Web Development – Okon Schwarz – your advertising agency from Erfurt, Thuringia

Case Study: Digital Travel Magazine “Travel Together in the Weimarer Land”

DerSepp — Fri, 13 Feb 2026 17:24:40 +0000

Initial Situation

Weimarer Land Tourismus e. V. is responsible for destination marketing for one of the most culturally and scenically attractive regions in Thuringia — located in the city triangle between Erfurt, Weimar, and Jena.

The association’s goal is to position the Weimarer Land as a modern, sustainable, and high-quality holiday destination.

The challenge:

The traditional printed travel catalog was no longer up to date. Content becomes outdated quickly, production cycles are long, flexibility is limited — and today’s digital audience expects inspiration, interaction, and immediate booking options.

A new approach was needed.

Goal: A Digital Travel Magazine with Experiential Value

Instead of creating another static website, the objective was to develop a digital magazine that:

Tells stories instead of merely listing information
Evokes emotion and creates inspiration
Connects editorial content with concrete booking options
Can be flexibly maintained and further developed by the client
Is technically high-performing and fully mobile-optimized

In short: a complete digital travel experience in one place.

Our Role as the Agency

Prior to this project, we were already responsible for the technical maintenance of the association’s website and had jointly developed a “Digital Pool” — a structured collection of digital assets, forms, and content to streamline collaboration.

Building on this foundation, we were commissioned again — this time for:

Concept development of the digital magazine
UX and UI design
Technical implementation
Template development for editorial content
Performance marketing to promote the launch

Implementation: Dynamic Instead of Static

The key difference:

This was not intended to become an “online PDF,” but a dynamic, modular platform.

Our solutions:

1. Modular Template System
We developed flexible templates that enable the association’s team to independently publish reports, interviews, photo stories, and videos — without technical barriers.

2. Storytelling Structure
Instead of purely functional navigation, the magazine focuses on journalistic features, insider tips, and thematic travel narratives.

3. Responsive & Performance-Optimized
The magazine was fully responsive — optimized for desktop, tablet, and smartphone.

4. Conversion Integration
Editorial content was strategically linked to booking options. Inspiration and action are only a few clicks apart.

Collaboration

A key success factor was the continuous and structured exchange with the association’s representatives.

Feedback loops were efficiently integrated, revision requests implemented promptly, and design decisions aligned collaboratively. This resulted in an outcome that is convincing both strategically and visually.

Launch & Marketing

The digital travel magazine officially launched on August 15, 2025.

To support the market launch, we accompanied the project with:

Google Ads campaigns
Meta campaigns (Facebook & Instagram)
A social media giveaway to increase reach
Content partnerships

The goal was to generate awareness, build reach, and drive qualified traffic to the new magazine.

The Result

Today, “Travel Together in the Weimarer Land” presents itself as:

An interactive, visually strong platform
A high-quality editorial online magazine
A source of inspiration for short trips and holidays
A digital interface between storytelling and booking

The project demonstrates how regional tourism marketing can be modernized and sustainably strengthened through digital strategy.

Conclusion

With the digital travel magazine, a traditional print product was successfully transformed into a scalable, dynamic online format.

For us, this project exemplifies how strategic design, technical implementation, and performance marketing interlock — creating measurable added value together.

Planning Your Own Digital Relaunch?

Whether in tourism, mid-sized businesses, or growing companies:
We develop digital platforms that don’t just look good — they deliver measurable results.

Schedule a non-binding consultation today.

Case Study: Website Relaunch for the Freilichtmuseum Hohenfelden

s.goymann — Fri, 13 Feb 2026 17:08:13 +0000

Initial Situation

The Thuringian Open-Air Museum Hohenfelden is the largest open-air museum in the state of Thuringia. Across two locations, more than 40 historic buildings vividly illustrate how people lived, worked, and resided from the 16th to the 20th century.

While history comes to life on-site, this quality was not reflected digitally.

The existing website was technically and visually outdated. Structure, user guidance, and visual presentation no longer met the expectations of visitors, school groups, travel parties, or tourism partners.

The objective was clear:
A modern, user-friendly, and future-proof website.

A Special Challenge: Implementation with ThüCAT

Unlike many of our projects, the new website was not to be built in WordPress but implemented within the ThüCAT system provided by Thüringer Tourismus GmbH.

ThüCAT is the state-wide content management system for tourism institutions in Thuringia. It ensures a standardized database, centralized interfaces, and structured content across the entire tourism landscape.

For us, this meant:

Working within defined technical parameters
Making the most of design flexibility despite system requirements

Rather than seeing limitations, we recognized a strategic opportunity — and consciously embraced the challenge.

Project Kick-Off: Creating Clarity Through Visual Preparation

As part of our proposal presentation on-site in Hohenfelden, we already introduced a first homepage design concept — and won the tender with our creative approach.

This provided a decisive advantage:

Instead of abstract discussions, we were able to begin the kick-off meeting with a concrete visual foundation.

Together, we defined:

Content priorities
The structure of user navigation
Required page structures
Elements to be revised or expanded
A clear project timeline

This quickly resulted in a shared vision.

Implementation Under Time Pressure

The new website was tied to funding — and therefore subject to a fixed deadline. Timely completion was crucial for the museum.

We successfully implemented the ThüCAT project within just two months.

This was made possible through:

Weekly coordination meetings
Clear task distribution
Structured feedback processes
Focused project management
Efficient execution

The Result: Modern, Clear, Inviting

Since October 1, 2025, the new website has served as the central digital touchpoint for visitors.

Key improvements include:

1. Modern User Interface
Clear structures, generous image areas, and intuitive navigation ensure a pleasant user experience.

2. Strong Visual Identity
The museum’s corporate design was consistently integrated and further developed for digital use.

3. Clear Information Architecture
Opening hours, events, directions, prices, and educational programs are easy to find.

4. Future-Proof System Foundation
Through implementation in ThüCAT, the museum is optimally integrated into Thuringia’s tourism infrastructure.

Client Testimonial

“I would like to sincerely thank you for the great and uncomplicated collaboration. The new website looks absolutely fantastic!”
– Lisa Dinter, Cultural Development Officer, Weimarer Land

Conclusion

A historic museum does not need an outdated website.

With the relaunch of the Thuringian Open-Air Museum Hohenfelden, a digital platform was created that:

Presents history in a contemporary way
Provides clear visitor guidance
Ensures tourism integration
Meets funding requirements
Remains scalable for the future

A successful project — for the museum and for us.

Is Your Website Outdated?

Whether cultural institution, SME, or tourism business:
We modernize digital presences strategically, technically sound, and visually compelling.

Let’s talk about your project.

Our 7 Most Popular WordPress SEO Plugins

Lisa — Thu, 07 Mar 2024 14:06:30 +0000

WordPress is the most popular Content Management System (CMS) on the internet. There are over 101 million WordPress blogs on the internet, powering 63% of all websites.

WordPress is an open-source content management system used to create websites. Many bloggers and businesses use it as their website platform. But why is WordPress so popular? Some reasons for its popularity include being free as a CMS, easy to use for content customization, and providing a solid foundation for search engine optimization (SEO).

Search engine optimization (SEO) can be understood as the process of optimizing web content so that it is more likely to rank higher on search engine results pages.

The technical basis of SEO lies in both the technical development of websites and their adjustments to the algorithm. Additionally, it involves making content more discoverable by search engines through optimization and link building.

There are a variety of free and paid plugins available to help improve the SEO of your website.

What is a WordPress SEO plugin?

WordPress SEO plugins are a type of software that helps you optimize your WordPress website for search engines. These plugins with SEO functionalities assist in tasks ranging from setting up 301 redirects to adding metadata, all aimed at improving your rankings in search engines, particularly Google.

WordPress is an open-source content management system (CMS) powering over half of the web, with many bloggers and small businesses using it as their website platform. One of the reasons for WordPress’s popularity is its user-friendly nature, cost-effectiveness, and solid foundation for search engine optimization (SEO). SEO plays a crucial role in increasing a website’s visibility on search engine results pages. WordPress offers a variety of plugins to help optimize your website.

This article introduces you to seven of what we consider the best SEO plugins for WordPress, allowing you to choose one for your website.

