Case Study: Mediahuis achieves higher subscription clicks and a more data-driven culture with Optimizely

Building a data-driven culture at Belgium’s largest media company

Mediahuis, the largest media company in Belgium, faced the challenge of converting its large online readership into loyal subscribers and building a more data-driven culture as the news industry shifted to digital. They partnered with the vendor Optimizely to optimize their web and mobile sites through experimentation, aiming to better understand reader behavior and improve key metrics like subscription signups.

Using Optimizely, the centralized Traffic Center team ran frequent experiments on page design and copy. This data-driven approach allowed them to quickly pivot strategies, avoiding wasted resources. The solution delivered significant results, including a more than 50% increase in click-through rates on subscription pages and a massive 353% increase in clicks on new advertising formats. These successes by Optimizely helped Mediahuis make smarter business decisions and build internal support for an insights-based culture.

Mediahuis

Yves Van Dooren

Manager, Digital Traffic Center