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LP Audit: Blockbuster (Revisited)


Well, Netflix has given Blockbuster another opportunity to cash in, with their announcement splitting Netflix into Netflix streaming and Qwikster this week. We already did a landing page audit on Blockbuster’s Total Access sign-up page, but we noticed this week that they have a new and improved landing page!

The old page:

The new page:

So what did Blockbuster implement? Here are some of our suggestions from our last audit that are now on their page!

Improved Value Prop 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

Notice Blockbuster’s awesome new bullet points down the left side.

Improved Eyepath and Visuals

[The call to action] should be more prominent. –Jamie Least, Junior Copywriter

We see that big, juicy “Get Started” button!

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

Mario is gone! Instead, we see 4 cool graphic bullet points that really tell us what we get.

Improved Messaging

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

Consolidating all the disc plans into the “Choose a plan” section was a great idea, and really helps focus the content on the page.

We think Blockbuster did a great job with this new landing page, and we love seeing some of our suggestions implemented. What do you all think? Is it an improvement? What else would you test?

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!