Planning on localising your site for Germany? We share our top five conversion tips.
Make sure that you are complying with the legal requirements of the country. In previous years, new laws have been put in place to protect users from untrustworthy sites.
One of the most known changes is regarding the purchase button. Instead of using “continue,” “submit,” “order,” acceptable wordings include “order, with obligation to pay” (“zahlungspflichtig bestellen”), “buy” (“Kaufen”) and buy now (“Jetzt kaufen”) – these are more informative to the user. The button should be in a readable font size with a clear label, low contrast is not permitted. Failure to do the above will mean the consumer is not liable of payment – and you will also find yourself with a penalty payment.
A secure site is one of the most important aspects for German users. Make sure your entire site allows secure connections to a browser. In addition, make sure to have trust symbols clearly visible – particularly in critical points such as the sales funnel.
3 Payment Methods
German users are familiar with different types of payment methods, but paying by invoice (“Kauf auf Rechnung”) is one of the preferred. This method involves payment after the customers have received the item, which is considered as a secure method to pay for goods. Although it is a financial risk to deliver before receiving payment, providing this option could considerably reduce cart abandonment.
4 Customer Service
Users in Germany really appreciate a high level of customer service. It is important to provide your contact information and availability across the site. In addition, make sure that those details are localised – a German phone number will be more welcoming than a foreign number. Also, do not assume your customer is an English speaker– ensure to have a German speaker available to speak to customers.
Make sure to convey the right message in the right colour with style and CTAs. In general, blue and white are favourite colours in Germany, but the site should display colours that are related to the products. For example, grey, black and blue colours are more associated with “high quality”, whereas yellow or orange with “fun”. Call-to-action buttons could reflect that too. For example, grey as a CTA has proven to be effective for sites with high-price items and with low volume. Note, however, nationalism is still a sensitive topic in Germany, so be warned of using national colours on the site unnecessarily!