What are the Benefits Of Using a WordPress SEO Plugin?

WordPress SEO plugins are a great way to optimize your website for search engines. They offer a variety of features that can help with everything from building internal links to optimizing your content.

There are many WordPress SEO plugins on the market, but not all are created equal. Some plugins offer more features than others. That means you need to know what you’re looking for and which plugin you want to use on your WordPress site.

There are many WordPress plugins that can help you optimize your blog for SEO purposes. These plugins ensure that your website ranks high in search engine rankings and attracts more visitors to your site.

In this article, we’ve compiled a list of our 7 most popular WordPress plugins for SEO purposes. These plugins help you rank higher in search engines and get better organic traffic to your website.

Our 7 Most Popular WordPress SEO Plugins

1. Yoast

Yoast is one of the most popular and our preferred WordPress SEO plugin that helps users optimize their content for search engines. The plugin provides helpful information on each page about how to improve your website’s ranking in the Search Engine Results Pages (SERPs). It uses a convenient traffic light system, which changes color as you use the individual optimization tips and adjust the web content. Here are some of Yoast’s tips:

Optimize your website and individual pages for the right keywords for your users.
Establish a solid internal linking structure.
Avoid dead links on your website.
Automatically add structured data to help Google better understand your website.
Get previews for sharing on Twitter and Facebook.
Content quality and link suggestions while writing.
Access to the Yoast SEO Academy.

2. Rankmath

Rank Math is a search engine optimization plugin for WordPress that makes it easier for you to optimize content through integrated suggestions. These suggestions are based on widely accepted SEO best practices. Easily adjust important SEO settings, control which pages are indexable, and how your website appears in search with structured data.

What sets this SEO plugin apart is that it combines the features of multiple plugins, consolidating everything into one easy-to-manage plugin.

The optimization options on individual pages are similar to those of Yoast.

You can control noindex/nofollow/noarchive and meta tags in general, as well as individual pages or blog posts. It can be linked to the Google Search Console to display meaningful information directly in the WordPress dashboard.

Rank Math has many useful features, including a built-in 404 monitor, easy redirection options, rich snippets, XML sitemaps, and internal linking recommendations.

3. Autoptimize

Autoptimize is a free WordPress plugin that enhances the performance and speed of WordPress websites by making various optimizations to website resources. Here are some of the main features and functions of Autoptimize:

Compresses, minifies, and combines JavaScript, CSS, and HTML files to reduce loading times and increase website efficiency.
Optimizes images by reducing their size and improving image resources to minimize loading times.
Supports lazy loading of images (images are only loaded when they are in the visible area of the users) to optimize page loading times.
Optimizes font processing to increase efficiency when displaying text content.
Provides options for caching HTML and CSS files to further improve page loading times.
Allows fine-tuning of various settings to tailor optimizations to the website’s requirements.

Autoptimize is generally compatible with most themes and plugins. It is important to note that the impact of Autoptimize may vary on different websites depending on individual configurations, themes, and plugins. It is recommended to create backups of the website before using Autoptimize and carefully monitor the impact on design and functionality.

4. RapidLoad

The paid WordPress plugin RapidLoad was developed to improve the loading time of WordPress websites, thereby generating more traffic and conversions. It optimizes the website by reducing the size of images and other media. Additionally, this plugin minimizes the number of HTTP requests and applies various techniques, including database query optimization, caching of static content, and code minimization.

RapidLoad offers automatic optimization, customizable configuration options, and is user-friendly even for non-developers. With RapidLoad, WordPress users can operate their websites faster and smoother. It supports lifetime updates and is compatible with all major browsers as well as PHP 8.1.

For installation, it is recommended to use it as a plugin, with the option to deactivate or remove it in case of issues. RapidLoad can be combined with Autoptimize. The plugin offers a free customer support service.

The slow performance of WordPress websites can be attributed to various reasons, including too many plugins, unoptimized images, and poor website coding. Similar alternatives to RapidLoad include free plugins such as W3 Total Cache, WP Super Cache, and HyperCache. Overall, RapidLoad is a simple and effective solution for speeding up WordPress websites.

