Big Testing, Big Results: The Secrets Behind Better User Experiences

Through Post-Click Marketing

Ian LopuchVice President, Search Marketing

ian.lopuch@ehealth.com | @ianlopuch | PPCIan.com

IntroductionAbout eHealth:• America’s #1 Health Insurance Website• Over 3 million insured since 1997• Compare over 10,000 plans from 180+ carriers• Apply online, 24/7 customer supportAbout Ian:• Stanford BS in Computer Science• 8+ years in digital marketing• Nextag QuinStreet Inflection eHealth• Responsible for search marketing, display, direct mail,

and paid at risk media

Big data, big testing, big experience

Old world marketing• Silos• Intuition• Smaller tests• Marketing viewed as soft skillNew paradigm• Cross-functional integration• Inspired hypothesis based on big data• Large tests, go big, iterate quickly• Marketing is data-driven, and solicited

across organization for insights/testing hypothesis

Image & framework © ion platform / Scott Brinker

Big testing: big ideas, big team, big deal

• Hypothetical Example:– Marketing team analyzes 8 years of ad copy testing data from Google AdWords account and discovers best ads from

impression to conversion– Marketing team leverages ion to test new landing pages that include rewritten value proposition based on ad copy data

• New pages win based on click to paying customer with statistical significance– Marketing team collaborates with product management team to share results and suggest completely new value

proposition on homepage– Product management team implements test and realizes a win– Marketing and product teams work together to share new value proposition with broader teams, entire organization

enjoys improvements in performance

Image & framework © ion platform / Scott Brinker

Marketers control a multitude of big data

Search Marketing:• SEM account data

– Google AdWords– Bing Ads– Second tier engines– Beta tests

• Analytics platform data– Google Analytics– Omniture

• SEM technology platform data– ion platform

• Rich data from tracking– Position at run time,

placement, match type

Display:– Data from third party data

providers– View-through vs. click-through

conversions– Statistics by website by

placement by creativeSocial:• Likes• Fans• Post impressionsOffline:• Prospective customer addresses• Call center metrics

eHealth marketing program – how we’re leveraging big data

• Landing page testing with ion platform– Leveraging big data to drive big testing, which yields big

experiences– Frequently testing new landing pages– Multivariate testing strategy– Unique landing page tests per customer segment– Close collaboration with ion creative design team and

also our PM team– Realized time savings efficiency– Observed increases in SEM landing page conversion rate

eHealth / ion – landing page examples

• Original control • Carrier-specific page

• State-specific page

eHealth / ion – landing page examples

• State + seasonal landing pages

eHealth / ion – landing page examples

• Dental insurance page

• Dummies guide page

• State-specific page

eHealth / ion – landing page examples

• Multi-step flow, deep integration via APIStep 1: Zip Code Capture Step 2: Census (Primary Applicant)

Step 3: Census (Spouse/Children, If Applicable) Step 4: Quote Results

eHealth / ion – measuring results

• Measure every click on every page• Manage to statistical significance (automated in platform)• Winner per segment becomes new control for that

segment– Segments are getting more and more granular– Landing pages per segments are taking customized paths

• Closely monitor and set goals against SEM landing page conversion rate and also full SEM funnel conversion rate

• Close collaboration with PM team and other marketing initiatives

eHealth / ion – measuring results• Click map – actual data removed

eHealth marketing program – how we’re leveraging big data

• Landing page testing with ion platform• Advanced, automated bid management– Integration of rich data into model

• Ad copy testing– Including ad extension testing– Testing universal and segment-driven messaging

• Collaboration with data providers to drive targeted programs

• Advancements in tracking and attribution

Questions?

• Thank you!• Contact Information:– ian.lopuch@ehealth.com– @ianlopuch– PPCIan.com

• Additional information about ion:– http://ioninteractive.com/