The most persuasive argument that will lead customers to take out their credit cards and pay is the media’s value proposition and its associated content. However seldomly this argument is highlighted, its importance is paramount in the conversion funnel.

Even the best algorithm from machine learning will turn out to be utterly helpless if you don’t have contents and features correlated to a clear and set value proposition that will enable you to form a lasting relationship with your customers.

This said - and even though contents remain the main driver for subscription - the complexity of the user journey, the number of information asked for, the lack of payment methods or the difficulty to unsubscribe are obstacles preventing you from turning your users into subscribers.

That’s what our series of content “From content to subscription to ... content, how many touchpoints ?” is all about - understanding very precisely the number of clicks, scroll, necessary information and time spent to eventually access paid content.

In this series of articles, we’ll focus on conversion funnels of editorial publishers (listed below). We’ll focus on publications, but not exclusively on them.


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Today: the French streaming platform Canal+ VOD!

TL;DR You can find below the journey of a user wishing to watch a film or series on Canal+ VOD (desktop):

  • 5 clicks are needed to subscribe and browse content;
  • no scroll is needed to see the entirety of the subscription form;
  • 2 fields are required to create an account;
  • 1 payment method is available (credit card).

Here is the customer’s journey 👇 (we will follow it together step by step):

Step by step now...

Step 1: The viewer wishes to access content available on Canal+ VOD

The viewer has to subscribe to be able to watch a movie or a series and therefore must click on “feel like finding out about our offers?”.

Step 2: Choice of the offer

There are two main types of options for the viewer:

First option: choosing TV+ Digital which entails a one year or two years commitment period. Several offers within TV+ Digital are available:

  • “Canal+ and pack+ of Canal+” offer / 24,90€ per month instead of 34,90€ without commitment;
  • “Canal+ and pack ciné série +” offer / 36,90€ per month instead of 49,90€ without commitment;
  • “Canal+ and family pack+” offer / 29,90€ per month instead of 34,90€ without commitment;
  • “Canal+ and sports pack+” offer / 34,90€ per month instead of 49,90€ without commitment;
  • “PANORAMA” offer / 19,99€ per month.
  • “Intégrale +” offer /  89,99€ per month instead of 99,90€.

Second option: Digital only and without commitment. The viewer can choose between the following:

  • “Canal+ and pack+ of canal+” offer / 24,90€ per month instead of 34,90€ without commitment;
  • “Canal+ and movie series pack +” offer / 36,90€ per month instead of 49,90€ without commitment;
  • “Canal+ and family pack+” offer / 29,90€ per month instead of  34,90€ without commitment;
  • “Canal+and sports pack+” offer / 34,90€ per month instead of 49,90€ without commitment;
  • “Canal+ series” offer / from 6,99€ per month.

We opt for the 100% digital offer and choose “Canal+ séries”.

The amount of offers displayed may be a hindrance for the reader.

Step 3: Account set-up

The “Canal+ series” offer is divided into three options according to how many viewers use the account and thus the number of screens on which the streaming platform will be simultaneously available:

  • One screen for 6,99€ per month;
  • Two screens for 9,99€ per month;
  • Four screens for 11,99€ per month.

We opt for a single screen.

Step 4: Creation of an account

The viewer has to create an account. Only two fields are required for this process:

  • Email address
  • Creation of a password

Step 5: Payment form

The viewer can now pay their offer. A single payment method is available: credit card.

Contrary to many cases previously studied, the choice of the offers and the payment form are not displayed on the same page.

Step 6: Subscription confirmation and beginning

A confirmation email is sent to the user mentioning that their subscription has been validated and stating the offer they subscribed to.

The user only needs to click on “access to MyCanal” to watch series.

Contrary to the examples previously studied, where users could read a part of the article before being blocked by a paywall, the viewer does not have the possibility to watch part of a series before being blocked by paywall. They are blocked before its start.

The subscription journey of Canal+ VOD is interesting, because although it is relatively simple, the subscription journey is longer than the ones previously studied. The choice of the offer may take a certain amount of time, because of the number of offers available. Moreover, an account has to be created.

That’s it, the user is now subscribed to Canal+ VOD and can watch series!

To sum it up, here are all the steps to watch a film or a series:

  • 5 clicks are needed to subscribe and browse content;
  • no scroll is needed to see the entirety of the subscription form;
  • 2 fields are required to create an account;
  • 1 payment method is available (credit card).

What about mobile devices?

The same subscription journey - same number of clicks and same options.

On mobile, it is nonetheless far more complicated to understand the specificity of each offer due to their number and the fact that the screen is smaller than on desktop.