Episode 7: Small, Horny JavaScript Hacks!

In episode 7 of '' The Conversion Hacker Podcast '' Germany's top conversion hacker Jörg Dennis Krüger explains how you can make small but efficient optimizations of your online shop internally using JavaScript, without any in-depth knowledge of coding!


My heart has been beating faster for years. I think of you day and night Do not know whether I am waking, dreaming, lying or standing? I look in love with your lines, look at your functions shine. I never want to leave you. already owns me completely.

Welcome to the Conversion Hacking Podcast. My name is Jörg Dennis Krüger and as my program director rightly said: Yes, I am the conversion hacker and today I started with a little poem, in this podcast, a little interpretation of an ode to love.

I adjusted a few words and well, already guess who I addressed this ode to? Of course to my secret, years of experience, first hate then love, love hate and more and more: JavaScript.

I love JavaScript now. Of course, JavaScript used to always be like this: “Oh my gosh”, and for a while it was like this: “Oh God, oh God, oh God, let’s deactivate JavaScript in all browsers”, and: “No one needs that anyway” and what do I know: "It just ruins everything." Microsoft had kind of developed their own JavaScript and la la la la, but the modern internet would be unimaginable without JavaScript.

JavaScript just works like in a dream to manipulate HTML, to map functions, to validate forms, what do I know. Even display entire interfaces. Without JavaScript, the Internet would simply look very different from what it does. And accordingly, we should use JavaScript for ourselves too. And haha. As you can see, this episode may be a bit more technical.

Although I have to say; No, I'm actually not a coder at all, I'm not a programmer, I'm not that deep into it. But JavaScript is just so great, a bit like PHP in some areas. With little knowledge, and with a little copy-paste and a little thought, you can achieve a lot without being the hardcore coder. Or you can find developers relatively inexpensive, who can quickly develop a JavaScript to change something on the page.

And now I actually come to an exciting point why I like JavaScript so much. For me, the workaround for all IT departments, all template developers, all shop agencies and so on is over. And since the Google Tag Manager existed and has been used so widely, my love for JavaScript has rekindled all over again, because you can now just throw the JavaScript into the page so beautifully. 

In the past, you had to install the template first or maybe we had to add a testing tool to the page and then only had to deliver one variant, everything that is a bit of a workaround chases the next. Today we have the tag manager, where we can simply configure a wonderful trigger, just throw in the JavaScript and that's it. And what can such a JavaScript do then?

Yes, practically everything! Because we can use it to remodel the site wonderfully.

If we already have a jQuery on our side and a lot of pages are working with jQuery somewhere anyway, so the library is already loaded, we can work much easier because we don't have to use plain JavaScript, but because we have jQuery available as Library, which relieves us of a lot of work. And then we move elements, reformat texts, scale images, hide elements, show elements, maybe rebuild entire navigation, show trust elements.

Yes everything! We can influence everything, we can use JavaScript to influence CSS, content on the page, HTML structures and of course even functions. And we can change things very, very quickly, without having to look deeper into the template or the code. And that starts with very small things. Some time ago I had a shop owner who almost argued a bit with his agency about why the teasers on the home page weren't clickable. Then it was said: “Well, that's Shopware, that's the shopping worlds.

And with the shopping worlds, we can only make the buttons clickable, but not all of the pictures. " But if I have a screen-wide teaser on the start page and I have a small button on it, but the whole teaser cannot be clicked, that's bullshit, of course. But to make something clickable via JavaScript is really a matter of five minutes and then you don't have to discuss with the agency whether they really know about Shopware, or whatever, you simply set a corresponding trigger with JavaScript on it and it's done and if you put in a little more work you can even program it so dynamically that the JavaScript always takes the link from the button, then applies what is around the picture to the picture and that's it, then you need the JavaScript but do not adapt at all, in order to adapt something to the teaser, the JavaScript then automatically fetches the links accordingly.

It's not rocket science, it's just a little bit of JavaScript. And you can save a lot of money with that. And above all, you can make a lot of money with it! Because you are on the road much faster with your results. That is why JavaScript is really one of my great loves in conversion hacking, in conversion optimization more and more, because it simply works so that you can change something quickly and such small things, like making something clickable here, or hiding an element here , is otherwise sometimes a huge effort, an agency may charge two, three, four, five hours for this, but it takes a week until it has time to implement it, then a week is lost and 500 euros are gone.

