Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial

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Eric Berkman, Director of Digital Marketing, U.S. Life Division Genworth Financial presents a live case study on post-click marketing for high-performance lead acquisition. Learn how Genworth Financial's U.S. Life Division increased digitally-driven revenue over 350% and lead volume over 3,000%. Plus, he covers five strategies for high performance lead acquisition.

Published in: Business, Technology

Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial

  1. 1. Case Study How Genworth Financial’s U.S. Life Division Increased Digitally-Driven Revenue Over 350%
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Background Challenge Solution Takeaway: 5 Strategies What’s Inside...
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Create a lead acquisition strategy to drive as many qualified leads as possible, ultimately leading to increased sales of long term care policies.
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2030 1 in 5 U.S residents 65+
  5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Challenge • Poor pay-per-click performance • No A/B testing • No A/B testing platform • Lack of agility & speed • Lack of conversion rate optimization expertise
  6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CRO Expertise + Testing Platform + Dedicated Team The Solution
  7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A high-touch, fully managed program providing the customer with a comprehensive approach to the design, execution and testing of landing experiences using an ongoing four-phase approach. “Qualitative excellence driving quantitative results”
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Discover: Conduct research & information exchange • Plan: Develop program plan & test strategy • Execute: Design & launch conversion-focused experiences • Analyze: Perform analysis & create program reports
  9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Experiment boldly Test big ideas
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com R.E.A.D.Y. for Conversion Optimization Relevant Engaging Authoritative Directional Yield optimal Targeted & Specific Fufills Promises Design Match Visually Appealing Trust Assurances Credible Context of Use Social Proof Brand Consistent Clear Call to Action Frictionless Choices Minimal Distractions Motivation & Incentives Progressive Conversion Post- Conversion Strategy Clear Hypothesis A/B or Multivariate Test Testing Requirements Actionable Next Steps Compelling Value Proposition Speaks the Audience’s Language Real & Tangible Benefits Emotional Appeal Persuasive Content Intuitive Design
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Form Usability Test Plan Who? Individuals in the age range of 40-80 years old (roughly) seeking immediate or future long term care for themselves or for a loved one. What? Wave 5 A/B Test — Hybrid Offer Focused Experience (Control) vs. Hybrid Offer Enhanced Form Experience (Challenger). The Challenger utilizes a user friendly form with field titles within the fields, a drop down for birthdate, and larger fields and font size. Where? Pay-per-click advertising on Google and MSN for all states except California. (http://longtermcare.genworth.com/google/ppc/nonfiling) (http://longtermcare.genworth.com/msn/ppc/nonfiling) When? Ran 1/22/13 - 2/4/13 Why? The hypothesis of this A/B test is that an experience with a user friendly form will convert higher than the Control. This test seeks to determine if a more intuitive form will improve ease of use, especially given the target audience. What happened? The test was manually concluded at 80% statistical significance based on the Google results. The Challenger was declared a winner with a 15% lift as visitors found the user friendly form easier and more intuitive to fill out. 100% of the traffic is being sent to the Challenger within both Google and Bing traffic. vs
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CRO Expertise + Testing Platform + Dedicated Team The Solution
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com And the results?
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3000% increase in lead volume
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com July 2011 Dec 2012 350% increase in digitally-driven revenue
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Strategies for High Performance Lead Acquisition Post-Click Marketing5
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start With Great Content 2. Design A Post-click Roadmap 3. Be Bold And Play It Safe 4. ...and/or Test Big For Big Results 5. Test, Learn & Repeat!
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Relevant • Engaging • Useful • Human • Valuable • Timely • Different
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Win in the race towards turning click-throughs to breakthroughs. Design A Post-click Roadmap
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 20% of companies say they don't have a landing page testing strategy.
  26. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Q1 Q2 Q3 Q4 PPC Campaign Mobile PPC Campaign SEO
  28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com You can embrace meaningful testing and do so safely. Be Bold & "Play It Safe"
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com L o n g t a i l S t r a t e g y F r o n t i e r S t r a t e g y We i g h t e d A / B Te s t i n g
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com L o n g t a i l S t r a t e g y
  31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com F r o n t i e r S t r a t e g y
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We i g h t e d A / B Te s t i n g
  33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Who's afraid of the big, bold test? Not I! Test Big For Big Results
  34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Multi-step experiences Geo-targeted experiences
  35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 700% lift over benchmark
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 34% lift over Control
  37. 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Effective test-and-learn capability is a competitive advantage. Test, Learn & Repeat
  38. 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  40. 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start With Great Content 2. Design A Post-click Roadmap 3. Be Bold And Play It Safe 4. ...and/or Test Big For Big Results 5. Test, Learn & Repeat!
  41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands turn campaign click throughs into business breakthroughs. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
  42. 42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com

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