Case Study: Le Parisien achieves a 30% increase in CTA clicks with AB Tasty

A/B test banner ad copy to increase paid subscription rates

Le Parisien, the French newspaper adapting to a subscription-driven digital model, wanted to increase paid subscription conversions and tested different homepage banner copy. They used the AB Tasty tool to run an A/B test on the banner ad wording to see which message better encouraged readers to engage.

AB Tasty implemented the A/B test comparing the original "Subscribe to Le Parisien for €0" with the variation "Enjoy unlimited access to Le Parisien: First month is free." The variation drove a 30% increase in CTA clicks, giving Le Parisien clear, measurable evidence that AB Tasty’s test-driven copy change was more effective at moving users toward subscription.

Le Parisien