10. Questions
How many new members do we want to acquire online?
What’s the current online user experience?
What needs to change to increase conversions?
What are competitors doing?
11. The Value of Increasing
Online Enrollments
Site
Visitors Leads Conversion1% 30%
57,500 575 173
Current
Oct -Dec
12. The Value of Increasing
Online Enrollments
Site
Visitors Leads Conversion2% 30%
57,500 1,150 345
Oct -Dec
2013 AEP
Goal
Additional Enrollments - 172
Annualized Gross Revenue Increase - 172 X $1,674 = $287,928
$11,160 annual revenue/member X 15% gross profit = $1,674 gross profit per new enrollee
$288k in incremental value delivered by
boosting leads & conversion from 1% to 2%
13. Medicare Advantage Enrollments will
Increase 50% in 10 Years*
$145 Billion
2013
* Bloomberg, June 5, 2013
$250 Billion
2023
16. The Answer is Yes!
40.2M
Population
20.9M
Online
14.5M
Digital Video
Viewers
14.5M
Social Network
Users
Source:
eMarketer
“Seniors Online Venturing
Further Into Digital”
March 2013
52% of 65+
adults are
online
17. Use of Search Engines
of Seniors online use a search engine to
gather information on a topic of interest
33. Organic Search:
94% of all clicks
% of Clicks by
Position for
Insurance
Industry:
#1 = 64%
#2 = 12%
#3 = 5%
# 4+ = 19%
Source: Search Engine Watch report
August 2012
38. What Actions Do They Take?
Oct 1, 2012 – Oct 31, 2012
Register for a Seminar (Goal 17 Completions): 25
Call Me | Form Submission (Goal 18 Completions): 3
Contact Us | Non-Member (Goal 12 Completions): 19
Form Completion | PDF Download (Goal 5 Completions):56
46. Scanability and Readability
Users scan in an
F pattern and do
this in under 5
seconds.
Think “billboard”
instead of
“brochure”.
Study’s show we
read only 28% of
a web page
48. Improve Scanability and Readability
Keep content concise (use
this readability test tool to
see how you’re doing)
Use headings to break up
long articles
Help readers scan quickly
(inverted pyramid writing
style)
Use bulleted lists and text
formatting (bold, italics)
Use easy-to-read fonts
Give text blocks sufficient
spacing and white space
Use strategic visuals to
guide your readers
52. 9 Most Common Usability Mistakes
Not clear where to click/
what’s clickable
Content difficult to scan
No visual cues to
information hierarchy
Not following usability/
accessibility guidelines
Visual noise
Opening extra windows/
PDFs
Users get lost
Poor navigation/link
titles
Registration required to
view content with no
warning
53. Key Take Aways:
- How many site visitors turn into leads?
- How many leads convert to an
enrollment?
66. Add Landing Pages on your Website2
eBooks FAQs
Testimonials
Seminar
Enrollments
67. 7 Apps
That Will Changethe Way You
Do Marketing
The Productivity
Handbook for
Busy Marketers
Create Amazing Content Titles3
Conversion First Time
Name Views Rate Submissions
The Productivity Handbook for Busy Marketers 7,233 32.3% 310
7 Apps That Will Change the Way You Do Marketing 37,636 51.7% 2,716
White Paper Test Results
776%Increased Submissions by
68. Use Thank You Pages for
Additional Calls to Action
4
HOME SOLUTION DEMO CONTACT
69. Match the Landing Page Headline
to the Corresponding CTA
5
Attend a local FREE
Medicare Advantage
seminar.
XYZ Company
Facebook Ad
Landing Page
