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
Landing Page Optimization: Interview with CRC Health on how it transformed decision-making across 140 sites
1. 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!
3. Interview with CRC Health on how it
transformed decision-making across 140 sites
Landing Page Optimization:
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Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Presenters
Jon Ciampi
VP, Marketing, Business
Development & Corporate
Development
CRC Health
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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
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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.
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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.
9. If we spend more money, will we get
more revenue?
The Challenge
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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)
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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
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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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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.
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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
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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
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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.
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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)
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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.
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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
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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.
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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.
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Effects of psychological mapping on paid
advertising
…highly empathetic, social, caring, worried. Thus
wanting a more formal, highly educated service with
high interaction.
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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.
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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
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Successes placed pressure on other areas of the
funnel
Poor reviews on social sites were undermining value
proposition.
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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
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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
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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
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Results: Value proposition optimization
Value Proposition Testing Begins
Value proposition testing results show 3x to 4x increase in demand for services.
Inquiries Admissions
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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
41. 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
Notas del editor
I deal with the smallest medical device against pain. It is working against pain in the back and in the joins. Is it recommended to create sepataely squeeze pages for every organ? I wish to work mostly via email marketing. – Werner, general manager
How to fully market your company's potential. – John, sports marketingHow were you able to convince management on the value of A/B testing... for the first test? What are the most important things to test on the page? – Paula, UX Consultant
measurement - what is best metric (CTR, conversions, etc) – Jennifer, senior manager
Can you show examples/templates of your highest converting landing pages please – Sean, business development
Max form fields vs Minimum – Nikos, marketing managerAny advice on forms the landing page links to (or is included in the landing page) would be great. – Shelley, digital marketing executive
Where is the best placement for a lead generation form? – Nick, online marketing coordinatorHow much copy is the correct amount for a b2b landing page? -- Danielle, director of marketingHow much copy do you recommend putting on landing pages? We sell relatively complex enterprise software and struggle with copy length. – Ben, Marketing Programs Manager
What is the sweet spot for the number of variables in a successful A/B split?(i.e. Subject line, Content, layout, etc.) – Jodi, Senior Marketing SpecialistI manage a website with about half a million visits per day. How long should my A/B testing go? I could collect data on a split test from 100.000 visitors in a few hours, would it be enough?Thank you and best regards – Marco, marketing managerDo you also do A/B testing on email subject lines and / or content? If so, how long after the test do you send the real email? Is it important to maintain the same time of day / day of week as the test? – Linda, Partner
Testing is also used in the nonprofit sector to evaluate different types of outreach. How do you see your advice as it pertains to nonprofits securing new donors and donor retention? – Cheryl, nonprofit consultant
Has it been checked across countries? How is the variance across regions? Any gender specific findings observe? .......Regards, Dr S Biswas, professor
How did CRC build their system for testing? How'd they choose where to start, and then what to do next and so on? – Aaron, marketing manager
What are your suggestions for mobile ad network A/B split testing? – Andy, MPS
How to increase conversion rate -- Nasandi
Social media buttons on landing pages? Yes or no? – Lori, President,
When should Telequalification take over to enrich customer or prospect data? -- Nikos
How to tranform the verbal and consensual buy-in from IT and business managers into real action and prioritization? – Renato, marketing manager
Total costs? – Dan, Marketing and Sales
Any details that would allow duplication of results--ideally the most impactful results. – David, Founder