5. WebP Express

More than 9 out of 10 users employ a browser capable of displaying WebP images. However, most websites still deliver JPEG images, which are typically twice as large in size as WebP images at a certain quality. What a waste of bandwidth!

WebP Express was created to address this situation easily. With minimal effort, WordPress administrators can configure their website to automatically deliver WebP images to browsers that support it. JPEG and PNG files are still provided for browsers that do not support WebP.

This plugin also aids in image optimization by compressing images into the WebP image format. Once again, it serves to shorten your loading time and thus improve it.

6. WP Rocket

WP Rocket is a powerful premium WordPress caching plugin designed to improve website loading times and overall performance. It offers the following features:

Page Caching creates static HTML files of dynamic WordPress pages, reducing loading times.
Browser Caching stores static resources in the visitor’s browser, optimizing load times for subsequent visits.
Reduces the size of HTML, CSS, and JavaScript files through GZIP compression, minimizing transfer time and improving loading times.
Lazy Loading delays the loading of images and other resources until they are in the visible area of the user.
Removes whitespace and unnecessary code through minification and concatenation of CSS, JavaScript, and HTML files to reduce file size and improve loading time.
Allows optimization of the WordPress database by removing unnecessary data and elements, which can improve overall performance.

WP Rocket is suitable for users of all experience levels and offers a user-friendly interface for configuration. It does not require technical expertise to use effectively. The WordPress plugin is compatible with most hosting environments and themes. It can seamlessly integrate with various plugins and usually does not require extensive customization.

The plugin provides regular updates and dedicated support for paying customers. Many users appreciate the paid investment due to the noticeable improvements in website performance. WP Rocket is an effective and powerful way to speed up your WordPress sites.

7. EWWW Image Optimizer

The WordPress plugin EWWW Image Optimizer provides an effective solution for automatically optimizing images on your website to improve performance and loading times. It achieves this by automatically reducing file size without compromising quality, thereby enhancing the user experience.

The plugin supports a variety of image formats, including JPEG, PNG, GIF, and PDF. It offers features for compression and conversion between different formats. A notable feature is Lazy Loading, which contributes to optimization.

EWWW Image Optimizer allows optional cloud optimization, where images can be optimized via external cloud services, reducing server load. The plugin is flexible and integrates well with various themes and WordPress plugins.

The user-friendly plugin offers options to customize image optimization, such as controlling image compression or excluding certain image sizes from optimization. It is advisable to create backups before installation and to check the impact on image quality to ensure optimal configuration for your website.

Overall, EWWW Image Optimizer provides an effective tool for automatically optimizing images on WordPress websites. It is important to note that the effectiveness of the plugin depends on various factors, including the type of images used and the specific requirements of your website.

Conclusion on WordPress SEO Plugins

Choosing the right SEO WordPress plugins can have a significant impact on the visibility of your website. The plugins presented here offer a wide range of features, from on-page optimization to speed optimization and image compression. Depending on the specific requirements of your website, these plugins could make the crucial difference and help you appear at the top of search results.

What is your favorite SEO WordPress plugin?

We are your advertising agency from Thuringia, Erfurt.

We have listed the SEO WordPress plugins that we, as an advertising agency from Thuringia, Erfurt, prefer and most frequently use in WordPress websites.

If you believe that there is an SEO plugin that should be additionally mentioned here, please let us know.

Website, Subpage, Homepage or Landing Page – What’s the Difference?

Lisa — Wed, 05 Oct 2022 08:34:32 +0000

In the field of online marketing, we often talk about a website or homepage, subpages of a website or landing pages. So many different terms can lead to confusion. But don’t worry, in this blog article we’ll explain briefly and simply what they mean and what the differences between the individual words are.

Website
Subpage
Homepage
Landing page

The Website

The term website is used as an umbrella term for internet presence. The website is something like a digital business card of a company or a brand. It serves to represent your company and shows who you are, where you come from and what your goal is. Websites can also provide information about who works in your team or who has already collaborated with you. Having your own website gives you the opportunity to showcase your full range of services. You can share content and include any information about your company, your brand and yourself. In the area of “content sharing”, the subpages of a blog are very SEO relevant and efficient. You can include many important keywords in blog posts and thus improve your ranking in the search engine. The website, with its many different offers, subpages, diverse content, and mediated content, is good for brand building (building and establishing a brand through marketing). The website includes all subpages of your website. The subpages of a website are referred to as web pages.

