Discovery+
Optimize the Discovery+ landing page to improve clarity, increase subscription conversions, reduce friction throughout the sign-up journey, and build greater trust with prospective subscribers.
This project was created by Instapage under my creative direction.
Client
Discovery+
Industry
Streaming Network
Year
2022
Services
View Project
get.discoveryplus.com
The Goal
The goal of this project is to optimize the Discovery+ landing page by creating a clearer, more engaging, and conversion-focused user experience. Through improved content hierarchy, enhanced visibility of subscription plans and benefits, streamlined sign-up pathways, persistent calls-to-action, and stronger trust-building elements, the page will reduce friction throughout the customer journey and make it easier for visitors to understand the value of the service, explore available content, and complete a subscription with confidence.
The Challenge
User behavior analysis identified several conversion barriers across the page:
- Heatmap data shows a high volume of clicks on content categories, plan features, and benefit indicators, suggesting users expect these elements to be interactive or provide additional information.
- Key plan details, subscription benefits, and primary calls-to-action are positioned too far below the fold on both desktop and mobile, limiting visibility and engagement.
- The value proposition lacks clarity in certain areas, making it difficult for users to quickly understand what is included in the subscription and why they should subscribe.
- Multiple calls-to-action throughout the page redirect users back to plan details, creating unnecessary steps before users can complete a subscription.
- The current subscription flow introduces friction by redirecting users away from a clear sign-up funnel, increasing the likelihood of abandonment.
- Important subscription actions are not consistently visible as users scroll through the page.
- The page provides limited reassurance for users who may have concerns about commitment, pricing, or cancellation policies.
- Common customer questions are not proactively addressed, potentially creating uncertainty and reducing conversion rates.
The Result
Implement a series of UX and conversion-focused improvements to simplify decision-making and streamline the path to subscription:
- Surface key subscription benefits, plan information, and primary calls-to-action higher on the page to improve visibility and engagement.
- Strengthen the value proposition with clearer messaging around content, features, and subscription benefits.
- Enhance highly engaged elements with supporting interactions, tooltips, or navigational functionality where appropriate.
- Replace indirect or anchor-based calls-to-action with direct subscription CTAs that take users immediately into the sign-up or upgrade flow.
- Create a dedicated and streamlined subscription funnel for both new users and existing customers looking to upgrade.
- Introduce persistent calls-to-action through a sticky header on desktop and a sticky footer on mobile to maintain visibility throughout the browsing experience.
- Add trust-building elements such as cancellation flexibility, free trial messaging, guarantees, or other risk-reversal mechanisms to reduce purchase anxiety.
- Introduce a comprehensive FAQ section to address common objections, answer key questions, and improve user confidence before subscribing.