Sermo Article Email Case Study

Sermo Barrier Page TestTP1483

Background: The only physician’s-only social network, Sermo.

Goal: To increase lead rate.

Primary research question: Which barrier page will result in a higher lead rate for returning visitors?

Approach: A/B variable cluster split test

Experiment ID: Sermo Barrier Page TestLocation: MECLABS Research LibraryTest Protocol Number: TP1483

Research Notes:

�Experiment: Background

• Each article page focused on one specific piece of research performed with Sermo’s platform.

• To see the details of the research, prospects would enter their information into a modal box lead form.

Article Page

Experiment: Background

Study Summary (email)

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Conversion Rate There is approximately a 30% variation in conversion rate from the highest to lowest performing articles.

Article #1 Article #2 Article #3 Article #4 Article #5

Experiment: Background

From Observation to Hypothesis:

• The wide variance in conversion rates indicated that some articles were far more relevant than others.

• Thus, the team hypothesized that the customer needs to be presented more opportunities to discover relevance.

Original Page

Experiment: Control

Treatment • The team reduced the amount of real-estate dedicated to the current article.

• Eliminated post statistics while still keeping the primary content.

• And then listed newsworthy headlines and publish dates of the most recent Sermo surveys in the primary column.

Experiment: Treatment

Original Page Treatment

One specific article

Multiple articles

Experiment: Side-by-side

Experiment: Results

Design Lead Gen Rate % Rel. Change

Single Article 18.2% -Multi-Article 54.1% 197.3%

197%The treatment template increased 2nd visit lead capture by 197.3%

!What You Need to Understand: By giving the rented list more content options, Sermo was able to increase second visit email captures by 197%.

Relative Increase in 2nd Visit Email Captures

Sermo Barrier Page TestTP1483