Case Study: Routard.com (France’s No.1 online travel guide) achieves a 76% increase in newsletter subscriptions with Kameleoon

Routard.com gets its visitors to come back

Routard.com, France’s No.1 online travel guide with about 2.4 million monthly visitors, wanted to boost newsletter subscriptions to bring users back and improve retention. The site’s subscription form was buried in the footer, meaning many visitors never saw it—an issue given that travel users often only browse briefly while planning trips.

Using Kameleoon, they ran a one‑day A/B test across 3.5 million visitors adding an exit pop‑in in addition to the footer form, testing a pop‑in shown on the first page versus after three pages. The delayed pop‑in (after three pages) increased subscriptions by 76% versus the immediate pop‑in, showing that prompting engaged visitors yields higher conversions and feels less intrusive.

Routard.com

Sabine André

Head of CRM & Community