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Clarity in User Behaviour & E-Commerce Performance

Stop Guessing.
Start Growing.

Connect user needs with reliable data
to optimise your website for conversions.
Start with Web Analytics,
UX Audit and Growth Strategy.
Start now
E-Commerce, B2B, SaaS
14+ years Full-Time
Data, Design & Desicions

Recent projects

User Path & Shop Navigation

✓ Setting up conversion funnel and identifying user orientation needs

✓ Clarifying categories and refining site structure for product discovery

✓ Extending site search for user retention and fixing usability issues

GA4 & GTM Tracking Audit, Maintenance & Monitoring

✓ Improving cost control by cutting unassigned traffic from 33% to <1%

✓ Normalising UTMs (Meta/Bing/referrals) and cleaning channel groupings

✓ Performance Monitoring with Looker Studio Dashboards per brand & goal

Checkout Redesign & A/B test roadmap

✓ Auditing frictions into the checkout and trust issues

✓ User Research and mapping of consumer psychology hypotheses to KPI's

✓ Dev-ready annotations for implementation, and tracking requirements for A/B-testing

Conversion Drop Diagnosis

✓ Post-launch investigation about funnel engagement and mobile friction

✓ Found a seasonal shift from buyers to researchers plus natural CR dilution due to traffic growth

✓ Recommending action plan to fix tracking attribution, potential analysis, UX Audit, and A/B testing roadmap

"Markus was great to work with. He provided genuine insights that guided us to create desktop and mobile navigation aligned to user needs. I'll use Markus again."
Stacey Ellis Fisher
Stacey Ellis FisherBrand Strategist @clevrcopy.com
"Markus communicated promptly and reports are solid. API and CRM issues were also solved. Despite some delays on our side, he continued to review until we were satisfied. Happy to recommend and would hire again."
Glenn Broadhurst
Glenn BroadhurstBusiness Development @travelprotect.au
"Markus is a highly professional and detail-oriented partner. He delivered our checkout redesign and A/B tests on time. His guidance ensured flawless implementation. I highly recommend Markus and look forward to future collaborations."
Daniel Abt
Daniel AbtCEO @bootsschule1.de
"Markus provided quick and comprehensive suppport for an analysis review. Currently working with him on future opportunities."
Glenn Broadhurst
Glenn BroadhurstBusiness Development @wiseandsilent.com
User Path & Shop Navigation

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Uncovering needs & opportunities, delivering strategy & clear results.​

Understanding People & Numbers.

14 years experience connecting data, design and decisions​

digital hope Markus Hopf profile picture
Markus Hopf

Analyst is what I do, concepts are what I create, and results are what I deliver. I work at both data ends: from business KPIs and CRM performance to UX events in tracking systems.

In between, I focus on the frontend experience and the paths that lead to and from it. Bounce, conversion, and what happens next: an email received, an app installed, or a product delivered on time.

Putting people first is the foundation of all that. I lead user interviews and usability tests to understand what causes decisions and who chooses them, before any data happens.

A project’s individual balance of research, concept and strategy defines my approach: reliable data, clear designs and connected teams to achieve realistic and sustainable growth in results.

2020 –

present

Web Analyst & UX Consultant / Freelance
Data-driven UX · Conversion strategy · Behavioural analytics
digital.hope logo

2023 –

2024

International Research & NGO / Griffith University
Academic perspective · Community Internship
griffith university logo

2021 –

2022

Growth Analyst / konversionsKRAFT AG
Agile A/B testing · User research · Conversion optimisation
konversionskraft AG logo

2017 –

2018

Project Management & Contact / Sikorski & Friends
Accounts · Communication concepts · Media planning
sikorski and friends logo

2011 –

2017

Online Sales Channel Manager / Südwest Presse Hohenlohe GmbH
Crossmedia buildup · Dual Apprenticeship · Media Consultancy
swp logo of suedwest presse

2018 –

2025

Digital Business Systems (M.Sc.) & E-Commerce (B.Sc.)
/ Technical University Würzburg Schweinfurt
UX research · Conversion optimisation · Consumer psychology
THWS logo of Technical University Wuerzburg-Schweinfurt

2014 –

2016

Professional of Digital Media Management / IHK Rhein-Neckar

Production planning · legal compliance ·  leadership · AEVO trainer

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What needs improvement?

I reply within 24 hours. Free Kick-off call within 5 days.

What needs improvement?

I reply within 24 hours. Free Kick-off call within 5 days.