Cornelsen eCademy
B2B lead generation through targeted landing pages
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Conversion Rate
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Conversions (absolute)
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cost per lead (CPL)
Aboout eCademy
Cornelsen eCademy is a digital learning platform for vocational training and professional development. Since 2010, it has helped companies train apprentices in technical, commercial, and scientific fields efficiently. The platform enables trainers to teach foundational knowledge digitally while gaining more time for one-on-one guidance. With a strong focus on practical, digital learning solutions, eCademy has received several awards — including the eLearning Award 2016 (Didactics) and the Blended Learning Award 2017 (together with DB Training).
Step 1
The Challenge
In mid-2019, the focus shifted to B2B lead generation: despite a high number of inquiries, the conversion rate of the Google campaigns required significant improvement. The analysis revealed:
Unclear audience communication
The existing landing page did not clearly communicate what Cornelsen eCademy offers and who the product is intended for.
Lack of focus
Content and design did not specifically address decision-makers within companies.
Weak call-to-actions (CTAs)
The placement, frequency, and wording of CTAs were not optimized for conversions.
Step 2
Our Approach
The optimization of the eCademy landing page was based on a clear hypothesis: If we address the target group of trainers and HR managers directly and communicate the value of eCademy unmistakably, the conversion rate will increase. To validate this, we completely redesigned the landing page — focusing on clear messaging, strategic CTAs, and a user-friendly structure.
Landing page redesign
- Target group focus: Trainers and HR managers defined as the primary audience.
- Clear value communication: Development of a concise message that immediately highlights the benefits of eCademy.
- Structure and design: Created a clear narrative with logical information hierarchy to guide users toward conversion.
- Visual adjustments: Use of visuals and graphics that directly resonate with the target group and build trust.
A/B testing
- Call-to-actions (CTAs): CTA frequency, placement, and wording were redesigned to actively motivate users to get in touch.
- Info blocks: Important information (e.g., benefits, references, USPs) was highlighted and prioritized to support decision-making.
- A/B test execution: The new landing page was tested against the old version for two months under identical ad settings to obtain reliable results.
We Create Digital Leaders
Step 3
WEVENTURE delivers Results
Our landing page strategy led to significant improvements. (Status: September 2020)
Conversion performance
- 100%
The new landing page doubled the conversion rate compared to the old version.
Cost efficiency & ROI
- 50%
Cost per lead was cut in half, while lead quality increased.
Long-term impact
- Website redesign
- Data-driven optimizations
- Benchmark for future projects
Learnings
Key Insights
- Target group communication is everything: A landing page must be precisely tailored to the needs of its target audience — especially in B2B.
- Details make the difference: CTA placement and messaging, as well as clear content structure, directly influence conversions.
- Data-driven optimization: A/B tests provide clarity and reduce the risk of misinvestments.
- Consistency pays off: A unified message and thoughtful design increase credibility and conversion rate.
Quick View
Our Services at a Glance
References
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