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Session Title
MIKE LOVERIDGE
Head of Digital Test and Learn Humana, Inc.
Mike Loveridge
Head of Digital Test and Learn Humana, Inc.
60% Increase in Customer Engagement Session Title MIKE LOVERIDGE - - PowerPoint PPT Presentation
60% Increase in Customer Engagement Session Title MIKE LOVERIDGE - - PowerPoint PPT Presentation
How Humana's Strategic Testing Drove a 60% Increase in Customer Engagement Session Title MIKE LOVERIDGE Head of Digital Test and Learn Humana, Inc. Mike Loveridge Head of Digital Test and Learn Humana, Inc. Humana is The Super
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Humana is …
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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
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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%
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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
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7
Test #1: Radical redesign
433% In Increase in in Med edic icare Traffic
More clicks into the Medicare marketing funnel
Control Treatment
May
22
Simplify
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8
Test #7: GEO personalization
31% In Increase in in Med edic icare Traffic
More clicks into the Medicare marketing funnel
Control Treatment
Dec
1
Personalization/ GEO
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9
Test #10: Banner navigation
192% Increase in in Med edic icare Traffic
More clicks into the Medicare marketing funnel
Control Treatment
April
13
Banner Navigation
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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
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11
Control
Enrollment Test – View all plans
Treatment
11.1 .1% In Increa ease in in Co Comple leted Applic lications
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12
Control Treatment
Enrollment Test – Getting started
5.9 .9% In Increase in in Co Comple leted Appli lications
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13
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14
Leadership Department Head Analyst Analyst Department Head Analyst
Communicate “top down” and “bottom up”
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Top takeaway
Iterative testing has tremendous power to strengthen our customer theory and provide the data necessary to break down internal resistance.
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Thank You
Mike Loveridge