The Web Pages of a Website

For example, the “About us page” is a web page and therefore a subpage of a website. If you are currently reading this blog post, you are on a web page of our website’s blog. The web pages of most websites are categories such as “Home”, “About us”, “Contact” and “References”. Others may be about coaching and workshops or provide information about any services. The subpage with the contact form can also be a web page of a website. As you can see, a website consists of many different small web pages.

The Homepage of the Website

Technically speaking, the homepage is the start page of a website and is also called the front page. It is the first page that visitors see when they type your internet address into their browser. Imagine that the homepage is the entrance to a house, where the house is your website, and the entrance area is your homepage. This is why a small house is often used as a home button on a website. Visitors are much more likely to enter a previously unfamiliar house if it is nicely decorated and tidy. As the homepage is the welcome page for your potential customers, the first impression counts. So, make it clear and inviting.

Landing Pages

Visitors often reach a landing page after clicking on an advert on social networks or in a search engine. This is known as the landing page for the adverts and is a website set up specifically for this purpose. The problem with websites is that sometimes, customers feel overwhelmed by the flood of information. They find it difficult to decide what to click on first. They may even lose sight of their main concern. This is exactly where landing pages come into play. Here, the options are minimized, distraction factors from other websites are prevented and thus the risk of your customers getting “lost” on your website is eliminated. Landing pages are much more specific than websites, as only one topic is addressed on this page and there are usually no menu items.

Landing pages are very strategically structured. One offer on the landing page is packaged in a classic structure to take visitors by the hand, so to speak, and lead them to their destination. Landing pages typically contain an image in addition to a headline and sub headline. A summary of the most important points informs your customers briefly and concisely about your product or service. The end of a landing page is concluded with a call to action. Overall, it is always important to emphasise the benefits that customers will receive if they act on a particular call to action. For example, by subscribing to a free newsletter (your goal: to win customers via the newsletter, maintain customer contact, create a company presence), they receive high-quality information that provides them with expert knowledge (benefit for the customer). Customers must be convinced that they will receive a benefit if they click on the call to action. Within the narrow framework you have set, they only ever have two options: Either they stay on the page and perform a certain action (subscribe to your newsletter) or they leave the landing page.

The Advantage of Landing Pages

Imagine this: A potential customer has seen an advertisement on Facebook as part of your traffic campaign. If they respond, they will be directed to your specifically chosen landing page, providing the advantage that they land on the exact right webpage for your business.

It is also advisable for you to set up individual landing pages for each of your company’s services or offers. The reason for this is that landing pages increase the conversion rate (rate of converting website visitors into customers or purchases) much more than normal websites. This is why the use of landing pages is very effective in online marketing and performance marketing. They make it possible to better realise company goals and generate enquiries.

The Landing Page as a Concept for Your Website

Let’s take the idea of landing pages a little further at this point. What if every subpage of your website could function as a landing page?

In reality, users nowadays almost exclusively navigate the internet through search engines. Remembering domains has become a rare practice among users, unless perhaps it’s a well-known brand like Amazon. Modern browsers have integrated search engine tools in their address bars, eliminating the need for internet users to memorize domains. Entering a query into the browser’s address bar triggers a search, effortlessly guiding them to their destination.

Search engines always select the webpage they deem most relevant for the results of a specific search query. This means that when users click on a search result for your website, they won’t always end up on the homepage. And it’s possible that users may not find their way in the user navigation you envisioned for your website. With a short attention span and high bounce rates, there’s a high likelihood that potential customers may not even see your actual offerings.

We, therefore, recommend that you conceptualize every webpage of your online presence as a landing page. Any user could land on any one of your subpages, so it’s crucial to ensure that they encounter all essential information about your offerings and always find a clear call-to-action. Even if certain content elements may seem repetitive to you, your potential customers might only see that particular webpage.

