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Wir hören in Ihre Marke rein: Von der Exploration bis zum Tracking.
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Methodik: comevis Sonic Profiling
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Methodik: comevis Sonic Coding
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Methodik: comevis Sonic Producing
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Auditive Impact Factors
for Digital Sales
How audible impulses specifically strengthen purchasing decisions and conversion.
Image Source: WIX Mediathek
Lexware
Lexware supports entrepreneurs by simplifying administrative, legal, and business tasks and reducing bureaucratic effort. With software solutions, services, knowledge, and networks, Lexware supports self-employed individuals and small and medium-sized businesses in their daily work.
Since 1989, users have been using Lexware products to manage their business and personal finances – from accounting and inventory management to payroll and taxes.
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Source: Lexware, 2026
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We are delighted to accompany Lexware on its journey toward a scientifically sound, audibly effective sales experience. Together, we have investigated how auditive stimuli can strengthen orientation, trust, and purchasing confidence.
In a collaborative process, we combine deep brand understanding with clear impact – for a conversion-driven digital experience that intuitively guides users.
Project Outline
Challenge
Lexware wanted to understand which auditive stimuli could positively influence the digital sales process and strengthen orientation, trust, and purchase confidence. These findings were to be used to optimize selected landing pages.
Methodology
Together with the Fraunhofer Institute, comevis conducted a multi-stage testing process. Various audiological approaches were evaluated under laboratory conditions and in real-life usage situations. The insights gained form the basis for defining clear principles of effectiveness and concrete design recommendations for the digital customer journey.
Result
Lexware receives a well-founded impact model that systematically classifies the influence of auditive elements on price perception, trust, and conversion. The targeted optimization of landing pages through auditive design creates a digital experience that intuitively guides users.
Sound of Collaboration
"The project is an exciting process for us because it systematically examines the connection between auditive stimuli, price sensitivity, and conversion. Together with comevis, we were able to closely integrate scientific methodology and practical application, thereby gaining a better understanding of how auditive stimuli specifically influence purchasing decisions in a sales context. Continuous coordination across all project phases – from stimulus development to integration on the landing page – was a key success factor."
Michael Schönstein, Senior Business Architect Markting bei Lexware Office
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Implementation
Digital sales processes are visually optimized – the influence of auditive stimuli on price perception, trust, and conversion has hardly been empirically studied to date.
First Results
An A/B test with around 6,000 users shows that targeted auditive stimuli measurably improve orientation, purchase confidence, and conversion.
Outlook
To further differentiate mechanisms of action, derive scalable design principles, and integrate auditive elements effectively into digital customer journeys in the long term.
Research Objective
Research Partnership with the Fraunhofer Institute
Scientific Excellence as a Foundation
The study was conducted in close partnership with the Fraunhofer Institute, one of the world's leading research centers for auditive perception. The expertise of Fraunhofer IDMT enables a precise, data-based evaluation of psychoacoustic stimuli. This provides a basis on which comevis can derive practical principles of effectiveness for the digital experience.
Research Approach
The approach combines psychological and psychoacoustic perspectives and is based on best practices from various websites, shops, apps, and gaming environments.
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This opens up new ways for Lexware to make price and product information more intuitive and impactful.
​Why Audio on Websites Is Often Underestimated
3 Erroneous Assumptions
No Need
“I turn off the sound on websites immediately.”
Nerve Potentials
“Sound on websites just annoys me.”
Outdated
“Audio websites – that's something people only used to do back in the day.”
What the Data Shows: Auditive Stimuli Are Effective
* Results of A/B test (no sound vs. audible sales experience) in live environment, N=6,000)
Target Question
Which audiological elements could
positively influence the conversion?
Methodology & Test Design
The project was structured in two stages to determine which auditive stimuli positively influence price perception and conversion.
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1.) Under laboratory conditions, test subjects evaluated auditive stimuli from three design sets (associative, tone-oriented, and timbre-oriented), supplemented by highly distorted and familiar reference sounds.
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2.) Selected stimuli were then integrated into a Lexware landing page and experienced by around 6,000 users under real conditions. This revealed which auditive stimuli provide orientation, promote attention, or support purchase confidence when scrolling, hovering, or clicking.
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The aim is to identify psychoacoustic mechanisms that have a positive effect on relevant KPIs and to derive concrete design recommendations for the targeted use of auditive elements.
Stimmuli Design Sets
Auditive Elements
Aeral Elements
The elements can be experienced auditive when scrolling in a specific area of the landing page.
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Atmospheric guiding
Mouse Over
The elements can be experienced auditive when hovering over buttons.
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Trigger click reflex
Auditive Trigger
To highlight visual information without direct click or mouse-over interaction.
Click Interaction
Confirmation and positive reinforcement
of click events.
The images used come from Lexware media center and stock photo databases such as Pexels, Canva, WIX and Unsplash.