Health insurance provider Humana leveraged Convincify to develop and execute testing strategy for several key programs:

  • Medicare Enrollment Funnel
  • Humana.com Homepage
  • Careplus Program
  • Vitality Program
  • Care Giver Program
  • Member Dashboard
  • Group Coverage
  • Physician Search Tools
  • and more

Industry

Insurance

Services

Test Strategy

Test Implementation

Test Management

Testing Tool Re-platform

“Able to do anything in the testing space at a world ­class level: Implementation, comfort with any available tool, HTML, Javascript, strategy, relationship building, navigating large­ company politics, working at startup speeds, test execution, creative wire­framing, analytics, reporting, recommendations, etc.”

“What was immensely valuable for Humana was their ability to quickly and easily integrate with different internal teams (IT, UX, lines of business, etc.) to accomplish a complex testing roadmap. Worth every penny and more.”


Mike Loveridge
Head Of Conversion Optimization, Humana

Humana’s Challenges

With limited testing strategy resources, Humana needed a way to create and execute effective tests.

Being a company with very different products and buying demographics, how does Humana develop an effective and holistic optimization strategy?

After testing for many years, Humana was starting to outgrow the current testing solution, but was unsure which platform to choose based on testing needs, resources, and technical constraints/requirements of the company.

Knowing the homepage experience was dated and potentially overwhelming to visitors, Humana needed guidance to bring together all business stakeholders to agree on a testing and optimization strategy.

With tighter budgeting, there needed to be better process for data-driven testing priorities, and what the Humana Testing Team should be focusing on.

Convincify’s Solutions

Coming in with extensive enterprise testing experience, we were able to quickly embed with the UX and development teams to start executing tests within just a few weeks.

Using our testing experience and developing unique optimization strategies for each business segment, we were able to start painting the picture of what worked well in particular business lines. Results of these finished tests were communicated and housed in a central test library, so the entire optimization team could take results and run similar tests to see if parity was found in other areas of the company.

By crafting a custom RFP and requirements documents for a new testing platform and coupling our experience with multiple platforms; we helped Humana narrow down the extensive testing platform vendor field to a couple of solutions that would fit their needs and help take the testing program to new heights.

We developed standardized IBM Coremetrics reports to look at the audience and conversion impact of particular pages/flows pitched for testing. We then charted those findings against any strategic concerns to be considered, and shaped a strategic optimization roadmap for multiple lines of business.


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