Spotify is a digital music streaming service that gives people access to millions of songs. It operates under a freemium business model, where basic services are free, while additional features are offered via paid subscriptions, such as Spotify premium. Spotify generates revenues by selling premium streaming subscriptions to users and advertising placements to third parties.
As a personal project, I came up with a campaign idea and created a landing page marketed towards a target audience who had active gym memberships at local facilities in Vancouver, with a goal to increase the number of Spotify premium sign ups.
Identifying Value Props
This landing page would be targeted towards members of local gyms in Vancouver so understanding what content was important and would connect with them was crucial to the campaigns success.
I leveraged the information that I received through interviews of what features of the music service were relevant and useful in the context of working out to identify the most important value propositions.
I wanted to include a tag line that communicated specific benefits, was easy to understand and most importantly, was memorable. I used repetition as a mnemonic device to encourage the target audience to remember a key benefit of Spotify Premium.
Establishing the Information Hierarchy
Taking a look at reading behaviour on the web, people see, they don’t read. I had to find a way to ensure that information was easily scannable while communicating the benefits of Spotify premium in a direct and clear manner.
I kept the navigation options focused and limited to not draw the customer away from the call to action. The call to action is where the eyes are drawn to first visually, and is supplemented by the list of value props if the customer wants to find out more about the benefits of Spotify Premium. At the very bottom is an option sign up for the free service to drive a micro conversion of a new potential user as opposed to having the customer exit the page.
Content & Information
In some circumstances, a large part of whether someone feels connected with a piece of content is dependant on imagery to invoke a feeling. An opportunity I believe that Spotify can take advantage of is creating more personalized landing pages for their customers, and that is something that I aimed to do with this design.
I wanted to ensure that the content is accurate, has context and is relevant to the audience through understanding what specific features gym members are looking for when listening to a music streaming service while working out. I used information design principles to clearly indicate actions and next steps and leveraged imagery so that the content is supported graphically. I did not include a face in the design because people’s eyes are naturally drawn to faces, and I did not want to take the focus away from the tag line or call to action.
Conclusions & Recommendations
Taking the above into consideration, I came up with this landing page design: