Humana Hippoc predictive AB test

Increase CTR of 433% in seconds and in advance

The case of Humana is widely known in the AB test world. The assurance carrier company used AB tests to increase the CTR of their ads by 433% between the control and the variation of the ad, simply by cleaning text, making the CTA (call to action) more visible and changing the picture. We can observe that the variation (image 2) has a significantly higher overall score than the control (image 1). The variation is actually better at capturing instant attention and creating a long lasting memory trace in the audience’s mind for every zone of interest. See the full report here | Source

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