Le Figaro has pulled off a tour de force: halving the time it takes to take out a subscription, from 50 to 25 seconds. Behind this substantial improvement lies a mammoth project dubbed “AMEX” (“Amélioration de l’Expérience Utilisateur” – Improving the User Experience), launched four years ago to internalize and modernize the entire subscription conversion process. We spoke to Valentin Jubert, Director of Digital Subscriptions, and Benjamin Lupu, Product Manager, Reader and Subscriber Experience.

> Le Figaro halved the time it takes to subscribe, from 50 seconds to 25, and lifted conversion from 0.7% to 0.9%. It took four years and around 100 people

> Subscription management had been outsourced to the print provider. Marketing waited weeks to launch each new offer. It now takes a few hours, which is the real return on the project

> Product, tech and marketing built it together with the CEO reviewing weekly. As one lead puts it, nobody was simply a customer of another team, they designed the tool for themselves

> The least-quoted result is the best one. Training a new call centre agent used to take three weeks, and three months to reach full competence. On the unified interface it takes two days

> Migration allows no do-overs, so they ran three rehearsals and checked every subscriber and invoice. Their one regret is bringing customer service and accounting flows into the project too late

A structured project driven by an in-house culture

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Like most of the major platforms employing subscription models, Le Figaro has now developed a technology to block simultaneous sessions – two users accessing premium content under a single login. The main challenge, however, is to do this effectively without damaging the subscriber experience, particularly as these users need to be ‘pampered’ in order to support retention efforts.

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