How Hulu Can Increase Sales
A Better Hulu Experience
Hulu Live is a great product. You’ve really taken over where Netflix has dropped the ball, which is adding content that is not just originals. And there’s some good ‘ol classic family content on there! Awesome stuff, really. Except for the Super Bowl flub where the game cut out right before the Eagles won the game… but we still love you anyway.
But now how about rewarding yourself with a slight U/X change that should put extra money in your pocket?
The U/X Idea
Market your Unlimited Screens package better, especially with Hulu Live.
The User Experience Problem
Hulu Live allows you to add multiple profiles. But you can only watch Hulu on 2 screens at a time. Inevitably with streaming accounts people give their logins to a few people and make them a profile. People love this in the streaming world! Then all of a sudden someone can’t watch because 2 screens are already in use.
The problem isn’t that you limit it to 2 screens. You’re a business and need to make money. That’s totally fine.
The problem is that the Unlimited Screens option is not marketed well enough.
When you sign up, the 2 screen limit is buried in the bullet points. After you select your plan for a free trial, there’s no mention of the unlimited screen upgrade when you are to enter your credit card info. When you add profiles, there is no mention of the 2 screen limit nor the unlimited screen upgrade.
If you don’t upgrade at the time of purchase and you give the password to family, you can run into issues. Example: one day when you’re tired and plop down on the couch to Hulu and Hang (maybe the new Netflix and Chill?), you load it up to find out too many people are watching at once. Now you have to contact people to get them to stop watching or just not watch it or get uncomfy to find your laptop/phone to upgrade your account.
The U/X Solution
Conduct A/B testing to offer the Unlimited Screens upgrade at different points throughout the buyer’s journey and into your current customer subscriptions.
For prospective customers, it could be viewed as a barrier to getting them to complete their “purchase.” Users have to enter their credit card information in order to receive the free trial. This makes sense. The $39.99/month price tag for Hulu Live is clearly visible on the credit card info screen. If your prospective customer enters the credit card info for a free trial, you know they’re at least somewhat interested in paying the $39.99/month. Offering them the Unlimited Screens option for $14.99/month at this point could deter them. This is why an A/B test would be good!
Test for Prospective Customers: 50% experience your current sign up method, 25% see the option to upgrade to Unlimited Screens on the credit card info page, 25% see the option to upgrade to Unlimited Screens immediately after they submit their credit card info for the Hulu Live free trial. Review your success in number of upgrades completed and alter when/if customers see the Unlimited Screens upgrade during their free trial sign up.
Test for Current Hulu Live Subscribers (Account Admins only) with 2 or more profiles: 50% experience Hulu Live as is, 25% see an option to upgrade to Unlimited Screens when they add an additional profile, 25% see a pop-up to upgrade they next time they sign in. Review your results and make changes from there.
A further split is to offer Unlimited Screens at a discount for a certain time frame. This can be for both new and existing customers. Example: Get 50% off Unlimited Screens for 6 months when you upgrade now! And for the fine print, because you always need that legalese fine print, offer expires in 3 days.
Conclusion
Offer more opportunities for users to upgrade to Unlimited Screens. Conduct split testing to determine which experiences converts the most upgrades. Further your testing by offering incentives via discounts for upgrading.
Our bet is this will generate you more revenue. Which method do we recommend? Gotta do that A/B split testing to find out!
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