QuitNow Update. QuitNow Engaging BC Smokers
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1 QuitNow Update QuitNow Engaging BC Smokers December 12, 2013
2 Where we were Where we are Background
3 Overview Putting the User First Being Real Getting the Data Overview
4 Putting the User First: Personas Be empathetic. Put on your user shoes.
5 Make it easy. User experience trumps data needs. User sign up shrank from 6 pages down to 1 Putting User First: Lowering Entry Barriers
6 Be a generous, entertaining host: Invite users in to browse around. How addicted are you? quiz Calculate your savings tool Community forums visitors are welcome to browse Quit resources and medication guides Putting the User First: Generous
7 Putting the User First: Don t Overwhelm Be focused. Don t overwhelm. Simplify choices.
8 Be responsive: deliver what they need; the way they want it: I love getting quit tips on my smart phone; It s like having a quit support system wherever you are. Odette Hidalgo, ex-smoker Putting the User First: Responsive
9 Being Real: Real People Make it real. Stocks shots out. Real people in.
10 Speak human. Cessation? NRT? What is that? Being Real: Language
11 Being Real: Language Supportive Language
12 Consistent Voice Across Platforms Forum Facebook Live Chat Being Real: Consistent Voice
13 Being Real Relate to users feeling. Provide daily reinforcement.
14 Show users you get it I really like this contest. It keeps me going. I quit for a year in 2011 and for 4 months in 2013 and I ll keep trying. I m grateful for the nudge to try again once a month. One of these times I ll be successful. Thank you. TFT Contest Participant Being Real: TFT Contest
15 The data says it works! 10,328 visits 42% new visitors 6,330 unique visitors 2,235 registrations 955 completed surveys 51% 21% 19% 1 day (24 hours) 2-4 days 5-7 days More than 7 days 79% quit beyond 24 hours 9% Getting the Data: TFT Contest
16 Quarterly Analytics Reporting QuitNow Overall Web Traffic Website Performance and Speed Quality of the Mobile Experience New Visitor Experience Conversion Rates and Engagement Recommended Opportunities for Growth Getting the Data: Website Analytics
17 QuitNow Overall Web Traffic Statistic Q1 2013* Q * Q # Total Visits Unique Visitors The decreased bounce rate and increased average visit duration indicate that the launch of the new website had an overall positive impact New Visitors % of unique visitors to QuitNow are current smokers (assumption) Average Visit Duration 3:43 3:48 4:08 1.6% (8342) of all current smokers in BC visited the website in Q3 Bounce Rate 54.7% 54.4% 46.9% *Includes internal traffic #Excludes traffic Aug Getting the Data: Analytics Web Traffic
18 QuitNow Website Performance and Speed Statistic Q Q Q Average Page Load time Avg. Page Load time Desktop Avg. Page Load Tablet No data 3.37 Excellent average page load time for desktop Trending positively- Page load times for tablet and mobile Mobile experience continues to improve rapidly (3.16 seconds in September) Avg. Page Load Mobile Getting the Data: Website Speed
19 QuitNow Site Engagement for New Visitors Statistic Q Q target Take the NRT assessment Completed Addictions Quiz 2.3% 2.8% 5.6% 6.0% Between 80 to 90% of visitors who take the assessment or quiz do not register on that visit The addictions quiz has a 81.1% funnel conversion rate Submitted a story 0.03% 0.1% The NRT assessment has a 65.5% conversion rate Completed at least one engagement criteria 7.4% 8.0% The NRT assessment has a 28% abandonment rate after its first step Getting the Data: Engagement of New Visitors
20 Referrals to HelpLine referrals Cig pkg Getting the Data: How People Heard of the HelpLine
21 Fax Referrals to HelpLine Fax Referrals Getting the Data: Faxes from Healthcare Providers 2013
22 Website Polling Quick tool Feedback Users see results Interactive Getting the Data: Poll Feedback
23 Facebook Online Survey Assess the effectiveness of the QuitNow Facebook Page as a support for those looking to quit smoking or remain quit Getting the Data: Facebook Online Survey
24 Facebook Questions to Stimulate Discussion Getting the Data: Facebook Questions
25 Health Canada Evaluation 3 rd Party Evaluation Phone & Web Getting the Data: Health Canada Evaluation
26 Health Promoters 13 Health Promoters Connect with people Listen Getting the Data: Local Knowledge
27 To better serve the people we are able to reach we need to Do more analytics work to study user behaviour Improve performance Make the platforms more engaging Remarket as a reminder of services Summary: Better serve the people
28 To reach more people we want to Encourage user referrals Expand referrals from healthcare providers Market better for the male audience Summary: To Reach More People
29 Wrap-Up It s about them not us it s not about serving our numbers it s about helping people quit Everyone is different some people will never want to sign up, it might just be about a nudge for most Play to your strengths and acknowledge your blind spots Summary: Wrap-Up
30 Online Referral December12, 2013
31 Access to Online Referral: Restricted to HCP Access to Online Form
32 Privacy Statement & Third Party Consent Privacy Statement Privacy & Consent Third Party Consent
33 Clients choice Services Requested Services
34 Referral Source Information Referral Source Information
35 Preset Referral Agents More Presets can be added Preset Referral Agents
36 How to Use? Make referrals on your mobile Ensure you get consent Provide HCP with the link Use of Referral Form
37 Contact Us BC Lung Contact
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