And you could just do it in JavaScript, within, let's say with quality assurance and so on, two hours and then it's much, much cheaper and you can either build up JavaScript knowledge internally, or maybe there is someone somewhere who can Has an inkling of it, because as I said, we don't have to be very object-oriented here, no idea what is going on, but we just have to do very simple things, which can often be copied together easily, via the tag manager A really great preview function, because I can simply set the day in the Tag Manager, then go to Preview in the Tag Manager and see whether it works or not.

And then I change that in the Tag Manager, click on update preview, look at it again and can debug it wonderfully until it works. It's not all that complicated. And then I'm done in no time, online. And of course, if I have a testing tool, I can use it for that and a lot of testing tools also have a “what you see is what you get” point and click or Trallala editor, then I don’t even need to know JavaScript in any way , then I just click it together.

Of course, this also has its advantages and disadvantages and with some tools, some A / B testing tools, I can click something together and then copy it into Tag Manager, you can do that too. Of course there are pitfalls. If there is already a lot of JavaScript in the page and the page is only created with a delay, because Ajax may be there, then the page is only loaded afterwards, then I have to intercept that with my JavaScript accordingly. It's a bit difficult sometimes, then I need some callbacks and so on, but then maybe I can change CSS. You can achieve a lot with CSS and I write CSS once at the top of the page and it is automatically applied to all elements that later use these CSS classes or ID or no idea what.

Then I can't exactly hit and change the individual elements with JavaScript, but I write in at the top: "Every cell of a table, or every element with such and such a name, please use these attributes" and that's it. I can carry quite a lot with me when it comes to design. I can't put links around it now, you have to look a little more, but as I said, the solution is usually very, very simple. Sometimes it just doesn't work, of course workarounds don't always work, it's not the 1000 percent solution that always works, but it's the 90 percent solution that gets me results very quickly.

And that's why I should always ask myself immediately when I think about any change, not: "How long does it take the agency to implement this and how complex is it and Lalala?" But the first question has to be: “Can I implement this using JavaScript? Can I put that on the page for a moment and then when I'm done, I can try it out." If I have enough traffic, it's almost the same answer as "Can I do my A/B test?" Because it's the same, I need to do A/B testing on JavaScript as well, but even if I don't have enough traffic, I can use this technology to quickly implement my results, just to try; Does it work? collect feedback. And if I have enough traffic, then I'll just do an A/B test, but we'll talk about it again in a separate episode, what A/B test and so on mean exactly, because A/B testing used to be that for me hot shit, today I have to say I'm a lot more skeptical because A/B tests are awesome, but it's incredibly difficult to do good A/B tests, I need real traffic for that, I need a little time.

I need, somehow, a bit of perseverance to set everything up properly and I need the know-how to plan an A / B test really well. And then at the end of this planning it still has to come out that there is still enough traffic in the areas where I test and so on. So complicated, but the technology is actually the same, with the advantage that we can make these simple JavaScript changes without an extra tool, without the need for cookies and so on, but we just throw them out on the page certain criteria, such as how I can break down the days in the Tag Manager to the URL or whatever and can just get started with it. And that's why: JavaScript, somehow my great online love.

And yes, I would actually advise everyone to get to know JavaScript a little better, even if JavaScript is mostly not on Tinder, but JavaScript is very polyamorous and likes to fall in love with everyone, you just have to fall in love with JavaScript. So let's start, learn a little, and then you can achieve a lot with it.

Well, or ask who is familiar with it. In my coaching and in my conversion hacking team I also have a JavaScript developer who looks a little deeper into such things so that I don't have to do everything myself, of course the topic of JavaScript is always a big part of all projects. Yes and if you are looking for someone who knows how to do it, well then you know where to find him. So a lot of conversions, I'm looking forward to seeing examples of how you can implement things very quickly and effectively with JavaScript.

Just send it to jdk@jdk.de. Yes, and if we want to talk more deeply about how we can implement something like this together: jdk.de/Termin, just request an initial meeting. Then we talk about whether we have the chance to work together. I usually call you back relatively quickly if there is a request and we will sort it out! So all the best and lots of conversions and that quickly with small, horny JavaScript hacks.

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