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Grounded in expertise, practical, and always up to date — Friedrich Verlag has been supporting teachers for over 60 years with high-quality educational media. Based in Hanover and part of the Klett Group, the publisher specializes in professional journals, books, and digital resources that offer didactic insights and ready-to-use materials for nearly every subject and school type.
For more than two years, we’ve been supporting Friedrich Verlag strategically and operationally in enhancing their online presence.
The challenge: Following a major website relaunch, the conversion rate for trial subscriptions dropped significantly, right at a crucial touchpoint for acquiring new customers.
Our mission was clear. We had to identify the weak spots and make sure more visitors opted for a trial.
To achieve this, we analyzed the entire user journey, developed several hypotheses, and validated them through targeted A/B testing. The focus was not just on optimizing individual elements, but on improving the overall user experience.
Specifically, we:
- refined the visual language and implemented it consistently,
- identified and removed conversion blockers,
- revised and repositioned key call-to-actions,
- and continuously tracked and analyzed the performance.
As a result, the conversion rate for trial subscriptions tripled.
Our collaboration with Friedrich Verlag shows how clear focus and smart decisions can turn digital challenges into measurable success.
