Eric Berkman, Director of Digital Marketing, U.S. Life Division Genworth Financial presents a live case study on post-click marketing for high-performance lead acquisition. Learn how Genworth Financial's U.S. Life Division increased digitally-driven revenue over 350% and lead volume over 3,000%. Plus, he covers five strategies for high performance lead acquisition.

1. Case Study
How 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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2030
1 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
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

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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

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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 y
F r o n t i e r S t r a t e g y
We 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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We 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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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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We help brands turn campaign click throughs
into business breakthroughs.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

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