The secrets of the experiments were revealed by the engineers of the company Gopal Krishnanan and Steve Urban, responsible for testing. The main purpose of the so-called A / B tests is to evaluate the user response that is used to plan the future strategy.
During the experiment, several images with different purposes are used. In the future, some of them will take up space on billboards, while others will appear as the cover of a DVD.
One of the first experiments of Netflix was the film “The Short Game” – a documentary film about children playing golf. The main test was the image used to design the DVD by default, while the team experimented with showing art photographs or screenshots directly from the movie itself.
Measuring how many people clicked on the headline, how long they watched the video, how quickly they switched to something else, Netflix was able to figure out which image is better suited for design. For example, one of the options managed to attract 14% more views, which resulted in a huge number of new viewers.
The company has established three factors that make the image winning. In the first place – images of people with a strong emotional expression (for example, known villains) and those with less actors involved.
It also became clear that there are nuances in perception and between viewers from different countries. For example, what is interesting to the Germans or Americans, it will be completely indifferent to the British.