# Long, agent-focused Medicare landing page: +638% leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page length, Value proposition, Social proof, authority & press
- Date shared: 2018-04
- Test run by: [MECLABS Institute](https://liftarchive.com/practitioners/meclabs-institute/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/Aetna-HealthSpire-call-center-638-percent-more-leads
- Page: https://liftarchive.com/test/healthspire-medicare-long-vs-short-landing-page/

A longer Medicare landing page that introduced the phone agents as trusted advisors drove 638% more leads than the shorter version. MECLABS Institute ran the test with HealthSpire, an Aetna subsidiary, and it was published as a MarketingSherpa case study. Many copy and layout changes shipped together on the long page, so the lift can't be credited to page length alone.

## Result

**+638% leads**

- The long page produced 638% more leads, meaning calls and call requests to the call center.
- The source counts valid leads only, so the gain is not just junk inquiries.
- MarketingSherpa says the long page also led on conversions further down the funnel, but gives no figure for that.
- Sample size, test length and confidence level are not shared.

## Control

A short, simple page listed HealthSpire's Medicare products without much detail. Visitors could call, book a call or start a chat.

## Variant

A much longer page added value copy about HealthSpire and each product, and presented the TeleAgents as trusted advisors. It included agent photos, tips from agents and a Q&A with an agent. A second, shorter treatment was also tested.

## Why it likely won (our reading)

- Most people don't want a sales call. The long page sold the value of the call itself before asking for it.
- Faces, tips and a Q&A let visitors get to know the agents first, which likely made calling feel less risky.
- Medicare plans are complex. For a big decision, more useful detail can lower anxiety more than it adds effort.
- Many visitors were older and less used to buying online, so a human, phone-first approach may have fit them well.

## Caveats

The long page changed many things at once: length, value copy, agent imagery, tips and a Q&A. The article first discussed interim numbers, and it is not fully clear whether the final 638% compares the long page with the original or with the short treatment.

## How to run this test

- Hypothesis: If we add copy, photos and a Q&A that show our phone advisors as helpful experts, then more visitors will call us because they will see value in the conversation before they pick up the phone.
- Primary metric: Qualified calls and call requests per visitor
- Guardrail: Lead quality or sales conversion from calls
- Guardrail: Call center capacity and wait times
- Guardrail: Bounce rate on the landing page
- Who should test it: Lead-gen businesses whose main conversion is a phone call or consult, especially in complex or high-stakes categories like insurance, health or finance. It is less likely to help for simple, low-cost offers where visitors already know what they want.

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Credit: MECLABS Institute ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/healthspire-medicare-long-vs-short-landing-page/).
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.