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Landing Page Audit: Netflix

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This week, we’re auditing Netflix‘s sign-up process. We happen to know that Netflix is really great about testing all the designs they use, and we love that! As with all of our landing page audits, the key is to test! What we think might work and what is generally a best practice may not always work for your customers or the particular goal that you want to accomplish. So, as always, we’re just making suggestions to test. The data must rule!

Here are Netflix’s current sign-up screens:

NetflixLP1

NetflixLP2

We like:

We think Netflix does a great job of giving an offer and explaining the value. They make the sign-up process simple, with minimal information required, and a clear Call to Action.

Netflix gives a clear “1 Month Free Trial” offer, and a very simple sign-up form to start the process. A lot of the major features and benefits of Netflix are outlined on this page. –Matt Berglund, Creative Director

The value proposition is clearly stated, focusing on price and the instant streaming feature. There’s an anxiety reducer with ‘Cancel anytime’ and the customer service number. –Naoshi Yamauchi, Director, Analytics

The Call to Action on the first sign-up page is clear and concise – attention is drawn right to where it should go. –Josh St. John, Director, Client Strategy

I like that on both pages, you need to enter minimal information to sign in/sign up. –Rachel Healy, Copywriter

The ‘Secure Server’ icon and copy by the CTA button is a great friction reducer. I also like that after you have entered your info on the sign-up page and selected continue, immediately on the next page in the upper left hand corner is Netflix’s cancellation policy.  It is highly visible and immediately in front of the customer instead of being hidden in the fine print. –Meredith Morgan, Director, Client Strategy

What Netflix could improve/test:

We agreed that there’s a lot of information on the sign-up page, and we tossed around a bunch of ideas on how to make a clearer eye path and still get all the info to the potential customer. We generally agree that the white-on-black bullet points get a little lost and that sign-ups could probably be lifted with a few changes. We would love to see what Netflix’s results were with these ideas!

On the sign-in page, I think they could benefit from turning the “Not a Member” link into a branded button. Use the Netflix red and signature font to grab attention and drive memberships. –Jim Schlegelmilch, Client Coordinator

My eye is following a top-left to bottom-right diagonal path, drawn to the image of the laptop in the lower right corner due to the contrast and weight of the image, as well as the big black arrow that is pointing to the laptop. –Matt Berglund, Creative Director

The small, white copy below the headline is positioned on the dark background of the photograph and hard to read. The ‘Call to Action’ button is somewhat lost on the page and doesn’t stand out. Using the word ‘Continue’ on the button also indicates multiple steps in the sign up process and is possibly increasing friction. –Meredith Morgan, Director, Client Strategy

The copy on the lefthand side could be pared down; for example, “Watch unlimited movies—instantly!” instead of “Instantly watch as many movies as you want!” –Rachel Healy, Copywriter

Really surprised the spotlight supported devices were limited to 3 different game consoles, rather than a game console, Blu-ray player/DVR and a mobile device. –Josh St. John, Director, Client Strategy

Try to introduce urgency with ‘limited time’ and see what kind of uptick they get in sign-ups. Maybe test CTA from ‘continue’ to ‘start now.’ –Naoshi Yamauchi, Director, Analytics

What do you think? Do you remember signing up for Netflix? Do you think the sign-up process could be improved? Let us know in the comments!