The 10 best CRO content creators in France

Following the best CRO content creators in France is the cheapest way to learn conversion rate optimisation from people who run tests every week. The stakes of a single test can be large: in the September-October 2017 issue of the Harvard Business Review, Ron Kohavi and Stefan Thomke describe a test on the way Bing displayed ad headlines that increased revenue by 12%, worth more than $100 million a year in the United States alone, according to the Harvard Business Review article The Surprising Power of Online Experiments. Few teams get results like that, but the method behind them can be learned. This ranking brings together ten French-speaking creators who publish about CRO, A/B testing and e-commerce conversion, checked one by one, and says for each which reader and which level they suit.

Why does conversion matter so much, and how do people learn it?

Buying online is now the norm, which makes every visit that does not convert more costly. In 2025, 78% of internet users aged 16 to 74 in the European Union bought or ordered goods or services online over the previous 12 months, according to Eurostat's Statistics Explained article on e-commerce statistics for individuals (data extracted in February 2026).

Creators have also become a real way to get informed in France, without replacing reference sources. In its Digital News Report 2026, published on 16 June 2026, the Reuters Institute for the Study of Journalism finds that 29% of French respondents say they get some news from creators, while only 3% say creators meet all of their news needs, according to the France page of the Reuters Institute Digital News Report 2026, written by Alice Antheaume. A CRO creator works best the same way: as a complement to your own data and your own tests.

Why follow creators rather than only reading testing tools' blogs?

Four reasons, from the point of view of someone who wants to learn CRO and keep up with it.

• They show real results. A newsletter like « La Cargaison » or « Deployer INSIGHT » shares what tests changed on real stores. A testing tool's blog rarely publishes a test that does not end with its own product.
• They speak to a type of site. Thomas Giraud talks to Shopify brands, Samwane Abdallah to SaaS and e-commerce sites, Clément Hornec to CRO teams in larger companies. A generic guide speaks to everyone and therefore to nobody in particular.
• They keep pace with change. The use of AI to audit pages, generate test hypotheses or simulate users has moved fast in 2026, and a weekly or monthly creator comments on it long before a reference guide is updated.
• Their interest is easy to read. Most of them run an agency or sell consulting and training, and say so. Knowing what a creator sells helps you read their advice with the right distance.

Several creators on this list, such as Thomas Giraud, Clément Hornec and Aurélien of CoffeeX, run CRO agencies. If what you need is a team to work on your site rather than content to learn from, our ranking of the best CRO agencies in France covers that case.

How did I rank these creators?

Four criteria, fixed before looking at who would come out on top, and applied only to what each creator publishes on their own pages and accounts. Every account on this list was reviewed on 22 October 2026.

1. Regularity. Dated content in 2026, and a rhythm you can count on: a weekly newsletter counts for more than a burst of articles followed by months of silence.

2. Depth and accuracy. Test results, case studies and methods count for more than opinions. A creator who shows how a conclusion was reached comes before one who only states it.

3. Teaching. Content that a reader at a given level can apply, with a clear audience: e-commerce owners, Shopify brands, SaaS teams, in-house CRO teams.

4. Independence. Content that teaches something even if you never buy anything from the creator. Selling a service is fine; a feed that only promotes an offer is not.

What I deliberately did not do: I did not estimate any audience. When a creator does not publish a follower or subscriber count, the table says « Not published ». I did not keep any creator without public activity in 2026 in the top 10. I did not include brand accounts of publishers of competing SEO software. And I did not count likes or views, which say little about what you will learn.

This ranking reflects my own experience and opinion as someone who follows these creators every week, not a paid placement. I am Thibault Besson-Magdelain, founder of Sorank, and no creator on this page paid to appear in it.

The 10 best CRO content creators in France

1. Florent Kiecken

Florent Kiecken publishes mainly through « La Cargaison », a CRO newsletter in French that he has sent almost every week since 2023. Edition #160 went out in July 2026, which makes it the most regular French-speaking CRO resource reviewed for this ranking. Each edition is built around case studies, A/B test results and audit methods, including audits carried out with AI. He also posts on LinkedIn. His site sdlv.fr announces more than 4000 subscribers, and the newsletter platform shows 4.0k. He is a freelance CRO consultant based in Lille (SDLV) and also sells an online CRO training course.

Best for: e-commerce owners and marketers who want one concrete example a week, with a test and its result. Readers who prefer video or a structured course from scratch will find the newsletter format more fragmented.

2. Sébastien Tortu

Sébastien Tortu publishes YouTube videos and LinkedIn posts on e-commerce CRO: product pages, heatmaps and landing pages. His channel has 220 videos, the latest published on 17 September 2026. What sets him apart is his « Observatoire du post-clic », a study of the post-click experience across 213 DTC brands, and his book « Faites dire J'achète à vos clients ». He was also the guest of the first episode of CRO & Co, the podcast of Laurent Lemercier, number 4 on this list. His published audience is 6.13k subscribers on YouTube, and his Malt profile states more than 3000 newsletter subscribers. He is the founder of the agency Boost Conversion.

