You’ve created your content. You’ve spread the word. You’ve even set up a nifty subscription video channel. But how do you get actual subscribers?
If you want to increase the number of drop-by visitors who become repeat, paying subscribers, you have to make your homepage and video channel description enticing. Here’s a look at several Vimeo OTT sellers who’ve made sure they roll out their best welcome mats.
1. Keep landing page design clean and minimal.
Would you want to walk into a store that looked messy and disorganized? The same rules apply for digital space. You don’t want prospective customers feeling overwhelmed by chaos.
Find What Feels Good does an excellent job keeping things simple:
- The site design is calming, and you can tell from Adriene Mishler’s photo that the experience on her site is going to be low-key and welcoming.
- The video channel description lays out everything that’s included in the subscription and reminds her fans from YouTube that this is a way to enjoy her content ad-free.
Finally, the landing page lists all of the branded apps where Find What Feels Good’s content can be viewed.
2. Let your trailer do the talking.
WOW Presents Plus has a well-edited trailer in place. Their trailer shows snippets from series and films that are part of their subscription library, letting the content speak for itself. Sites with trailers in place have a 30% better conversion rate than sites without a trailer.
3. Feature a free trial.
WOW Presents Plus also set up a free trial. On Vimeo OTT you can have a 3-, 7-, 14-, or 30-day free trial for new customers. Free trials are a great way to entice someone to sign up. Across all OTT sites over 60% of people who sign up for a free trial convert into paying customers.
4. Make your message short and sweet.
A text-heavy landing page is the worst. People have a short attention span when it comes to browsing a website, so choose your words wisely.
IndieFlix does a great job of leading with the tagline “Content with a Purpose.” They let the viewer know that they offer impactful films, series, and documentaries without having to over-explain their mission. Think of your video channel description as your elevator pitch. You should be able to get to the point in no more than four sentences.
5. But don’t be cryptic.
Short doesn’t mean ambiguous. Don’t be vague in your video channel description — if someone doesn’t have a clear understanding of what your content is, it’s unlikely that they’ll want to sign up for it.
Food Matters does an excellent job of letting visitors know about the content and the resources included in their subscription plan. Their background image displays some of their most popular titles so you can get a sense of their offering without having to search the site. Their trailer is accessible at the top of their page and again when you scroll down, so there’s no way to miss it.
6. Stay true to your brand and your audience.
Cosmic Kids, a children’s content creator, had built up a following on YouTube before launching their subscription. They knew a big concern for parents was not having control of what ads their kids were exposed to, so they highlight that the subscription is ad-free on their landing page. Since their brand is whimsical, they also make use of emojis for bullet points, but in a way that’s not distracting.
Thinking of launching your own subscription? Download our free guide — 5 Reasons to Launch a Subscription Service.