Trade up from cube to corner office

A practical how-to guide

Learn how insurance Conversion Rate Optimization (CRO) experts can make an impact feel recognized and climb to the top of the organization

Trade up from cube to corner office

A practical how-to guide

Learn how insurance Conversion Rate Optimization (CRO) experts can make an impact feel recognized and climb to the top of the organization

HP TeamSite Optimost is a comprehensive web testing targeting and personalization software solution that enables marketers to deliver engaging profitable websites and campaigns Optimost includes self-service capabilities as well as professional consulting to help you test confidently when the stakes and complexity are highest immediately when speed is of the essence and accurately so you can match the right content to the right customer

With guidance and tools from Optimost you can build long-term success and take your testing programs from invisible to invincible Optimost has partnered with property and casualty life and health insurers worldwide

WhichTestWon (WTW) is the dedicated AB testing and Conversion Rate Optimization (CRO) resource that reports on the latest in testing trends and techniques WTW produces the popular Test of the Week where testers guess which test version they think won and are then shown the real life results WTW also produces testing and CRO-related interviews awards and popular conferencescopy Copyright 2016 HP Development Company LP The information contained herein is subject

to change without notice The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services Nothing herein should be construed as constituting an additional warranty HP shall not be liable for technical or editorial errors or omissions contained herein

This guide was collaboratively developed by HP TeamSite Optimost1 and WhichTestWon2

1optimostcom 2WhichTestWoncom

Trade up from cube to corner office

A practical how-to guide

Learn how insurance Conversion Rate Optimization (CRO) experts can make an impact feel recognized and climb to the top of the organization

HP TeamSite Optimost is a comprehensive web testing targeting and personalization software solution that enables marketers to deliver engaging profitable websites and campaigns Optimost includes self-service capabilities as well as professional consulting to help you test confidently when the stakes and complexity are highest immediately when speed is of the essence and accurately so you can match the right content to the right customer

With guidance and tools from Optimost you can build long-term success and take your testing programs from invisible to invincible Optimost has partnered with property and casualty life and health insurers worldwide

WhichTestWon (WTW) is the dedicated AB testing and Conversion Rate Optimization (CRO) resource that reports on the latest in testing trends and techniques WTW produces the popular Test of the Week where testers guess which test version they think won and are then shown the real life results WTW also produces testing and CRO-related interviews awards and popular conferencescopy Copyright 2016 HP Development Company LP The information contained herein is subject

to change without notice The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services Nothing herein should be construed as constituting an additional warranty HP shall not be liable for technical or editorial errors or omissions contained herein

This guide was collaboratively developed by HP TeamSite Optimost1 and WhichTestWon2

1optimostcom 2WhichTestWoncom

HP TeamSite Optimost is a comprehensive web testing targeting and personalization software solution that enables marketers to deliver engaging profitable websites and campaigns Optimost includes self-service capabilities as well as professional consulting to help you test confidently when the stakes and complexity are highest immediately when speed is of the essence and accurately so you can match the right content to the right customer

With guidance and tools from Optimost you can build long-term success and take your testing programs from invisible to invincible Optimost has partnered with property and casualty life and health insurers worldwide

WhichTestWon (WTW) is the dedicated AB testing and Conversion Rate Optimization (CRO) resource that reports on the latest in testing trends and techniques WTW produces the popular Test of the Week where testers guess which test version they think won and are then shown the real life results WTW also produces testing and CRO-related interviews awards and popular conferencescopy Copyright 2016 HP Development Company LP The information contained herein is subject

to change without notice The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services Nothing herein should be construed as constituting an additional warranty HP shall not be liable for technical or editorial errors or omissions contained herein

This guide was collaboratively developed by HP TeamSite Optimost1 and WhichTestWon2

1optimostcom 2WhichTestWoncom

IntroductionBecome more strategically relevant to your organization

Organizational roadblocks to centralized CROTesting amp CRO limitationsThe biggest testing hurdlesInsurance-specific testing amp CRO limitationsGet yourself on trackOffice politicsRevamp office culture through testingTest in line with insurance industry regulationsOvercome organizational challenges

Change the culture PlanningDefine your testing roadmapCreate a testing roadmap timelineBuild a testing roadmapBuild flexibility into your testing planAdditional roadmap design considerationsDevelop a roadmap with limited resources

Change the culture PrioritizationThe dangers of RATsPrioritization systemHow does prioritization help youPush back the HIPPO

Change the culture Build smart hypothesesHypothesis building in the insurance industry

Change the culture Continuous optimizationContinuous optimization checklist

Key to the C-suite Tie CRO to business KPIsWhat Are KPIsCommon insurance industry KPIsKPIs where less is moreLess obvious KPIsConsider customer experienceUse KPIs that matter to management

ConclusionHow do you know when yoursquore there

Get in touch

Table of Contents

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IntroductionDo you feel like yoursquore slaving away trying to boost your companyrsquos website conversion rates with little sustained success

Are you meeting stiff resistance before you can even express or implement your ideas Or perhaps you see the impact yoursquore making but wonder why yoursquore not climbing the ranks

