After an extensive audience analysis on our landing pages it was identified that Cerebral had the potential to capture more of the male audience base. We did a deep dive into what our services offered this audience and how we could present a landing page to them. We ultimately came up with two personas and built two pages targeting these persons. After a few weeks in A/B testing this persona based on those currently going through a crisis won out with better performance. I was also able to use some of the same photography in a set of social media ads so that the imagery of the ad matched that of the landing page.

In looking at the performance of key words used in our search advertising we noticed that value based terminology was becoming more successful. Taking that cue we created a page based around the value Cerebral offered pushing our insurance coverage forward above the fold. The result was a very successful landing page that we were able to place in different channels. This screenshot is the culmination of a few A/B tests on layout, style, and copy where we took the winning results to improve the page even more.

Cerebral already had a PTSD landing page with good performance but we hypothesized that we could improve it with a more targeted landing page. We came up with a newer style and with more comprehensive information on the page. After a few weeks we noticed that we had two audiences coming to the page, one was middle-age women and the other were men. The original page had a younger woman above the fold in its imagery so we updated the image and then duplicated the page and created a male focused version to specifically target that audience. This is the male duplicate page. Ultimately the newer pages performed better.

Combing through some more of our performance data we saw that there was an opportunity to market to insomnia and sleep deprivation audiences. I created this page based on successful components of other pages such as having more diverse imagery on the page. We launched this page against our generic landing page and saw an immediate increase in our conversion rates within the audience.