The Website "House"

Now that we’ve clarified the meanings of these terms, imagine a house when you encounter them in the future. The house represents your website, the entrance area is your homepage, and the webpages are the individual rooms of the house. The landing page is a special room that can also be entered through a different entrance.

Our Web Agency from Thuringia

Of course, a house has to be built first and, even if it is already standing, it needs constant maintenance and renovation. Do you need support in setting up your landing pages, or would you like more customer enquiries via your website? Or are you interested in having your own website?

As an advertising agency from Thuringia, we take care of your concerns, create websites and implement targeted marketing measures. We keep an overview for you so that you can achieve your business goals. Contact us today!

Domain and Hosting – The Journey of the Website onto the Web

Lisa — Wed, 05 Oct 2022 08:33:46 +0000

Today, according to Verisign, there are over 362 million domains registered on the web worldwide. In this technical article, we’ll explain to you what you need domain and hosting for, what a domain is, and how it is registered and stored. Furthermore, we’ll cover topics such as Content Management System (CMS), webspace, and Transport Layer Security (SSL).

First, let’s briefly explain the terminology: After you’ve created a website, for example using the WordPress CMS (Content Management System), it needs to be stored on the internet. Hosting is one of the fundamental technologies of the internet. It refers to providing storage space for publishing websites. The provided storage space for websites, online shops, and blogs is stored on the server of an internet provider. A provider, such as 1&1 or Strato, is a provider of services in the communication sector. For example, they enable their customers to access the internet through specific services.

The term “webspace” refers to the storage space provided by the providers for data on a server. This space can be accessed permanently via the internet. Access is ensured through the so-called domain. This is the globally unique name of a website. Note that the domain is not to be equated with the URL of the website. The URL, Uniform Resource Locator, is a standard for accessing specific content (mainly websites). The individual URLs of the website, for example, access the homepage or the individual subpages.

Access to CMS

Before a website can be accessible on the internet, it logically needs to be created first. CMS stands for “Content Management System,” which is used for managing digital content collectively. A CMS is software designed for the collaborative creation, editing, organization, display, and management of digital content. Content can include text, images, videos, or other forms used for websites or other media formats. Generally, a content management system organizes and stores data while performing various other tasks. CMS makes the process of creating a website much easier nowadays.

CMS is used for operating websites. Examples of CMS include WordPress, TYPO3, Craft, or Joomla. There are many more web CMSs available, with some being relatively simple and others being complex and powerful. But how do customers find your created website on the internet?

What is a Domain and How Does Registration Work?

Every website is accessible via a unique IP address. For example, the IP address of the search engine Google is 142.250.186.35. If there were no domains, all internet users would have to remember numerical combinations. It’s easier to remember a name embedded in a fixed structure. That’s why domains exist.
All domains and their associated IP addresses are part of the Domain Name System (DNS).
A domain is divided into three subparts:

Top-Level-Domain
Second-Level-Domain
Third-Level-Domain

Before the Third-Level-Domain, there is a security protocol. For example, the communication protocol Hypertext Transfer Protocol Secure (HTTPS) encrypts content on the web to transmit data securely. The third level is referred to as the Third-Level-Domain or Subdomain, which is always used to access a specific application. For instance, www. always directs to the web server. The second part of the domain is the Second-Level-Domain, which is the name of your website domain. The first level is the Top-Level-Domain (TLD), located at the end of the domain. The most significant group of TLDs are the generic Top-Level-Domains (gTLDs) such as .com, .info, or .org. The well-known .de TLD belongs to the group of Country Code Top-Level-Domains (ccTLDs). Additionally, new TLDs like .shop, .blog, .online, or .family have been introduced. There are a total of 280 Top-Level-Domains. Each Top-Level-Domain is managed by a registry. For the .de domain, for example, it is managed by DENIC, and for .com, it is managed by Verisign.

For customers, it is often difficult (or not possible) to register domains directly with the registries. Therefore, domain registrars handle the technical process. They provide tools to search for available domain names and extensions. Subsequently, they sell you the unique domain names. Additionally, registrars are connected to all registries.

The advantage is that you have a central contractual partner for all domains. Furthermore, you only have one fixed point of contact if you need help or other support. Various providers assist you in registering your domain name, which you will use for your website. Often, these providers also offer hosting automatically. In some cases, you may need to purchase hosting separately, but more on that later.

