Conversion Optimisation for SMEs: 5 Levers That Deliver Revenue Immediately

Did you know that many SMEs in Austria lose up to 70% of their website visitors before they even complete a purchase? Often this is due to missing optimisations that can be implemented with little effort but deliver great impact.

In this article you will learn how, with targeted measures – from better landing page design to optimising the checkout process – you can increase your conversion rate and boost your revenue without additional ad spend.

The essentials in brief:

• Landing pages: clear messages, trust and legally compliant pricing are decisive.
• Calls to action (CTAs): local wording and precise phrasing lower barriers.
• Mobile optimisation: fast loading times and user-friendly navigation are mandatory.
• Trust: seals of approval, customer reviews and transparent return policies convince customers.
• Checkout process: fewer steps, guest checkouts and clear payment options increase the close rate.

Nordsteg tip: without a master plan, individual measures often fizzle out without effect. With a clear roadmap, you link all optimisations into a coherent system that delivers sustainable results.

Read on to find out how to implement these levers concretely.

1. Landing page design

A well-designed landing page can make the difference between a curious visitor and a paying customer. Many companies invest considerable sums in advertising, but often this budget fizzles out because the landing page is not aligned with the expectations of the Austrian target group.

Success factors for a convincing landing page

For a landing page to fulfil its task, some basic principles should be observed. The headline must immediately make the added value for the visitor clear. Generic phrasing like "Welcome to us" does not come across as appealing and often leads users to leave the page straight away. Instead, the headline should pick up the central problem of the target group and present a clear solution.

Users mostly scan websites in an F-shaped pattern. Therefore place the most important content and calls to action along this line of sight to direct attention effectively.

Trust is decisive. Authentic product pictures or videos, a complete imprint and the display of well-known payment methods create security. However, avoid generic stock photos – especially pictures of smiling people in suits often seem inappropriate and not very credible to Austrian customers.

Format requirements in Austria

Correct presentation of prices, dates and numbers is not only user-friendly in Austria, but also legally required. Prices must always be stated including 20% VAT. An example: "€ 99.90 incl. VAT" creates clarity, while information like "99.90 EUR + VAT" can cause confusion.

Date formats follow DD.MM.YYYY (e.g. 28.08.2025). For numbers, the comma is used as decimal separator, while the full stop stands for thousands grouping: € 1,299.90 instead of € 1.299.90.

Such details directly influence the conversion rate. Unclear pricing can not only cause legal problems, but also lead customers to abandon the purchase because they are unsure which amount will actually be charged.

Tools to analyse landing page performance

To measure the effectiveness of your landing page and improve it continuously, various tools are available:

• Google Analytics 4: track conversion goals and analyse metrics like conversion rate, bounce rate and average dwell time.
• Hotjar or Microsoft Clarity: these tools offer heatmaps and session recordings that show where users click and where they leave the page. This way, weak points like missed calls to action or problematic form fields can be uncovered.
• Google PageSpeed Insights: a fast loading time is decisive, especially for mobile users. Every extra second can noticeably lower the conversion rate.
• A/B testing with tools like Google Optimize** or** Optimizely: test individual elements, like the headline or the colour of a button, to find out what works better.

These tools deliver valuable insights into the performance of your landing page. These results feed directly into the strategic Nordsteg master plan, which is described in detail in the further sections. This way, landing page optimisation becomes an integral part of a long-term success plan.

2. Call-to-action (CTA) optimisation

A CTA only works effectively when it considers the expectations and habits of Austrian users. Many SMEs copy CTAs from international role models without adapting them to the local target group. Yet precisely in the details – in language, tone and placement – lies the potential to increase the conversion rate significantly. Here you will learn how precise phrasing and skilful placement can improve the success of your CTAs.

How to create effective CTAs

The right word choice is decisive. Austrian users often react reservedly to aggressive phrasing like "Buy Now!" or "Get Started!". Instead, polite and clear prompts like "Test with no obligation" or "Arrange a free consultation" convince. This phrasing comes across as more inviting and lowers the barrier.

Rely on clear action verbs. While a CTA like "Learn more" remains unspecific, variants like "Request a quote", "Book an appointment" or "Get a cost estimate" create concrete expectations. Such wording makes the next step more tangible for the user and increases the likelihood of an action.

Placement is also decisive: the primary CTA should always be positioned in the visible area. Use contrasting colours that blend harmoniously into the design to highlight the CTA without being intrusive.

Examples of successful CTAs

The choice of the right words can make the difference between a weak and a strong CTA:

• Consulting services: CTAs like "Arrange a free initial consultation" or "Request a no-obligation analysis" minimise risk for the user and motivate contact.
• E-commerce: instead of "Buy", a button with "Add to cart" lowers the mental hurdle because the user does not yet feel finally committed. Likewise "Go to checkout" is often more understandable than the plain "Checkout".
• Newsletter sign-ups: CTAs like "Get free tips" or "Secure weekly insights" communicate the added value more clearly than the generic "Subscribe".

