Deezer · B2C · music streaming app
Launch the new brand-focused homepage even though it lost the test to the old one
Lost the ABC test, but beat the old page a few weeks after launch
Workedlanding-pageexperimentation
What they did
The logged-out ('unlocked') homepage was unclear and nobody liked it. Built two alternatives: a branding page with key brand and product messages, and a player-like page with limited features that prompted subscription when you tried to stream. ABC-tested them against the control; neither beat it. Because the control didn't convey the desired messages and wasn't user-friendly, the team rolled out the branded version anyway.
What happened
A few weeks after rollout, positive results compared with the old version (no figures).
- Stage
- scale
In their words
Sub Club by RevenueCat · Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer“So, we we ABC tested this these pages against each other, and none of the alternative versions won against the control version.”
“So, based on that, we made the decision to go live with with the branded version. Also, we implemented it, we rolled it out. Now that we did, a few weeks after, we see positive results compared to to the old version.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Deezer: Take away most free features so free listeners are pushed to payDidn't work: free users left for other services instead of upgrading
- Deezer: Make the free tier pay for itself with ads and use it to win subscribersFree users now profitable; conversion from free 'not cracked yet'
- Deezer: Bundle your subscription with phone carriers, speaker makers and big retailersWider reach and better retention; partners weigh heavily in revenue
- Deezer: Run TV and billboard ads about what the brand stands for, then push buyers with adsTracked by brand studies, not revenue; no numbers shared
- Deezer: Check marketing results several ways and use lift tests to correct your mix modelMMM 'not fully satisfying' yet; lift tests confirmed hidden upper-funnel value
- Deezer: Keep paying for install and reach ads even when they don't show direct salesLift tests showed a much bigger boost to sales campaigns than expected
- Deezer: Let your ad team test risky ideas as long as overall return stays profitableLTV:CAC more than doubled in 2 years while volume grew
- Deezer: Ask users to draw your logo, then test new logos against it before rebrandingPurple heart won by far on every audience and KPI; guest credits better ad profits