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1 Watch Daniel Burstein interview Jon Ciampi, VP, Marketing, Business Development, and Corporate Development, CRC Health, as they discuss how his healthcare company transformed decision-making across 140 sites and answer questions from the audience. Watch the live recording! Access our other webinars

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3 Landing Page Optimization: Interview with CRC Health on how it transformed decision-making across 140 sites

4 Presenters Daniel Burstein Director of Editorial Content Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health

5 Join the conversation #SherpaWebinar

6 Resources Further Resources Optimization Summit 2013 Wrap-up: Top 5 takeaways for testing websites, pay-perclick ads and takeaways-op-summit-2013 Landing Page Optimization: Simple, value-infused page increases leads 8% in 24-hour test -- Marketing Research Chart: Optimize landing pages for lead quality --

7 Session speaker Jon Ciampi VP, Marketing, Business Development & Corporate Development CRC Health Jon oversees all marketing and business development efforts for CRC Health, a $450 million revenue company. He manages the strategic accounts team and contracting team focused on 200 insurance contracts accounting for $200 million of CRC s revenue, including large accounts like Aetna, Cigna and Magellan. He also oversees all growth initiatives from cradle to grave, including two acquisitions. Jon started his career at Wells Fargo and Oracle, and he holds two patents in analyzing and rating electronic documents.

8 About CRC Health A subsidiary of Bain Capital, CRC Health Group is the largest and most comprehensive network of specialized behavioral care services in the nation.

9 The Challenge If we spend more money, will we get more revenue?

10 Results An aha moment from testing Transforming the marketing message by using 3 phases of value proposition testing Transforming the entire business Transforming the marketing department s culture

11 Experiment: Sierra Tucson (value category) Experiment ID: Sierra Tucson Testing Phase: Value Category Research Notes: Background: An addiction and mental health rehabilitation facility. Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multi-factor split test

12 Control Average shortform page template with a rotating banner. Call-to-action is on the righthand side and above the fold.

13 Experiment: Treatment, top of page

14 Experiment: Treatment, middle of page

15 Experiment: Treatment, bottom of page

16 Experiment: Control and treatment, compared Control Treatment The treatment is nearly 2x the length of the control Call-to-action is at the bottom of the page

17 Just Announced: KEYNOTE SPEAKERS Joe Pulizzi Founder Content Marketing Institute Ninan Chacko CEO PR Newswire Flint McGlaughlin Managing Director and CEO MECLABS Visit MECLABS.com/SanFran

18 Experiment: Results 220% Increase in Total Conversion The treatment page increased the rate of conversion by 220% Design Conversion Rate Control 0.78% Treatment 2.48% Relative Difference 220% By utilizing a single-column, long-copy approach, the treatment better guides the prospect s thought process and generates 220% more leads online.

19 Experiment: Results 220% Increase in Total Conversion The treatment page increased the rate of conversion by 220% Aha Moment: Trust was Design Conversion Rate more important to Control 0.78% Treatment 2.48% Relative Difference 220% customers than luxury What you need to understand: By utilizing a single-column, longcopy approach, the treatment better guides the prospect s thought process and generates 220% more leads online.

20 Experiment: Turn-About Ranch Experiment ID: Turn-About Ranch Testing Phage: Value Category Research Notes: Background: Working cattle ranch for troubled teens Objective: Increase the total number of leads captured. Primary Research Question: Which value category will obtain the most form submissions? Test Design: Multi-factor split test

21 Experiment: Control Rotating banner with hero shots Glamorized imagery of Dr. Phil Show episode Leading with Unique Setting

22 Experiment: Treatment Leads with trustbased messaging: Recommended by doctors and therapists 24 years in business Third-party credibility indicators Real people: A Message from our Director Testimonial

23 Experiment: Results 29.8% Increase in Total Conversion The treatment page increased the rate of conversion by 29.8% Design Conversion Rate Control 6.92% Treatment 8.98% Relative Difference 29.8% By utilizing trust-based messaging, the treatment ties better into the prospect s thought process and generates 29.8% more leads online.

24 Experiment: Sierra Tucson (value proposition) Experiment ID: Sierra Tucson Testing Phase: Value Proposition Research Notes: Background: An addiction and mental health rehabilitation facility. Objective: Increase the clickthrough rate. Primary Research Question: Which PPC ad will obtain the most clickthroughs? Test Design: A/B split test

25 Experiment: Controls Company Logic We have the most doctors, therefore we have the best care. Branded Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now! Non-branded AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients.

26 Experiment: Treatments Customer Logic I am afraid to send my husband away to someone who will not care for him like I will. Branded Sierra Tucson Care Center Considered a Top Depression Clinic. Traditional & Alternative Therapies Non-branded AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies

27 Experiment: Results 14,000 % Increase in CTR for Branded Ads 3,300 % Increase in CTR for Non-branded Ads Branded PPC Ads Conversion Rate Non-Branded PPC Ads Conversion Rate Control 0.31% 0.13% Treatment 44.2% 4.41% Relative Difference 14,000% 3,300% By focusing on value proposition, the test achieved a 14,000% increase on branded ad clickthrough rates, and a 3,300% increase in non-branded CTR.