A/B testing to optimise CTAs

A/B testing delivers valuable insights into which CTA version works better. Two variants of a CTA are played out in parallel to similar target groups to compare their performance directly.

It is important to change only one variable per test – for example wording, colour or position of the CTA. This way you can clearly determine which adjustment is responsible for the improvement.

A test should always start with a clear hypothesis. For example: "A green button generates more clicks than a blue one, because green is associated with safety." Also define which metrics you want to measure – click rate, conversion rate or revenue per visitor.

Make sure the test runs for a long enough period to account for seasonal fluctuations and varying user behaviour. Only this way do you get statistically meaningful results. Tools like Google Optimize or Optimizely can support you in execution.

Document all results systematically – even less successful tests deliver valuable insights for future optimisations. This data feeds directly into your strategic marketing master plan, which aims for consistent, predictable results. With a structured approach that considers all your customer touchpoints, you achieve long-term improvements in your conversion rate.

3. Mobile optimisation

Many Austrian SMEs underestimate how important a good user experience on mobile devices is. Yet many internet users in Austria access websites predominantly via smartphone or tablet – whether for research or purchases. A poorly optimised mobile website can therefore quickly drive potential customers away. With targeted adjustments, however, the mobile conversion rate can be significantly increased.

Responsive design: what matters

A responsive design ensures that your website automatically adapts to different screen sizes. But pages often fail to structure content sensibly on smaller displays. The result: texts too small, buttons hard to recognise and confusing navigation.

A mobile-first approach is the key here. Develop your website first for smartphones and then extend it for larger screens. This way you ensure that the most important content is optimally displayed even on small devices.

• Touch targets: buttons and interactive elements should be at least 44 × 44 pixels to ensure easy operation.
• Readability: use a font size of at least 16 pixels for body text. Headings should be clearly larger and hierarchically structured.

Functions specifically for mobile users

Loading time is decisive for mobile users. No one likes waiting long for a page to load. Therefore optimise images and other resources to minimise loading time.

Navigation should be simple and intuitive. Hamburger menus are suitable as long as they are clearly recognisable. Important content like contact information or product pages should be reachable in no more than two clicks.

Forms also play a big role. Some tips:

• Input types: use appropriate input types for phone numbers or email addresses. This way the right keyboard is displayed and entry is made easier.
• Local formats: stick to Austrian standards, e.g. +43 1 234 5678 for phone numbers or DD.MM.YYYY for date fields.
• Autofill: use HTML attributes so browsers can help fill in forms faster.

Keep mobile performance in view

To measure the success of your mobile optimisations, analytics tools are indispensable. They offer detailed insights into the behaviour of mobile users. In particular, bounce rate per device type gives indications of whether your mobile website has weaknesses.

Another important indicator is the conversion rate. If this is lower on mobile devices than on desktops, you should address it specifically.

With heatmap tools you can understand how mobile users use your page: where do they click? How far do they scroll? Such data helps to uncover weak spots like buttons that are too small or missed content.

Do not forget to regularly check loading time. Because mobile connections are often slower than stationary ones, you should run your tests under real conditions.

Nordsteg integrates these mobile optimisations seamlessly into your marketing master plan to ensure long-term progress.

4. Trust-building elements

Trust plays a central role for conversions, especially because many Austrian consumers are sceptical of online purchases. Although around 72% of Austrians with internet access use online banking, in 2022 about 70% of payments in brick-and-mortar retail were still settled in cash. This reservation poses a challenge that SMEs should address specifically. Here you will learn how to create trust through local trust signals and clear communication of security aspects.

Use local trust signals effectively

Austrian consumers place great importance on data protection and secure payment options. Make sure compliance with the GDPR and the Austrian Data Protection Act is clearly communicated. A detailed privacy policy that also covers the role of the Data Protection Authority is indispensable.

In addition, certified seals of approval can strengthen your customers' trust. With payment options, it is advisable to offer both traditional and modern solutions. For example, in 2024 already 95% of card payments were processed contactless, and 20% of Austrian merchants accepted digital wallets like Apple Pay or Google Pay – a clear increase compared to only 4% in 2018. Communicate the security of these options clearly and understandably.

Strong customer authentication (SCA) under PSD2 is not only a legal requirement, but also a sales argument. Explain to your customers how two-factor authentication additionally secures their transactions – and that these measures meet the highest EU standards.

Use social proof in a targeted way

Genuine customer reviews are a strong lever to build trust. Use names, locations and concrete details to convey authenticity. An example:

"Delivery to Graz was incredibly fast – the parcel was there the next day. Highly recommended! – Maria K. from Graz"

Case studies can also convince, especially in the B2B area. Show detailed success stories with concrete numbers and references from Austria or the DACH region. Mentions in Austrian media or local awards also increase your credibility.

Reduce purchase anxieties in a targeted way

Unclear costs or return terms deter potential buyers. Therefore communicate all prices, including the 20% VAT, clearly on the product page.

