The leading French daily, Le Parisien, has launched an engaging 4-step subscriber onboarding journey with Poool to increase retention and collect valuable data points in the first minutes after conversion.
The importance of subscriber onboarding
Once you pay for a product, you expect immediate value to be delivered in return. It's also at this moment that you're the most keen to make use of the product you've just committed to paying for. For this reason, on-site onboarding is a crucial part of subscriber retention.
- For the subscriber, it's the moment that expectations are set and early value perceptions are formed
- For the publisher, it's the optimal moment to increase engagement, prove the value of the product, highlighting features and content the user now has access to, as well as collect data
Onboarding at Le Parisien
Le Parisien's onboarding, built with Poool Engage, involves 4 steps.
First things first - confirmation of purchase, an essential step to reassure the new subscriber.
Step 1 - newsletter sign up
Habit-forming content has long been recognized as a key engagement driver, and one that's essential for retaining subscribers. Promoting some of their most popular newsletters was therefore the most valuable first step for Le Parisien when building this onboarding experience.
Users can click "Subscribe" to any newsletter directly on this page. Once subscribed, or if a user is already subscribed, the button changes to blue.
💡 Best practice: communicate to users the number of steps in this onboarding journey. This helps to reduce frustration and shows the time-to-value (i.e. that it won't be long until they have full access to your subscription product).
Step 2 - download the app
Apps are essential for high engagement and retention rates, ensuring the product they're paying for is always easily available.
Le Parisien asks for their phone number to be able to send a link to download the app, a great way to collect another data point whilst delivering value simultaneously.
Step 3 - data collection
Given that the payment has already been made and subscription confirmed, this is a great moment to collect data without causing too much friction.
Congratulations to Lise Benamou, Sophie Cassam and the team for this launch!
Interested in building an engaging onboarding journey with Poool?
At Poool, we provide digital media with a dynamic journey builder to boost subscription conversion, engagement, and loyalty — delivering autonomy, speed and results.
- Build engagement elements in any format: pop-up, banner, content block, full screen...
- Integrate newsletter sign-up elements, onboarding journeys and anti-churn actions
- Configure display conditions to target elements with deep granularity
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