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Landing Page Audit: Blockbuster

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Last week, we took a look at Netflix’s sign-up page. Well, here’s Blockbuster‘s answer:

This is actually targeted for Netflix users, presumably subscribers who have either cancelled or are about to cancel due to Netflix’s recent price hikes. It’s an interesting concept, but we’re not quite sure it’s working for Blockbuster.

I would like to see a test creating a landing page with the visual focusing on the value proposition over Netflix. Keep it simple and educate the user on why Blockbuster is better than Netflix: New releases available 28 days before Netflix and Redbox; unlimited in-store exchange; games and Blu-ray at no extra cost. –Naoshi Yamauchi, Director, Analytics

If this is a better service than Netflix, then they should just come out and say it. “Better than Netflix. Here’s why…” Below could be a table of the benefits — I’d like to see a breakdown. –Rachel Healy, Copywriter

We think the actual design of the page could be improved, too.

A lot to read at once… difficult eye path. –Matt Berglund, Creative Director

The call to action is buried beneath too much text and too many visuals. It should be more prominent. –Jamie Least, Junior Copywriter

Showing just one visual of Mario doesn’t convey movies…I just see games. Could be a drop-off cause for people who haven’t read further. –Victoria Morehead, Creative Director

And the messaging? Here are our suggestions on that (aside from making the comparison to Netflix clearer):

The breakdown of benefits between 1 or 2 discs shows no value.  The value is that you spend 50% less on the second disk.  Too much real-estate is being used to say “you get the same for less, when you do the 2 disc plan.”  Spend energy & real-estate focusing on the savings.  This will attract the power users. –Nathan Spotz, Director, Business Development

They note that there are “unlimited in-store exchanges.” Blockbuster has very publicly gone bankrupt…are there actually any stores left? Blockbuster’s bankruptcy is no secret. That alone could cause friction when asking someone to sign up. Some language to assuage that could go a long way. –Victoria Morehead, Creative Director

We want to know what you think. Does Blockbuster’s landing page give you enough incentive to switch? How would you improve it?

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