Wild Results, Innit?

Serving the United Kingdom, United States, Canada, Australia, and South Africa, Britbox is an online digital video subscription service operated by BBC and ITV.

These pages, “Only Fools and Horses” and “EastEnders,” were designed to treat each popular television series as a conversion trigger for audiences to subscribe to the service as a whole.

Hypothesis

By focusing our post-click landing page experience on the specific title featured in its pre-click ad, relevance will be improved. As a result, so will CVR. Folding this trigger in with a carefully researched and established narrative flow will also lend creative support to this theory.

Strategy

Highlight “Only Fools and Horses,” one of the most watched shows in British history, as a key component of Britbox’s library of content to help reduce bounces and increase engagement.

Solution & Results

We opted for an All-Fools-above-the-fold solution in conjunction with an option to play the trailer. Based on our hypothesis, we wanted to feature this popular television series first and foremost. Thereafter, expand our messaging to address UVPs about the service as a whole - complete with eye-popping CTA buttons to boot.

The test yielded more than a 339% lift in CVR, which in this instance, was free trial sign-ups.

Cozy Earth