From a scent perspective the issues include:
- a mismatch of languages
- mixed messaging in the offers
- image issues – if I was on my iPad the landing page could have used a picture of someone holding an iPad.
- while they did try to maintain the color scheme of their ad and of Facebook, it broke down in execution.
There are many other issues related to the ad and landing page. What problems can you see?
Here is the ad:
This was the page I landed on:
My buddy and brilliant copywriter, Jeff Sexton shared with the readers of his blog how to get back to website optimization basics by understanding the context of your messaging by asking the 3 fundamental questions we have used for years:
- Who is coming to the site? How did they arrive? And what are their goals?
- What’s the next step forward for them both in terms of their goals and your conversion funnel?
- What do they need to understand, believe, and feel in order to confidently take those next steps?
I won’t steal the thunder from his whole post, but here are a few juicy nuggets:
For question 1- Who is this relevant for?:
…the Facebook Ad features “Free Trial” language in the ad image (in English instead of Spanish), the ad’s headline, AND the ad’s body copy.
So shouldn’t the landing pages red stripe with the Netflix header also say “Free Trial”? Sure it should — it should match the Facebook ad as closely as possible in look and feel.
Yes, there is a “1 Month Free” call-out off to the side, but it’s off to the side, away from the hero shot and from the interactive elements on the page.
Also, shouldn’t an iPad browsing prospect be shown a landing page featuring a picture of a movie being watched on an iPad instead of on an iPhone?
For question 2- How do you explain your value?:
…why separate the sign-up form from the rest of the page by abruptly changing the color scheme? And why make the form feel different than the ad through the choice of a different color scheme? This might have worked if signing up was logging in with your Facebook login, since the grey and blue echo Facebook’s own color scheme.
For question 3- Do they feel comfortable and know how to take action?:
…what’ll happen after (and IF) he clicks the “Start Your Free Month” button?
So does the page explain this for Bryan? Not at all. He has no idea what happens after he fills out the form…
There are multiple things that should be optimized:
1. Mismatch of languages – The ad is in a different language than the landing page. However, why are you (Bryan) even being targeted with a non-English ad? (Have you been clicking around on foreign language ads)
2. Mix of languages within the ad – the visual is in English, the rest is non-English – need consistency in language
3. Offer in ad – notes “free trial” – the landing page says “1 month free trial” – again need consistency in offers
4. The image on the landing page should show an iPad, not a phone, if you were on your iPad
5. I’m not clear on why I should be signing up with Netflix – the benefits are not very clear, aside from getting a month free – why not quantify the choice (and languages) in shows and movies that Netflix offers (e.g. 50,000 movies)
6. The headline is very weak and disconnected from the ad – talks about $7.99 a month, whereas the ad focused on free trial – again, it doesn’t sell me on Netflix
7. Why is the “one month free” button on the far right hand side? Test location of calling out the offer.
8. The landing page looks very dark and gloomy. I would probably suggest testing different color schemes and images as well as moving the “Sign Up” box further up
9. The CTA could probably also use some testing.
10. They should probably set expectations on what comes next (after clicking the CTA) – does the visitor need to provide his credit card info or no credit card needed for free trial?
There many more of opportunities (basics!) to improve the relevancy between the ad and the landing page as well as the effectiveness of the landing page! Does Netflix have a conversion optimization expert on staff? Their marketing team should sign up for your Market Motive class. Needless to say, the targeting criteria for the ad also need to be re-evaluated.
If you are from Netflix and reading this, get in touch with me and we’ll set you up with special deal for training your team at MarketingMotive.
Richard Fergie pointed out the obvious issue:
The advert and landing page have different languages.
Are they doing this to target people like me who are bilingual and speak Spanish and English? That would be ok, but wouldn’t it make sense to have something in Spanish on the landing page too? Maybe even references to seeing movies in both English and Spanish.
shawnccpr was wondering why the offer changed:
You could also say since Free Trial is not in the headline, the scent has been disconnected despite the badge on the right and the button at the bottom.
Meylakh wants to know where the value is listed and didn’t love the color scheme either:
The first thing that I see is that the color scheme could be improved. Colorwise, the red banner and the rich screenshot draw the attention of the user while the actual call to action appears on a flat, boring grey page. Additionally, they don’t take advantage of listing more than one call to action (perhaps having the paid subscription next to it). Lastly, they could have leveraged the space better to inform the visitor of concrete, emotional benefits – “You could have access to over %x% number of movies and tv shows including %highlighted movie of the week%”.
In occident we visually scan from left to right. Based on that, we can make the landing page more “readable” and makes the user scan the elements in the order we want.
I’d like to add some elements to beat objections like:
a) How the free trial works?
b) Why I should take this offer?
c) Who already take advantage of this (testimonials)
d) What I will get with this offer?
Arethana is wondering why they don’t leverage any sense of urgency and points out a few issues with the landing page:
I miss in the text some sense of urgency for the offer. “antes de que la oferta termine” is very bland. I would give a date or a time range “Get a free month of trial if you register before XX/XX”. (“Consigue un mes de prueba gratuito si te registras antes del XX/XX”). Also no indication of what netflix is. I have no idea on the limitation of words for this ad but some information on what you get is necessary. “Un mes de prueba gratuito para ver tus series favoritas con Netflix si te registras antes del XX”
Landing page suggested improvements
In general I agree that the simple page is good.
1) Again the language issue. Same as for ad, it should be in Spanish.
2) Confusing message: Is it a free trial or a month free? Not quite the same and that can lead the user to have doubts and not register.
3) Not convinced of the position of the “one month free” yellow image. I believe a more centered position will be better ( Inside the picture below the text “watch…” or on top of palm of the hand. Again testing needed.
4) Some users may need some clarification in relation to the email and password registration. It could be confusing for the user that might believe that he already needs to have an email/password. Maybe just a short sentence like “Quickly register with your email and your chosen password”.
So what recommendations did you come up with the improve the scent from this ad and landing page combination? Obviously, there was so much more opportunity than just improving the scent. Did you notice the other issues that were pointed out?