Landing Page Optimization: Interview with CRC Health on how it transformed decision-making across 140 sites

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Information about Landing Page Optimization: Interview with CRC Health on how it...
Business & Mgmt

Published on July 9, 2013

Author: marketingsherpa

Source: slideshare.net

Description

See the video replay here: http://www.marketingsherpa.com/video/webinar/crc-health-landing-page-optimization


In this MarketingSherpa (http://www.marketingsherpa.com) webinar you’ll hear from Jon Ciampi, Vice President, Marketing, Business Development & Corporate Development, CRC Health Group. Ciampi chose to engage in optimization and A/B testing and saw results including a $500,000 profit increase in the first five months.
Take an inside look at how his group was able to make better decisions based on customer behavior.
In this session, you'll learn:
1. How testing served as a transformational change agent for his organization, and helped drive an organic revenue increase of 14%
2. About some of his group’s tests, such as a landing page conversion lift of 220%
3. Advice for marketers to secure budget approval and buy-in from business leaders for A/B testing and optimization

Watch Daniel Burstein interview Jon Ciampi, VP, Marketing, Business Development, and Corporate Development, CRC Health, as they discuss how his healthcare company transformed decision-making across 140 sites and answer questions from the audience. Access our other webinars Watch the live recording!

SPONSOR LOGO Join the conversation #SherpaWebinar

Interview with CRC Health on how it transformed decision-making across 140 sites Landing Page Optimization:

SPONSOR LOGO Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Presenters Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health

SPONSOR LOGO Join the conversation #SherpaWebinar

SPONSOR LOGO Optimization Summit 2013 Wrap-up: Top 5 takeaways for testing websites, pay-per- click ads and email– http://www.marketingsherpa.com/article/wrap-up/top-5- takeaways-op-summit-2013 Landing Page Optimization: Simple, value-infused page increases leads 8% in 24-hour test -- http://www.marketingsherpa.com/article/case-study/simple-value-infused- page-increases-leads Marketing Research Chart: Optimize landing pages for lead quality -- http://www.marketingsherpa.com/article/chart/optimize-landing-pages-lead- quality Resources Further Resources

SPONSOR LOGO Session speaker Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health Jon oversees all marketing and business development efforts for CRC Health, a $450 million revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200 million of CRC’s revenue, including large accounts like Aetna, Cigna and Magellan. He also oversees all growth initiatives from cradle to grave, including two acquisitions. Jon started his career at Wells Fargo and Oracle, and he holds two patents in analyzing and rating electronic documents.

SPONSOR LOGO About CRC Health A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation.

If we spend more money, will we get more revenue? The Challenge

SPONSOR LOGO Results Transforming the marketing message by using 3 phases of value proposition testing An aha moment from testing Transforming the marketing department’s culture Transforming the entire business

SPONSOR LOGO Experiment ID: Sierra Tucson Testing Phase: Value Category Background: An addiction and mental health rehabilitation facility. Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multi-factor split test Research Notes: Experiment: Sierra Tucson (value category)

SPONSOR LOGO Control Average short- form page template with a rotating banner. Call-to-action is on the right- hand side and above the fold.

SPONSOR LOGO Experiment: Treatment, top of page

SPONSOR LOGO Experiment: Treatment, middle of page

SPONSOR LOGO Experiment: Treatment, bottom of page

SPONSOR LOGO Experiment: Control and treatment, compared The treatment is nearly 2x the length of the control Call-to-action is at the bottom of the page Treatment Control

Joe Pulizzi Founder Content Marketing Institute Just Announced: KEYNOTE SPEAKERS Flint McGlaughlin Managing Director and CEO MECLABS Visit MECLABS.com/SanFran Ninan Chacko CEO PR Newswire

SPONSOR LOGO Experiment: Results Design Conversion Rate Control 0.78% Treatment 2.48% Relative Difference 220% 220% Increase in Total Conversion The treatment page increased the rate of conversion by 220% By utilizing a single-column, long-copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online.