Best for: e-commerce brands that want to see pages analysed on screen and understand what happens after the click on an ad. His content leans towards landing pages and acquisition: teams looking for statistical depth on A/B testing will find more in Mathieu Fauveaux's articles.

3. Thomas Giraud

Thomas Giraud runs a YouTube channel focused on Shopify CRO, with 372 videos, the latest published on 19 October 2026. He also sends the newsletter « Deployer INSIGHT » every other Sunday, which sums up what large online stores have learned about conversion, and offers free CRO tools. His content draws on the A/B tests run by his agency, which makes it very concrete for Shopify brands. His published audience is 13.7k subscribers on YouTube, the largest on this list. He is the co-founder and CEO of The Deployer, a CRO agency specialised in Shopify.

Best for: Shopify merchants, from growing stores to established brands, who want examples on their own platform. If your site runs on another CMS, part of the advice will need adapting.

4. Laurent Lemercier

Laurent Lemercier hosts CRO & Co, a newsletter and podcast in French on CRO, A/B testing, audits and Core Web Vitals, with practitioners as guests, such as Sébastien Tortu and Agathe Houdmon. CRO & Co published 11 editions between May 2025 and May 2026, a roughly monthly but irregular rhythm. Before that, he hosted the podcast « We Love E-Merch » (6 episodes, 2024 to 2025). It is one of the few audio formats in French dedicated to CRO. His audiences are not published.

Best for: beginners and intermediate readers who learn by listening, and want to hear several practitioners rather than a single voice. The rhythm is irregular, so this is a complement rather than a weekly source.

5. Clément Hornec

Clément Hornec writes « Wetalk », a newsletter sent at the end of every month on CRO programmes, A/B tests on apps, synthetic users, personalisation and the value of a CRO expert in the age of AI. The latest edition went out on 24 September 2026. His examples come from the work of his agency, and his angle on organisation and AI speaks to in-house CRO teams. He also posts on LinkedIn, and Kameleoon cites him among the European figures of A/B testing. His audience is not published. He is the co-founder of Welyft, a data marketing and CRO agency.

Best for: CRO and product teams in medium and large companies that want to structure an experimentation programme and follow how AI changes the work. A small store owner looking for quick fixes will find the topics more strategic than practical.

6. Samwane Abdallah

Samwane Abdallah publishes CRO articles on his blog at a pace that was almost daily in the summer of 2026: about fifteen articles between 13 June and 8 July 2026, on a CRO audit system built with Claude Code, generating test hypotheses, rewriting calls to action and perceived speed (LCP). He also publishes teardowns of the lemlist and Brevo homepages and free checklists, and has a YouTube channel, @wanesam. His audiences are not published. He is a CRO consultant and psycholinguistic copywriter based in Besançon.

Best for: SaaS and e-commerce teams that want to audit their own pages with AI and improve their copy. The blog is very recent and its rhythm after July 2026 was not checked, so treat it as a practical toolbox rather than a long-standing reference.

7. Guillaume Deperrois

Guillaume Deperrois hosts « Game of E-com », a podcast released every two weeks in which he interviews heads of e-commerce sites. Several of its 11 episodes deal directly with conversion, with titles such as « Ton site ne convertit pas ? » and « 20000 visiteurs mais peu de ventes ? », and others on listening to customers and on emotions in selling. The latest episode was published on 17 June 2026. He also writes a blog on deperrois.com. His published audience is 411 followers on LinkedIn. He is a CRO consultant and UX designer.

Best for: e-commerce founders who like hearing other founders' stories and want to link them to concrete conversion levers. No episode was found after 17 June 2026, so check that the podcast is still active before you subscribe.

8. Céline Martinez

Céline Martinez hosts « Au coeur du e-commerce », a weekly podcast in which founders of online stores explain their strategies. It has 27 episodes across 2025 and 2026, with a rating of 5 out of 5 from 6 ratings on Apple Podcasts. As a conversion rate optimisation consultant, she brings a conversion angle to these interviews, although the content is broader e-commerce more than pure CRO. Her audience is not published. She sells CRO consulting.

Best for: e-commerce owners who want a weekly dose of real experience from other founders. Readers looking for test methods or audit checklists will find more in the newsletters higher up this list.

9. Mathieu Fauveaux

Mathieu Fauveaux publishes in-depth articles on the FWOptimisation blog about experimentation programmes: the ROI of A/B tests, neutral tests, hiring a CRO lead and the use of AI. His latest articles came out on 7 May and 23 June 2026, after gaps of several months, so the rhythm is irregular. He has worked on the CRO programmes of large retailers, and Kameleoon cites him among the European figures of A/B testing. He also posts on LinkedIn and has a YouTube channel. His audiences are not published. He is an independent CRO consultant and sells an advanced CRO training course.

Best for: intermediate and advanced practitioners who run an experimentation programme and want to measure its value. Beginners will need some background first, and readers who want frequent updates will find the rhythm too slow.

