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Uploaded byMarketingExperiments
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough for Humana
The document discusses improvements made to site banners for Humana, resulting in a 433% increase in clickthrough rates through A/B testing. Key principles include creating dedicated, aligned, and interactive banners that focus on customer motivations rather than an abundance of options. Iterative testing and adjustments led to more effective communication and engagement with potential leads.