SPONSOR LOGO 220% Increase in Total Conversion The treatment page increased the rate of conversion by 220% Experiment: Results Design Conversion Rate Control 0.78% Treatment 2.48% Relative Difference 220%  What you need to understand: By utilizing a single-column, long- copy approach, the treatment better guides the prospect’s thought process and generates 220% more leads online. Aha Moment: Trust was more important to customers than luxury

SPONSOR LOGO Experiment ID: Turn-About Ranch Testing Phage: Value Category Background: Working cattle ranch for troubled teens Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multi-factor split test Research Notes: Experiment: Turn-About Ranch

SPONSOR LOGO Experiment: Control Leading with “Unique Setting” Glamorized imagery of “Dr. Phil Show” episode Rotating banner with hero shots

SPONSOR LOGO Experiment: Treatment Third-party credibility indicators Real people: “A Message from our Director” “Testimonial” Leads with trust- based messaging: “Recommended by doctors and therapists” “24 years in business”

SPONSOR LOGO Experiment: Results Design Conversion Rate Control 6.92% Treatment 8.98% Relative Difference 29.8% 29.8% Increase in Total Conversion The treatment page increased the rate of conversion by 29.8% By utilizing trust-based messaging, the treatment ties better into the prospect’s thought process and generates 29.8% more leads online.

SPONSOR LOGO Experiment ID: Sierra Tucson Testing Phase: Value Proposition Background: An addiction and mental health rehabilitation facility. Objective: Increase the clickthrough rate. Primary Research Question: Which PPC ad will obtain the most clickthroughs? Test Design: A/B split test Research Notes: Experiment: Sierra Tucson (value proposition)

SPONSOR LOGO Experiment: Controls Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now! AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients. Branded Non-branded Company Logic We have the most doctors, therefore we have the best care.

SPONSOR LOGO Experiment: Treatments Customer Logic I am afraid to send my husband away to someone who will not care for him like I will. Sierra Tucson Care Center Considered a Top Depression Clinic. Traditional & Alternative Therapies Branded AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies Non-branded

SPONSOR LOGO Experiment: Results Branded PPC Ads Conversion Rate Non-Branded PPC Ads Conversion Rate Control 0.31% 0.13% Treatment 44.2% 4.41% Relative Difference 14,000% 3,300% • 14,000 % Increase in CTR for Branded Ads • 3,300 % Increase in CTR for Non-branded Ads By focusing on value proposition, the test achieved a 14,000% increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.

SPONSOR LOGO Testing Phase: Behavioral Psychology Highest Performing Branded Ads (>1000 Impressions Lowest Performing Branded Ads (>1000 Impressions Ad CTR Ad CTR Bayside Marin - Recovery 21.84% Bayside Marin Clinic 0.97% Not Your Ordinary Health Program. Rehab Shouldn't Stop Your Career. Health Recovery Center. Call Now. For Top Executives Seeking Comfort. Bayside Marin Center 6.98% Bayside Marin Clinic 1.09% We Provide Private, VIP Recovery. Rehab Shouldn't Stop Your Career. Your Own Room, Beautiful Facility. Your Own Room, Beautiful Facility. Bayside Marin Center 6.18% Bayside Marin Clinic 1.11% Rehab Shouldn't Stop Your Career. Alternative Health Recovery Center. For Top Executives Seeking Comfort. Very Private & Exclusive. Call Now. Bayside Marin Center 4.97% Bayside Marin - Official 1.14% Everything You Need to Recover. Exclusive Treatment Recovery Center Private Room, Chef, Healthy Living. Private Chef, Pool, Gym Call Now. Bayside Marin Center 4.32% Bayside Marin Treatment 1.23% Alternative Health Recovery Center. Everything You Need to Recover. Very Private & Exclusive. Call Now. Private Room, Chef, Healthy Living.

SPONSOR LOGO Effects of psychological mapping on paid advertising …highly empathetic, social, caring, worried. Thus wanting a more formal, highly educated service with high interaction.

