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Site Banners Tested:How minor changes led to a 433% increase in clickthrough for Humana
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We’re sharing on Twitter!#WebClinic
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#WebClinic
Today’s speakers
Austin McCrawSenior Director, Content Production,MECLABS Institute
Mike LoveridgeHead of DigitalTest and Learn,Humana, Inc.
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#WebClinic
Background: A social media site that offers membership exclusively to physicians.
Goal: To increase the number of qualified leads.
Primary Research Question: Which page will generate the most qualified leads?
Approach: A/B variable cluster split test
Experiment ID: TP1145Record Location: MECLABS Research LibraryResearch Partner: Sermo
Experiment: Background
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#WebClinic
Experiment – Version A
• No site banner
• Objective-based headline
• Form-field with CTA for software demo
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#WebClinic
Experiment – Version B
• Site banner
• Information-based headline
• CTA drives customers toward additional value-based information
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#WebClinic
Which version will win?Version A – No Banner
Version B – Banner
155%conversion
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#WebClinic
Headline KPI % Rel. Change
Version A - 154.7%
Version B - -
Increase in Qualified Leads155%The optimized version increased leads by 154.7%.
Experiment: Results
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#WebClinic
Which version will win?Version A – No Banner
Version B – Banner
155%conversion
Why?
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#WebClinic
Three reasons banners often underperform
Key Principles
1. Impersonal tone
2. Undirected eye path
3. Banner blindness
F
But what if you have to work within a banner?
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#WebClinic
Mike Loveridge
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#WebClinic
• Medicare banner
• In the rotating carousel on Humana.com
• Three banner positions
• Rotation speed = six seconds
• Complex page with over 150 competing links
• Two years of iterative testing performed
The Humana banner
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#WebClinic
2014 2015
July
10Banner navigation
13%
Oct
6MVT
Title, copy, button71%
Sep
3Value prop
4%
Oct
16Agency banner II
162%
Dec
7Sam II
3%
Dec
1Personalization
GEO31%
Apr
2Rotation speed
20%
Nov
12Sam0%
Mar
17Specific CTA
7%
Apr
13Nav color
43%
Nov
25Login expander
12%
Sep
30Agency banner
33%
May
22Simplify
433%
Oct
28MVT
Large button, fontimages
22%
Medicare Banner Iterations: Timeline
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In today’s clinic, we will discuss three key principles to maximize performance of your
site banners.
Today’s focus
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#WebClinic
Strengthen your site banners
Key PrinciplesF
1. Dedicated: The most effective banners are not focused on many things, but rather “the one thing.” Generally — the more options, the more disorienting.
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Experiment: Control
• Not immediately clear that this is a Medicare banner
• Excessive copy
• CTA does not stand out
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Experiment: Treatment
• Attention drawn to the fact that this is a Medicare banner
• Concise copy
• CTA emphasized
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Experiment: Side-by-side
Control
Treatment
433% increase in clickthrough
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Be simple and concise
The color scheme is difficult to read, the headline is wordy, the value copy is difficult to distinguish and two CTAs compete for clicks. Even the photo is confusing.
The color scheme has been made easier to read, the headline is simple and clear and key aspects of the value copy have been bolded. Only one CTA is presented within the banner.
From this
To this
59%Conversion
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Strengthen your site banners
Key PrinciplesF
1. Dedicated: The most effective banners are not focused on many things, but rather “the one thing.” Generally — the more options, the more disorienting.
2. Aligned: Effective banners do not focus on what we want from the customer, but rather what the customer wants from us. Site banners must be tightly aligned with the motivation of the user.
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Experiment: Control
• Exploration-based headline
• Copy tailored to a research-driven prospect
• CTA implies a start to the customer journey
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Experiment: Treatment
• Destination-based headline
• Copy tailored to enrollment-driven prospect
• CTA implies a purchase
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Experiment: Side-by-side
Control
Treatment
192% increase in clickthrough
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Align with customer motivationFrom this
To this
26%clickthrough
“Start Free Trial” CTA
“Get Started Now” CTA
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HighlyMotivated
Low Motivation
“Learn more”“Get info”“Explore”
“Try demo”“Shop”“Start”
Align with customer motivationWebsite Banners THE ASK
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Strengthen your site banners
Key Principles
1. Dedicated: The most effective banners are not focused on many things, but rather “the one thing.” Generally — the more options, the more disorienting.
2. Aligned: Effective banners do not focus on what we want from the customer, but rather what the customer wants from us. Site banners must be tightly aligned with the motivation of the user.
3. Interactive: The most effective banners are not treated like an advertisement to absorb, but rather an invitation to engage.
F
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Experiment: Control
• Directional headline
• Clear copy that sets expectations going forward
• Specific CTA
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Experiment: Treatment
• Headline is not directional
• Copy is salesy and largely irrelevant to customer’s needs
• Non-specific CTA
• Fine print in a banner?
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Experiment: Side-by -side
Treatment
Control
162% increase in clickthrough
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Invite customer to engage
Salesy, overly creative headline; CTA pointing customers toward more options
From this To this
330%conversion
Informative headline; CTA allows customers to engage in a way they are most likely to do (“Get a Quote”)
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Invite customer to engage
The Control is salesy and broad, pointing visitors to a second step to download catalogs, manuals and white papers.
The Treatment builds value and provides prospects with the opportunity to download key documents directly from the banner.
From this
To this
245%downloads
To this
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Is a site banner the best choice for my page?
Is my banner simple and concise?
Is my banner aligned to the motivation of my customer?
Can my prospect determine the banner’s purpose at a glance?
Is the CTA clear and directional?
Does my banner provide opportunity for engagement?
Does my banner send prospects in a direction that matches expectation?
Checklist: Strengthen you site banner