Have you seen the new Netflix website redesign? What do you think? Depending on who you ask, you get different answers. What’s the web community saying?
Customers: Make yourself heard below, but in general Netflix customers like the new page, especially because it makes the Member Sign In link very prominent and easy to get to. The Netflix login section is highly visible from a navigational standpoint as the login link is prominent and near the top of the page.
Online Gurus: In general online marketers, designers, and Silicon Valley types love the new Netflix redesign because it employs A/B testing, multivariate testing, and a site refresh. Basically Netflix is testing how customers respond to their change in design. So just how does Netflix manage changes to its site and know that its actually working?
Netflix likely has two primary goals with its website optimization. First, it is looking to maximize the number of new free trials for the Netflix service. They then measure the percentage of these customers that convert into paying subscribers and are retained over time. Extensive cohort analysis, A/B testing, and loyalty marketing is practiced in an effort to keep these customers engaged and using their Netflix service.
The second goal Netflix likely has is to improve customer experience–they probably measure this by how easy it is for customers to login to their Netflix service and begin streaming their favorite movies.
Tools: Netflix is a huge advertiser, frequently landing on the top list of display and even search advertisers. Since Netflix needs a lot of customers, they have many channels to drive performance for their business. They likely employ PPC search marketing, display media, affiliates, partnerships, and other integrations to keep new customers coming to Netflix.
Blogs: Since the Netflix coup de grace, the press has been less willing to write about online media’s former golden boy.