PLATFORM MULTI-CHANNEL LEAD GENERATION PROGRAM CONVERSION TO MONETIZE A LIBERATOR MEDICAL USES. The. Case Study: LIBERATOR MEDICAL

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1 LIBERATOR MEDICAL USES The e-optimizer PLATFORM TO MONETIZE A MULTI-CHANNEL LEAD GENERATION PROGRAM Case Study: LIBERATOR MEDICAL e-optimizer has the ability to create optimized marketing communications through out the funnel in real time. hi CONVERSION

2 Liberator Medical Uses the e-optimizer Platform to Monetize a Multi-Channel Lead Generation Program e-optimizer has the ability to create optimized marketing communications through out the funnel in real time. Case Study: LIBERATOR MEDICAL CUSTOMER Liberator Medical Supply is on of American s fastest growing national providers of consumer medical supplies, with a focus on sterile catheters and urological supplies. INDUSTRY Direct-to-consumer medical supplies. CHALLENGE Effectively monetize Liberator s multi-channel marketing investments. Cumulative lift of %. LIBERATOR MEDICAL USES THE E-OPTIMIZER PLATFORM TO MONETIZE A MULTI-CHANNEL LEAD GENERATION PROGRAM The direct-to-consumer medical supply business is becoming increasingly competitive. In order to succeed, companies in this space must rely on expensive multi-channel advertising campaigns to create awareness and drive direct responses. More recently, prospects are opting to visit the company s web site prior to taking such additional actions as registering to receive information or exploring online purchasing options. THE OPTIMIZATION CHALLENGE Given the huge marketing investments at stake, the performance of Liberator Medical s landing pages is key to the company s market success and profitablity. After exploring various options, A/B testing proved to be laborous and multivariate testing (MVT) was not viable due to low traffic volume. In need of an innovative solution, Liberator Medical turned to HiConversion and the e-optimizer platform to assist them in monetizing their multi-channel marketing investments. Page 1

3 Liberator Medical Uses the e-optimizer Platform to Monetize a Multi-Channel Lead Generation Program e-optimizer has the ability to create optimized marketing communications through out the funnel in real time. EXPERIMENT SETUP The goal of this optimization program was to evaluate how variations of key elements of the landing page were impacting the conversion rate. Specifically, the objective was to explore the impact of individual value propositions, differentiation statements, and their supporting elements. Page 2

4 THE revenue lift: % THE The following progress report illustrates several unique aspects and outcomes of HiConversion s patented adaptive multivariate optimization engine. SPEED Despite having a relatively low traffic volume, the algorithm was able to produce a statistically signifcant number of outcomes within a few weeks of initiating the optimization experiment. ROI Liberator Medical s optimization program produced a cumulative lift of %, even as it was still searching for top performing page versions. The Best Performing Page Combinations Report to the left indicates that the system was able to identify many page combinations that significantly outperformed the baseline. Additionally, the number of visitors associated with each page combination illustrated the adaptive nature of the optimization engine, as page combinations that have a high probability to outperform are being assigned disproportionately more traffic. TEST Visits / Conversions / 1003 BASE Visits / 2372 Conversions / 84 CR / 3.91% Probability to Win / 3.91% Margin of Error / 0.05% Improvement / 10.33% CR / 3.54% Probability to Win / 0.00% Margin of Error / 0.14% Improvement / 0.00% Page 3

5 THE revenue lift: % ACTIONABLE BEHAVIORAL INSIGHT The variations report to below illustrates how Liberator Medical was able to beneft from insights into how each optimization idea contributed to the overall conversion rate across broad spectrum of page combinations in which that variation has participated. Page 4

6 THE revenue lift: % CONCLUSION The ability to experiment with and optimize value propositions, unique selling points, and supporting elements is critical in a multi-channel communications model wherein the awareness interest-desire-action flow can be easily distrupted by messaging - inconsistencies. e-optimizer s ability to create an optimized marketing communications funnel in real time meant that Liberator medical was able to achieve their customer acquisi- tion goals in a matter of weeks without placing their existing marketing revenue at risk. HiConversion s e-optimizer solution relies on a real-time adaptive miltivariate optimization method that initially sounded far too complex and technical for our needs. Our initial perception couldn t have been farther from the truth. It was easy to implement, quick to produce results, and best of all it provided us with deep insight into customer behaviors and preferences. Paul Levett CMO, Liberator Medical BENEFITS Virtual enabling meant that IT was not involved, which translates to delay-free optimization. e-optimizer s actionable analytics provide marketers with a deeper understanding of visitor preferences. About HiConversion HiConversion empowers e-commerce brands to produce predictable revenue growth from existing web traffic while also providing strategic knowledge about web visitor preferences. Our e-optimizer platform is built on a foundation of patented virtualization technology and is driven by a self-learning, patented adaptive multivariate optimization engine that leverages big data, multivariate analytics, and an adaptive algorithm to build sustainable e-commerce Revenue Performance Management (erpm). Learn more at 2013 HiConversion, Inc. Page 5