Challenge Summary
Welcome to the Medicare Pay Per Click Landing Page Design Contest. The goal of this contest is to design a new landing page for Humana's Medicare PPC (paid search). Humana likes to performs A/B testing on their new landing pages to optimize their customers user experience. The overall goal of the different landing pages is to test how users react to different designs and find the top landing page that has an overall "lower cost per sale".
Humana is looking for new landing page design solutions from TopCoder Studio! They will test the winning designs against their "control" landing page and see if there is any cost savings!
Round 1
1) Initial design with all features mentioned in the Requirement section
2) Number your files in the order they should be viewed (01,02,03,04,etc).
3) Any notes for the client about your submission
Round 2
1) Final design with all features mentioned in the Requirement section
2) Number your files in the order they should be viewed (01,02,03,04,etc).
3) Any project updates based on the Milestone
4) Any notes for the client about your submission
Primary Goal & Design Considerations
Humana currently runs Medicare pay per click campaigns all year long. Humana is looking for ways to optimize their customers online experience by continuing to test new landing page options in order to optimize sales performance.
Note: Humana conducted a multivariate test with different colors, buttons, copy and layouts on the brand landing page to arrive at the current design/layout. (see attachment)
Research
For greater understanding of Medicare and Medicaid, please see the following reference:
http://en.wikipedia.org/wiki/Medicare_(United_States) http://www.medicalnewstoday.com/info/medicare-medicaid/
Requirements
- Humana is looking for 3 different design concepts to test.
Here are the features and notes to consider when designing the landing pages:
Call to Action:
- Enter your zip code to explore your Medicare Options and enroll
Supporting points that will drive the audience to act:
- Get more benefits than Original Medicare with 3 easy steps: enter your zip, compare plans and enroll online.
- Note: If someone decides to call the listed phone number - this is still considered a success - the phone number is also important!
Barriers that might have an impact on the audience's ability to act
- Less comfortable with online process
- Confusion or overwhelmed by all of the information they have received.
Mandatory items (must be on the page!)
- Toll-free number and TTY (711). (toll free number will be provided by the client, use dummy toll number for now)
- Hours of operation: 8 a.m. – 8 p.m., Monday-Friday
- Company Logo, use placeholder for now
- Appropriate disclaimer: A health plan with a Medicare contract, available to anyone enrolled in both Part A and Part B of Medicare. based on content.
- Copy should be written at the 4th grade level to meet health literacy standards.
- Company's new brand standards must be used in the design; attached in the contest spec is the "Interim Key Guidelines" brand standards.
- Currently, the headline on the page changes during the year to reflect the selling season - so the headline should be designed to be easily changed.
- Will need to make sure "Humana Medicare", "Humana Medicare Advantage" and "Medicare" appear in the copy in order to maintain a high quality score for the campaign.
Important
The target audience are new to the Medicare process. They are likely overwhelmed and confused by all of the information they have received and heard regarding Medicare enrollment and are looking for reliable, easily understood information and assistance. Affordability is a key component to their decision.
Measuring Success
For this test, we will send traffic from a brand paid search campaign to both the current control and the new landing page, with 50% of the traffic going to each page. We will evaluate the following metrics:
- Cost per sale
- Clickthrough rate
- Conversion rate
Branding Guidelines
- See the attached "Interim Key Guidelines" for branding and design guidance
Note: The new brand standards have different colors than the current control page, any new creative should use the new brand colors and standards.
Target Audience
Primary target are people "aging-in" to Medicare at 64 (i.e. new to Medicare)
Judging Criteria
The landing page design/tone should be optimistic, respectful, clean, with sense of urgency.
Submission & Source Files
Preview Image
Create your preview image as one (1) 1024x1024 JPG or PNG file in RGB color mode at 72dpi and place a screenshot of your submission within it.
Submission File
- Landing Page Design (Note: we are looking for 3 new designs!)
- Please upload PNG/JPEG images in a zip file with all requested contest requirements stated above.
Source Files
All original source files of the submitted design. Files should be created in Adobe Photoshop or Illustrator and saved as layered PSD/AI files.
Final Fixes
As part of the final fixes you may be asked to modify your graphics, images (sizes or colors) or modify overall colors.
Please read the challenge specification carefully and watch the forums for any questions or feedback concerning this challenge. It is important that you monitor any updates provided by the client or Studio Admins in the forums. Please post any questions you might have for the client in the forums.