Smokefree Norfolk’s old website simply wasn’t working for them. Nobody engaged with it, there was no way of tracking referrals and it simply wasn’t a place you’d send anyone as a first step to quitting smoking. We embraced the brief to improve the user experience and increase the number of sign-ups to quit. With several of our own team ex-smokers, we know all too well just how hard it is to quit smoking!
For smokers who have gone ‘cold turkey’ on several failed attempts, the chances of quitting are 4 times higher with support. We really wanted to show just how easy it is to get that support, and what to expect from the quitting process. In order to communicate with would-be quitters, the initial process had to be simplified.
Our team researched dozens of smoking cessation websites, and they tend to be very similar. Nearly all bombard you with pages and pages of text about your health which are really ugly to look at and can be quite overwhelming for the user. We felt this approach was dull and needed modernising. What Smokefree Norfolk really needed was a nice, clean and engaging UX that does the job as required: encouraging smokers to sign-up and begin the journey to quitting smoking for good.
We achieved this in a number of ways. Firstly, we adapted the NHS design guidelines enough to retain the branding but also set the website apart from the rest.
The early stages of quitting smoking can be the most testing. We wanted to help quitters feel more confident and motivated by sharing real success stories and offering encouragement. We achieved this by showcasing short testimonials from people who quit smoking through the scheme, and also through our Facebook campaigns.
It was important to present information in a friendly, encouraging tone to show that Smokefree Norfolk is there to support people, and not overwhelm smokers with lots of medical terms.
Scare tactics don’t work, and facts alone won’t convince people to quit smoking. We added an emotive and relatable aspect to the campaign by showcasing the success stories of other quitters. Our Facebook campaign built on this too, connecting past smokers with future quitters.
There are many of these online, but none really take into account what modern-day equivalents are if you spend the money saved on cigarettes to treats and rewards instead.
Seeing that you could buy an iPad Mini with 42 days’ worth of cigarette money really puts things in perspective!View Cost Calculator
We set up a number of multi-channel campaigns to promote the launch of the new website. Our team created PPC and Facebook ad campaigns which targeted stop/quit smoking terms in Norfolk to drive people to sign up for help. Results of these campaigns have been very positive with a 204% increase in conversions to sign-up within 2 months from a 131% CTR increase.
The mobile-first approach drove an additional 50 sign-ups via the call tracking set up, a further 40 via the CTA into the abridged contact form.
Prior to the shiny new website and digital marketing campaigns, the old website was barely mustering up a few dozen session a month. Now it’s over 2,000 per month and growing fast.
NHS Smokefree Norfolk