Paid_Search_Case_Study_BeyonTheClick

© i-on interactive, inc. All rights reserved. www.ioninteractive.com
How U.S. Life Division Genworth Financial
Increased Digitally-Driven Revenue over 350%
High Performance Post-click
Marketing for Lead Acquisition

Director of Digital Marketing
U.S. Life Division
Genworth Financial
Meet
Eric

Director of Account Services
ion interactive
Meet
Mary

Background
Challenge
Solution
Takeaway: 5 Strategies

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

2030
1 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

R.E.A.D.Y. for Conversion Optimization
Relevant
Engaging
Authoritative
Directional
Yield optimal
Targeted
& Specific
Fufills
Promises
Design
Match
Visually
Appealing
Trust
Assurances
Credible Context
of Use
Social
Proof
Brand
Consistent
Clear Call to
Action
Frictionless
Choices
Minimal
Distractions
Motivation &
Incentives
Progressive
Conversion
Post-
Conversion
Strategy
Clear
Hypothesis
A/B or
Multivariate
Test
Testing
Requirements
Actionable
Next
Steps
Compelling
Value
Proposition
Speaks the
Audience’s
Language
Real &
Tangible
Benefits
Emotional
Appeal
Persuasive
Content
Intuitive
Design

Form Usability Test Plan
vs
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://aarplongtermcare.genworth.com/google/ppc/nonfiling)
(http://aarplongtermcare.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.

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? A/B Test — Hybrid Offer-Focused Experience (Control) vs. Tabbed
Content Experience (Challenger)
Where? Pay-per-click advertising on Google and MSN for Non-Filing
states
(http://aarplongtermcare.genworth.com/google/ppc/nonfiling)
(http://aarplongtermcare.genworth.com/MSN/ppc/nonfiling)
When? Test launched 9/28/12, and is expected to run until it reaches
95% statistical confidence.
Why? The hypothesis of this A/B test is that providing more detailed
information via tabbed interface will increase interaction with content,
providing them with the knowledge they need to move through the lead
form.
What happened? This test has not yet reached 95% statistical
significance. The two experiences are reporting similar results. The
Tabbed Content is trending slightly ahead in MSN, while the Hybrid Offer-
Focused experience is trending slightly ahead in Google.
Tabbed Content
vs

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!

What makes content great?
Start With Great Content

✓R e l e v a n t
✓E n g a g i n g
✓U s e f u l
✓H u m a n
✓V a l u a b l e
✓T i m e l y
✓D i f f e r e n t

Follow the yellow brick road to high-velocity testing.
Design A Post-Click Roadmap
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
SEO

You can embrace meaningful testing and do so safely.
Be Bold And "Play It Safe"
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 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 T e 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 T e s t i n g

Who's afraid of the big, bold test? Not I!
Test Big For Big Results
Who's afraid of the big, bold test? Not I!
Test Big For Big Results

Multi-step experiences
Geo-targeted experiences
Microsites

700% lift over benchmark

34% lift over Control

Eﬀective Test-And-Learn Capability is a Competitive Advantage.
Test & Learn
Effective test-and-learn capability is a competitive advantage.
Test, Learn & Repeat

34% lift
no lift
no lift11% lift
Control
15% lift

Q & A

Thank you!

Paid_Search_Case_Study_BeyonTheClick

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