# Bigger title and plum CTA on Humana's banner: +192% clickthrough

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Headline, Cta design, Cta copy
- 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-title-cta-color/

A simpler, larger banner title with a plum CTA raised Humana's clickthrough to the next funnel step by 192%. Humana's digital test team ran the test, and it was published by MarketingExperiments after a MarketingSherpa Summit 2016 talk. Several changes shipped together, so no single one gets the credit.

## Result

**+192% clickthrough**

- Clickthrough to the next funnel step rose 192%.
- Sample size, duration and confidence weren't shared.
- Only clickthrough was reported, not leads or enrollments.

## Control

The banner had its original title, smaller text and a button color that blended into a mostly green page.

## Variant

The title was simplified and enlarged and the supporting text was cut down. The CTA button turned plum, and the slide counter changed from plum to grey so it didn't compete with the button.

## Why it likely won (our reading)

- A plum button stood out against a page that was mostly green.
- Greying the slide counter removed a second plum element that had pulled the eye from the CTA.
- A bigger, simpler title made the message readable at a glance.

## Caveats

Bundled test: title, text, button color and counter color changed together. A separate MarketingExperiments write-up describes this 192% test as a switch to a harder-sell 'shop' CTA during Medicare enrollment, so the timing may have played a part.

## How to run this test

- Hypothesis: If we simplify the banner title and give the CTA a color no other element uses, then clickthrough will rise because the button becomes the clear focal point.
- Primary metric: Banner clickthrough to the next funnel step
- Guardrail: Downstream lead or quote submissions
- Guardrail: Clicks on other homepage elements
- Who should test it: Lead-gen businesses whose banner CTA shares colors with the rest of the page. It won't help much if the button already has strong contrast.

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