The Partner
Quitstrong.nz is a New Zealand-based public health initiative focused on helping people quit smoking for good. The platform connects users with a variety of quit support options, including coaching, community programs, and informative resources. Their mission is to make support accessible and engaging for all New Zealanders, with a strong emphasis on digital accessibility and effectiveness.
Data Story Services
Conversion Rate Optimisation
Website Development
Analytics & Tracking
Search Engine Optimisation
Quick wins
Increase in quit coach form conversion rate
Increase in overall conversion rate
Increase in traffic to /switch-vaping page
The Challenge
Quitstrong.nz needed to improve how people engaged with its smoking cessation support options.
The existing “quit coach” sign-up process was clunky and resulted in poor conversion rates across all channels—phone, email, and provider visit click-throughs. The site also lacked cohesive messaging about quitting through vaping, and important educational content was buried or poorly signposted.
On top of this, there was an urgent need to increase the visibility of the site’s health messaging in organic search. With limited development resources and a mandate for zero-rated content (free to access without data charges). Changes needed to be strategic and fast-moving.
Our challenge was to simplify user journeys, test and deploy improvements quickly, and ensure all updates aligned with public health goals.
The strategy
We simplified the quit support journey by combining user research, stakeholder insights, and marketing automation to remove friction, prioritise high-impact improvements, and rapidly test and deploy changes—resulting in a dramatically more effective digital experience.
What we did:
User Journey Mapping & Prioritisation
We engaged stakeholders to identify friction points in the user journey and brainstormed changes with the highest potential impact.
UX and Form Redesign with Automation
We rebuilt the quit coach form using ActiveCampaign to automatically direct submissions to service providers—removing multiple manual steps and dramatically improving ease-of-use.
Engagement-Driven Content & SEO Enhancements
We implemented schema markup and canonical tags from Smokefree.org.nz to drive search performance. Video content was repositioned for clarity and engagement, and zero-rated formats were retained to protect accessibility.
User Journey Mapping & Prioritisation
We engaged stakeholders to identify friction points in the user journey and brainstormed changes with the highest potential impact.
UX and Form Redesign with Automation
We rebuilt the quit coach form using ActiveCampaign to automatically direct submissions to service providers—removing multiple manual steps and dramatically improving ease-of-use.
Engagement-Driven Content & SEO Enhancements
We implemented schema markup and canonical tags from Smokefree.org.nz to drive search performance. Video content was repositioned for clarity and engagement, and zero-rated formats were retained to protect accessibility.
The results
+495% improvement in quit coach sign-up conversions through streamlined UX and automation
We replaced a multi-step, low-performing sign-up process with a single, integrated form that auto-sends submissions to relevant service providers.
This change alone lifted quit coach conversions by +495%.
In parallel, video engagement rose by 33% through clearer content presentation, while traffic to the /switch-vaping page increased 5x.
Clicks to Vaping Facts rose by 57%, and organic traffic lifted 49% year-on-year in March.
The new vaping content also improved time on page and bounce rate, confirming its relevance.
These results demonstrate the power of quick, well-targeted changes backed by analytics.
“[Data Story] helped to get us actionable data that led to big wins.”
Key Takeaways
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Roadblocks create opportunities
Identifying friction in the quit coach process led to the single biggest improvement—proof that the best wins often come from fixing what’s broken.
Automation doesn’t have to be complicated
Simple integrations (e.g., ActiveCampaign) can eliminate manual steps and drive major efficiency and conversion improvements.
Automation doesn’t have to be complicated
Simple integrations (e.g., ActiveCampaign) can eliminate manual steps and drive major efficiency and conversion improvements.
Automation doesn’t have to be complicated
Simple integrations (e.g., ActiveCampaign) can eliminate manual steps and drive major efficiency and conversion improvements.
Automation doesn’t have to be complicated
Simple integrations (e.g., ActiveCampaign) can eliminate manual steps and drive major efficiency and conversion improvements.
Automation doesn’t have to be complicated
Simple integrations (e.g., ActiveCampaign) can eliminate manual steps and drive major efficiency and conversion improvements.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
Design for context and clarity
Updating video titles and placement based on user need led to increased engagement—showing how critical messaging hierarchy is for public health websites.
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