I am...


My mom wonders how no one has realized that I’m sometimes lazy, my boyfriend sometimes thinks I’m too social and I believe that they know me too well.

I’ve lead one of Sweden’s telecom carriers to become number 1 online, taken a web security company to market and launched 5 new e-commerce sites. Because I love to create memorable customer experiences online. Today I split my time between my developing digital services and consulting to create more great experiences online. I also speak about digital strategy, mobile commerce and entrepreneurship.

I’m based in Stockholm, Sweden but both work and travel a lot, so don’t hesitate to reach out if you want to join forces, no matter where you are.

In the summer of 2012 I launched Sweden’s first (and still only?!) completely responsive telecom site. Shortly before I learned that there was another company who had launched two responsive e-commerce sites before that; Young Skilled. And it was not long until I had joined their team. Today I run my own company focusing on customer experiences. Regardless of web genre; we do e-commerce, digital product, customer service with the goal of studying and improving customer experiences.

Internetworld articles in Swedish:

Därför ska e-butiken satsa på responsiv design [SV]
Tre frågor om responsiv design [SV]

Video: Intervju med InternetWorld [SV]

My guest posts

Social business author [SV]


I would humbly

consider myself being an...

The conversion rate does matter

A few weeks back I attended an event #sswc (Sweden social web camp) at which there was a session called #emeetx (Think Tedx but a Swedish E-commerce event). During this session I realized that the definition of conversion rate is very different in people’s eye. Google defines conversion rate as: “E-commerce conversion rate is the percentage of visits that resulted in e-commerce transactions.” Now both mine and the other attendees interpretation of this works, but they are very different. For many conversion rate optimization was only about A/B testing, multivariate testing and user test and they argued that “you shouldn’t focus on conversion rate, you should focus on offerings”. To me this is very contradictive, as I work from the take that offerings is part of the conversion rate.

Lets say that the conversion rate has three levels:


First of all we have the core usability of the site. Do your visitors find what they are looking for? Do they understand how to buy something? Is anything making them hesitate? Will more people click if we change this color or that text? The very core of the website. Here we need to work with different types of tests, A/B, Multivariate and so on to see how we can improve the experience. However this optimization will only take you so long.


I see the offers, the product catalogue, the items, the sales, the campaign and so on as part of the conversion rate. Because after all this is what your customers are buying. Obviously this will have a huge impact on the conversion rate. If people don’t like what you are selling they wont event begin working through the checkout funnel. Thus to convert your customers, offerings will always matter.

Message – consistency

When it comes to the message we moving outside the website so some extent, which is definitely not part of Googles conversion rate definition but it still matters to it. Because if we don’t focus on communicating the same thing outside the website as we do on it, we won’t be able to convert them when they come to the site. If a customer is looking for an offer they saw and cannot find it, they will leave. If they read something and they don’t believe the website have what they are looking for because the description is different, they will leave. Thus the marketing and the communication is part of the conversion rate.

Looking at conversion rate like this, is it still not something to work on? No, because the conversion rate is your business. With that said I will also say that I believe that many are under estimating the power of the usability.


  1. Great post, Annelie! I agree that consistency, offerings and usability are important when you optimizing conversion rates.
    What we discussed at EmeetX was mostly about the hysteria about conversion rate optimization. The A/B testing, the conversion funnel, the uptime percent, the testing. In most cases, it’s more effective to simply work on the more crucial parts of the business. Like which range of products you offer in your store , or their price. So, instead of optimizing a conversion rate from 1% to 1,5%, making sure to sell the stuff people want (or to add more stuff people want to buy). Sometimes it’s also more effective to get more traffic then to optimize the traffic you have. And cheaper. 

    Comment by Anton Johansson on 2012/09/02 at 15:19

  2. Anton, if you are able to go from 1% to 1,5% conversion rate, that is the same as if you double your traffic (EDIT: No its not, i know). I would say, much better economy in selling to the visitors you already have in this case. I do agree that the best way to increase your conversion rate is to lower the prices or boosting you offer.

    Comment by Rikard Westberg on 2012/09/02 at 16:29

  3. Thanks for the comment. In my mind though you are saying through same as I. Offering a broader catalog of products or creating deals might gave a greatest impact. But that too can increase you conversion rate from 1% to 1, 5 %. It is basically the terminology I’m referring to. Work with the conversion rate but not necessarily only through testing.

    Comment by Annelie Näs on 2012/09/02 at 18:50

  4. Excellent post Annelie and brave of you to stand up against crazy ideas. Of course you have to look at conversion rate. To say that it is more effective to get more traffic then to optimize the traffic you already have, is such a ridiculous notion that I almost believe it to be a joke. Anyone working with digital media knows that traffic is not cheap but more important than that is that you have to take care of the precious traffic you already have.

    So continue optimizing your conversion rate. Every improvement, no matter how small, is just that – an improvement and can never be substituted with new traffic (which will end up with the same conversion rate – increasing your CPL eventually).

    I am sure I have misunderstood the comments and say sorry if I came across to harsh. I am just so flabbergasted that I cannot believe what I am reading. 🙂


    Comment by Marcus Wickman on 2012/09/04 at 13:18


is one of my

hidden talents.

I was born on stage, or at least that is what I am told. As a child I was the lead in every play, today there is less drama and more facts. I’ve been hired to speak for smaller group at major events such as the Conversion jam and Guldnyckeln. I’m also a toastmasters member since 4 years back.

I speak about what I love doing:

  • Digital strategies
  • Entrepreneurship
  • Digital customer experiences
  • Mobile commerce and E-commerce
  • Web and conversion optimization
  • Web analysis (Mostly google analytics)

Here are the slides from my presentation at Conversion Jam.

And the presentation

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