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Sermo Barrier Page Test
TP1483
Background: The only physician’s-only social network, Sermo.
Goal: To increase lead rate.
Primary research question: Which...
• Each article page
focused on one specific
piece of research
performed with Sermo’s
platform.
• To see the details of the...
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Conversion Rate
There is approximately a 30%
va...
From Observation to
Hypothesis:
• The wide variance in
conversion rates indicated
that some articles were far
more relevan...
Treatment • The team reduced the
amount of real-estate
dedicated to the current
article.
• Eliminated post statistics
whil...
Original Page Treatment
One
specific
article
Multiple
articles
Experiment: Side-by-side
Experiment: Results
Design Lead Gen Rate % Rel. Change
Single Article 18.2% -
Multi-Article 54.1% 197.3%
197%
The treatmen...
Sermo Barrier Page Test
TP1483
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Sermo Article Email Case Study

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By examining the data in their rented list campaigns and creating an informed hypothesis, the team at Sermo was able to increase email capture rate by 197% on their most qualified prospects.
Here’s the full case study for you to use in your own presentations…

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Sermo Article Email Case Study

  1. 1. Sermo Barrier Page Test TP1483
  2. 2. Background: The only physician’s-only social network, Sermo. Goal: To increase lead rate. Primary research question: Which barrier page will result in a higher lead rate for returning visitors? Approach: A/B variable cluster split test Experiment ID: Sermo Barrier Page Test Location: MECLABS Research Library Test Protocol Number: TP1483 Research Notes:  Experiment: Background
  3. 3. • Each article page focused on one specific piece of research performed with Sermo’s platform. • To see the details of the research, prospects would enter their information into a modal box lead form. Article Page Experiment: Background Study Summary (email)
  4. 4. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Conversion Rate There is approximately a 30% variation in conversion rate from the highest to lowest performing articles. Article #1 Article #2 Article #3 Article #4 Article #5 Experiment: Background
  5. 5. From Observation to Hypothesis: • The wide variance in conversion rates indicated that some articles were far more relevant than others. • Thus, the team hypothesized that the customer needs to be presented more opportunities to discover relevance. Original Page Experiment: Control
  6. 6. Treatment • The team reduced the amount of real-estate dedicated to the current article. • Eliminated post statistics while still keeping the primary content. • And then listed newsworthy headlines and publish dates of the most recent Sermo surveys in the primary column. Experiment: Treatment
  7. 7. Original Page Treatment One specific article Multiple articles Experiment: Side-by-side
  8. 8. Experiment: Results Design Lead Gen Rate % Rel. Change Single Article 18.2% - Multi-Article 54.1% 197.3% 197% The treatment template increased 2nd visit lead capture by 197.3% ! What You Need to Understand: By giving the rented list more content options, Sermo was able to increase second visit email captures by 197%. Relative Increase in 2nd Visit Email Captures
  9. 9. Sermo Barrier Page Test TP1483

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