# What can product teams learn from Netflix landing page A/B tests? Author: Ali Abouelatta Source date: 2023-06-13 Tags: experimentation, conversion, landing pages, netflix HTML: https://design.lazyweb.com/blog/netflix-landing-page-experiments Markdown: https://design.lazyweb.com/blog/netflix-landing-page-experiments.md Short answer: Netflix's landing-page tests show three durable lessons: revisit old hypotheses when the context changes, isolate variables even after a winner, and avoid highlighting too many things at once. Ali's review covers seven experiments across timeline reminders, CTA copy, email input, free-trial removal, input contrast, and ad-tier messaging. > Netflix's landing-page tests show three durable lessons: revisit old hypotheses when the context changes, isolate variables even after a winner, and avoid highlighting too many things at once. ## Visuals ### Visual: Netflix experiment summary graphic from First 1000. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/01-netflix-summary.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/cffe5511-1049-49a5-9a10-73cdf9ba87fc_1200x628.png Image description: A summary graphic introduces the Netflix landing-page experiment review. ### Visual: Netflix landing page starting point from 2019. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/02-netflix-2019.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/26e13dc2-3aa2-4b67-ad8f-24f10c0ddd49_1983x1195.png Image description: The 2019 Netflix landing page establishes the baseline for the experiment sequence. ### Visual: Netflix landing page destination state from 2023. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/03-netflix-2023.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/e8cf866d-1211-420f-93d5-0f00229aff77_1983x1195.png Image description: The 2023 Netflix landing page shows the later destination state after years of conversion testing. ### Primary visual: Netflix timeline reminder control screen. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/04-timeline-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/9373244f-6fc1-42a4-8ba2-b7baf98ca81d_3456x1904.png Image description: A Netflix landing page control introduces a free-trial CTA before timeline reminder variants. ### Visual: Netflix timeline reminder variant with email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/05-timeline-email.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/6c21a80c-c726-465f-a2a2-4046a4b719d0_3456x1882.png Image description: A timeline reminder variant adds email input to address cancellation anxiety before trial signup. ### Visual: Netflix timeline reminder variant with CTA only. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/06-timeline-cta.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/05c235ab-9ea9-4e1d-b6f2-c12c8da9540c_3456x1896.png Image description: A timeline reminder variant removes the email field while preserving the cancellation-reminder message. ### Visual: Netflix CTA copy control screen. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/07-cta-copy-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/ebbb3f6f-1ba5-442b-bc38-b5d605231890_3456x1908.png Image description: Netflix tests CTA copy on a timeline reminder page to learn which trial framing is strongest. ### Visual: Netflix CTA copy variant Join Free for a month. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/08-cta-copy-join-free.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/9a0e81e5-8fe6-4509-95ba-b96070a0460d_3456x1898.png Image description: A Netflix CTA variant uses the phrase Join Free for a month, changing the user's interpretation of the trial offer. ### Visual: Netflix CTA copy variant Start 30 days free. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/09-cta-copy-start.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/c6bbef31-e834-4592-b691-fe670b714837_3456x1898.png Image description: A Netflix CTA variant tests Start 30 days free against other free-trial wordings. ### Visual: Netflix CTA variant with Learn More secondary action. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/10-cta-copy-learn-more.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/c304f777-7206-447e-880e-afc55f40b539_3456x1894.png Image description: A Netflix CTA variant adds Learn More, creating extra choice and more page complexity. ### Visual: Netflix timeline control before revisiting email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/11-email-revisit-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/e1e961f5-e018-4f0c-906e-4a443d3c9563_3442x1880.png Image description: A control state keeps the timeline plus CTA pattern before Netflix revisits email input without the timeline. ### Visual: Netflix email input variant without timeline reminder. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/12-email-revisit.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/631b02d7-9e27-42a1-a8ab-4e9d70b93c61_3456x1886.png Image description: Netflix revisits an old email-input pattern after removing the renewal timeline from the page. ### Visual: Netflix email input control used to isolate the source of conversion gains. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/13-email-input-isolation.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/b2c87a1c-1a8b-4b96-9218-07783a915bc6_3456x1804.png Image description: Netflix keeps the email input and CTA to isolate whether the input itself contributed to the prior result. ### Visual: Netflix variant removing email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/14-no-email-input.