If this situation sounds familiar yoursquore not alone

Conversion Rate Optimization (CRO) is such a simple idea and a powerful marketing strategy But those who arenrsquot familiar with itmdashand havenrsquot seen its full potentialmdashscarcely believe it when optimization experts like you promise happier customers and millions in higher revenue

We know you know therersquos a better way And thatrsquos why wersquove produced this guide It shows you how to make your organization as clear-eyed about CRO as you are

By showing you how to deliver on the promise of CRO this guide will help you be more persuasive more relevant more sought after and more successful in your organization

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IntroductionDo you feel like yoursquore slaving away trying to boost your companyrsquos website conversion rates with little sustained success

Are you meeting stiff resistance before you can even express or implement your ideas Or perhaps you see the impact yoursquore making but wonder why yoursquore not climbing the ranks

If this situation sounds familiar yoursquore not alone

Conversion Rate Optimization (CRO) is such a simple idea and a powerful marketing strategy But those who arenrsquot familiar with itmdashand havenrsquot seen its full potentialmdashscarcely believe it when optimization experts like you promise happier customers and millions in higher revenue

We know you know therersquos a better way And thatrsquos why wersquove produced this guide It shows you how to make your organization as clear-eyed about CRO as you are

By showing you how to deliver on the promise of CRO this guide will help you be more persuasive more relevant more sought after and more successful in your organization

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We developed this guide based on proven success working with insurance customers Wersquove helped them achieve annual revenue upliftmdashfrom tens of millions of dollars to hundreds of millions of dollarsmdashall through optimization

These companies share common traits Theyrsquove all

bull Built a dedicated team

bull Invested in learning and codifying best practices

bull Recruited executive champions

bull Tested before every feature release

bull Put customers at the center of their decision-making process by making sure testing and optimization are at the heart of their digital experience development

But how do you get there

This how-to guide provides practical advice expert strategies and step-by-step instructions to help you overcome obstacles and help your organization accelerate success Yoursquoll also set yourself up as a more a persuasive relevant and successful CRO expert tester and digital marketer

So if you feel stuck in your cube and want to move to that corner office read on to empower yourself and move to the next level

Letrsquos get started

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Trade up From Cube To Corner Office

Become more strategically relevant to your organizationTo get ahead you need to make testing and CRO more central to your organization

Broadly speaking herersquos how

bull Overcome organizational challenges by building consensus Agree with your colleagues on what defines success and stress how testing can achieve success for every department throughout the organization

bull Communicate the value of CRO and testing Spread the word about your testing initiatives and develop team-building activities that engage stakeholders to help them understand the value of testing

bull Align internal business objectives and get stakeholders involved in the CRO process Plan and prioritize what to test develop smart hypotheses and continually optimize your hypotheses to build a record of repeat successes

bull Speak managementrsquos language by using the Key Performance Indicators (KPIs) they respond to Tap into the metrics that matter most to management then communicate the value CRO delivers using their terms

Now letrsquos go through each of these steps in more depth

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Organizational roadblocks to centralized CRO

Testing amp CRO limitationsTesting and Conversion Rate Optimization (CRO) requires a lot of time money and effort Many insurance companies arenrsquot convinced itrsquos worth allocating significant resources to testing or CRO

Does this sound like a belief held in your organization

If yoursquore having a hard time convincing management about the value of testing yoursquore not alone

Wersquove worked with many testing experts in your shoes and helped them change the game at their organizations so take heart and read on

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30

15

25

10

20

5

0Resources Time Budget Knowledge Traffic Culture

politicsTechnology Other

The biggest testing hurdlesIn 2015 WhichTestWonrsquos State Of Online Testing Report1 found the biggest hurdles stopping companies from testing more included

bull Limited resources time and money

bull Insufficient testing knowledge

bull Low traffic

bull Poor testing cultureoffice politics

bull Limited grasp of testing technology

1 whichtestwoncomwp-contentuploadsStateOfOnlineTesting2015pdf

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2014 2015

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Insurance-specific testing amp CRO limitations

WhichTestWonrsquos research revealed the top three challenges preventing more strategic CRO specific to the insurance industry They included

1 Inadequate time funding and staff2 Limited testing knowledge 3 Limited traffic

Letrsquos look more at all of these constraints and explore ways to overcome them

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Anticipate roadblocks your insurance CRO program might hit before they arrive

Get step-by-step guidance to overcome them and change your organizationrsquos culture through better planning prioritization and more

Learn how to get your executives to listen love and lavish resources on you and your team

No

We never mention p-values t-stats two-tailed tests or confidence levels (well ok we do mention confidence levels once in a footnote We couldnrsquot resist)

This guide is NOT about how to run a test or interpret its results (though we have a great deal to offer on that score if yoursquore interested) Itrsquos about how to make better decisions about where to test what to test and get the most resources skills buy-in and attention for your conversion rate optimization program

Itrsquos a step-by-step guide to make you a superstar

Why should you sign up for the full guide

Is this yet another guide to optimization

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If yoursquove found the sneak peek valuable sign up now to be among the first to

receive a complimentary copy even before we post it online

We promise it will help you make an impact and GROW YOUR CAREER

Sign me up