H
Humana
Company (in-house test)
5 A/B tests with real results, shared by Humana.
A
→B
+433% clickthrough
Simpler Humana homepage banner with a bolder CTA
Homepage
A
→B
+31% clickthrough
Local landmark in Humana's homepage banner
Homepage
A
→B
+192% clickthrough
Bigger title and plum CTA on Humana's banner
Homepage
A
→B
+433% clickthrough
Simpler homepage banner with a clear CTA
Homepage
A
→B
+192% clickthrough
'Shop' instead of 'explore' banner CTA
Homepage
LiftArchive covers 5 A/B tests that Humana has published. Each page has our own summary and commentary, with a link to the original case study. Most are on homepage (5).