Mobile homepage redesign for new visitors: +42% trial sign-ups
Commentary byLiftArchiveOur analysis, not theirsBluTV's new mobile homepage for first-time visitors raised paid trial conversion by more than 42%.
The agency Hype ran this split URL test for the Turkish streaming service, and it was published as a VWO case study.
It was a full redesign with several changes, so no single section gets the credit.
- Mobile paid trial conversion rate: +42%.
- Split URL test over 19 days with 89,290 visitors.
- Trials required a credit card and were charged after a 7-day free trial, so these are committed sign-ups.
- BluTV made the new homepage live after the test. No confidence level was shared.
The change
A newcomer-focused mobile homepage with pricing up front and an FAQ.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The existing mobile homepage, built mostly around active, logged-in subscribers rather than new visitors.
Variant
A new mobile homepage for newcomers: a header cut down to the logo and sign-in link, value propositions and pricing in the hero, a section of popular titles, and an FAQ at the end.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New visitors need to know what they get and what it costs. Putting value and pricing in the hero answers both at once.
- A stripped-down header removes links that pull people away from starting a trial.
- Showing popular titles proves the library is worth paying for, and the FAQ handles last doubts about billing and cancelling.
Caveats: Bundled full redesign of the mobile homepage, so individual sections can't be credited. 19 days and 89,290 visitors; no significance level shared.
Who ran it
Hype ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Hype →
How to run this test on your site
- Hypothesis
- If we give new mobile visitors a homepage with a simple header, pricing and value in the hero, sample content and an FAQ, then more will start a paid trial because their main questions are answered before they scroll away.
- Primary metric
- Trial starts from new mobile visitors
- Guardrails
- Trial-to-paid conversion
- Sign-in rate for returning subscribers
- Early cancellations
- Who should test it
- Subscription apps and streaming or content services whose homepage serves both members and newcomers. If your homepage already targets new visitors, expect a smaller gain.
Questions
Should a subscription homepage show pricing?
For new visitors, often yes. BluTV put pricing in the hero as part of a redesign that lifted trials 42%, which suggests visitors wanted that answer early.
Should I build separate pages for new and returning users?
If your homepage mostly serves members, newcomers may struggle to see why they should join.
A version aimed at new visitors can fix that, while members just sign in.
Does an FAQ help trial sign-ups?
It can answer worries about billing and cancelling at the moment of decision.
In this test it was one of several changes, so its own effect isn't known.