen",{"__typename":113,"tag":96,"attributes":119},{"__typename":115,"property":120,"content":104},"og:description",{"__typename":113,"tag":96,"attributes":122},{"__typename":115,"property":123,"content":124},"og:image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/styles/meta_og_image/public/2025-10/sharebild_blogartikel_designentscheidungen_messbar_machen1204x630px__1_.jpg?h=3ecc83bb&itok=td1MBgcp",{"__typename":126,"id":127,"name":128,"path":129,"status":20,"weight":130,"description":131,"langcode":135,"changed":136,"metatag":139},"TermCategories","8","UX/UI Design","/kategorie/design",0,{"__typename":132,"processed":133,"format":134},"Text","Themen aus dem Bereich Design & User Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":137,"timezone":85,"offset":86,"time":138},1713772777,"2024-04-22T07:59:37+00:00",[140,143,146],{"__typename":95,"tag":96,"attributes":141},{"__typename":98,"name":99,"content":142},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":95,"tag":96,"attributes":144},{"__typename":98,"name":103,"content":145},"Themen aus dem Bereich Design & User Experience",{"__typename":106,"tag":107,"attributes":147},{"__typename":109,"href":148,"hreflang":13,"rel":111,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[150,155],{"__typename":151,"id":152,"name":153,"path":154,"weight":130},"TermTags","325","design","/tag/design",{"__typename":151,"id":156,"name":157,"path":158,"weight":130},"722","KPIs","/tag/kpis",{"__typename":160,"processed":161,"format":134,"summary":162},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col grid-one default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Viele Marketingverantwortliche kennen die Situation: Die Agentur macht einen Designvorschlag für die Startseite der neuen Unternehmensseite. Die Geschäftsführung oder andere interne Stakeholder meinen, dass sie das aber ganz anders haben wollen. Plötzlich sprechen wir über interne Befindlichkeiten und keiner weiß, was die richtige Entscheidung ist - ob der Button weiter oben oder unten sein soll oder das Produktbild größer oder kleiner.\u003Cbr>Es sind scheinbare Kleinigkeiten einer solchen Festlegung und die Geschäftsführung fragt sich, warum sie für solche Diskussionen überhaupt Geld bereitstellen soll.\u003C/p>\u003Cp>Die Antwort liegt in der \u003Cstrong>Übersetzung von Websitezielen in Business Outcomes\u003C/strong>. Es macht die Performance deiner Website messbar, vergleichbar und wirtschaftlich argumentierbar. In diesem Beitrag zeigen wir dir, wie du Website-Maßnahmen in konkrete KPIs übersetzt und damit deine Budget- und Strategieentscheidungen fundierter triffst.\u003C/p>\u003Cp> \u003C/p>\u003Ch2>1. Warum du deine Website messen musst und nicht nur „neu gestalten“\u003C/h2>\u003Ch3>1.1 Die Website als Wachstumstreiber\u003C/h3>\u003Cp>Eine Studie der Unternehmensberatung McKinsey zeigt, dass Unternehmen, die Website-Optimierung datengetrieben betreiben, signifikant mehr Umsatzwachstum erzielen. Das Problem ist, dass Website-Entscheidungen oft rein gestalterisch diskutiert werden, ohne jeden Businessbezug. Doch Fakt ist, optimierte Websites liefern bessere Conversion-Raten, niedrigere Absprungraten und steigern außerdem die Kundenbindung - und das zahlt auf den Unternehmenserfolg ein. Oft fehlt diese Brücke zu den Unternehmenszielen und damit bleibt Marketing einfach eine Kosten- anstatt einer Einnahmequelle.\u003C/p>\u003Ch3>1.2 Relevanz für Marketing\u003C/h3>\u003Cp>Für Marketingabteilungen zählt, ob Website Maßnahmen KPIs wie Cost per Acquisition, Conversion-Rate oder Retention verbessern. Wenn Website-Optimierungen diese Werte messbar positiv beeinflussen, wird aus einer „schönen Website“ eine strategische Investition ins Wachstum.\u003C/p>\u003Cp> \u003C/p>\u003Ch2>2. User Experience Design messbar machen: Schritt- für-Schritt Vorgehensweise\u003C/h2>\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col grid-one default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ctable class=\"table\" style=\"border-color:hsl(0, 0%, 30%);border-style:solid;\">\u003Cthead>\u003Ctr>\u003Cth class=\"simple-table-header-color simple-table-header\" style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">\u003Cstrong>Schritt\u003C/strong>\u003C/th>\u003Cth class=\"simple-table-header-color simple-table-header\" style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">\u003Cstrong>Zielsetzung\u003C/strong>\u003C/th>\u003Cth class=\"simple-table-header-color simple-table-header\" style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">\u003Cstrong>Beispiel\u003C/strong>\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">1. Business Ziele\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Auf welche Business Ziele soll die Website einzahlen?