How to improve the performance of your website even in times of crisis

Crises act like a magnifying glass: They exacerbate existing trends and mercilessly reveal weaknesses. E-commerce is a prime example of this. During the corona pandemic, buying behavior shifted radically online within a few weeks. Brick-and-mortar retailers who were poorly positioned digitally lost massive sales in a very short period of time — while Amazon, Zalando & Co. achieved record revenue.

Why crises are changing online retail

The situation is similar in 2025, even though the triggers vary: Whether inflation, supply bottlenecks or geopolitical uncertainties — consumers immediately adjust their behavior. They compare prices more intensively, hesitate longer when making purchase decisions and prefer providers who offer them security, availability and transparency.

For companies, this means:

E-commerce is not an “additional channel”, but a main source of revenue. Even traditional brick-and-mortar retailers are seeing their branches more and more as a showroom — the transaction takes place online.
User needs are changing faster. What was “nice to have” yesterday is mandatory tomorrow — for example, flexible payment options or live supply chain information.
Trust is the new differentiator. Price alone is not enough. Brands that radiate stability and reliability are gaining market share — especially in uncertain times.

In short, crises accelerate change. Companies that see their website as a “master switch” for visibility, communication and revenue remain resilient. Anyone who reacts too late not only risks losses — but also a complete loss of competitiveness.

Identify — and eliminate — conversion killers

In every crisis, a well-known phenomenon intensifies: The willingness to buy decreases, the perception of risks increases. This means that classic conversion killers weigh even more heavily in the checkout or on product pages. Users who are more careful anyway jump off more quickly — often for reasons that could be avoided.

Typical conversion killers in times of crisis include:

Unclear delivery information: If customers don't know whether products are actually available or when they will be delivered, they cancel their purchase. Transparent delivery instructions are mandatory.
Hidden additional costs: Shipping, fees or taxes, which only become visible at the last stage, look like a dealbreaker, especially in times of tight budgets.
Slow pages: If you shop on weak WiFi or with older devices, you still expect speed. Even minor delays are a sign of lack of professionalism.
Uncertain payment options: In times of crisis, demand for flexible, trustworthy payment solutions — from Klarna to PayPal — is increasing. If you don't offer this, you lose customers.
Overloaded forms: The more data is queried, the more likely users are to drop out. Especially if the purchase decision is more difficult anyway, the checkout must not be an additional burden.

These factors are not new — but they have a disproportionately harder effect in crisis situations. Therefore, every obstacle must be consistently eliminated. Conversion optimization is not a “nice-to-have” here, but direct crisis preparedness.

Crisis communication: Take a stand, gain trust

In uncertain times, people don't just buy products — they buy security. You want to know: Can I trust this provider? Does he keep his promises? This is exactly where communication matters.

Crisis communication doesn't mean whitewashing everything. The aim is to present the current situation realistically and at the same time to convey confidence. Brands that are convincing here create loyalty far beyond the crisis.

What successful brands are doing:

Making values visible: Solidarity, stability and security are not buzzwords, but guidelines. During the pandemic, Tamaris strengthened local retailers by processing orders from their inventories — a strong signal of partnership.
Create transparency: When delivery times take longer or products are missing, good brands communicate this openly. Concealment leads to frustration, while honesty leads to understanding.
Send optimistic messages: Instead of talking about “problems” and “bottlenecks,” companies focus on solutions, opportunities and positive perspectives. IKEA set the example by providing “ideas for a better time at home” instead of reinforcing crisis sentiment.
Use community effects: Brands that involve their customers and work together through the crisis are perceived as authentic. Small gestures — from extended return periods to free services — contribute directly to trust.

Credibility counts twice, especially in crises. Anyone who shows a stance as a brand not only gains conversions in the short term, but also brand ambassadors in the long term.

Conversion optimization: Quick ROI that provides security

While many marketing disciplines have a long-term effect, conversion optimization can produce immediate results — which is particularly important for companies in crisis situations.

Sample calculation:
If the conversion rate rises from 2% to 4%, the turnover doubles — without investing a single euro more in traffic.

This is achieved when optimization is based on data instead of gut feeling. Methods such as user testing, eye tracking, or AI-based heat maps show exactly where users get stuck — and how to continue them.

On the user side, CRO offers security along the entire customer journey, as it builds trust in a targeted manner:

Clarity in the checkout: Clear forms and transparent costs prevent cancellations.
Visual security: Trust signals such as seals, ratings, and guarantees reduce perceived risk.
Smooth navigation: Users immediately feel when processes are stuck — optimization ensures stability and orientation.

Conclusion: Stability through clever optimization

Crises cannot be prevented — but their consequences for your business can be prevented. The decisive factor is whether your website is perceived as the weakest link in the chain or as a stable revenue engine. Eliminating conversion killers, establishing clear communication and securing the customer journey through targeted optimization creates the trust that people seek in uncertain times.

In the end, every investment in website performance and conversion optimization is not just a marketing project, but crisis prevention and growth lever at the same time. Companies that trade today not only gain revenue in the short term, but also loyalty and market share in the long term.

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