# Persona paths on a healthcare homepage: +52% clickthrough

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Segmentation, Navigation, Copy
- Date shared: 2016-09
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/build-a-better-home-page-strategy
- Page: https://liftarchive.com/test/healthcare-homepage-persona-paths/

Swapping a single-goal homepage for one with separate paths for each visitor type raised clickthrough to the 'find a treatment center' page by 52%. MECLABS ran this A/B test for a large healthcare company, and it was published on MarketingExperiments.

## Result

**+52% clickthrough**

- Clickthrough to the 'find a treatment center' page rose 52% against the control.
- The source calls the result significant, but does not share sample size, test length or confidence level.
- Clickthrough is a step in the funnel. The source does not report what happened to treatment center contacts or admissions.

## Control

The homepage had one job: push every visitor toward the 'find a treatment center' page. It spoke to all visitors the same way.

## Variant

The homepage split visitors by persona, giving each group its own content and its own route. Every route still ended at the 'find a treatment center' page.

## Why it likely won (our reading)

- Different people arrive at a healthcare site with different needs, such as patients and family members. One message can't fit all of them.
- A path that names a visitor's situation helps them see that the next page is meant for them.
- The team kept the end goal the same. They only changed how each group got there, so the extra choice did not pull people off course.

## Caveats

The source shares only the headline lift, with no sample size, duration or confidence level. The test dates from 2016, and the exact persona labels are only visible in screenshots.

## How to run this test

- Hypothesis: If we give each main visitor type its own clearly labeled path on the homepage, then more visitors will click through to our key lead page because they can see the content is meant for them.
- Primary metric: Clickthrough rate from the homepage to the main lead page
- Guardrail: Lead form completions or calls
- Guardrail: Bounce rate on the homepage
- Guardrail: Clicks on paths that lead away from the goal page
- Who should test it: Lead-gen sites with clearly different audiences, such as patients and carers, or buyers and partners. If most of your visitors are one kind of person, persona paths add choice without adding relevance.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/healthcare-homepage-persona-paths/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.