This document analyzes website visitor data to segment visitors and identify opportunities to optimize the user experience. It finds that 59% of enrollees complete enrollment in one visit, while abandoners most often drop off between enrollment steps 3 and 4. Shoppers make an average of 5 visits focused on costs and coverage. Browsers need more exposure to the brand value proposition to engage further. Most peekers enter through paid search and have high bounce rates. Recommendations include understanding abandoners' drop-off points, reducing shoppers' return visits, tailored experience paths, and optimizing search engine marketing.

1. Connecting experiences & outcomes to
drive optimization
By Lance Wills

2. •
•
•
•
2

3. 3

4. Enroll  Enrolls
Consider  Abandons Enrollment
 Downloads PDF beyond step 3
 Views Plans/Rates Shop
 Submits Lead Form
 Multiple Visits
Browse  Multiple Page
 High Bounce Rate Views
 Low Quality
Peek
 Single Visit
 Single Page View
4

5. 5

6. 1. Recognize the experiences of visitors
2. Connect experiences with outcomes
3. Connect non-converters with those experiences
4. Increase the chances that, they too, will convert or
advance to the next visitor type
A X
B Y
C Z
Content Content
7 1 7 1
Visits PDF D/L Visits PDF D/L
Enrollee Non-Enrollee
6

7. 7

8. # Segment Size Criteria Attributes
1 Enrollees 5,200 Submitted online app. form Brand commited, strong intent, member
2 Abandoners 1,600 Abandoned application form Brand positive, nearly decided, impediment
(step 3 or beyond)
3 Shoppers 3,000 Submitted lead form, d/l PDF Considering brand, info hungry, strong intent
4 Browsers 87,000 Page views =>5 Comparing brands, low intent, no engagement
5 Peekers 608,000 Remaining population Wrong audience, no intent
* Framework Matrix
* Dimensions
* Acquisition – Traffic Source Channel (Paid, Organic, Referrer/Direct)
* Content Section – Cost & Coverage, Seminar, Stars, Age-in
* Engagement – App. PDF d/l, Seminar PDF d/l, Lead Form, Enrollment
* Measures
* visitors, visits, time spent, # of events, days till event, etc
* Date Range – Sept. -Dec., 2011. Includes pre-AEP marketing run-up and AEP (Oct. 15-Dec. 7)
8

9. * Segmentation criteria based on visitors that enrolled online
* We want to understand
* Acquisition channel of preference
* Section of the website they considered important
* Online actions performed
* Objective: Learn what worked and how to make it better
* Visitor population: 5,200
9

10. 59%
Of enrolled
visitors complete
1
enrollment in 1st visit ENROLLEES
• 83% of Enrollees used a non-paid search
Visits to Enrollment channel as their initial channel
3,112
• 50% of the Enrollees visited the Cost &
Coverage section of the site; 20% visited
the age-in section
1,082 • Less than 2% of the Enrollees did any
528
action on the site (downloads or submit an
265
113
online lead)
72
1 2 3 4 5 6 • This group also spent the most amount of
time on-site; enrollment is lengthy process
Recommendation:
• Develop special path for this segment that respects their familiarity with field,
provides only new/updated info and delivers the shortest path to enrollment
• Investigate visitors with 2 or more visits to enrollment and determine the catalyst
10

11. * Segmentation criteria based on visitors that
* Did not enroll online, but reached enrollment form step >=3
* We want to understand
* Why they abandoned enrollment form
* Section of the website they considered important
* Online actions performed
* Objective: Optimize enrollment process user experience
* Visitor population: 1,600
11

12. 1,660
Visitors almost
completed an 2
online enrollment ABANDONERS
Enrollment Form • Less than 2% of the Abandoners did any
action on the site (downloads or submit an
Visits
Scenario
Conversion
Step Conversion online lead); also took more visits to do any
Step 3 of 6
1,660 - - engagement
Tell Us More
Step 4 of 6
Your Consensus
424 26% 26% • 50% of the Abandoners visited the Cost &
Coverage section of the site; 20% visited
Step 5 of 6
Our Terms
202 12% 48% the age-in section
Step 6 of 6
Review and Submit
137 8% 68% • 74% drop-off from Step 3 to Step 4 on
enrollment form; This step asks for member
Confirmation
0 0% 0% number and could be confusing for non-
Thank You Page
members
Recommendation:
• Conduct deeper enrollment form field VST integration to determine drop-off point
• Integrate “Click to Chat” feature to catch near misses deep within enrollment form
• Save abandoned applications (not available) and send email reminders
12

13. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not go beyond step 2 of enrollment process
* Performed an online action (submit lead, download PDF)
* We want to understand
* Acquisition channel and visit frequency
* Section of the website they considered important
* Online action performance
* Objective: Learn what’s working & improve user experience
* Visitor population: 3,000
13

14. 1:5:2
On avg. 1 visitor
visits 5 times; 2 visits 3
to engage SHOPPERS
# Visitors To Content Areas • 3,000 Shoppers had 15,744 visits
• 26% of new visitors entered via the Paid
Search channel, while 20% entered through
661 Organic; 65% of all visits are from Direct &
Referred
587
2,299
• 92% of visits touched the Cost & Coverage
575 content area, and 20% of visitors submitted
lead forms
Cost & Coverage Seminar Star Age-In • This segment is the most active; ~70% of the
visitors did an online action by their second visit
Recommendation:
• Deliver different experience to Shoppers in response to multiple visits via portlet
• More investigation: (a) Visitors generating leads did they use telesales or fax to enroll
(b) Influence of other websites to drive actions
14

15. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not perform an online action (submit lead, download PDF)
* Page Views >= 5
* We want to understand
* Why they don’t engage?
* Objective: Get them interested in brand’s value proposition
* Visitor population: 87,000
15

16. 87K
Visitors not ready to
engage (yet), but want 4
to understand the brand BROWSERS
Acquisition • Browsers less concerned with Cost &
5 Coverage than Shoppers, as 48% visited
4 this section versus 78% for Shoppers
Visitors (10K)
3
• Organic, “Free”, doing well to attract and
2 be reused as a channel by Browsers
1
• Less than 10% of the Browsers visited
-
the Seminar page, but they also visited
Paid Organic Direct/
channel search Referrer most and spent most amount of time on
Total Visitors New Visitors site (Great opportunity!)
Recommendation:
• Browsers need more high-level awareness of brand’s value proposition to engage
• Develop a “brief” guided experience for those new to the brand; introduce brand (MHM
video), Seminars overview, end on Cost & Coverage with info request lead form option
16

17. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not perform an online action (generate lead, download, etc)
* Page Views < 5
* We want to understand
* What channel these visitors use
* Why they bounce
* What sections of the website they landed on
* Objective: Reduce the population size
* Visitor population: 608,000
17

18. 86%
Of overall visitors were
not looking for our site 5
PEEKERS
Acquisition
• 50% of Peekers viewing the Star site left
immediately (bounce)
Direct/
5%
Referrer • Only 1% clicked deeper by viewing the
Age-in and Seminar sections
Organic
7% • 4% viewed Cost & Coverage information
search
• Remaining came to the home page and left
Paid the site
channel 88%
Recommendation:
• Focus on improving paid channel strategy, messaging, ad placement, & landing page
• Investigate keywords, organic search, and update content
18

19. * Key insights
* 59% of Enrollees enroll on their first visit
* Abandoners drop off between step 3 and 4 of enrollment form
* Shoppers are not really researching as they seem to be pre-
committed to brand, yet make ~5 visits to Cost & Coverage
* Browsers don’t want cost info, they need exposure to brand value
* 88% of Peekers enter through Paid Channel
* Organic search is performing well – leveraged as the initial channel
& re-used to come back to the site
19

20. * Recommendations
* Focus on understanding Abandoners’ drop-off between step 3 and 4 on
enrollment form via enhanced form field VST reporting, on-page chat
functionality, or on-site survey
* Reduce return visits required by Shoppers (to enroll) by broadening
messaging to address their Cost & Coverage questions; allow
saving/emailing/sharing of Cost & Coverage info
* Develop special user experience paths for visitor types:
* e.g. Browsers – Create curated path that introduces visitors to brand value
proposition, seminar offerings, online member tools, and other benefits
* Review branded generic PPC keyword strategy due to high bounce rate
from members
* Scale back Paid Search spend on branded keywords as SEO is performing
well
* Optimize SEO keyword analysis by focusing on Peekers and Browsers 20

21. 21