Versicherungen mit Kopf is one of Germany’s most well-known insurance brands on social media. With hundreds of thousands of followers across Instagram, YouTube, and TikTok, the team has built a strong presence by explaining insurance in a way people actually understand.
That content drives a steady flow of visitors to their website. Around 80% of their customers discover them through social media. Others find Versicherungen mit Kopf through Google. Increasingly, a growing share comes from AI tools like ChatGPT and Perplexity. But no matter the source, the goal is the same.
They have to book a consultation through the website. And that’s where things became challenging.
As Tobias Weßler, Chief Content Manager at Versicherungen mit Kopf, explains, “We didn’t know how customers act on our website.”
Understanding behavior across many entry points
When Versicherungen mit Kopf first started using Mouseflow, they didn’t know exactly how their visitors behaved once they hit the site. They had never used a behavioral analytics tool before, and insights from pageviews and clicks alone weren’t enough to diagnose issues inside complex booking funnels.
The booking flows often spanned ten steps or more, and without visibility into where users hesitated or abandoned the process, optimization felt like guesswork.
“The funnel feature is the most important part for us. We need to see on which step customers drop off and where there is friction so we can improve our conversions.”
Tobias Weßler, Chief Content Manager, Versicherungen mit Kopf
Using Mouseflow’s funnel feature, the team was finally able to see how visitors progressed through each step of the consultation booking flow. They could identify which steps caused the most drop-offs, and more importantly, they could begin testing changes based on that data.
Tobias estimates that removing these friction points led to around a 20% improvement in funnel conversion, a meaningful lift for a high-intent flow like consultation bookings.
Another insight came from heatmaps on their sales pages. They discovered that only about a quarter of the page was actually being seen by most visitors, meaning large sections of content that the team thought were important were never read. That led to an intentional shift in priorities, instead of debating what to improve at the bottom of the page, they focused their energy on the first screen that most people actually saw.
Focusing on what works: From content to conversion
One simple but impactful change came from moving social proof, the company’s strong collection of five-star Google reviews, much higher on the sales page. Originally buried further down, these reviews were not being seen by the majority of visitors.
By placing them within the first 30% of the page, more visitors encountered this trust signal early in their journey, reinforcing credibility at a critical moment.
“We had strong social proof, but it was in the wrong place. Most users only see the first 30% of the page, and our reviews were far below that. Mouseflow helped us see this and fix it.”
Tobias Weßler, Chief Content Manager, Versicherungen mit Kopf
Inside the funnel itself, the team continued this theme of simplification and evidence-based change. In the insurance check process, they realized that requiring users to upload their insurance policy was confusing and causing drop-offs. By moving this upload step until after the consultation was booked, they reduced friction and saw conversions improve by roughly 20%. They also streamlined the start of the funnel by removing introductory text that was causing visitors to disengage before they ever chose an insurance type.
These shifts were not guesses. They were driven by real behavior data from Mouseflow showing where users were stopping, scrolling, and clicking, and where they weren’t.
Tracking and optimizing the full customer journey
Tobias and his team didn’t stop at optimizing the booking flow. They also used Mouseflow to better understand where their customers came from, especially as digital landscapes evolve. For a brand with strong YouTube traffic, they used UTM tracking and session replay to connect specific videos to conversions.
By filtering sessions that originated from YouTube and reached the “thank you” page, they could see which content was most effective at driving qualified leads, and apply those learnings to future videos and content.
“YouTube is our most important channel as a large share of our customers comes from there. With UTM parameters and Mouseflow, we can see which videos actually lead to booked consultations and use that insight to improve future content.”
Tobias Weßler, Chief Content Manager, Versicherungen mit Kopf
As traffic sources expanded to include AI-driven tools like ChatGPT and Perplexity, Mouseflow’s detailed session replay search allowed the team to isolate those visits and analyze how those users interacted with specific pages. This helped them understand early signals of interest from emerging channels, and adapt their content accordingly.
“We noticed a large share of AI traffic comes from a specific page. We analyze what we did right and apply it to other pages. This detailed referral view is very important, especially because AI traffic will only grow.”
Tobias Weßler, Chief Content Manager, Versicherungen mit Kopf
Everyday optimization for a small team
Versicherungen mit Kopf operates with a small marketing team that wears many hats. For them, Mouseflow became a way to quickly validate ideas and make incremental improvements without weeks of speculation. While dive-deep session replay and heatmaps can feel overwhelming, the team learned to focus on the most important pages and filters that tied directly to conversion. This helped them avoid getting lost in data, and instead use behavior insights to make decisions that mattered.
Some patterns, like high dead-click volume, require interpretation and experience to separate noise from real UX friction. Yet even exploring these patterns informed discussion and raised awareness across the team about how actual visitors behave.
Turning behavioral data into better conversion outcomes
Today, Mouseflow is central to how Versicherungen mit Kopf approaches website optimization. By starting with funnels and then using heatmaps and session replay to understand the “why” behind visitor behavior, the team has been able to reduce friction, increase conversion, and create a feedback loop that improves both content and experience. For a company whose success depends on turning awareness into consultations, behavior data has become the bridge between attention and action.
“Without Mouseflow, we wouldn’t know where people drop off or why. We can see the funnel data, then go into heatmaps and session replays to understand what’s really happening. That’s how we decide what to change.”
Tobias Weßler, Chief Content Manager, Versicherungen mit Kopf
The biggest takeaway for the team is that data without context is limiting. With Mouseflow, they go beyond surface metrics to see how people actually interact with their website, and use that insight to refine experiences that bring people further down the funnel toward booked consultations.
Company: Versicherungen mit Kopf
Tools used: Mouseflow, Adobe Analytics
Features used in Mouseflow: Heatmaps, Session Replay, Conversion Funnels, Friction Detection