Explain the 14-day right of withdrawal in detail and provide clear contact options, such as a phone number (+43 1 234 5678), a postal address and business hours in CET. A team photo or a personal message from the managing director can also leave a positive and trustworthy impression.

Security standards should also be communicated clearly. Point out that customer data is protected with 256-bit SSL encryption – a standard also used by Austrian banks.

A targeted and systematic approach to trust building requires more than individual measures. At Nordsteg, we first develop a comprehensive marketing master plan that strategically integrates all relevant trust signals into your customer journey – for predictable and sustainable results.

5. Checkout process optimisation

The checkout process is the decisive moment in the customer journey – here it is decided whether a potential customer actually buys or bounces. Studies show that a complicated checkout leaves many shopping carts incomplete. For Austrian SMEs, even small improvements in this area can produce noticeable revenue increases.

Simplifying the checkout process

Keep the checkout as simple as possible. Ideally the process only covers a few steps: entering the delivery address, choosing the payment method and a final confirmation. Superfluous steps or fields should be avoided to reduce uncertainties.

• Only ask for necessary data: limit yourself to the really required information. Additional data like marketing preferences can also be requested after the purchase.
• Offer guest checkout: many customers want to buy without creating an account. Offer a guest order, supplemented by the option to create an account afterwards.
• Use auto-fill: support your customers with automatic address completion. Modern browsers and tools make this easier and speed up the process especially on mobile devices.

Optimising payment options

Adjust the offered payment methods to the preferences of your Austrian customers. In addition to credit cards, other established options such as Sofortüberweisung, PayPal or invoice purchase should be available. These create trust and make it easier to close the sale.

Display prices clearly and transparently – including 20% VAT. This creates clarity and avoids surprises that could interrupt the purchase process.

Clear shipping and return information

Transparency on shipping costs and return options is decisive. Communicate this information early, ideally already on the product page or in the cart. Offer different shipping options if possible and give realistic delivery times – considering holidays and weekends.

• Explain the right of withdrawal clearly: provide a simple step-by-step guide for returns and supply an Austrian contact address. A straightforward return process creates trust.
• Place trust signals: position security certificates, notices about SSL encryption and seals of approval clearly visible in the checkout area. These strengthen your customers' trust in the ordering process.

An optimised checkout process is more than just technology – it is a strategic element of your entire customer journey. With our master plan, we analyse all touchpoints, from the first contact to the purchase completion, and develop a systematic strategy that sustainably increases your revenue. A clearly structured process is the key to long-term success.

Strategy first: Nordsteg's master plan approach

Individual conversion measures without a clear concept may deliver short-term results, but often fizzle out without lasting benefit. This is where our structured master plan approach comes in.

The importance of a marketing master plan

The marketing master plan lays the strategic foundation for all optimisations. Instead of testing tactics randomly, it defines clear goals, identifies the most important target groups and determines which areas should be optimised in which order.

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It answers central questions: who are your most valuable customers? Which conversion goals and steps in the customer journey are decisive? This clarity prevents resources from flowing into measures that are technically correct but not on target for your business.

From concept to execution

For us, the path from strategy to execution follows clear steps. After creating the master plan, we analyse and prioritise the five relevant conversion levers. It is not about speed, but about targeted, sustainable improvements.

Every measure is checked for fit with the target group and overall strategy. A new CTA design, for example, must not only convince visually, but also directly address your customers' needs. Likewise, mobile optimisation specifically addresses the expectations of Austrian users.

This systematic combination of planning and execution is the core of our approach.

Why Nordsteg?

Our case studies from Vienna show: with our master plan approach, companies achieve long-term and measurable successes. We combine strategic planning with practical execution and ongoing optimisation to create a coherent set of measures that sustainably increases your conversion rates.

We place great importance on transparency. You always know why a specific optimisation is made and how it fits into your overall strategy. This way you avoid isolated single solutions and create a coherent overall system that works long term. Our goal: take your conversion performance to a new level – clear, transparent and effective.

FAQs

Legal certainty for your website in Austria

So that your website complies with the legal requirements in Austria, you should particularly pay attention to two central aspects: pricing and** data protection**.

Pricing

Under the Price Indication Act, prices must be stated clearly and understandably as well as** including all taxes and fees**. This is particularly important in the B2C area, as end consumers rely on complete and transparent pricing.

Data protection

The General Data Protection Regulation (GDPR) requires a transparent presentation of data processing. This means your website needs a** legally compliant privacy policy** containing all relevant information on the processing of personal data. In addition, for the use of cookies and tracking technologies, the** prior consent of the user** is required.

Practical tips

To avoid legal pitfalls, you can draw on professional aids, such as:

• Privacy policy generators: these tools help you create a GDPR-compliant privacy policy.
• Legal templates: templates for imprint and data protection can make the work easier and ensure your website meets the Austrian requirements.

With these measures, you minimise the risk of legal problems and ensure a trustworthy online presence.