Veronika Höller

Why eye tracking should be part of your CRO toolkit -especially on pricing and comparison pages We are obsessed with clicks. CTR.Conversion rate.Bounce rate.Scroll depth.Engagement. We build dashboards to tell us what happened. Then we spend hours trying to figure out why. There is one question that gets surprisingly little attention: What did the user actually see before they made that decision? Because a user cannot click what they didn't notice. And they won't understand a pricing...

Why AI Search Requires a New Content Strategy The first results of AI Search look promising for many companies: Brands are appearing in AI Overviews (AIOs). Content is being cited. Visibility is increasing. Citation rates are improving. And yet, at some point, Marketing and Sales ask the same critical question: Why are we gaining AI visibility but not seeing better pipeline impact? Or even more challenging: Why are we suddenly getting more leads, but the quality is declining? This is one of...

If your paid search dashboard looks more expensive every quarter while performance feels harder to scale, that is not a reporting anomaly. Why are PPC costs rising is no longer a tactical question for channel managers. It is a structural question about how auction economics, platform design, privacy changes, and user behavior are being rewritten at the same time. The easy answer is competition. The useful answer is that competition now operates inside a more constrained and less transparent...