Website Optimisation

+323% conversion rate lift for Quitstrong.nz

The Problem

Quitstrong.nz is all about taking action to kick the smokes for good. So how do we make it easier for people to choose the support that suits them best online?

“

[Data Story] helped to get us actionable data that led to big wins.

Andy Ellis, Digital Manager - Quitstrong NZ

Our Process

Research & benchmark

Prioritise & Hypothesise

Design & Build

Test & Learn

The Solution

We captured ideas and solutions from a range of stakeholders and prioritised changes would have the highest impact.

Quit Coach Sign Up UX Improvements

The previous quit coach signup form had a low conversion rate* when counting all clicks to call, email and visits to quit service providers.

We designed a new form using a marketing automation tool, Active Campaign, to automatically send the form submission details to the service providers.

This removed multiple steps for people looking for a quit coach, resulting in a +495% lift in conversion rate

_{*Specific conversion rate data not supplied due to privacy}

Increasing Video Engagement by 33% through Free Internet

The inline zero rated design* was chosen to educate users in the most unobtrusive way possible (compared to a banner or popup).

We changed the design so the video titles were clear why someone should watch, increasing video engagement.

_{*Zero-rating is a technique where internet service providers (ISPs) allow consumers to utilize a specific website without charging their internet data plan.}

Google Analytics Insights

The new design drove 5x the amount of traffic to the /switch-vaping page. Clicks to Vaping Facts increased by +57% and referrals to vapingfacts.health.nz improved.

Analytics showed that the new vaping-to-quit-smoking page has a lower bounce rate, higher time on page and is relevant to the context of vaping to quit smoking.