Case Study: Le Figaro achieves a 14.3% increase in paid subscriptions with Kameleoon

Le Figaro Grows its Number of Paid Subscribers

Le Figaro, a major French media brand with about 10 million monthly visitors, wanted to reduce churn and improve its digital subscription conversion funnel. The team set out to find the optimal number of steps that would encourage visitors to subscribe while keeping the process user-friendly.

They ran a desktop A/B test with 92,000 visitors comparing a three-step funnel (entry → info → form) to a two-step funnel that used a URL redirect to skip the intermediary page. The two-step variation lifted subscriptions by 14.3%, demonstrating that shorter, simpler conversion flows significantly improve paid sign-ups.

Le Figaro

Gilles Corbineau

Head of e-Business and Online Subscriptions