\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">zB Wachstumsziele, Umsatzziele Kundenorientierte Ziele\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">2. Ziele festlegen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Welche KPI kannst du festlegen, die belegbar ein Hebel für die Erreichung des Business Ziels ist?\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Mehr Leads, mehr Abos, geringere Absprünge\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">3. Verhalten bestimmen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Welches Nutzerverhalten führt zu diesem Ziel?\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Klick auf „Kontakt“ oder Newsletter-Registrierung\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">4. Metrik festlegen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Wie wird das Verhalten messbar?\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Conversion-Rate, Absprungrate\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">5. Ausgangswert messen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Status Quo erfassen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Analytics, Tracking, Befragungen\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">6. Optimierung umsetzen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Maßnahmen auf Basis von Hypothesen starten\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Formulare kürzen, Landingpage umbauen\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">7. Ergebnis messen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Nach Umsetzung Werte erneut erheben\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Vergleich mit Startwert\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">8. Interpretation\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Was hat Wirkung gezeigt?\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Bessere Conversions bei kürzerem Formular\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"geh;\">9. Business Impact berechnen\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"?:v:\">Effekt in Euro oder Kostenersparnis ausdrücken\u003C/td>\u003Ctd style=\"border-color:hsl(0, 0%, 60%);\" id=\"ZhCP\">Mehr Umsatz, weniger Supportkosten\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col grid-one default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cp>Wichtig: Website-Optimierung ist kein einmaliges Projekt, sondern ein kontinuierlicher Prozess.\u003C/p>\u003Ch3>Hier eine kleine Beispielrechnung\u003C/h3>\u003Cp>Ein Formular wird optimiert: Completion Rate steigt von 60% auf 75%.\u003C/p>\u003Cul>\u003Cli>Vorher: 600 Abschlüsse × 500 € = 300.000 €\u003C/li>\u003Cli>Nachher: 750 Abschlüsse × 500 € = 375.000 €\u003C/li>\u003C/ul>\u003Cp>Das sind +75.000€ zusätzlicher Umsatz – allein durch die Optimierung einer einzelnen Interaktionsstrecke.\u003C/p>\u003Cp> \u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col grid-one default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Cdiv class=\"box box--no-padding box--margin-bottom box--margin-top box--lightgrey\">\u003Cdiv class=\"box__content\">\u003Cp>\u003Cem>Du willst sehen, wie wir mit Designanpassungen für einen Kunden in der Gesundheitsbranche die Call Center Kosten gesenkt haben? \u003C/em>\u003Cbr>\u003Ca href=\"https://liechtenecker.at/projekt/imaging-online-buchung\">\u003Cem>Hier geht es zu unserer Projektreferenz mit allen Infos\u003C/em>\u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>\u003C/div>\u003C/div>\u003Cdiv class=\"grid-wrapper\">\u003Cdiv class=\"row ckeditor-grid grid-100-dl\">\u003Cdiv class=\"ckeditor-grid-col grid-one default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3\">\u003Ch2>3. Benchmarking als Marketinginstrument\u003C/h2>\u003Ch3>3.1 KPIs als Argumentationshilfe\u003C/h3>\u003Cp>Wenn du nachweisen kannst, dass eine Website-Optimierung zum Beispiel den CPA senkt, hast du eine starke Argumentationsgrundlage für Budgetverhandlungen und Business-Entscheidungen.