Why is Hosting Needed Afterwards?

To make your website visible on the internet, data and files of your website need to be stored on a web server. Hosting companies operate multiple web servers in a location known as a data center. Additionally, hosting companies provide software security, support, and network connectivity, without which your website cannot go online. Therefore, you can rent storage space on servers of a hosting company and store your website data there, making your website globally accessible.

Pros and Cons of Free Hosting

In addition to paid web hosting, there are numerous providers offering free hosting. The obvious advantage is that you have access to web space completely free of charge. Many providers also offer free extras and easy-to-understand instructions, such as how to upload the corresponding files and data of your website to the server. Many website owners use free web hosting to test their websites. The major drawback of free web hosting is the display of advertising on your website. Hosts generate their revenue through these advertisements. The displayed ads appear as banners or pop-up windows on the edge. However, too much or additional advertising usually does not sit well with users and negatively affects the user experience on your website. It also appears unprofessional to users if you do not have your own domain. Additionally, loading times worsen because you have to share the server with many other users. Another problem for large websites is that the free storage space provided is often too small.

Another risk of free hosting is that websites may be deleted. It is also possible for providers to discontinue free web hosting services. The result of both dangers is the need to move your website to another host.

Our agency recommends hosting providers such as Strato, Ionos, 1&1, United Internet, and for larger websites or online shops, Mittwald or Hetzner.

What is SSL and Why is it Important?

In the internet, a encryption protocol is used for secure data transmission. This standard technology is called “Transport Layer Security”, known by the previous designation Secure Sockets Layer (SSL). SSL is responsible for securing internet connections and protects sensitive data during transmission between two systems. Applications containing personal data, for example, cannot be read or altered. SSL ensures that transmitted data between users and websites or between two systems are not readable by others. Since May 25, 2018, SSL encryption of websites has been part of the General Data Protection Regulation (GDPR). Google also places great importance on websites using SSL as part of its ranking criteria.

What Should You Do?

The entire topic of hosting, domain, and webspace presents many challenges and hurdles. Without prior knowledge, difficulties can arise quickly. Our agency not only creates your desired website using WordPress, Typo3, or other CMS systems but also handles technical adjustments and necessary updates. We also assist you in choosing your unique domain and take care of its registration. Additionally, we are more than happy to provide professional advice on selecting the right hosting provider and ensure the security of your website. Your website is important to our advertising agency.

We look forward to your inquiry. Contact us today!

Measurement of Success in Online Marketing: What Tracking with Cookies is About

Lisa — Wed, 24 Aug 2022 12:41:17 +0000

Measuring success is essential in online marketing to evaluate and optimize campaigns. This allows you to identify your best-performing campaigns and redistribute your advertising budget accordingly. To achieve this, you need to track the behaviour of your users on your website or online shop. For this purpose, cookies, tracking pixels, and tags are used, all of which must comply with GDPR regulations.

In the following article, we will explain how you can measure your success and everything you need to know about GDPR-compliant tracking.

How is your online marketing success measured?
What are tracking pixels or tracking tags?
What is the Google Tag Manager used for?
What are cookies and how are they used?
What should be considered regarding cookies and opt-ins?
And what are cookie opt-ins?
How does retargeting or remarketing work?
Conclusion

How is Your Online Marketing Success Measured?

First, you need to define goals that you want to achieve with your online marketing campaigns. These goals significantly determine how you conduct your campaigns.

Do you want more interactions, more reach, more leads, or more conversions?

Next, you need to define the appropriate metrics for your goals. Key metrics include your conversion rate, click-through rate, cost-revenue ratio (CVR), and cost per order (CPO). By regularly tracking these metrics, you can closely monitor your success.

If your metrics don’t yet meet your goals, don’t worry. You can further optimize your campaigns. To do this, track your users and their browsing behaviour or purchases on your website – of course, pseudonymized. Analyse the results. Tracking pixels and tags, as well as cookies, play a significant role in tracking.

What are Tracking Pixels or Tracking Tags?

