Netflix Rejected All These Tested Homepage Variations - Perhaps This One Will Help?

It's quite clear that the cancellation visual has been removed from A as compared with all B-E variants. This is rather surprising given that a previous homepage experiment already hinted at the inferiority of such a change (diluted by other changes contained in the big experiment).

Logo was shifted to the left. I'm going to guess that this barely made a dent in signups (for better or for worse). :)

This is an interesting headline exploration of a powerful keyword (unlimited) as well as further clarification of the type of content (movies, tv shows, etc.).

Comparing A with B, a new section has been injected which explains the free trial and billing in full detail. The visual mentions the 30 days free trial, the date of the reminder email, the first billing and future billing dates. It's an interesting concept but I have no idea whether this is a good or bad thing. This could easily have positive or negative effects and perhaps would be best tested in isolation?

Notice how all B-E variations show these additional selling points or reassurances. Again, this type of content looks very similar to the previously failed experiment. These changes (1 and 5) could easily have brought down the full experiment into net negative territory - washing out any positive gains from all other changes.

All variants have added the popular FAQ component answering a series of questions.

A series of movie thumbnails can be seen across variants C-E. These have categorized the movies with such labels as: most popular, action, comedies, drama, etc. Although I believe that this element has the most potential (based on the heavily replicating Gradual Reassurance pattern), one other critical element might have been varied here. The movie thumbnails shown in variations C-E are defaulted to the "most popular" titles such as "Friends" and "The Office". Whereas the thumbnails in the homepage seem like they focus more on novel titles. I wonder if this was a conscious decision or something that might have been overlooked. If this was accidental, then a tighter experiment setup could have shown more of these "New" movies titles with greater consistency with the control.

Finally, comparing variants D to E, we see additional (yet consistent) calls to action sprinkled throughout the landing page (most likely a positive change given these positive priors).