01Design
Design new modules
We designed and built new components and page variants in Framer: mini-games, quizzes, new navigation, progress bars and animations that make reading more rewarding.
41 components, 37 page iterations.
The client
Femme Actuelle
Weekly women’s magazine and website, published in France by Prisma Media (Louis Hachette Group).
- Launched
- 1984
- Format
- Weekly + web
- Audience
- 18.9M / month
- Publisher
- Prisma Media
Femme Actuelle case study · The problem: Keep readers longer, and get them to the next article.
The challenge
Femme Actuelle wanted more retention, longer sessions and more navigation to the following articles. New ideas had to be proven on real readers of the live site, without putting the whole audience at risk.
A/B testing 50/50FramerPostHogClarityMini-gamesQuizNew navigationAnimationsRead nextRetentionSession length
How we worked with Femme Actuelle
A test lab inside the live site.
UX/UI designers, then web developers, then readers in production at 50/50, then data, then a decision. Every new module had to earn its place.
02Test
Serve it to half the readers
The Framer pages were plugged into the official site. Each new module went live to 50% of readers while the other half kept the current version, and PostHog and Clarity measured the gap.
Real readers, real traffic, one variable at a time.
03Decide
Keep what works
Depending on how readers behaved, modules were added or removed: mini-games, new navigation, transitions, animations. What improved retention and session length was industrialised.
Decisions made on data, not on taste.
The A/B lab
37 page iterations in Framer
- Each variant is its own Framer page
- Plugged into the official site
- Served live to 50% of readers
Pages, feeds and article templates were rebuilt as Framer variants: classic, feed, coaching video, new UI. 41 components (9 Framer, 32 code) made them quick to assemble and to measure.
The measurement
PostHog and Clarity on every variant
- Where do readers tap?
- Do they read to the end?
- Do they open the next article?
PostHog split traffic 50/50 and tracked events per variant; Clarity heatmaps and recordings showed where attention went. Each module was compared with the current version on the same audience.
The modules
More engaging reading, article after article
- Mini-games and quizzes inside articles
- Quick formats and an ask-a-question block
- Progress bars, read-next and lively animations
New navigation, animations and small rewards kept readers going. Seven modules were prototyped and measured, and the ones that lifted reading time and conversion were kept.
How it connects
From Framer to the live site, and back to a decision.
Framer pagesVariants
37 iterationsComponentsDesign
9 Framer, 32 codeFemme Actuelle siteProduction
Real readersPostHog50/50 split
Feature flags, events
ClarityHeatmaps
Recordings
RetentionReaders
Session length
Read nextNavigation
Next articles
NoctuaA/B lab
What we shipped
Framer A/B lab plugged into the live site
Level 01 · LabNew pages and modules served to real readers of the official site, without a full release.
41 components
Level 02 · Components9 Framer components and 32 code components: quiz, memory game, progress bars, read-next, share, author claps, feature flags.
50/50 tests with PostHog and Clarity
Level 03 · MeasurementEvery module against the current version, on the same audience, with events, heatmaps and recordings.
Mini-games, new navigation and animations
Level 04 · EngagementAdded or removed depending on reader behaviour, to make reading more rewarding.
Winning modules industrialised
Level 05 · ProductionWhat lifted reading time, retention and conversion was kept for the site.
Measured on real readers, kept when it worked.
Modules tested 50/50 on the live site, measured with PostHog and Clarity, and kept only when readers responded.
A/B split on the live site50/50
Measured with PostHog and ClarityLive
Modules prototyped and measured7
Page iterations37
Want to test it on real readers?
Tell us what you want to improve. Our assistant helps you frame it, then you choose: a 20-minute call, or a reply from the team by email.
