It’s Saturday night… you just got back from the store with your signature pint of Ben & Jerry’s Cherry Garcia. You decide that it’s the perfect opportunity for a date night with Netflix. After cozying up in bed with your thousand calorie treat, you pop open your laptop to dive right back into your Breaking Bad binge.
Oh sh*t. Your ex finally booted you off of their account..
Don’t worry friends, Netflix has paved the way for you to cut ties, sign up, and start perfecting your independent queue.
I’m sure you’re wondering how the popular video service has managed to capture 3 million new subscribers within the last year. And no, I’m not just talking about the unbeatable original content. (Btw I highly recommend Narcos)
Netflix has been able to deliver simplicity to its audience.
Whether you’re using the mobile app or the online website, the Netflix interface is one of the easiest to navigate. From simple sign ups, a straight-forward interface, and content suggestions, Netflix always does the thinking for us. In general, user design is incredibly important when encourage your customer to continue down the marketing funnel.
Before getting to the nitty gritty of the design fundamentals, let’s define a couple of terms. From landing pages to navigating bars, every detail of user design effects how customers interact with our content. UX and UI designers work together to deliver a seamless product for users, there are a few differences between the two.
UX (User Experience)
The main goal of UX designers is to focus on how the product feels. For Netflix, this would be analyzing how you browse through the genres to make your selection. The designers watch your behavior as you move throughout the website in order to fix any roadblocks you may experience. They want to ensure that the you are having an enjoyable experience on the site.
I bet the UX designers spent countless hours perfecting the experience for the new rebrand.
UI (User Interface)
On the other hand, UI designers are focused less on how the product feels and more on how the product is laid out. They design each individual page to make sure that the interface is communicating the same path that the UX team planned. By focusing on the details and layouts of each page, UI designers can create a cohesive style throughout the website. In other words, the UI executes the plan that the UX designers have developed through user research.
Now we know that the UI/UX designers have the capability to develop successful interfaces, let’s talk specifics. The overall focus of the website is to convert visitors into leads during the convert stage of inbound methodology.
There are three main components of the conversion process. All of these assets work together to complete one cycle of the process. UI/UX designers also make sure that these components are designed to promote effective engagements with the website.
1. Call to Action
CTAs kick off the conversion process which is one of the best ways to generate leads. What exactly does a strong call to action look like? Typically, the CTA can be found on a landing page. (We’ll get there in a moment.) However, they can also be found throughout the website to encourage your visitors to provide contact info, download content, or request trials. Great calls to action are attention grabbing so that visitors know to click on it.
Now back to the dilemma.. You have to make a new account. Well guess what? Netflix makes it nice and easy right from the homepage.
Netflix’s “Start your free month” CTA is action-oriented with ideal page placement. The visitor’s eye goes right to that blue icon that takes them to the next step. The overall goal CTAs is to gain a 1-2% click rate. The best way to reach that metric is to A/B testdifferent varieties to see what colors, formats, and placement work best with your target market.
2. Landing Pages
Now onto the good stuff. You know how everyone says first impressions count? They do. Landing pages can make or break your conversions. Hubspot describes landing pages as your “digital sales rep”. In other words, successful landing pages sell your product for you.
Landing pages are a critical component of the conversion process because it urges visitors to provide information about themselves. This information is how we can convert visitors into leads. Hubspot has found that companies with 30 or more landing pages generate seven times that amount of leads compared to companies with 10 or less.
More landing pages = more leads
For instance, say that you decide to skip the movie and go right for dessert. The Garnished Company offers a simple landing page with an option to enter your email for the new website launch. By minimizing the navigational options, the page entices visitors to quickly provide contact information. The elegant and tasteful design caters to their buyer persona.
Still need some inspiration? Check out a few examples from Unbounce. All successful landing pages are simple layouts with designs that align with the brand.
3. Thank You Pages
Lastly, we want to thank our new leads and provide additional direction. By giving the lead something they were hoping for such as more content or information, we can encourage our leads to become customers.
Thank you pages should deliver an offer to give visitors something to look forward to. Making it easy with a link can increase the chances of your leads interacting further with your site. For those of you who prefer Hulu to Netflix, *eyeroll* here is the page that pops up after you register.
Regardless of what your thank you page includes, make sure that the goal is to guide your visitor further down the marketing funnel. Hulu includes an additional CTA to encourage their visitors to download the mobile app. In addition, there is a link to “start watching now” and continue on to the rest of the site.
If you notice the second step of the thank you page, there is an option to “tell friends.” This includes the opportunity to share this information on social media which can boost your business’s social engagement. Whether it be an additional CTA or extra content, you always want to give your visitor options.
Now that we know the basics of website design, let’s get started. Take a look at your current layout. Does it make sense? Does it attract the buyer persona of your business? Make sure that it includes call to actions, a strong landing page, and a thank you page. These components will further promote interaction between your visitors and your content.
Cheers to you, friends. Kick back, relax, and carry on with your pint.
Until next time,