Netflix added nearly $6 million new subscribers after restricting password sharing between households.
That's over $1 billion in annual revenue.
The onboarding experience is frictionless.
Here's what we can learn from each step:
1. The text
SMS marketing has 95%+ open rates
Plus...
You're not going to want to use a TV remote to type in email and password to signup.
Netflix makes it easy on your phone.
2. Simple account creation.
No two step verification..
No difficult "prove you're a human" here.
Simply input your email, password, and boom. You're in.
3. Choosing the plan
Netflix leverages the "Magic Rule of 3"
The packages are easily visualized:
- Low price, ok experience
- Medium price, good experience
- High price, best experience
In many cases, this drives customers to the middle tier.
Netflix auto-selects premium.
Quick stats:
→ 29% of new sign-ups stay premium
→ 36% select the standard option.
→ Only 19% select "with ads"
4. Easy Mobile Payment Options
At this stage, speed is everything.
Customers want to pay you.
Make sure to include all options.
Quick note: I'm shocked they don't allow Apple Pay, and wonder if thats related to beef between the two tech giants.
5. Data Collection
All entertainment platforms today must deliver immediate rewards to their users.
Netflix asks for
- Your language
- Show preferences
- Where you want to watch
All in one step.
Your experience is now fully personalized.
6. Download The App
Take note of the copy.
You "need" the Netflix app on your phone.
Plus a perfectly contrasted, visual button to prompt the action.
It's a highly effective lander:
Netflix's app was downloaded 19 million times in July.
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Here's the TLDR.
Create an onboarding experience that is:
1) Mobile Optimized
2) Mimimal steps to signup
3) Highlighting your preferred plan
4) Frictionless to pay
5) Emphasizes app downloads
And watch that conversion rate increase
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