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Online store for digital learning and examination materials

B2B
System Integration
UX/UI Design
Customer:German Chamber of Industry and Commerce (DIHK)
Industry:Education

The DIHK offers digital learning and examination materials for IHK examinations. To improve reach and conversion, P&M developed a holistic e-commerce strategy that combines UX, content and performance. The relaunch of the online store resulted in 57% more organic traffic and over 800 new top 10 rankings.

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Optimized user experience

The user interface has been completely redesigned: A clear menu, structured category pages and an intuitive checkout make shopping simple and focused. This allows users to find the right learning material more quickly.

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Content & SEO strategy

P&M developed a content strategy with editorial topic pages, advice sections and SEO-optimized category pages. This resulted in over 800 new top 10 rankings and a 57% increase in organic traffic.

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Digital learning content & streaming service

Together with the DIHK, "Skills in Motion" was created - a streaming service for digital training courses. Short learning videos make exam preparation easier and add real added value to the e-commerce offering.

DIHK-Case-1

Challenges

More visibility, more relevance, more conversion

At the start of the project, the online store's structure and visibility were limited. The task was to combine UX and SEO - and at the same time develop the store into a modern learning platform.

  • Outdated information architecture and confusing UX
  • Low search volume and lack of keyword coverage
  • Seasonal traffic fluctuations due to test dates
  • Integration of digital learning formats into existing e-commerce structure
Implementation

From analysis to a high-performance e-commerce store

P&M relied on a data-driven, iterative process. Workshops, UX audits and technical implementation resulted in a platform that seamlessly combines user centricity and performance.

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Research & Workshops

Analysis of existing processes and definition of the new customer journey in close cooperation with the DIHK team.

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UX Design & Wireframing

Creation of wireframes and user stories to structure content and simplify user guidance.

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UI Design

Development of a modern, clear interface design with optimized navigation and responsive display.

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SEO & content strategy

Restructuring of the menu, optimization of the category pages and creation of a guide section for long-term visibility.

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Integration of learning content

Development of the streaming platform "Skills in Motion" with short, thematically organized video formats.

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Testing & Monitoring

Ongoing success monitoring with KPIs for ranking, conversion and user behavior.

Result

Visibility, efficiency and digital education combined

The new DIHK store offers users an intuitive shopping experience and helps them prepare for their exams efficiently. Targeted UX optimization, high-quality content and high-performance SEO strategies have significantly increased reach.


  • +57% organic traffic year-on-year

  • Over 800 new top 10 rankings for revenue-relevant keywords

  • High scalability for growing content volumes
DIHK Case 2