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/6ec4105b-6daa-4235-b38b-3fa4f4dcb35a_3456x1896.png Image description: A Netflix variant removes the email input while keeping the primary CTA, testing whether simpler is better. ### Visual: Netflix control with email input and Try 30 days free CTA. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/15-get-started-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/a60be3dd-88cd-4fdc-9d39-4910e0c2f39d_3456x1892.png Image description: Netflix uses a free-trial CTA with email input as a control when testing the post-free-trial offer. ### Visual: Netflix Try 30 days free variant without email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/16-try-free-only.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/bc22932f-29ac-4261-a625-11673abb16d3_3456x1894.png Image description: A Netflix variant removes email input but keeps the free-trial CTA, testing form friction separately. ### Visual: Netflix Get Started variant with email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/17-get-started-email.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/9c5b2196-de47-4301-b658-c0196f8debd2_3454x1858.png Image description: A Netflix variant changes CTA copy to Get Started while keeping email input, matching the newer offer context. ### Visual: Netflix Get Started variant without email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/18-get-started-only.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/97739559-9737-40f9-b19c-c5e2923f64d3_3456x1912.png Image description: A Netflix variant uses Get Started without email input, testing CTA copy and form presence independently. ### Visual: Netflix control with white email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/19-transparent-input-control.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/a70a5f1b-f37f-46ec-8a52-1e3a372ce266_2600x2630.png Image description: A Netflix control uses a high-contrast white email input near the ad-supported plan banner. ### Visual: Netflix variant with transparent email input. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/20-transparent-input-variant.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/d24ef388-bfdd-487b-9839-2d38ab9c0cdf_2580x2614.png Image description: A Netflix variant makes the email input transparent so the lower-tier plan banner receives more visual contrast. ### Visual: Netflix bottom gradient banner highlighting the ad-supported tier. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/21-gradient-banner.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/f5220ede-5c2b-4066-973a-e287f79a2f2d_2324x1544.png Image description: A Netflix variant uses a single bottom-of-page gradient banner to highlight the ad-supported tier. ### Visual: Netflix gradient header variant. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/22-gradient-header.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/8f8f4dc2-2349-499a-ba38-9c7af412b2f7_2576x2632.png Image description: A Netflix variant places the gradient emphasis in the header, increasing the number of highlighted regions. ### Visual: Netflix gradient value proposition variant. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/23-gradient-value-props.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/0c7d7a07-460e-4c16-b95a-e1f306ee254b_1197x852.png Image description: A Netflix variant highlights more value-proposition content, testing whether more emphasis helps or dilutes the page. ### Visual: Netflix gradient input field variant. Image URL: https://design.lazyweb.com/research-assets/netflix-landing-page-experiments/24-gradient-input.webp Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/833c9603-05aa-49e5-8a48-cec8d61874dd_3048x1724.png Image description: A Netflix variant highlights the input area, adding another contrast treatment to the conversion form. ## Evidence The visual evidence is a sequence of Netflix landing-page control and experiment screens, showing how small CTA, input, and highlight changes affected conversion strategy. ## What changed - Netflix tested timeline renewal reminders with and without email input. - Netflix retested email input after earlier losing patterns when context changed. - Netflix isolated whether gains came from email input or CTA copy. - Netflix used transparent input and a single banner to control visual contrast. ## Why it matters - Winning patterns can become testable again when the product or offer changes. - Adding more CTAs, banners, or highlighted value props can dilute the message instead of strengthening it. ## Sources - [1] Lazyweb Research: Netflix landing-page experiments. The issue reviews seven Netflix landing-page experiments from 2019-2023 and names winners and lessons. [Source](https://read.first1000.co/p/netflix) ## Methodology Product-experiment write-up by Ali Abouelatta, dated on June 13, 2023. Source links are listed below. - [First 1000 issue](https://read.first1000.co/p/netflix) ## Related research - [When does positive friction improve retention or conversion?](https://design.lazyweb.com/blog/positive-friction) - [How are top-grossing apps testing price increases?](https://design.lazyweb.com/blog/pricing-experiments) - [Why do registration paywalls look simpler than in-app paywalls?](https://design.lazyweb.com/blog/registration-paywalls)