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 Test” Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Low Funnel Optimize/Convert View All Design #1 Design #2 Plans Usability Usability Super Integrate Optimize (1 test/week) #1 #2 Test Winners Enrollment All funnel steps (1 step/test per week) Funnel 4

Upper-funnel testing timeline Dec 7 Dec Apr Sep Sam II 1 13 3% 3 Personalization May Nav color Oct Value prop GEO Oct 192% 22 16 4 % 31% Mar 28 17 Simplify Agency banner II MVT 433% 162% large button, font Specific CTA Images 7% 22% 2014 2015 Oct Sep 6 Apr 30 Nov 2 July MVT 12 Agency banner Title, copy, button 10 Rotation speed 33% 71% 20% Sam Nov Banner navigation 0 % 13% 25 Login expander 5 12%

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 6

Test #1: Radical redesign May 22 Simplify Control 433% In Increase in in Med edic icare Traffic More clicks into the Medicare marketing funnel Treatment 7

Test #7: GEO personalization Dec 1 Personalization/ GEO Control 31% In Increase in in Med edic icare Traffic More clicks into the Medicare marketing funnel Treatment 8

Test #10: Banner navigation April 13 Banner Navigation Control 192% Increase in in Med edic icare Traffic More clicks into the Medicare marketing funnel Treatment 9

Deeper-funnel testing Fallout % 1. Quoting | View-all-plans 91% 2. Enrollment | Getting-started 34% 3. Enrollment | Your Information 38% 24% 4. Enrollment | Cur – Prior – Cov 3% 5. Quoting | Payment Details 6. Enrollment | Enrollment Review 3% 7. Enrollment | Sign and Submit 9% 8. Enrollment | Confirmation 2.48% Conversion Rate 10

Enrollment Test – View all plans Control Treatment 11.1 .1% In Increa ease in in Co Comple leted Applic lications 11

Enrollment Test – Getting started Control Treatment 5.9 .9% In Increase in in Co Comple leted Appli lications 12

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Communicate “top down” and “bottom up” Leadership Department Department Head Head Analyst Analyst Analyst 14

Top takeaway Iterative testing has tremendous power to strengthen our customer theory and provide the data necessary to break down internal resistance.

Thank You Mike Loveridge