For any company that does not give priority to website optimisation, we see it again: opportunities that are up for grabs. A shame! Because optimisation is a must for an efficient conversion machine. Even if that requires a new website.

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Replace the leaking faucet right away?

Want to know right away what a new website can bring you? Schedule a free appointment with Sander, Digital Director at ZUID. He tells you how we can help you get rid of unprofitable costs and create a real marketing machine together.

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Optimising is a must

Back to the theory. Testing and optimising your website has long ceased to be a nice thing to have. If you don't strategically optimise your online sales funnel and content and link it to your goals, throw away your budget and structurally miss out on sales, says Ralph Zubiate, Lead Content Strategist at tech and marketing agency IDX. Why? Because today's consumers don't make 'accidental' purchases. This is based on a psychological process.

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Here's a simple example: imagine spending €1,000 on ads to attract people to your website. If those visitors find content there that does not meet their needs, or if the next step in the funnel is unclear, they leave immediately. You pay for the click but never collect the conversion. So an expensive click.

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Test, test

You can only optimise if you can control data. And you get that data from A/B tests, for example. Where previously these were often based on gut feeling, researcher Dillibatcha bases his A/B test model on behavioural psychology and real-time data. That's how we do it at ZUID, with the help of Webflow Optimize.

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Imagine that a traditional A/B test is a billboard along the highway: half the people see a red text, the other half a blue one. After a week, you'll see who quit more often. An advanced test is like a digital assistant walking beside the customer and adjusting the text based on how that person looks, walks, and doubts. You approach the consumer as an individual and adapt to what works for them.

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More than buttons

If you're going to get started with optimisation and A/B testing, it's obvious to start with buttons. After all, that's where your conversion is, isn't it? Partly true. But the rest of your content is just as essential. Especially when you personalise it. A powerful story draws the reader in. The critical voice is silenced and emotion prevails. That makes it easier to convince your customer. We're not making this up ourselves, the theory behind this was already supported by Green and Brock in 2000.

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If you apply personalisation to this, you have gold in your hands. McKinsey already worked it out in 2021: companies that personalise even get 40% more of their total earnings from personalised promotions than their competitors. Why? Because 71% of us now expect a website to understand who we are. Personalising doesn't just mean inserting a first name into an email. Above all, it means: offering the right solution based on click behaviour and approaching a beginner differently than an expert. The customer does not feel like a number, but understood. And those who feel understood buy faster.

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It starts with the basics

To be honest, testing, optimising and personalising are especially useful if you start from a solid basis. Is your website a leaky faucet? Then we recommend: replace the faucet. Don't bother with sticky tape or bandages, but choose a marketing-first, low-code website that your marketing team can manage themselves. And start testing, optimising and personalising from there. ZUID helps you with it. If Webflow Enterprise Partner we won't do anything about leaking taps, I promise.

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Stop mopping with the tap open, lay a firm foundation. Schedule a free appointment with Sander, Digital Director at ZUID. He tells you how we can help you get rid of an unprofitable cost and create a real marketing machine together.

Sources:

Dillibatcha, S.C. (2025). Optimizing user experience and conversion rates through A/B testing in e-commerce: A comprehensive framework. World Journal of Advanced Engineering Technology and Sciences, 16 (01), 205-215.

Green, M.C., & Brock, T.C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701—721.

McKinsey & Company. (2021, November 12). The value of getting personalization right—or wrong—is multiplying.

Zubiate, R. (2025, November 20) (2025, November 20). Why ignoring your sales funnel is costing you. IDX Newsroom.

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