The document presents a webinar agenda focused on website optimization through multivariate testing, featuring speakers from Loma Linda University Medical Center and Earthbound Media Group. It outlines the challenges healthcare marketers face, advocates for testing to enhance online conversions, and discusses the fundamentals and latest trends in conversion optimization. Additionally, it shares case studies illustrating the positive impact of testing strategies on conversion rates and patient engagement.

1. WEBSITE OPTIMIZATION WITHOUT A COMMITTEE Using Testing to Make DecisionsMonday, September 1311:15 a.m. - 12:30 p.m.

2. SPEAKERSTammy VeachExecutive Director, Marketing & Public RelationsLoma Linda University Medical CenterBlaine BehringerCo-founder / Managing PartnerEarthbound Media Group

3. AGENDACommon website enhancement challengesLatest trends for online conversion optimizationFundamentals of multivariate testingImpact of testing at Loma Linda University Medical CenterMultivariate testing and youQ + A

4. LEARNING OBJECTIVESUnderstand the fundamentals of multivariate testingIncrease online conversions through informed website enhancementsEmpower your marketing team to test new offers and content ideas

5. Challenges Facing healthcare marketers for website enhancement

6. CHALLENGES FACING HEALTHCARE MARKETERSDecision By Committee or Opinion

7. CHALLENGES FACING HEALTHCARE MARKETERSDecision By Committee or OpinionMultiple Web “Owners” = FrustrationDelays to update due to approvals and opinions

8. CHALLENGES FACING HEALTHCARE MARKETERSDecision By Committee or OpinionThe Homepage DilemmaBuilt according to :Organizational structurePoliticsEgo

9. CHALLENGES FACING HEALTHCARE MARKETERSDecision By Committee or OpinionCompetition Online – Rising CostsCost increases and conversion decreases!

10. CHALLENGES FACING HEALTHCARE MARKETERSDecision By Committee or OpinionShifting AudiencesRising Gen Y audience (18-29) = highly internet savvy (19 hrs/wk)Gen X audience (30-43) = very closely behind (17 hrs/wk)Forrester - July 27, 2009 - Consumer Behavior Online: A 2009 Deep Dive - by Jacqueline Anderson

11. CHALLENGES FACING HEALTHCARE MARKETERSQuestion of the Day:How do I optimize my website for the USER to achieve my business goals?ALL USERS ARE DIFFERENT!!

12. CHALLENGES FACING HEALTHCARE MARKETERSAnswer:Test…test…test…test…test!!(and test again!)

13. CHALLENGES FACING HEALTHCARE MARKETERSDecision Using User Behavior (testing)NOT EASY!!

14. CHALLENGES FACING HEALTHCARE MARKETERSDecision Using User BehaviorDemonstrating ROIPrioritizing testing initiativesActing upon testing resultsModifying web pages for testingUnderstanding test resultsOwnership of testing – marketing or IT?

15. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION

16. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATIONWhy Do We Test?↑ Conversion↑ Customer satisfactionWhere Do We Test?High impact areasLead generation pagesHomepagesLanding pagesMUST have traffic to test!!When Do We Test?Often!! (6+ simple tests per month when possible)Who Tests?Greater testing returns if tests are managed by testing professionalsForrester - October 20, 2009: The Online Testing Vendor Landscape - A Mature Discipline Offers The Next Frontier In Site Optimization - by John Lovett

17. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATIONWhat Do We Test?

18. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATIONIn House or Agency?

19. LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATIONWhat Technology is Needed?Testing PlatformGoogle Website Optimizer FreeRequires implementationAutonomy OptimostAnnual FeeManaged implementationOthersOmniture Test and TargetAmadesaMaxymiser

20. Fundamentals of multivariate testing

21. FUNDAMENTALS OF MULTIVARIATE TESTINGA/B TestingFamous Chocolate Since 1892Famous Chocolate Since 1892Buy NowBuy Now

22. FUNDAMENTALS OF MULTIVARIATE TESTINGMultivariate Testing (MVT)ControlHypothesis: (256 permutations) Copy: test various (1) value propositions

23. Copy Placement: test placement (1) of value proposition above and below image

24. Button: test button message (1) and color (1)Goal: Determine winning ad

25. Determine audience preference for value proposition, copy placement, and button message and colorMetric Click through rate on buttonFamous Chocolate Since 1892Buy Now

26. FUNDAMENTALS OF MULTIVARIATE TESTINGMultivariate Testing (MVT)ControlFamous Chocolate Since 1892RICH & CREAMY ChocolateFrom Famous HersheyBuy NowBuy Now

27. FUNDAMENTALS OF MULTIVARIATE TESTINGMultivariate Testing (MVT)ControlFamous Chocolate Since 1892Famous Chocolate Since 1892Buy NowBuy Now

28. FUNDAMENTALS OF MULTIVARIATE TESTINGMultivariate Testing (MVT)ControlFamous Chocolate Since 1892Famous Chocolate Since 1892Buy NowBuy Now

29. FUNDAMENTALS OF MULTIVARIATE TESTINGMultivariate Testing (MVT)ControlFamous Chocolate Since 1892Famous Chocolate Since 1892Buy NowOrder Now!!

