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

Landing Page

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.