# Simpler Humana homepage banner with a bolder CTA: +433% clickthrough

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Banner, Headline, Cta design
- 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-homepage-banner-simplified-2/

Humana's simplified homepage banner lifted clickthrough into its marketing funnel by 433%. Humana's digital test team ran the test, and it was published by MarketingExperiments after a MarketingSherpa Summit 2016 talk. The image, headline, copy and CTA all changed together, so the gain comes from the bundle, not one element.

## Result

**+433% clickthrough**

- Clickthrough into the marketing funnel rose 433%.
- Sample size, duration and confidence weren't shared.
- Only clickthrough was reported, not downstream enrollments or leads.

## Control

A rotating homepage banner showed a winter image of an older woman, dense copy and a call to action that didn't stand out.

## Variant

The banner used a new summer image, a headline aimed at visitors early in their research, simpler copy and a more prominent CTA.

## Why it likely won (our reading)

- Visitors give a rotating banner only a few seconds, so less copy made the message easier to take in.
- A headline matched to early-stage visitors spoke to what they wanted at that point.
- A bolder CTA gave the eye a clear next step.

## Caveats

Bundled test: the image, headline, copy and CTA changed together. Sample size and duration weren't shared, and only clickthrough was reported.

## How to run this test

- Hypothesis: If we simplify our homepage banner copy, match the headline to early-stage visitors and make the CTA stand out, then more visitors will click into the funnel because the message is quicker to grasp.
- Primary metric: Banner clickthrough rate into the funnel
- Guardrail: Leads or quote starts further down the funnel
- Guardrail: Homepage bounce rate
- Who should test it: Lead-gen businesses such as insurance, finance or health with busy homepage banners. It matters less if few visitors see or use the banner.

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Credit: Humana ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/humana-homepage-banner-simplified-2/).
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.