30. FUNDAMENTALS OF MULTIVARIATE TESTINGWhat is Required for Testing?Testing strategyHypothesisGoal of testSuccess metric  Calculate ROI!Tackle the basics before going algorithmicUse A/B first to understand before MVT (↑ complexity = ↑ traffic)Choose test areas WISELY!!Don’t rock the boat with homepage testing at firstTest dramatically for best resultsBig differences in test concepts reveal more about the consumerMake testing part of your cultureRequires humility and adhering to the results!

31. Impact of testingCase study

32. IMPACT OF TESTING – Case Study: WinnerControlA B

33. Calculating ROIWinner = 2.5% increase in conversion

34. If the site averages 500 leads per month this equates to 12.5 additional leads per month!!

35. If clinic makes $1M/YR from internet lead patients this equates to ~$167/lead

36. Therefore this test winner yields an additional about $24K/year in patient revenueIMPACT OF TESTING – Case Study: Control Conversion Rate – 2% Winner Conversion Rate – 4.5% A B

37. IMPACT OF TESTING – Case Study: ControlWinner

38. IMPACT OF TESTING – Case Study: WinnerMailing List Form TestGoal:Increase the conversion rate for the mailing list formVariables Tested:Subscriptions: Add “Free” header Personal Information: Add yellow background, first preselected, reword “personal info” to “contact Info”Submit Button: Try different call-to-action “Sign Me Up Now!” and “Join Mailing List”Remove Footer: Remove the footer from formWinning Creative:Lift: +21.14% Confidence: 98%

39. IMPACT OF TESTING – Case Study: Request Consultation TestOverview:Timeframe: 12/29/08-04/19/10Wave 4 – 811 visits / mo.Goal:Increase the conversion rate for the Request Consultation formVariables Tested:Including intro text “Get Your Free Information in 2 Minutes” (B1) continued to increase Consultation Confirmation performance (99% confidence)Using new button design showed an improvement in conversion rate (78% confidence)Winning Creative:Lift: +33.86% Confidence: 98%+756 Request Consultation conversions more / year Leader – Creative 415

40. IMPACT OF TESTING – Case Study: Physician Directory TestOverview:Timeframe: 05/01/09-01/05/10Winner Creative!Goal:Increase engagement with the Physician DirectoryVariables Tested:Increasing the size of the text (B1) had a positive impact on “Let us help..”Providing an orange background color to the main module also drove conversionsWinning Creative:Lift: +18.71% Confidence: 71%ControlWINNERWinner

41. IMPACT OF TESTING – Case Study: ControlLet Us Help You Find a Dr. TestOverview:Timeframe: 03/30/10-04/19/10Status: Wave 3 Goal:Increase Let Us Help You Find a Dr. conversions Variables Tested:Replacing the intro text with clearer directions (B1) improved conversionsAdding dropdowns for date of birth delivered 20% liftInsurance Type: Instead of check boxes, hide options under a click showed a 31.46% liftWinning Creative:Lift: +104.64% to date Confidence: not significantLeading Creative to date

42. IMPACT OF TESTING – Case Study: Applying the FindingsTesting refines and clarifies understanding of target audience psyche and online behaviors, informing your:Online marketing copy and design decisions and strategic plans (keyword lists, etc.)Website optimization tactics and design decisionsList purchases and publishing channel decisionsPublic relations and advancement outreach efforts

43. mVT & You!

44. MULTIVARIATE TESTING & YOU!How Do You Introduce It?As a piece of the online marketing optimization solution:Define testing goals and success metrics, toward developing and overall testing strategyEmploy stakeholder input and feedback throughout testing wavesBegin at the beginning with A / B testing before MVTSelect less visible areas of the site for testing first, ensuring they present a strong opportunity to impact your bottom lineSeek to uncover big preferences first rather than testing granular details

45. MULTIVARIATE TESTING & YOU!What Can You Expect?ChallengesStrain on your left brainPrioritizing test initiatives and taking action on resultsLack of clarity about departmental ownershipLack of clarity about accountability

46. MULTIVARIATE TESTING & YOU!What Can You Expect?

47. MULTIVARIATE TESTING & YOU!What Can You Expect?PayoffsMore Conversions & ROIIncreased Customer SatisfactionEnhanced Patient Experiences

48. MULTIVARIATE TESTING & YOU!