SPONSOR LOGO “Clinic” quick Cheap informal Less educated personnel “Center” Expertise formal Educated personnel research Effects of psychological mapping on paid advertising Connotation creates a 3X difference in CTR. The difference is understanding the psychology of the words.

SPONSOR LOGO Effects of behavioral psychology on value prop Azure Acres is the most affordable and nurturing treatment center in Northern California. Our knowledgeable and understanding staff members – 98% of whom are in recovery themselves – provide an unparalleled level of support to you in recovery. The expertise we have gained over 50 years serving individuals in need, allows us to provide highly effective drug and alcohol treatment services. Our intimate setting in the Sonoma hills provides a warm and welcoming atmosphere, where staff and alumni come together to guide you through every step of your recovery.

SPONSOR LOGO Effects of behavioral psychology on value prop Communication Style • Mirror • Accepting • Fairness • Same compassion • Be gentle • Tell stories • Team up with them Personality • Selflessness • Investing in others • Loves fairness • Hates criticism • Agreeable • Needs lots of lead up to change Words to Use: •We, Us •You are doing the right thing •They are going to be so much better •We are going to help this person together Customer Loved-One Profile

SPONSOR LOGO Successes placed pressure on other areas of the funnel Poor reviews on social sites were undermining value proposition.

SPONSOR LOGO Proactive Updates Suppression Management Social media had a big impact We were forced to double our reputation management team and resources to implement effective campaigns. Rating Monitoring

SPONSOR LOGO Social media had a big impact

SPONSOR LOGO Marketing optimization causing funnel issues for phone system and admissions Admits only related to inquiries created during time period CTC PPC Results 6/17 - 6/23 6/24 - 6/30 7/1 - 7/7 Answered Calls 371 318 239 Abandoned in Queue 81 19 9 Auto-transfer 0 48 75 Total Calls 452 385 323 Inquiries 149 146 99 Admits 25 26 13 % Abandoned 17.9% 5.6% 3.6% Adm/Inq 16.8% 17.8% 13.1% Calls per Inq. 2.49 2.18 2.41 PPC Spend 14,994 16,387 16,481 Cost per Admit 600 630 1,268 Calls abandoned in queue dramatically lower Auto attendant shunts transfer volume away from service advisors Too early to tell as additional time needed for patients to matriculate

SPONSOR LOGO If client was referred, trust is more likely than if they found us online. Examples from call script Many callers are already sold on the program, in which case moving them to the next stage of the funnel quickly may be appropriate, or reflecting back on their concerns and allowing them to state why they chose to contact Sierra. Transforming the way the phone is answered TRUST is biggest issue at this stage. Will treatment be effective? Letting people know that we are here and care regardless if they are ready or not. It is what sets CRC apart from other programs and organizations Use value prop here: we have been in business over 30 years

SPONSOR LOGO Foundation training was required to educate and enhance employee skills & performance Foundation Training Decision Making Quantitative Methods TQM Presentation & Communication Marketing Methodologies Minto Munger Problem Definition Tufte Fallacies of Argument Crisis Communication T-test & R2 Testing Models Economics (IRR & NPV) Chart Choice KJ method Ishikawa/7-Step Language of Reporting MITs Value Prop Definition Motivation Demand Modeling Behavior Psychology

SPONSOR LOGO Results: Value proposition optimization Value Proposition Testing Begins Value proposition testing results show 3x to 4x increase in demand for services. Inquiries Admissions

SPONSOR LOGO You can use testing to reliably base your decisions on evidence in the marketplace Don’t stop at the basic learning of a test, look deeper into what it is really telling you about customers Don’t focus on technology, focus on the customer What you can learn from this transformational story

Joe Pulizzi Founder Content Marketing Institute Just Announced: KEYNOTE SPEAKERS Flint McGlaughlin Managing Director and CEO MECLABS Visit MECLABS.com/SanFran Ninan Chacko CEO PR Newswire

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