Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial

Case StudyHow Genworth Financial’s U.S. Life Division Increased Digitally-Driven Revenue Over 350%

Background

Challenge

Solution

Takeaway: 5 Strategies

What’s Inside...

Create a lead acquisition strategy to drive as many qualified leads as possible, ultimately leading to increased sales of long term care policies.

20301 in 5

U.S residents 65+

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

CRO Expertise

Testing Platform

Dedicated Team

The Solution

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”

• Discover: Conduct research & information exchange

• Plan: Develop program plan & test strategy

• Execute: Design & launch conversion-focused experiences

• Analyze: Perform analysis & create program reports

Experiment boldly

Test big ideas

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

TestingRequirements

ActionableNextSteps

CompellingValue

Proposition

Speaks theAudience’sLanguage

Real &TangibleBenefits

EmotionalAppeal

PersuasiveContent

IntuitiveDesign

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.

CRO Expertise

Testing Platform

Dedicated Team

The Solution

And the results?

3000% increase in lead volume

July 2011 Dec 2012

350% increase in digitally-driven revenue

Strategies for High Performance

Lead Acquisition Post-Click Marketing5

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!

• Relevant

• Engaging

• Useful

• Human

• Valuable

• Timely

• Different

Win in the race towards turning click-throughs to breakthroughs.

Design A Post-click Roadmap

20%of companies say they don't have a landing page testing

strategy.

Q1 Q2 Q3 Q4

PPC Campaign

Mobile PPC Campaign

You can embrace meaningful testing and do so safely.

Be Bold & "Play It Safe"

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

L o n g t a i l S t r a t e g y

F 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

Who's afraid of the big, bold test? Not I!

Test Big For Big Results

Multi-step experiences

Geo-targeted experiences

700% lift over benchmark

34% lift over Control

Effective test-and-learn capability is a competitive advantage.

Test, Learn & Repeat

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!

We help brands turn campaign click throughs into business breakthroughs.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com

Thank you!@ioninteractiveinfo@ioninteractive.com

Landing Page Case Study: 350% Lift in Digitally-Driven Revenue for Genworth Financial

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cro expertise

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click roadmap

driven revenue

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