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Your customer engagement transformation starts here

2. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Building a World-Class
Conversion Rate
Optimization (CRO)
Program
Best practices from Humana
Mike Loveridge / September 22, 2014

3. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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Engage 2014
Outline
1. Why eat CRO?
2. Defining world-class CRO
3. Steps to get there
4. How Humana uses Optimost
5. Examples of successful test
designs

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notice.
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Engage 2014
Introduction

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notice.
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Engage 2014
Why eat CRO?

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notice.
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Why eat CRO?
The Web can TRANSCEND ITS
ROLE as a channel and become
the GREATEST BEHAVIORAL
LAB in the HISTORY OF
MANKIND.
Reason #1

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notice.
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Engage 2014
Often, we view our website as a channel to be utilized after the development of a product.
However, the Web should be utilized as a strategic customer lab to determine the most
viable product and marketing strategy.
Behavioral
Testing
Digital
Promotion
Media
Placement
Creative Brief
/ Campaign
Plan
Product
Development
Behavioral
Testing
Digital
Promotion
Media
Placement
Creative Brief
/ Campaign
Plan
Product
Development
Behavioral
Testing
This is best accomplished through testing…

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notice.
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Engage 2014
Why eat CRO?
When picking between which
of two digital experiences the
consumer will prefer, 70% of
marketers choose wrong.
Reason #2

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notice.
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Engage 2014
Why eat CRO?
POSITIVE AFFECT on the
BOTTOM LINE
Reason #3

10. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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Defining World-Class CRO

11. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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Maturity Models

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notice.
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Process Tools Measurement Culture
Un-optimized
Basic
Intermediate
Advanced
2014
2014-2015
2015-2016
Humana CRO Scorecard
Maturity Models

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notice.
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Maturity Models

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notice.
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Engage 2014
Other Maturity Model Areas of Focus
1. Culture
2. Strategy
3. Organization
4. Leadership
5. Execution
6. Reach

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notice.
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Engage 2014
Steps to Get There …

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notice.
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Engage 2014

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notice.
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Steps to Get There…
1. Test. Do it NOW.
2. Have a PR plan (ROI)
3. Executive sponsorship
4. Dedicated resources
5. Analytics
6. Recruiting

18. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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How Humana uses Optimost

19. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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Engage 2014
How Humana Uses Optimost
1. Test process checklist
2. Supports advanced models
3. Consulting resources
4. Analysis decks
5. Test ideas & roadmaps

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notice.
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What’s working?
(Examples of successful test designs)

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notice.
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Test Types
1. A/B/n
2. Iterations
3. MVT
4. Page structure
5. Funnel steps
6. Value prop

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notice.
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Engage 2014
Control with test variables
Projected Annual ROI Impact:
AB
C
A. Image
B. Header & copy (‘explore’ or ‘turning 65?’)
C. Box style (Transparent or not)
D. CTA style & text (plum link, plum and green buttons)
‘Boat’ image
+433%
Increase in performance
The new Medicare banner generates 433% more
clicks
D
‘Faces’ image
Test ID: HBN.002.14
LOB: Medicare
Test Name: Home Page Banner Medicare New
https://www.humana.com, rotation spot #2
1
EXAMPLE
Humana.com Hero Banner

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notice.
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Medicare Advantage landing page Quote start page View all plans
Test ID: MED.005.14
LOB: Medicare
Test Name: Home Quote Start Page Removal
https://www.humana.com/medicare-secured/enrollment-tools
2
EXAMPLE
Medicare Quote Start Page
Removing the ‘Quote start page’ from the Medicare quoting funnel increased
the number of consumers who make it to the ‘View all plans’ page by +17.32%.

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notice.
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Engage 2014
Control Treatment 1
Highlight plan names
Treatment 2
Horizontal plan layout
Test ID: MED.002.14
LOB: Medicare
Test Name: Products & Services Page - ‘Explore’ Box
https://www.humana.com/medicare/products-and-services
3
EXAMPLE
Medicare P&S Page
188% increase in ‘plan section’ click-through
Plans section 59% increase in click-through
+188% increase in ‘plan section’ clicks

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notice.
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Engage 2014
Control Winning Treatment
Additional treatments on the next slide
Test ID: MED.003.14
LOB: Medicare
Test Name: Products & Services Page - Main CTA
https://www.humana.com/medicare/products-and-services
4
EXAMPLE
Medicare P&S Page
FOLD
Add ‘Find a plan’ to all sections
+19.80%
Increase in total ‘find a plan’ and ‘go’ click-through
(Both go directly to the quoting funnel)
Winner from MED.002.14

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notice.
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Engage 2014
Control
Medicare Home Page
Very little plans information
Treatment
Medicare HP with P&S content
More plans information
Test ID: MED.019.14
LOB: Medicare
Test Name: Medicare Home Page Bypass
https://www.humana.com/medicare
+155% Increase in ‘Find a plan’ clicks
5
EXAMPLE
Medicare Home Page

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notice.
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Engage 2014
Control
Treatment
Projected Annual ROI Impact:
Test ID: MED.024.14
LOB: Medicare
Test Name: Products & Services Page - CTA Images
https://www.humana.com/medicare/products-and-services
Adding images does not affect performance
6
EXAMPLE
Medicare P&S Page

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notice.
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Test ID: HHP.001.14
LOB: Enterprise
Test Name: Humana Homepage Page Structure
https://www.humana.com
Control Treatment
7
EXAMPLE
Humana.com Home Page
+44.48% Increase in ‘Provider Finder’ clicks
+6.29% Increase in ‘Products’ clicks

29. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice.
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Engage 2014
Control Winning Treatment
Page area B challenger variable
Test ID: HM1.001.14
LOB: HumanaOne
Test Name: Products and Services Page
https://www.humana.com/individual-and-family/products-and-services/
Additional Page Area ‘A’ Treatments
Page Area ‘B’ Treatment
+24.24% +6.27% +2.02%
Increase in clicks
8
EXAMPLE
HumanaOne P&S Page
‘Medical’ ‘Dental’ ‘Vision’

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notice.
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Engage 2014
HBN.001.14 Side-by-sideTest ID: HBN.001.14
LOB: Medicare
Test Name: Home Page Banner Pharmacy New
https://www.humana.com, rotation spot #3
9
EXAMPLE
Humana.com Hero Banner
= 0.03% CTR
= 0.05% CTR (166% Lift)
= 0.07% CTR (233% Lift)

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THANK
YOU
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.