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The conversion rate is the percentage of visitors or interactions that result in a desired action, such as submitting an inquiry. If 1,000 people visit a page and 20 of them submit an inquiry, the conversion rate is 2 percent. The metric used depends on the report: Google Ads uses ad interactions, while GA4 uses sessions or users.
Offline conversions are results that occur in the sales process only after a visit to the website, such as a qualified inquiry or a signed contract. To ensure they can be attributed to an online ad, an identifier is stored when the ad is clicked and linked to the contact in the CRM. The result is later reported back to the advertising platform, such as Google Ads.
Consent Mode v2 is a Google feature that adapts tracking based on website visitors' cookie consent. Depending on whether a user consents or declines, the supported Google services behave differently. For example, certain tracking features may be restricted if consent is not given. Consent Mode v2 does not request consent itself and does not replace a cookie banner or any legally required consent.
Google Analytics 4, or GA4 for short, is a free analytics tool from Google for websites and apps. For example, it shows how many people visit a website, where they come from, and which pages they view. It also allows you to track whether visitors perform key actions, such as submitting a contact form or making a purchase. This helps companies better understand how their website is being used.
Server-side tracking means that a website’s tracking data is first sent to the website’s own server, rather than directly from the browser to services like Google Analytics or Google Ads. The server processes the data and forwards it. This can make tracking more reliable because browser restrictions have less of an impact. However, it does not guarantee complete data.
Conversion tracking is the process of measuring key actions on a website, such as a contact request or a purchase. It allows you to determine which marketing channels and advertising campaigns are driving these results. However, a tracked request does not necessarily mean that the person will become a customer. Therefore, conversion tracking alone does not show how successful your marketing actually is.
A statement of work describes how the requirements outlined in the requirements specification are to be implemented. It is typically prepared by the contractor and specifies, for example, functions, systems used, interfaces, and processes. This transforms the client’s objectives into a verifiable implementation plan. The level of detail in these two documents—and whether they are prepared separately—depends on the size and nature of the project.
A requirements specification describes the requirements and objectives of a project from the client’s perspective. It answers the question of what is to be achieved or implemented. For a website, for example, it may specify which target audiences it is intended to reach, what features it should offer, and what content it should include. The requirements specification does not address how these requirements will be met from a technical standpoint. That question is clarified in the technical specification, which builds upon it.
Shopify is a hosted e-commerce platform that allows businesses to run online stores. “Hosted” means that the provider supplies the servers, security updates, and central technical infrastructure in exchange for a recurring fee. Stores are set up and maintained through a user interface, and additional features are added via apps. Unlike WooCommerce, Shopify is not an extension of a CMS, but rather a standalone system focused on sales.
WooCommerce is an e-commerce plugin for WordPress that allows you to add an online store to a WordPress website. It is not a standalone CMS and requires a WordPress installation. Typical features include product management, a shopping cart, and order processing, as well as integration with payment and shipping methods. The online store and the rest of the website’s content are managed within the same system. Hosting and updates are the responsibility of the website operator.
WordPress is the most widely used content management system, which allows users to create websites and manage content via a user interface. According to W3Techs, WordPress powers about 40 percent of all websites (as of October 2026). The software is open source—meaning it’s freely available—and is used for corporate websites, blogs, landing pages, and, with extensions, online stores as well. Plugins (extensions) and themes (design templates) customize functionality and appearance. How fast and secure a WordPress website is depends on its implementation, hosting, and regular updates.
User Experience, or UX for short, describes how people experience using a website or app. This includes whether the content is understandable, whether visitors can quickly find their way around, and whether menus, forms, and buttons are easy to use. UX thus goes beyond visual design: A website can look appealing and still be difficult to use. Good UX results from careful planning of structure, content, and workflows.
A conversion is a predefined action that visitors are expected to take on a website. This can be a contact request, a purchase, an appointment booking, a job application, or a newsletter subscription. The company determines which actions count as conversions based on its goals. A conversion is therefore not automatically a sale. The percentage of visitors who complete a conversion is called the conversion rate.
Page load speed describes how quickly a website becomes visible and usable after it is loaded. It depends, among other things, on the size of images, scripts, and fonts, as well as on the server’s response time. Slow pages frustrate visitors and increase the risk that they will leave the site. Tools like Google PageSpeed Insights assign a score. This score evaluates performance based on defined metrics and does not correspond to the actual load time in seconds. In its ranking, Google takes into account the Core Web Vitals: three metrics for load time, responsiveness, and layout stability during loading.
Indexing means that a search engine like Google adds a web page to its search index. For this to happen, the page must first be discoverable and processable. Whether it is actually indexed is determined by the search engine. Technically accessible pages may be excluded, for example, due to duplicate content or the “noindex” directive. The “noindex” directive is a tag in the page’s code that tells search engines: Do not include this page. Furthermore, an indexed page is not automatically ranked highly. Its position in the search results is determined by its ranking.
URL mapping is the process of assigning existing page URLs to corresponding new URLs, usually in preparation for a website relaunch. In a list, for each old URL, it is specified which new page offers the same content or the most relevant content. The mapping serves as the planning basis on which the redirects are subsequently set up. Old pages without a corresponding counterpart are identified during this process and can be handled accordingly.
A 301 redirect automatically redirects visitors and search engines from an old URL to a new one. The HTTP status code 301 indicates that the redirect is permanent. It is used, for example, during a website relaunch or a domain change. This allows search engines to recognize which new page replaces the previous one and to pass on ranking signals. However, this does not guarantee that previous rankings will be fully carried over.
A content management system, or CMS for short, is software that allows you to manage a website’s text, images, and pages through a user interface. Companies use a CMS so that their team can update content on their own without having to write code for every change. However, new features or changes to the design and technical aspects usually still require specialized knowledge. An e-commerce platform, on the other hand, is specifically designed for selling products.
A website relaunch is a fundamental overhaul of an existing website. This may involve completely or partially rebuilding the design, page structure, content, and technical foundation—such as the content management system. Website optimization, on the other hand, improves specific areas while leaving the underlying structure intact. Whether a relaunch leads to better search rankings or more inquiries depends on the planning and execution, not on the relaunch itself.
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