Cover image of Humana case study displaying their banner ad

How Humana got 433% increase in banner click-through

Humana Inc. (Humana) is a major American healthcare company that offers health insurance, wellness programs, and healthcare services. It was founded in 1961 and is headquartered in Kentucky. Humana is among the largest health insurance providers in the U.S. They focus on promoting well-being through preventive care, wellness initiatives, and personalized healthcare solutions.

STEP #1: CHALLENGE

They were concerned about their banner performance and tried to optimize it. One of the first things drawing eyeballs upon arrival to their landing page was their banner advertising their Medicare plans. It meant that if the banner wasn’t optimally presented, they were likely going to lose customers quite swiftly. 

This is how it looked:

Humana banner ad before the changes

The banner tries to pack a lot of information. The heading is fairly long, and the smaller text below is also quite extensive. It wasn’t performing as desired, so the team rolled up their sleeves to optimize this banner.

STEP #2: ATTENTION INSIGHTS

Let’s look at the AI-generated attention heatmap of this banner:

Heatmap with areas of interest of the Humana banner ad before the changes

The predictive eye tracking heatmap reveals that most of the attention (55.4%) is spent on the not-so-compact heading. Some attention (15.2%) drifts toward the smaller text, but it gets scattered since there’s simply too much text to take in a few seconds. The banner was in a rotating carousel, with the creative changing every 6 seconds. 

Our focus map clearly shows what users manage to notice in those few available seconds:

Focus map of the Humana banner ad before the changes

The focus map confirms that it’s impossible to read that text block below the heading in those 6 seconds. 

The first insight: there’s too much information in this banner to read in the available time. Reduce the amount of text. 

A good idea would be to shorten both the heading and the subheading. Leave only truly essential information and try to say only one thing, not everything the marketing department wants to share. Also, it should be very clear to the viewer what the company wants them to do. This brings us to the next point.

The heatmap and the focus map reveal that the CTA is not very noticeable. It receives only 1.2% of the users’ attention and is barely visible in the focus map.

The second insight: the CTA is barely visible. Highlight it to be more prominent.

The current banner is definitely not optimized for conversions. To get more click-throughs, the CTA should be much more visible. If people can’t see it, they can’t click it.  

Mike Loveridge, Head of Digital Test and Learn at Humana Inc., suggests approaching banner design like a billboard. Convey the message in a brief glance. Overloading with too much information at once leads to confusion and distraction. They used this principle to design a new version of the banner.

STEP #3: RESULTS

The new design was much simpler with much less text. 

Humana banner ad after the changes
Heatmap with areas of interest of the Humana banner ad after the changes

The results were astonishing.

increase in click-through
0 %

The first insight: as you can see from the attention heatmap, now the attention is less scattered. There are only two remarkably clear and concentrated focal points – the text on the left and the faces on the right. This is also indicated in the focus map:

Humana banner ad after the changes
Focus map of the Humana banner ad after the changes

Such an amount of text is manageable to read in its entirety in those 6 seconds. The attention is focused, all text is visible, and the message is delivered clearly.

The heading receives less total attention, but it’s because it’s shorter and doesn’t require as much time to read it. However, the short subheading gathers more attention than the big text block in the initial design. A shorter version doesn’t demotivate the viewers since reading such a small amount of text requires much less cognitive effort. It can be done at a glance. 

The second insight: the CTA link from the initial version is replaced with a clear CTA button that is colored and much bigger. Also, it is placed much closer to the main focal point – the heading. This strategic placement allows the viewers to notice the Call-to-action button much more effortlessly. Furthermore, the brief subheading doesn’t scatter the attention all over the place, and the attention smoothly flows to the CTA button.  

These changes led to a 433% increase in clickthrough for this banner. 

If you would like to find out how Attention Insight heatmaps could help improve your designs, you can reserve your spot in an individualized consultation with our specialist.

Source: MarketingExperiments

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