Website Optimization Without a Committee: Using Testing to Make Decisions

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Hospital marketers today are spending more of their advertising budgets to drive traffic to their websites. However, research shows they are converting only 2 percent to 3 percent of visitors into actual patients. Learn how to use online automated testing, instead of a committee, to make informed changes to your website that will improve performance, engage users, and boost ROI for your online marketing initiatives.

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  • 1Make “Proton Treatment Center Newsletter – by mail” first and preselected 2Remove “Subscriptions” and Move “I would like to receive the following:*” to where Subscriptions used to be and move options to the left 3Change “Subscriptions” to “FREE Subscriptions” in Red and remove “I would like to receive the following:*”
  • Website Optimization Without a Committee: Using Testing to Make Decisions

    1. 1. WEBSITE OPTIMIZATION WITHOUT A COMMITTEE Using Testing to Make Decisions<br />Monday, September 13<br />11:15 a.m. - 12:30 p.m.<br />
    2. 2. SPEAKERS<br />Tammy Veach<br />Executive Director, <br />Marketing & Public Relations<br />Loma Linda University <br />Medical Center<br />Blaine Behringer<br />Co-founder / Managing Partner<br />Earthbound Media Group<br />
    3. 3. AGENDA<br />Common website enhancement challenges<br />Latest trends for online conversion optimization<br />Fundamentals of multivariate testing<br />Impact of testing at Loma Linda University Medical Center<br />Multivariate testing and you<br />Q + A<br />
    4. 4. LEARNING OBJECTIVES<br />Understand the fundamentals of multivariate testing<br />Increase online conversions through informed website enhancements<br />Empower your marketing team to test new offers and content ideas<br />
    5. 5. Challenges Facing healthcare marketers for website enhancement<br />
    6. 6. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision By Committee or Opinion<br />
    7. 7. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision By Committee or Opinion<br />Multiple Web “Owners” = Frustration<br />Delays to update due to approvals and opinions<br />
    8. 8. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision By Committee or Opinion<br />The Homepage Dilemma<br />Built according to :<br />Organizational structure<br />Politics<br />Ego<br />
    9. 9. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision By Committee or Opinion<br />Competition Online – Rising Costs<br />Cost increases and conversion decreases!<br />
    10. 10. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision By Committee or Opinion<br />Shifting Audiences<br />Rising Gen Y audience (18-29) = highly internet savvy (19 hrs/wk)<br />Gen X audience (30-43) = very closely behind (17 hrs/wk)<br />Forrester - July 27, 2009 - Consumer Behavior Online: A 2009 Deep Dive - by Jacqueline Anderson <br />
    11. 11. CHALLENGES FACING HEALTHCARE MARKETERS<br />Question of the Day:<br />How do I optimize my website for the USER <br />to achieve my business goals?<br />ALL USERS ARE DIFFERENT!!<br />
    12. 12. CHALLENGES FACING HEALTHCARE MARKETERS<br />Answer:<br />Test…test…test…test…test!!<br />(and test again!)<br />
    13. 13. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision Using User Behavior (testing)<br />NOT EASY!!<br />
    14. 14. CHALLENGES FACING HEALTHCARE MARKETERS<br />Decision Using User Behavior<br />Demonstrating ROI<br />Prioritizing testing initiatives<br />Acting upon testing results<br />Modifying web pages for testing<br />Understanding test results<br />Ownership of testing – marketing or IT?<br />
    15. 15. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION<br />
    16. 16. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION<br />Why Do We Test?<br />↑ Conversion<br />↑ Customer satisfaction<br />Where Do We Test?<br />High impact areas<br />Lead generation pages<br />Homepages<br />Landing pages<br />MUST have traffic to test!!<br />When Do We Test?<br />Often!! (6+ simple tests per month when possible)<br />Who Tests?<br />Greater testing returns if tests are managed by testing professionals<br />Forrester - October 20, 2009: The Online Testing Vendor Landscape - A Mature Discipline Offers The Next Frontier In Site Optimization - by John Lovett<br />
    17. 17. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION<br />What Do We Test?<br />
    18. 18. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION<br />In House or Agency?<br />
    19. 19. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION<br />What Technology is Needed?<br />Testing Platform<br />Google Website Optimizer <br />Free<br />Requires implementation<br />Autonomy Optimost<br />Annual Fee<br />Managed implementation<br />Others<br />Omniture Test and Target<br />Amadesa<br />Maxymiser<br />
    20. 20. Fundamentals of multivariate testing<br />
    21. 21. FUNDAMENTALS OF MULTIVARIATE TESTING<br />A/B Testing<br />Famous Chocolate <br />Since 1892<br />Famous Chocolate <br />Since 1892<br />Buy Now<br />Buy Now<br />
    22. 22. FUNDAMENTALS OF MULTIVARIATE TESTING<br />Multivariate Testing (MVT)<br />Control<br />Hypothesis: (256 permutations)<br /><ul><li> Copy: test various (1) value propositions
    23. 23. Copy Placement: test placement (1) of value proposition above and below image
    24. 24. Button: test button message (1) and color (1)</li></ul>Goal:<br /><ul><li> Determine winning ad
    25. 25. Determine audience preference for value proposition, copy placement, and button message and color</li></ul>Metric<br /><ul><li> Click through rate on button</li></ul>Famous Chocolate <br />Since 1892<br />Buy Now<br />
    26. 26. FUNDAMENTALS OF MULTIVARIATE TESTING<br />Multivariate Testing (MVT)<br />Control<br />Famous Chocolate <br />Since 1892<br />RICH & CREAMY Chocolate<br />From Famous Hershey<br />Buy Now<br />Buy Now<br />
    27. 27. FUNDAMENTALS OF MULTIVARIATE TESTING<br />Multivariate Testing (MVT)<br />Control<br />Famous Chocolate <br />Since 1892<br />Famous Chocolate <br />Since 1892<br />Buy Now<br />Buy Now<br />
    28. 28. FUNDAMENTALS OF MULTIVARIATE TESTING<br />Multivariate Testing (MVT)<br />Control<br />Famous Chocolate <br />Since 1892<br />Famous Chocolate <br />Since 1892<br />Buy Now<br />Buy Now<br />
    29. 29. FUNDAMENTALS OF MULTIVARIATE TESTING<br />Multivariate Testing (MVT)<br />Control<br />Famous Chocolate <br />Since 1892<br />Famous Chocolate <br />Since 1892<br />Buy Now<br />Order Now!!<br />
    30. 30. FUNDAMENTALS OF MULTIVARIATE TESTING<br />What is Required for Testing?<br />Testing strategy<br />Hypothesis<br />Goal of test<br />Success metric  Calculate ROI!<br />Tackle the basics before going algorithmic<br />Use A/B first to understand before MVT (↑ complexity = ↑ traffic)<br />Choose test areas WISELY!!<br />Don’t rock the boat with homepage testing at first<br />Test dramatically for best results<br />Big differences in test concepts reveal more about the consumer<br />Make testing part of your culture<br />Requires humility and adhering to the results!<br />
    31. 31. Impact of testingCase study<br />
    32. 32. IMPACT OF TESTING – Case Study: <br />Winner<br />Control<br />A <br />B<br />
    33. 33. Calculating ROI<br /><ul><li>Winner = 2.5% increase in conversion
    34. 34. If the site averages 500 leads per month this equates to 12.5 additional leads per month!!
    35. 35. If clinic makes $1M/YR from internet lead patients this equates to ~$167/lead
    36. 36. Therefore this test winner yields an additional about $24K/year in patient revenue</li></ul>IMPACT OF TESTING – Case Study: <br /> Control Conversion Rate – 2% <br />Winner Conversion Rate – 4.5% <br />A <br />B<br />
    37. 37. IMPACT OF TESTING – Case Study: <br />Control<br />Winner<br />
    38. 38. IMPACT OF TESTING – Case Study: <br />Winner<br />Mailing List Form Test<br />Goal:<br />Increase the conversion rate for the mailing list form<br />Variables Tested:<br />Subscriptions: Add “Free” header <br />Personal Information: Add yellow background, first preselected, reword “personal info” to “contact Info”<br />Submit Button: Try different call-to-action “Sign Me Up Now!” and “Join Mailing List”<br />Remove Footer: Remove the footer from form<br /><ul><li>Winning Creative:</li></ul>Lift: +21.14% <br />Confidence: 98%<br />
    39. 39. IMPACT OF TESTING – Case Study: <br />Request Consultation Test<br />Overview:<br />Timeframe: 12/29/08-04/19/10<br />Wave 4 – 811 visits / mo.<br />Goal:<br />Increase the conversion rate for the Request Consultation form<br />Variables Tested:<br />Including intro text “Get Your Free Information in 2 Minutes” (B1) continued to increase Consultation Confirmation performance <br /> (99% confidence)<br />Using new button design showed an improvement in conversion rate <br /> (78% confidence)<br /><ul><li>Winning Creative:</li></ul>Lift: +33.86% <br />Confidence: 98%<br />+756 Request Consultation conversions more / year <br />Leader – Creative 415<br />
    40. 40. IMPACT OF TESTING – Case Study: <br />Physician Directory Test<br />Overview:<br />Timeframe: 05/01/09-01/05/10<br />Winner Creative!<br />Goal:<br />Increase engagement with the Physician Directory<br />Variables Tested:<br />Increasing the size of the text (B1) had a positive impact on “Let us help..”<br />Providing an orange background color to the main module also drove conversions<br /><ul><li>Winning Creative:</li></ul>Lift: +18.71% <br />Confidence: 71%<br />Control<br />WINNER<br />Winner<br />
    41. 41. IMPACT OF TESTING – Case Study: <br />Control<br />Let Us Help You Find a Dr. Test<br />Overview:<br />Timeframe: 03/30/10-04/19/10<br />Status: Wave 3 <br />Goal:<br />Increase Let Us Help You Find a Dr. conversions <br />Variables Tested:<br />Replacing the intro text with clearer directions (B1) improved conversions<br />Adding dropdowns for date of birth delivered 20% lift<br />Insurance Type: Instead of check boxes, hide options under a click showed a 31.46% lift<br /><ul><li>Winning Creative:</li></ul>Lift: +104.64% to date <br />Confidence: not significant<br />Leading Creative to date<br />
    42. 42. IMPACT OF TESTING – Case Study: <br />Applying the Findings<br />Testing refines and clarifies understanding of target audience psyche and online behaviors, informing your:<br />Online marketing copy and design decisions and strategic plans (keyword lists, etc.)<br />Website optimization tactics and design decisions<br />List purchases and publishing channel decisions<br />Public relations and advancement outreach efforts<br />
    43. 43. mVT & You!<br />
    44. 44. MULTIVARIATE TESTING & YOU!<br />How Do You Introduce It?<br />As a piece of the online marketing optimization solution:<br />Define testing goals and success metrics, toward developing and overall testing strategy<br />Employ stakeholder input and feedback throughout testing waves<br />Begin at the beginning with A / B testing before MVT<br />Select less visible areas of the site for testing first, ensuring they present a strong opportunity to impact your bottom line<br />Seek to uncover big preferences first rather than testing granular details<br />
    45. 45. MULTIVARIATE TESTING & YOU!<br />What Can You Expect?<br />Challenges<br />Strain on your left brain<br />Prioritizing test initiatives and taking action on results<br />Lack of clarity about departmental ownership<br />Lack of clarity about accountability <br />
    46. 46. MULTIVARIATE TESTING & YOU!<br />What Can You Expect?<br />
    47. 47. MULTIVARIATE TESTING & YOU!<br />What Can You Expect?<br />Payoffs<br />More Conversions & ROI<br />Increased Customer Satisfaction<br />Enhanced Patient Experiences<br />
    48. 48. MULTIVARIATE TESTING & YOU!<br />
    49. 49. MULTIVARIATE TESTING & YOU!<br />What Can You Expect?<br />
    50. 50. MULTIVARIATE TESTING & YOU!<br />How Can an Agency Support You?<br />Education and information<br />
    51. 51. MULTIVARIATE TESTING & YOU!<br />How Can an Agency Support You?<br />Maximize efforts <br />
    52. 52. MULTIVARIATE TESTING & YOU!<br />How Can an Agency Support You?<br />Test vendor selection support<br />9-10 leading vendors<br />Methodology:<br />Full factorial<br />Partial factorial<br />Proprietary<br />Service Offerings:<br />Self service<br />Managed service<br />Full service<br />From $ to $$$$<br />
    53. 53. MULTIVARIATE TESTING & YOU!<br />How Can an Agency Support You?<br />Full integration with online marketing initiatives<br />Search Engine Marketing (PPC, Display, etc.)<br />Email Marketing<br />Website Marketing<br />Direct Mail / Print<br />Broadcast<br />Out of Home<br />Etc. . . <br />
    54. 54. Q & ASlides Available at:<br />PPT available at:<br />http://www.slideshare.net/EarthboundMediaGroup<br />Live Webinar Recast: Wednesday September 29th, 2010 @ 10AM<br />Register at www.earthboundmediagroup.com<br />Blaine Behringer<br />Managing Partner<br />bbehringer@earthboundmediagroup.com<br />Tammy Veach<br />Executive Director, Marketing & Public Relations<br />tveach@llu.edu<br />
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