Slides from a webinar directed to Medicare Advantage insurance providers and the companies with which they do business. We outline practical steps that you can take to improve your website's usability and increase the number of online enrollments achieved.

1. Presented by
Increase Your
Online Enrollments

2. Pamela Lockard
Founder/CEO, DMN3
Scott Cone
Digital Strategy and Development, DMN3

3. House Keeping

4. House Keeping
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Marketing Assessment Report

5. House Keeping
Ask questions as we go or
save for the end

6. House Keeping
Webinar slides and recording

7. Today
Current relevant internet trends
Process for Improvement & Best Practices
Practical things you can do right now

8. Today
Current relevant internet trends
Process for Improvement & Best Practices
Practical things you can do right now

9. Begin with the End in Mind
Visitors Leads Enrollments

10. Questions
How many new members do we want to acquire online?
What’s the current online user experience?
What needs to change to increase conversions?
What are competitors doing?

11. The Value of Increasing
Online Enrollments
Site
Visitors Leads Conversion1% 30%
57,500 575 173
Current
Oct -Dec

12. The Value of Increasing
Online Enrollments
Site
Visitors Leads Conversion2% 30%
57,500 1,150 345Oct -Dec
2013 AEP
Goal
Additional Enrollments - 172
Annualized Gross Revenue Increase - 172 X $1,674 = $287,928
$11,160 annual revenue/member X 15% gross profit = $1,674 gross profit per new enrollee
$288k in incremental value delivered by
boosting leads & conversion from 1% to 2%

13. Medicare Advantage Enrollments will
Increase 50% in 10 Years*
$145 Billion
2013
* Bloomberg, June 5, 2013
$250 Billion
2023

14. Future Success Depends on Engaging
Digitally Savvy Boomers

15. Are Current Seniors Online?

16. The Answer is “Yes!”
40.2M
Population
20.9M
Online
14.5M
Digital Video
Viewers
14.5M
Social Network
Users
Source:
eMarketer
“Seniors Online Venturing
Further Into Digital”
March 2013
52% of 65+
adults are
online

17. Use of Search Engines
of Seniors online use a search engine to
gather information on a topic of interest

18. Top Search Subjects

19. Key Search Value Drivers

20. Online Video Generates Action

21. Content Is Exploding

22. Content Evolution

23. Social Channels Used Daily by Most

24. Facebook is Leading Social Channel

25. Tablets Rule

26. Tablet Adoption Among Boomers/Seniors
Source: Pew Research, Tablet Ownership June 2013

27. Mobile Use Growing

28. Today
Current relevant internet trends
Process for Improvement & Best Practices
Practical things you can do right now

29. Where Do You Start?

30. Audit Your Current Online Presence
and Performance

31. Source: Search Engine Watch report
August 2012
Note the descriptions of both
the paid ads and the organic
results.

32. Paid Search:
6% of the clicks

33. Organic
Search:94% of all
clicks
% of Clicks by
Position for
Insurance
Industry:
#1 = 64%
#2 = 12%
#3 = 5%
# 4+ = 19%
Source: Search Engine Watch report
August 2012

35. Your online competitors could be
dramatically different

36. Who Currently Visits Your Site?
Source: Quantcast, February 2013

37. What Brought Them There?

38. What Actions Do They Take?
Oct 1, 2012 – Oct 31, 2012
Register for a Seminar (Goal 17 Completions): 25
Call Me | Form Submission (Goal 18 Completions): 3
Contact Us | Non-Member (Goal 12 Completions): 19
Form Completion | PDF Download (Goal 5 Completions):56

39. What Do They Do When There?

40. Evaluate Usability Challenges

41. Selective Attention Experiment
Watch This Video

42. Usability Best Practices
 Consistent Interaction Features
 Scanability and Readability
 Persuasive Design
 Simple Navigation/Structure

43. Consistent Interactions

44. Consistent Interactions

45. Scanability and Readability

46. Scanability and Readability
Users scan in an
F pattern and do
this in under 5
seconds.
Think “billboard”
instead of
“brochure”.
Study’s show we
read only 28% of
a web page

47. Scanability and Readability
Clear visual
and
messaging
hierarchy

48. Improve Scanability and Readability
 Keep content concise (use
this readability test tool to
see how you’re doing)
 Use headings to break up
long articles
 Help readers scan quickly
(inverted pyramid writing
style)
 Use bulleted lists and text
formatting (bold, italics)
 Use easy-to-read fonts
 Give text blocks sufficient
spacing and white space
 Use strategic visuals to
guide your readers

49. Persuasive Design

50. Persuasive Design

51. Simple Navigation and Structure

52. 9 Most Common Usability Mistakes
 Not clear where to
click/what’s clickable
 Content difficult to scan
 No visual cues to
information hierarchy
 Not following
usability/accessibility
guidelines
 Visual noise
 Opening extra
windows/PDFs
 Users get lost
 Poor navigation/link
titles
 Registration required to
view content with no
warning

53. Key Take Aways:
- How many site visitors turn into leads?
- How many leads convert to an
enrollment?

54. Tools

55. Research Your Online Competitors

58. How Do They Measure Up?

59. Key Take Aways:
- What are the gaps in what we’re doing
vs. competitors?
- What is the low-hanging fruit?

60. Develop Your Plan

61. Consider the Entire Digital
Marketing Ecosystem

62. Today
Current relevant internet trends
Process for Improvement & Best Practices
Practical things you can do right now

63. Five Ideas
for Immediate Enrollment Results

64. MIDDLE
Contact
Me
Seminars
Live Chat
Contact
Sales
ENROLL
Create Content and Offers
for Buying Stages
1
On Demand
Videos
EARLY
White
Papers
Testimonials
Blog
Seminars eBook/
Guides
FAQs
Kits

65. Testimonials and Rich Content1

66. Add Landing Pages on your Website2
eBooks FAQs
Testimonials
Seminar
Enrollments

67. Create Amazing Content Titles3
Conversion First Time
Name Views Rate Submissions
The Productivity Handbook for Busy Marketers 7,233 32.3% 310
7 Apps That Will Change the Way You Do Marketing 37,636 51.7% 2,716
White Paper Test Results
776%Increased Submissions by

68. Use Thank You Pages for
Additional Calls to Action
4
HOME SOLUTION DEMO CONTACT

69. Match the Landing Page Headline
to the Corresponding CTA
5
Attend a local FREE
Medicare Advantage
seminar.
XYZ Company
Facebook Ad
Landing Page

71. Where Do We Go From Here

72. Contact Information:
Pam Lockard
1-800-625-8320,
Ext. 200
Scott Cone
1-800-625-8320,
Ext. 241
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