First 1000 - 🎬 Netflix
Hello Friends 👋🏾, 2019 vs 2023Over the last 4 years, Netflix’s landing page underwent a series of changes. In this issue, I will focus on 7 experiments Netflix ran throughout that timeframe to arrive at where they did today. This is our starting point 👇 And this is our destination 👇 — Experiment 1: Adding a notification timeline for renewal reminderNetflix pioneered the “notify me before the trial ends” timeline design pattern that many consumer subscription companies now utilize Control: “See what’s next.” Arm 1: Timeline + Enter Email + CTA ✅ Arm 2: Timeline + CTA only (Winner) Lesson 1: Preemptively address the user's concerns (i.e., “I will forget to cancel”) Experiment 2: Test different CTA’s for TimelineControl: “Try 30 days free.” ✅ Arm 1: “Join Free for a month” (Winner) Arm 2: “Start 30 days free.” Arm 3: “Try 30 Days Free” + “Learn More.” Lesson 2: Test Everything! Experiment 3: Replacing timeline with email input fieldIn this experiment, Netflix revisited a losing pattern (having the email input field on the landing page). This time without the notification timeline for the end of the free trial reminder. Control: Timeline + “Join Free for a month” ✅ Experiment: Email input + “Try 30 days free” (Winner) Lesson 3: Revisit the old hypothesis. Experiment 4: Email input vs. notA few months after “Email input” + “Try 30 days free” won, Netflix ran an experiment to test removing the Email input but keeping the same CTA copy ✅ Control: Email input + “Try 30 days free” (Winner) Experiment: “Try 30 days free” Lesson 4: Run learning experiments even if you “know” the experiment will lose. ^^In this case, Netflix ran a prior test with two changes (CTA copy + Input field). This experiment helped them identify where the gains came from. Experiment 5: Get Started vs. Try 30 days freeWhen Netflix wanted to stop offering free trials in 2020, they experimented with a new CTA copy, “Get started.” In that experiment, they tested having an email input field vs. not (for both CTA copies) despite it winning in prior experiments. Control: Email input + “Try 30 days free” Arm 1: “Try 30 days free” only ✅ Arm 2: Email Input + “Get Started” (Winner) Arm 3: “Get started” only Lesson (again): Test everything & revisit old hypothesis Experiment 6: Transparent Email InputAfter Netflix introduced the ad-supported plan earlier this year, they experimented with making the input field transparent. ✅ Experiment: Transparent Email Input (Winner) Lesson 5: Use contrast (or lack thereof) to your advantage Experiment 7: Redesigned headerIn this last experiment, Netflix did extensive overhauls to its landing page. ✅ Arm 1: Bottom of Page Gradient Banner (Winner) Arm 2: Gradient Header Arm 3: Gradient Value propositions Arm 4: Gradient Input Field Lesson 6: The more information you highlight, the less powerful the message is. Key Takeaways:
Remember, just because these experiments worked for Netflix doesn’t mean they will work in other contexts. |
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