“If we don’t say 13 times in a row that our product is initially free, you’re all fired!” – someone from Netflix after watching the results of A / B testing
Reduce the feeling of fear and repeat the message
As you sign up for Netflix, you will notice four types of messages that are trying to convey to you:
- There is no obligation, you can unsubscribe at any time;
- The first month is free;
- You will receive a reminder three days before payment;
- You can use Netflix anywhere anytime.
The frequency of showing these messages reaches the point of absurdity. But the company wants to be sure that the user understands the information.
They tell you – in various forms – 13 times (!) That you don’t have to pay for the first month. 6 more times you will be reminded to cancel and use on all devices. But only two times they will write that they will warn you before the end of the trial period.
These messages (not counting the universality) want to reduce your fear of commitment. It is simply impossible not to notice.
To make it even clearer, information about the free month is served not only in the text, but also in separate blue rectangles. Please note: It’s free is highlighted in bold.
All in all, they use half a dozen different ways to tell you it’s free.
The bigger, the better
So why don’t they repeat the message a few more times? Probably because they tested all possible combinations and came up with the number 13. We can say that this number became lucky for them.
How do I know? First, because Netflix is well known for its rigorous A / B tests. Secondly, I witnessed this. While I was researching the Netflix funnel, I noticed differences. These differences appeared every time I reloaded the page in incognito mode.
The call to action has been changing. The button has gotten huge! I’m not kidding, look.
In another test, I received not 13, but 15 messages that the first month is free. On the first two screens, they tested a black bar with the same message.
The more a user needs to click, the more likely they are to jump off
Sounds familiar? Well, as it turns out, it isn’t. Netflix has added three additional pages to its funnel! Boldly!
Why would they do that? Because they have a message that they want to get across. And each message they instill carries a specific purpose in a specific situation.
The first and last messages loop everything because they are essentially the same. The second post repeats the mantra about access across devices.
And the process goes smoothly. One screen fades into the next with elegant fade animation.
The company’s attention to detail can be seen in the small but impressive messages. Like this:
Do you smile and feel that you are being communicated in a human way?
So how does Netflix get you to subscribe? The company’s developers studied the needs and fears of their clients. These needs are not surprising. But Netflix thought about how to solve them conveniently and simply so that users feel comfortable.
It all looks too commonplace, but after looking at all the tests, we understand: they found exactly what they need.
Source: Designer Notes