My cable contract just ended, so I have been thinking about how little actual cable TV my family watches. I was wondering if we could do with Netflix, Amazon Prime Video and Hulu. I had some time waiting to pickup my kids from school, so while I was parked in the car, I decided I would do a bit of research on Hulu. Every way I navigated (direct url, click in search engine results) to the mobile website from my iPhone, I was brought to this page:
With this simple 4 element landing page, they couldn’t convert me as a subscriber. Why do you think that is?
How would you optimize this mobile landing page?
At least, slicing images and having descriptive alt attribute in it.
I would link to a page to list prices, features, and benefits in plain text.
Wow. Seems like a lot of space that could be better used. I’m stating the obvious here, I think, but bring that trial button up higher. Add some excitement to the verbiage with a “Now” – “Try It Now, Free!” And let the CTA button deviate from the brand palette to get attention. You can always tell from the color of the button whether the creative director or the direct-response marketer is in charge
I think jrosell has it. Don’t rely on a single image that may fail to load to be your sole way of communicating. It is good they’re realizing you’re on mobile, and not forcing you to load their full site, but they should take that thought a little further and use actual text. Some clean css with real text would prevent the single image fail and still allow for some visual prettiness.
At this point, it’s nearly hopeless. If my first mobile interaction is a technical failure while I was just trying to load a marketing landing page, I’m going to assume the service won’t work very well. Nothing else they could do with that landing page will get me over the perception problem they’ve created.
Indeed, alt attribute would help here a lot or clean css (giving a decent page for people not displaying pictures), but it’s not enough. I would add a price tag and some urgency CTA. I dont belive that 2 steps funnel would increase conversion, customer is on position to subscribe to a service, where the decision is based on many factors than simple pricing.