Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial
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Transcript of Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial
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Case StudyHow Genworth Financial’s U.S. Life Division Increased Digitally-Driven Revenue Over 350%
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Background
Challenge
Solution
Takeaway: 5 Strategies
What’s Inside...
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Create a lead acquisition strategy to drive as many qualified leads as possible, ultimately leading to increased sales of long term care policies.
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20301 in 5
U.S residents 65+
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The Challenge• Poor pay-per-click performance
• No A/B testing
• No A/B testing platform
• Lack of agility & speed
• Lack of conversion rate optimization expertise
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CRO Expertise
+
Testing Platform
+
Dedicated Team
The Solution
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A high-touch, fully managed program providing the customer with a comprehensive approach to the design, execution and testing of landing experiences using an ongoing four-phase approach.
“Qualitative excellence driving quantitative results”
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• Discover: Conduct research & information exchange
• Plan: Develop program plan & test strategy
• Execute: Design & launch conversion-focused experiences
• Analyze: Perform analysis & create program reports
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Experiment boldly
Test big ideas
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R.E.A.D.Y. for Conversion Optimization
Relevant
Engaging
Authoritative
Directional
Yield optimal
Targeted& Specific
FufillsPromises
DesignMatch
VisuallyAppealing
TrustAssurances
Credible Contextof Use
SocialProof
BrandConsistent
Clear Call toAction
FrictionlessChoices
MinimalDistractions
Motivation &Incentives
ProgressiveConversion
Post-Conversion
Strategy
ClearHypothesis
A/B orMultivariate
Test
TestingRequirements
ActionableNextSteps
CompellingValue
Proposition
Speaks theAudience’sLanguage
Real &TangibleBenefits
EmotionalAppeal
PersuasiveContent
IntuitiveDesign
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Form Usability Test Plan
Who? Individuals in the age range of 40-80 years old (roughly) seeking immediate or future long term care for themselves or for a loved one.
What? Wave 5 A/B Test — Hybrid Offer Focused Experience (Control) vs. Hybrid Offer Enhanced Form Experience (Challenger). The Challenger utilizes a user friendly form with field titles within the fields, a drop down for birthdate, and larger fields and font size.
Where? Pay-per-click advertising on Google and MSN for all states except California.(http://longtermcare.genworth.com/google/ppc/nonfiling)(http://longtermcare.genworth.com/msn/ppc/nonfiling)
When? Ran 1/22/13 - 2/4/13
Why? The hypothesis of this A/B test is that an experience with a user friendly form will convert higher than the Control. This test seeks to determine if a more intuitive form will improve ease of use, especially given the target audience.
What happened? The test was manually concluded at 80% statistical significance based on the Google results. The Challenger was declared a winner with a 15% lift as visitors found the user friendly form easier and more intuitive to fill out. 100% of the traffic is being sent to the Challenger within both Google and Bing traffic.
vs
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CRO Expertise
+
Testing Platform
+
Dedicated Team
The Solution
![Page 16: Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial](https://reader033.fdocuments.in/reader033/viewer/2022051608/5440f1cbafaf9f56208b45b0/html5/thumbnails/16.jpg)
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And the results?
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3000% increase in lead volume
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July 2011 Dec 2012
350% increase in digitally-driven revenue
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Strategies for High Performance
Lead Acquisition Post-Click Marketing5
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1. Start With Great Content
2. Design A Post-click Roadmap
3. Be Bold And Play It Safe
4. ...and/or Test Big For Big Results
5. Test, Learn & Repeat!
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• Relevant
• Engaging
• Useful
• Human
• Valuable
• Timely
• Different
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Win in the race towards turning click-throughs to breakthroughs.
Design A Post-click Roadmap
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20%of companies say they don't have a landing page testing
strategy.
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Q1 Q2 Q3 Q4
PPC Campaign
Mobile PPC Campaign
SEO
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You can embrace meaningful testing and do so safely.
Be Bold & "Play It Safe"
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L o n g t a i l S t r a t e g yF r o n t i e r S t r a t e g y
W e i g h t e d A / B Te s t i n g
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L o n g t a i l S t r a t e g y
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F r o n t i e r S t r a t e g y
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W e i g h t e d A / B Te s t i n g
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Who's afraid of the big, bold test? Not I!
Test Big For Big Results
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Multi-step experiences
Geo-targeted experiences
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700% lift over benchmark
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34% lift over Control
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Effective test-and-learn capability is a competitive advantage.
Test, Learn & Repeat
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![Page 40: Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial](https://reader033.fdocuments.in/reader033/viewer/2022051608/5440f1cbafaf9f56208b45b0/html5/thumbnails/40.jpg)
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1. Start With Great Content
2. Design A Post-click Roadmap
3. Be Bold And Play It Safe
4. ...and/or Test Big For Big Results
5. Test, Learn & Repeat!
![Page 41: Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial](https://reader033.fdocuments.in/reader033/viewer/2022051608/5440f1cbafaf9f56208b45b0/html5/thumbnails/41.jpg)
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