Netflix A/B Tests Upfront Email Capture At The Start Of Their Signup Flow And It Succeeds

Leak #45 from   |   Feb 18, 2020 Home & Landing

Once upon a time, Netflix had asked users to enter their email address far down in the signup flow. The email field appeared after a user moved from the hompage, through a series of confirmation steps, and a plan selection - what might officially be counted as the fifth step. All this was challenged with the following experiment where the email field was placed right at the forefront. More so, it also looks like this changed generated some positive impact as it was also rolled out.

A - Dec 9, 2019 Screenshot
IMPLEMENTED Confirmed Feb 18, 2020
B - Dec 9, 2019 Screenshot

Highlighted UI Changes From This Leak

  1. Upfront Email Field

    In the control version of the homepage (A) there is no visible email field as it only appears a few steps later in the funnel. In the B variation however we can see two instances of the email field being shown beside the signup button as a required field. This version was implemented and so we presume that the effect must have been positive.

    So does this mean that we should always ask for an email early on? I suspect that the effect of this is also dependent on possibly another variable, such as the quality of the followup emails. If the nurturing emails are doing a good job at warming up undecided users to become customers, then this might be even more effective. 

    The closest and related patterns to this might include:

    This is very similar to Pattern #10: Postponed Modal Forms

    This is very similar to Pattern #11: Gradual Reassurance

    This is very similar to Pattern #9: Multiple Steps