The Approach

Our approach focused on redesigning the subscription page in phases, continuously iterating to improve conversion rates while working closely with various teams. The goal was to create a seamless, persuasive, and user-friendly subscription flow.

1. Research & Inspiration:
We started by researching competitor subscription pages, including major sports streaming platforms and other successful subscription models. We studied ESPN, Netflix, and Hulu, looking at what kind of layouts, imagery, and messaging they used to convert visitors into paying customers. This helped inform the decisions we made regarding content structure, pricing displays, and design aesthetics.

2. Phase 1 – Initial Redesign:
The first iteration of the redesign stayed within the boundaries of the old design’s color palette and branding, but we aimed to create more focus on the key areas of the page that could encourage conversions. The new layout presented a simplified flow, minimizing friction by reducing unnecessary steps in the sign-up process.

At this point, the focus was on making the page less cluttered and more intuitive, without overwhelming the user. It was a necessary first step before introducing more significant design changes in the next phase.

3. Phase 2 – Full Redesign:
In the second phase, we implemented more aggressive design changes, including:

• Visual Hierarchy & Value Messaging: We updated the color scheme and imagery to make the page feel more dynamic and in line with the excitement of sports. We swapped the outdated colors with brighter, more energetic tones that matched the vibe of a live-streaming platform.

• Pricing Strategy: One of the key features we introduced was showing the annual subscription price as a monthly rate. Instead of showing the full $79.99/year cost, we broke it down to $6.67/month. This simple change made the subscription seem more affordable and palatable, increasing user willingness to sign up.

• Imagery & Call-to-Action (CTA): We added more engaging imagery to make the page visually appealing and evoke excitement. We also placed a stronger emphasis on new features like clipping—a feature that allowed users to capture and share highlights from the games. This additional benefit created more incentive for users to subscribe.

4. A/B Testing & Iteration:
With the new designs in place, we collaborated with the Marketing and Growth teams to run live A/B tests to measure the impact of the changes. Multiple variations of the design, copy, and visual assets were tested, allowing us to fine-tune the user experience and maximize conversion rates.

We tested everything from different headline copy to varying the placement of the subscription buttons, always measuring how each version impacted the drop-off rate and overall conversion.

Key Features Introduced:

• Simplified Sign-Up Flow: We reduced the number of steps to complete the sign-up process, making it easier and faster for users to subscribe.

• Value-Focused Messaging: Highlighted the benefits of subscribing, such as exclusive access to events and on-demand content, to better communicate the platform’s value proposition.

• Enhanced Mobile Usability: We optimized the page for mobile subscribers, understanding that a large portion of the audience accesses the site on their phones. The streamlined layout and simplified flow made the process easier to complete on smaller screens.

• Visual Focus on Subscription Options: We made the subscription cards more prominent and clearer, changing them to white with brighter accents. This drew attention to the CTA and increased click-through rates.