Case Study: M6 Web achieves +16% product clicks and +40% filter engagement with Kameleoon A/B testing

M6 Web increases its conversion rate by 16% by abandoning endless scroll

M6 Web, publisher of the leading French home‑decoration site déco.fr, partnered with Kameleoon to test which product‑listing navigation—pagination or infinite scroll—best supports visitor navigation and drives conversions on the site's Shop marketplace. The hypothesis was that pagination would encourage more outbound product clicks and better use of the filter column than infinite scrolling.

They ran an A/B test by reactivating paginated navigation (disabling the existing infinite scroll) on Shop pages, targeting those URLs and tracking outbound clicks. After three weeks and ~500,000 visits the results were statistically significant: pagination increased product clicks by 16% and clicks on the filter column by 40%, showing that pagination helps users refine searches and find products faster than infinite scroll.

M6 Web

Colin Golberg

Monetization and Optimization Manager