The Brief - Primary objective
Can we increase conversion with the addition of Paramount+?
Quantify the conversion increase which is attributable to the addition of Paramount+?
KPI - What's the goal?
CVR, revenue and Paramount+ attach.
How will the test learnings impact future decisions?
The test will help learn can P+ be used as a lever to increase CVR but will also ladder up to the broader goal of how to incorporate a D2C app service on site
What are we testing?
3 variants required for A/B/C test
A = Control ( BAU bundle no P+)
B = Paramount + (BAU bundle with P+)
C = Opportunity to test different journey here
Version 1 - Control E2E Journey
Merchandising approach to bundle Entertainment for 6 months with a 7 day free trial of Cinema and Boost
Variant A - E2E Journey
Merchandising approach to bundle Entertainment for 6 months plus 6 months of Paramount+
with a 7 day free trial of Cinema and Boost.
Variant C - E2E Journey
Merchandising approach to bundle Entertainment for 6 months plus 6 months of Paramount+
with a 7 day free trial of Cinema and Boost - Using a different approach to unpack the messaging more clearly by adding panels to explain the prop.
Version 1 - The Design
Variant B - The Design
Variant C - The Design
Usability Hub Test
For proof of concept and to educate stakeholders with the approach of a new layout in Variant C - we ran a quick online Usability Hub Preference Test. We tested:
20 participants
Desktop only (mobile prototype wasn't working through the tool to Figma)
Layout preference test between Variant B and C
15 participants chose Variant C
3 participants chose Variant B
Desktop only (mobile prototype wasn't working through the tool to Figma)
Layout preference test between Variant B and C
15 participants chose Variant C
3 participants chose Variant B
99.0% likely to be statistically significant. This gave us confidence that it will perform better.
Comments were pleasing:
Comments were pleasing:
