About Alma Media
How do you make a customer journey better?
For Alma Media, the answer starts with experimentation. Based in Helsinki and operating across 10 European countries, the digital media and services company brings that curiosity to a portfolio spanning news media, recruitment, and marketplaces.
As a part of the news and media industry, the team has two clear priorities: growing digital subscription revenue and increasing the lifetime value of subscriptions. Testing helps the team explore various experiences that support these goals, while also contributing to a strong culture of data-driven decision making.
More teams with room to experiment
Alma Media’s teams bring different levels of experimentation experience to the table.
They needed a platform that made testing approachable – regardless of their starting point. The company chose Wingify for its ease of use and the support of our customer success team.
“We ended up choosing Wingify for the ease of use and the excellent customer success team that they have.”
Elsa Ciulla Digital Sales Manager
Business teams can carry out much of that work themselves, without seeking assistance from developers. That gives them room to explore ideas and learn more about the people using their services.
The learning travels, too. Alma Media uses experimentation to share knowledge across its businesses and scale successful approaches. A discovery in one part of the portfolio can open the door for another team to explore something new.
A little more context made the difference
For one login paywall test, Alma Media asked a simple question: how much information do customers need before they’re ready to log in or register?
The team compared three versions: a minimal option, a more informative one, and finally, the most detailed one.
The team predicted that the minimal version would prove most successful, but in reality – the winner was the one in the middle.
That surprise offered a useful insight. An easier experience needs to balance low friction with enough context to help people take the next step. In this test, stripping the message back to the bare minimum wasn’t the answer. Customers responded best to a little more explanation.
It’s this kind of discovery that makes experimentation valuable: a reasonable assumption meets real customer behavior, and the team learns something it can use. For Alma Media, the result sharpened its understanding of what customers need once they reach the login paywall.
Support for the next question
Alma Media points to our customer success team as a valued part of the partnership. Alongside the platform’s ease of use, that support helped the company choose Wingify, and continues to shape its experience of working with us.
We are really happy about our collaboration with Wingify. Especially the customer success team has been really supportive and helpful.
Kimmo Katajamäki Development Manager
Curious about what comes next?
Alma Media is now exploring how to make its experimentation process more AI first and AI driven. The team sees AI playing a significant role in both experimentation and personalization.
The login paywall test captures the curiosity behind that approach. Alma Media started with an idea, gave customers the chance to challenge it, and came away with a better understanding of the experience they needed. That learning gives the team a clearer place to start its next experiment.
Overall impact
Alma Media turned customer insights into better experiences across the business
