UI/UX case study for mobile our subscription page (uplift rate by over 42%)

Published in

blutv

5 min readApr 12, 2019

Objective

Being a subscription-based business model, BluTV’s success depends entirely on the number of active subscribers. Our primary objective was to get more of our mobile website visitors to sign up for a paid subscription trial.

Challenges

We began the process by observing our user’s behavior on BluTV’s website. With the help of the analytics team Hype, we looked into the quantitative data such as Google Analytics, heap analytics and VWO (Conversion Optimization Platform). We found that the conversion rate for mobile visitors was significantly low compared to our website average.

Design process

The steps of the engineering design process are;

Solution

We proposed a re-design in order to increase the conversion rate for our mobile responsive site.

Empathy Map

In order for us to re-design our responsive home-page, I knew an empathy map would result in understanding our user’s needs while helping us develop a deeper understanding of the users that I’m designing for. This research consisted of five quadrants. Thinking, Feeling, Hearing, Saying and Seeing. These quadrants demonstrate the user during the observation/research stage.

User Journeys

Here we researched actions user take, questions they ask, happy moments they experience, pain points and finally opportunities we can gain upon completion. Each and every step is conducted by researching different channels like social media, costumer service feed back, eksi sözlük, user testings, surveys (google forms) done on the live website.

Potential Users Interviews

A user test has been conducted on total of 11 users. Multiple versions of landing page has been used during user interview.

I used lookback.io to record this user testing

Happy Moments

While signing up, the BluTV originals and the contents that can only be found on BlutTV have a high value for the users. Especially The Handmaid’s Tale, 7Yuz and Masum were big blockbusters. (5 of the users confirmed that they would sign up solely for these contents)
‘Watch From Wherever You Like’ feature and Mobile Payment were quickly noticed by the users, which led to a positive reaction. (4/11)
1 week trial period and the commercial-free content info added an incentives to the sign up process. (4/11)
There were no question marks regarding the pricing. The users were able to notice the price of the service.

Pain Points

After analyzing the page, the users asked some of the following questions:

Are there any contents other than these? The users would like to access information on them. For instance, are there documentaries? (5/11)
Can I cancel immediately? Is there an affidavit? (1/11)
The contents arouse curiosity for the users and they would like to watch the content’s trailer when they click on the content or they would like to see more detail on it. (3/11)
They wanted to know the answers to various questions such as ‘How do I sign up?’, ‘Is the process for signing up takes a long time?’ (2/11)
Subtitles and dubbing exist every content and am I able to watch the content in HD? (2/11)

Solution

Based on this insight, we decided to completely re-design our mobile responsive home page. I intended to do so by addressing potential areas of improvement identified in the research and then test those against the existing ones.

Re-Design

Removed all the distractions in the header section
Kept only the logo and sign-in link in the header
Included BluTV’s main value propositions and information about pricing
Used animation for scrolling
Promoted some of the most popular content available in BluTV’s library
Added an FAQs section at the end to answer any common queries from different visitors

Iteration

Users and audience

In order to shape our users, we decided to create a survey, which we could share with our users online.

User Research Questions (Google Forms) Please review questions here

We asked some of the following questions;

How much time on average do you spend weekly on watching web-related content?
Which video sites do you use?
In which tv shows are you the most interested?

Team work:

Our team has primarily worked on User research, Interaction/Visual Design and prototype while Hype Analytics team has worked on setting up the A/B test, conversion optimization, visitor research and optimizing conversions.

Constraints

Scroll animation did not work on some of the browsers.
We did not have sufficient developer resources on hand and hence could not code the entire project, so we used imagery in some places.

Final Prototype

https://vimeo.com/303486869

Result

With the help of Hype, we ran the test for a duration of 19 days and included 89,290 visitors. The Alternative variation increased the conversion rate by over 42%.

Please review live project here (Only works on mobile devices)