- After the release of ITVX in late 2022, our collaborative design team then worked on optimisations.
The business wanted to increase the number of subscribers to the subscription ITVX Premium tier. Conversion on the dedicated ITVX Premium upsell page was not going well.
User research told us that customers regarded the biggest benefit of subscribing as not having to sit through the adverts. So we decided to lead our messaging with that.
User testing of the current version also revealed that users weren’t clear that an annual subscription was cheaper per month than a monthly subscription. So we wanted to surface that message more effectively too.
We decided to present the monthly and annual plans side by side in a table format to allow users to compare.
The newly designed page did well in tests. And when the changes went live, there was an uplift in conversion both to monthly and annual subscriptions.
ITVX optimisation - new ITVX Premium upsell page
2. In the summer of 2024, the business wanted to increase the number of annual subscribers. So they commissioned a promotional campaign from our design team to make this happen.
The campaign was based on the insight from user data that reality TV fans on ITVX tend to take a few months’ Premium subscriptions per year to use only while Love Island etc is on. The monthly subscription is £5.99.
With this campaign, we would tempt that user segment to pay a little bit more over the year and get an annual subscription for just £19.99 (usually £59.99).
I worked with a UI designer (and reality TV fan!) from our design team to come up with a banner that would appeal to that audience and clearly convey this deep offer.
The result: Uptake in the first week was off the charts (actual figures confidential sorry!).
ITVX optimisation - ITVX Premium reality banner
ITVX optimisation - ITVX Premium reality banner (alt)