Tracking pixels are transparent pixels integrated into websites. They measure, for example, a purchase, a conversion, or a lead. This happens when an order is placed or a newsletter sign-up occurs on your website. There are also pixels that are integrated on every subpage of the website. For example, the Facebook pixel, which captures page views and events such as clicks on a button.

A tracking tag works similarly to a tracking pixel and allows the analysis of user behaviour. This is a small code or parameter inserted into the URL of a website.

A classic example of this is the UTM parameters for Google Analytics. Here is the so-called Campaign Builder.

What is the Google Tag Manager Used for?

As described in the previous passage, a tracking tag is a small code that stores user browsing behavior. The Google Tag Manager, on the other hand, is a kind of “container” for your website or online shop. It integrates these tracking codes into the readable text of the computer program (source code) – without programming.

The advantage is that this is done through a tag management system. This system contains predefined tags and is therefore particularly user-friendly. No programming knowledge is required. This makes it very easy to equip any website with analysis tools. Only low costs and minimal effort are needed.

What Are Cookies and How Are They Used?

Cookies are small text files set by the website operator or third parties. They store data, such as an ID (pseudonymized). Cookies can be used to assign browser data, visited websites or product detail pages in online shops, and even clicked online ads to a person in a pseudonymous way. That’s why they are essential for online marketing tracking.

For example, when a user clicks on an advertisement, tracking pixels can be activated and sent via cookies. Banners can also be displayed that match the interests of the person. These are then called marketing cookies. These do not fall under purely functional or technically necessary cookies.

Cookies are distinguished into two types. Session cookies are only stored until the browser is closed. After that, they are deleted. Persistent cookies are long-lasting (for a defined period) and remain stored.

Some cookies are technically necessary for the website to function. For example, for storing login data or shopping carts.

Others, however, are technically unnecessary cookies. These are primarily used to analyse user browsing behaviour or track events or conversions on your website for marketing purposes.

Based on technically unnecessary cookies, website operators or third parties know the interests of users. They can use this information for marketing purposes. For example, websites can be made more user-friendly. Or advertising can be tailored to the specific user. From a marketing perspective, this is a very important function.

What Should Be Considered Regarding Cookies and Opt-Ins?

The “Cookie Directive” in the EU determines how cookies should be handled. In addition to explicit consent, which must be renewed annually, users must be able to delete cookies at any time or recall their consent. They must have the option to activate only certain cookies. Furthermore, users should not be influenced in their decision, for example by pre-selected checkboxes or by highlighting the “accept cookies” field in a prominent colour to encourage clicking.

And What are Cookie Opt-Ins?

Certain “cookies” require explicit consent from users, which is obtained through a cookie banner or a cookie consent tool. The opt-in requirement was established by the European Court of Justice for technically unnecessary cookies. Technically necessary, cookies do not require consent as they are needed for the functioning of the website or online shop. A mention or notice on the website and in the privacy policy is sufficient for these.

How Does Retargeting or Remarketing Work?

Retargeting is a marketing campaign that requires technically unnecessary cookies. By tracking user behavior, these cookies store, for example, which subpage of your website a user has visited. With retargeting, users are then shown targeted ads on the internet for the websites or products they have previously viewed. This reminds users of these websites or products repeatedly.

However, questions should also be asked beforehand, such as: Why did users buy the product or not? Is an abandoned purchase due to viewing product details or shipping costs? Is it sensible to advertise the same product or perhaps similar products? Once users have shown interest in a product, they are more easily motivated to purchase it or similar ones. With this marketing strategy, users’ purchasing decisions can be significantly influenced and guided.

Conclusion and Challenges

Tracking user behavior forms an important basis for effective campaigns in online marketing. Without consent for the marketing or analytics cookies that are so crucial to us marketers, there would be no tracking. Consequently, we would lack the ability to measure success. In the worst case scenario, online marketing managers would run inappropriate campaigns because they are essentially flying blind. Our vote clearly goes to the Cookie Opt-In!

If you need technical assistance in setting up your marketing tracking or cookie banner, feel free to schedule an appointment with us here. We are happy to assist you!

Please note that our guide on success measurement in online marketing is not legal advice. For more information, you can read articles like this one.