10. Aurélien (CoffeeX)

Aurélien publishes a CRO newsletter announced as weekly, breakdowns of how online stores convert, and audit videos on the YouTube channel « Aurélien CRO », such as « La méthode d'audit CRO pour scaler une boutique ». His 2026 blog covers an e-commerce CRO guide, landing pages and nudges. His surname is not published on the site. His audiences and the date of his latest video could not be checked during this review. He is the founder of CoffeeX, a CRO agency in Brussels, and an AI engineer by training.

Best for: e-commerce merchants who want practical breakdowns of other stores in their inbox. Since his regularity on video could not be verified, rely on the newsletter first.

The 10 creators compared

Each cell reflects what the creator publishes on their own pages and accounts as of 22 October 2026. When a piece of information is not published, the cell says so.

Creator	Main platform	Format	Published rhythm	Published audience
Florent Kiecken	Newsletter	Case studies, A/B test results, audit methods	Almost every week since 2023 (#160 in July 2026)	4.0k newsletter subscribers
Sébastien Tortu	YouTube	Videos, LinkedIn posts, post-click observatory	Latest video on 17 September 2026	6.13k on YouTube
Thomas Giraud	YouTube	Videos, newsletter, free CRO tools	Newsletter every other Sunday	13.7k on YouTube
Laurent Lemercier	Podcast	Podcast and newsletter with guests	11 editions from May 2025 to May 2026	Not published
Clément Hornec	Newsletter	Monthly newsletter, LinkedIn posts	End of every month	Not published
Samwane Abdallah	Blog	Articles, page teardowns, checklists	About 15 articles from 13 June to 8 July 2026	Not published
Guillaume Deperrois	Podcast	Interviews with e-commerce founders	Every two weeks (latest on 17 June 2026)	411 on LinkedIn
Céline Martinez	Podcast	Interviews with e-commerce founders	Every week	Not published
Mathieu Fauveaux	Blog	In-depth articles on experimentation	Irregular (7 May and 23 June 2026)	Not published
Aurélien (CoffeeX)	Newsletter	Newsletter, store breakdowns, audit videos	Newsletter announced every week	Not published

How to get the most out of these creators

Three habits that make the difference between scrolling and learning.

• Pick two or three, not ten. One weekly newsletter for examples, one in-depth source for your level, one format you enjoy (video, podcast or articles). Following everyone means reading nobody properly.
• Treat every result as a hypothesis. A test that worked on someone else's store is an idea to test on yours, not a change to roll out. Your traffic, your offer and your audience are different.
• Look at the method, not only the uplift. When a creator shares a winning test, check the sample size, the duration and the metric used. A good creator explains them; if not, be careful with the figure.

Where does this ranking stop?

Three limits, stated clearly.

It is based on public information. I read what each creator publishes and checked their accounts on 22 October 2026. Some platforms, such as LinkedIn or YouTube, could not always be read in full, so several audiences are marked « Not published ». A creator who publishes very well but quietly will be underrated here.

It reflects one reader's opinion. The criteria were fixed in advance, but the weight given to depth, regularity or teaching is a personal choice. Another CRO practitioner would rank some creators differently, and that is healthy.

It ages. Creators change rhythm, stop a podcast or move to another platform. Check that the account is still active before you subscribe.

What can software do that a creator cannot?

A creator explains how to turn more visitors into customers, and how to test it. They do not know your site, and they will not bring you the visitors to convert in the first place: that depends on being found on Google and in AI assistants.

That is what Sorank automates: after an audit of your site, the software finds your keywords, writes and publishes articles optimised for Google and for AI assistants, and shows you when an AI assistant cites your brand. Pricing starts at 99€ per month, with 3 days offered and a card required at sign up. To see it on your own site, book a call. Many readers combine the two: creators to convert better, software to bring in qualified traffic.

Conclusion

The best CRO creator is the one who speaks to your type of site, in a format you will actually keep up with. For one concrete case study a week, Florent Kiecken. For page analyses on video, Sébastien Tortu. For Shopify stores, Thomas Giraud. To learn by listening, Laurent Lemercier, with Guillaume Deperrois and Céline Martinez for founders' stories. For an in-house experimentation programme, Clément Hornec and Mathieu Fauveaux. For AI-assisted audits, Samwane Abdallah. And to bring more visitors to the pages you optimise, discover Sorank.

Honorable mentions: other CRO creators worth following

Other French-speaking CRO creators spotted during this review, outside the ranking, presented solely on the basis of what they publish.

Creator	Main account	What they publish
Enzo Cardillo	klapi.fr/blogs/ressources	Independent Shopify CRO consultant (Klapi Lab): CRO articles, 5 guides, 6 A/B test calculators (significance, test duration) and a monthly email
Achille Vaulot	LinkedIn	CRO consultant in Lille, former manager of CRO teams at Accenture and Baymard Institute UX certified, posting on LinkedIn about behavioural psychology in e-commerce; rhythm and audience not published