\u003C/p>\u003Ch3>3.2 Reporting für Entscheider:innen\u003C/h3>\u003Cp>Bereite Ergebnisse in Management-Sprache auf:\u003C/p>\u003Col>\u003Cli>Impact auf die dir bekannten Business Ziele (zB gewünschtes Wachstum in bestimmter Zielgruppe, Erhöhung des Auftragsvolumens einzelner Kunden, etc.)\u003C/li>\u003Cli>Monetärer Impact (Umsatzsteigerung, Kostensenkung)\u003C/li>\u003Cli>Risiken bei Erhalt des Status-Quo (z. B. Saisonalität, Marktveränderungen)\u003C/li>\u003C/ol>\u003Cp> \u003C/p>\u003Ch2>Fazit\u003C/h2>\u003Cp>Website-Benchmarking ist für Marketingverantwortliche kein „Nice-to-have“ mehr.\u003C/p>\u003Cp>Es ist ein \u003Cstrong>strategisches Steuerungsinstrument, das Budgets absichert, Business Impact sichtbar macht und Marketingentscheidungen datenbasiert untermauert. \u003C/strong>Wer Websites heute nur nach Bauchgefühl optimiert oder anhand interner Bedürfnisse unterschiedlicher Geschäftsbereiche, riskiert ineffiziente Ausgaben.\u003C/p>\u003Cp>Wer Benchmarking integriert, kann nachweisen: Diese Maßnahme bringt Umsatz, senkt Kosten und verbessert die Marketing-Performance.\u003C/p>\u003Cp>Und damit lassen sich interne Diskussionen und Begehrlichkeiten auch leichter managen.\u003C/p>\u003Cp>Du möchtest mehr darüber wissen? \u003Ca href=\"https://liechtenecker.at/kontakt\">Meld dich gerne bei uns! \u003C/a>\u003C/p>\u003C/div>\u003C/div>\u003C/div>","",{"__typename":164,"id":165,"excludeFromScreenreader":13,"mediaImage":166,"name":174,"path":175,"status":20},"MediaImage","3275",{"__typename":167,"url":168,"width":169,"height":170,"alt":171,"title":13,"size":172,"mime":173},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2025-10/headerbilder_blogartikel_designentscheidungen_messbar_machen1.jpg",2880,1300,"Frau mit Brille hält ein gelbes Post-it. Text auf der Seite.",337287,"image/jpeg","headerbilder_blogartikel_designentscheidungen_messbar_machen1.jpg","/media/3275/edit",{"__typename":164,"id":177,"excludeFromScreenreader":13,"mediaImage":178,"name":184,"path":185,"status":20},"3276",{"__typename":167,"url":179,"width":180,"height":181,"alt":182,"title":13,"size":183,"mime":173},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2025-10/sharebild_blogartikel_designentscheidungen_messbar_machen1204x630px__1_.jpg",1204,630,"Junge Frau mit Brille hält gelbes Post-it, lächelt zur Kamera.",83187,"sharebild_blogartikel_designentscheidungen_messbar_machen1204x630px__1_.jpg","/media/3276/edit",{"__typename":164,"id":177,"excludeFromScreenreader":13,"mediaImage":178,"name":184,"path":185,"status":20},{"__typename":188,"id":189,"myRole":190,"name":191,"nickname":192},"User","12","Account Managerin","martina-thaler","Martina Thaler",{"latestKnowhow":194},[195,208,221],{"__typename":79,"id":196,"title":197,"path":198,"wpTeaserText":199,"wpPromotedTeaserImage":13,"wpHeaderImage":200},"1619","Behind the scenes: Ein Barrierefreiheits-Audit","/blog/behind-scenes-ein-barrierefreiheits-audit","”Entspricht unsere Website den gesetzlichen Anforderungen und wenn nicht, was genau müssen wir ändern?”\r\nDiese Frage lieben wir. Echt! Und so sieht unsere Antwort aus.",{"__typename":164,"id":201,"excludeFromScreenreader":13,"mediaImage":202,"name":206,"path":207,"status":20},"3364",{"__typename":167,"url":203,"width":169,"height":170,"alt":204,"title":13,"size":205,"mime":173},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2026-04/Headerbilder%20Blogartikel%20Behind%20the%20scene%20Accessibility%20Audit.jpg","Headline mit Sujet: Tastatur mit Symbolen für Barrierefreiheit im Fokus auf hellem  Hintergrund",838204,"Headerbilder Blogartikel Behind the scene Accessibility Audit.jpg","/media/3364/edit",{"__typename":79,"id":209,"title":210,"path":211,"wpTeaserText":212,"wpPromotedTeaserImage":13,"wpHeaderImage":213},"1616","Agentic KI trifft Design-System: Wie unser Presentation Maker entstand.","/blog/agentic-ki-trifft-design-system-wie-unser-presentation-maker-entstand","Nein, wir wollen euch jetzt nicht erzählen, was KI alles kann. 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