And so one warm summer evening we sat together and pondered for the umpteenth time how pleasantly strange it was that two Odenthals, David and Julian, of all people, were not only related to each other (cousins, not brothers!), but that they also shared a passion not only for digital marketing, but especially for THE topic in general, conversion. Digital cousins, so to speak. Only: How do you get the knowledge among the people? Conversion is not exactly the trade with egg cups, many things emerge empirically and learning-based, conversion is in any case interdisciplinary, intuitive on the one hand and data-based on the other. And there are also many possibilities. And: it is incredibly important! What use is all the traffic if you don't buy online or do the right thing in the right place?