# Local landmark in Humana's homepage banner: +31% clickthrough

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Personalization, Images
- Date shared: 2016-02
- Test run by: [Humana](https://liftarchive.com/practitioners/humana/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/marketingsherpasummit2016-humana
- Page: https://liftarchive.com/test/humana-banner-geo-personalization/

Showing the same banner couple in front of a local landmark, picked by the visitor's location, raised Humana's banner clickthrough by 31%. Humana's digital test team ran the test, and it was published by MarketingExperiments after a MarketingSherpa Summit 2016 talk. Only the background changed, so this is a clean read on geo-personalized imagery.

## Result

**+31% clickthrough**

- Banner clickthrough rose 31%.
- Humana said overall conversion through the funnel also rose, but gave no number.
- Sample size, duration and confidence weren't shared.

## Control

The banner showed a couple against a generic background that could have been anywhere.

## Variant

The same couple appeared in front of a landmark matched to the visitor's location: the Golden Gate Bridge for the Bay Area and the Statue of Liberty for New York.

## Why it likely won (our reading)

- A familiar local scene may make the brand feel like it serves the visitor's own area.
- Insurance plans often vary by region, so a local image hints that the content is relevant.
- Recognising a landmark can catch the eye in a banner people usually skim.

## Caveats

Sample size, duration and significance weren't shared. The funnel conversion lift was reported but not quantified.

## How to run this test

- Hypothesis: If we show imagery tied to the visitor's region, then banner clickthrough will rise because the offer feels local and relevant.
- Primary metric: Banner clickthrough rate
- Guardrail: Funnel conversion (quote or lead submissions)
- Guardrail: Page load time with personalization
- Who should test it: Lead-gen businesses with regional products or service areas and enough traffic per region. It adds little if your offer is the same everywhere or traffic is concentrated in one place.

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Credit: Humana ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/humana-banner-geo-personalization/).
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.