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2016 MarketingSherpa Summit - Mike Loveridge
- 1. Session Title MIKE LOVERIDGE Head of Digital Test and Learn Humana, Inc. How Humana's Strategic Testing Drove a 60% Increase in Customer Engagement
- 2. Mike Loveridge Head of Digital Test and Learn Humana, Inc.
- 3. Humana is …
- 4. 4 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Low Funnel Optimize/Convert View All Plans Enrollment Funnel All funnel steps (1 step/test per week) Usability #2 Design #1 Integrate Winners Design #2 Super Test Optimize (1 test/week) The “Super Test” Usability #1
- 5. 5 2014 2015 July 10 Banner navigation 13% Oct 6 MVT Title, copy, button 71% Sep 3 Value prop 4% Oct 16 Agency banner II 162% Dec 7 Sam II 3% Dec 1 Personalization GEO 31% Apr 2 Rotation speed 20% Upper-funnel testing timeline Nov 12 Sam 0% Mar 17 Specific CTA 7% Apr 13 Nav color 192% Nov 25 Login expander 12% Sep 30 Agency banner 33% May 22 Simplify 433% Oct 28 MVT large button, font Images 22%
- 6. 6 Area tested • 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
- 7. 7 Test #1: Radical redesign 433% Increase in Medicare Traffic More clicks into the Medicare marketing funnel Control Treatment May 22 Simplify
- 8. 8 Test #7: GEO personalization 31% Increase in Medicare Traffic More clicks into the Medicare marketing funnel Control Treatment Dec 1 Personalization/ GEO
- 9. 9 Test #10: Banner navigation 192% Increase in Medicare Traffic More clicks into the Medicare marketing funnel Control Treatment April 13 Banner Navigation
- 10. 10 Deeper-funnel testing 1. Quoting | View-all-plans 2. Enrollment | Getting-started 3. Enrollment | Your Information 4. Enrollment | Cur – Prior – Cov 5. Quoting | Payment Details 6. Enrollment | Enrollment Review 7. Enrollment | Sign and Submit 8. Enrollment | Confirmation 3% 24% 38% 34% 3% 9% 91% Fallout % 2.48% Conversion Rate
- 11. 11 Control Enrollment Test – View all plans Treatment 11.1% Increase in Completed Applications
- 12. 12 Control Treatment Enrollment Test – Getting started 5.9% Increase in Completed Applications
- 13. 13
- 14. 14 Leadership Department Head Analyst Analyst Department Head Analyst Communicate “top down” and “bottom up”
- 15. Top takeaway Iterative testing has tremendous power to strengthen our customer theory and provide the data necessary to break down internal resistance.
Editor's Notes
- MODERATOR QUESTION: Tell us about your role in the company and how you and your company are trying to serve your customer.
- Shift in the insurance industry Humana corporate goal (+20% by 2020) Digital commitment WSJ Article QUE app Forrester + Responsive
- MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that MODERATOR QUESTION FOR VENDORS: What is one of the most surprising or interesting thing that you learned from working with marketers over this past year?
- MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that MODERATOR QUESTION FOR VENDORS: What is one of the most surprising or interesting thing that you learned from working with marketers over this past year?
- MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that MODERATOR QUESTION FOR VENDORS: What is one of the most surprising or interesting thing that you learned from working with marketers over this past year?
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