28 Testing Phase: Behavioral Psychology Highest Performing Branded Ads (>1000 Impressions Lowest Performing Branded Ads (>1000 Impressions Ad CTR Ad CTR Bayside Marin - Recovery 21.84% Bayside Marin Clinic 0.97% Not Your Ordinary Health Program. Rehab Shouldn't Stop Your Career. Health Recovery Center. Call Now. For Top Executives Seeking Comfort. Bayside Marin Center 6.98% Bayside Marin Clinic 1.09% We Provide Private, VIP Recovery. Rehab Shouldn't Stop Your Career. Your Own Room, Beautiful Facility. Your Own Room, Beautiful Facility. Bayside Marin Center 6.18% Bayside Marin Clinic 1.11% Rehab Shouldn't Stop Your Career. Alternative Health Recovery Center. For Top Executives Seeking Comfort. Very Private & Exclusive. Call Now. Bayside Marin Center 4.97% Bayside Marin - Official 1.14% Everything You Need to Recover. Exclusive Treatment Recovery Center Private Room, Chef, Healthy Living. Private Chef, Pool, Gym Call Now. Bayside Marin Center 4.32% Bayside Marin Treatment 1.23% Alternative Health Recovery Center. Everything You Need to Recover. Very Private & Exclusive. Call Now. Private Room, Chef, Healthy Living.

29 Effects of psychological mapping on paid advertising highly empathetic, social, caring, worried. Thus wanting a more formal, highly educated service with high interaction.

30 Effects of psychological mapping on paid advertising Connotation creates a 3X difference in CTR. Clinic quick informal Cheap Less educated personnel Center formal Educated Expertise personnel research The difference is understanding the psychology of the words.

31 Effects of behavioral psychology on value prop Azure Acres is the most affordable and nurturing treatment center in Northern California. Our knowledgeable and understanding staff members 98% of whom are in recovery themselves provide an unparalleled level of support to you in recovery. The expertise we have gained over 50 years serving individuals in need, allows us to provide highly effective drug and alcohol treatment services. Our intimate setting in the Sonoma hills provides a warm and welcoming atmosphere, where staff and alumni come together to guide you through every step of your recovery.

32 Effects of behavioral psychology on value prop Customer Loved-One Profile Personality Selflessness Investing in others Loves fairness Hates criticism Agreeable Needs lots of lead up to change Communication Style Mirror Accepting Fairness Same compassion Be gentle Tell stories Team up with them Words to Use: We, Us You are doing the right thing They are going to be so much better We are going to help this person together

33 Successes placed pressure on other areas of the funnel Poor reviews on social sites were undermining value proposition.

34 Social media had a big impact We were forced to double our reputation management team and resources to implement effective campaigns. Rating Monitoring Proactive Updates Suppression Management

35 Social media had a big impact

36 Marketing optimization causing funnel issues for phone system and admissions Admits only related to inquiries created during time period Auto attendant shunts transfer volume away from service advisors Calls abandoned in queue dramatically lower CTC PPC Results 6/17-6/23 6/24-6/30 7/1-7/7 Answered Calls Abandoned in Queue Auto-transfer Total Calls Inquiries Admits % Abandoned 17.9% 5.6% 3.6% Adm/Inq 16.8% 17.8% 13.1% Calls per Inq PPC Spend 14,994 16,387 16,481 Cost per Admit ,268 Too early to tell as additional time needed for patients to matriculate

37 Transforming the way the phone is answered Examples from call script Many callers are already sold on the program, in which case moving them to the next stage of the funnel quickly may be appropriate, or reflecting back on their concerns and allowing them to state why they chose to contact Sierra. TRUST is biggest issue at this stage. Will treatment be effective? Letting people know that we are here and care regardless if they are ready or not. If client was referred, trust is more likely than if they found us online. Use value prop here: we have been in business over 30 years It is what sets CRC apart from other programs and organizations

38 Foundation training was required to educate and enhance employee skills & performance Foundation Training Marketing Methodologies TQM Quantitative Methods Presentation & Communication Value Prop Definition Motivation Demand Modeling Behavior Psychology KJ method Ishikawa/7-Step Language of Reporting MITs T-test & R2 Testing Models Economics (IRR & NPV) Chart Choice Tufte Fallacies of Argument Crisis Communication Decision Making Minto Munger Problem Definition

39 Results: Value proposition optimization Value proposition testing results show 3x to 4x increase in demand for services. Value Proposition Testing Begins Inquiries Admissions

40 What you can learn from this transformational story You can use testing to reliably base your decisions on evidence in the marketplace Don t stop at the basic learning of a test, look deeper into what it is really telling you about customers Don t focus on technology, focus on the customer

41 Just Announced: KEYNOTE SPEAKERS Joe Pulizzi Founder Content Marketing Institute Ninan Chacko CEO PR Newswire Flint McGlaughlin Managing Director and CEO MECLABS Visit MECLABS.com/SanFran