Landing page experimentation
Led design-led experimenting, shaping our cloud gaming roadmap and data.
- Role
- Product designer
- Sign-in
- Double-digit lift
- Subscriptions
- Single-digit growth
- Retention
- Held steady
Context
Getting our Cloud Gaming web app into the Smart TV market was a top business priority — bringing cloud gaming into living rooms without extra hardware. This was our first design-led learning that shaped the roadmap and made our data worth trusting.
Problem & opportunity
We saw 70% drop-off at the top of the funnel, an incomplete data pipeline, and limited engineering and research bandwidth — so a big redesign was off the table. The opening was small, targeted experiments that pinpointed drop-off and validated fixes.
Approach
With no dedicated research, I negotiated a lower-cost expert review, had behavioral-psychology experts evaluate our signed-out flow, and benchmarked services like Netflix and Disney+. Reframing “what would make conversion worse?” surfaced the real risks: friction, vague value, and mismatched expectations.
That led to a clear hypothesis — if sign-up is the commitment decision, surfacing pricing (plus a $1 trial and “cancel anytime”) before sign-up should lift conversion.
Result
Within a couple of sprints, the experiment delivered a double-digit sign-in lift and single-digit subscription growth, with retention holding steady. The variant became our default, and the learnings shaped future top-of-funnel work.
