Optimizing Your Website to Convert Users

Background:  The Oklahoma Tobacco Helpline (OTH), funded by the Tobacco Settlement Endowment Trust (TSET), is a FREE service for Oklahomans who are thinking about quitting tobacco, currently quitting tobacco, former tobacco users wanting to stay tobacco-free and those who want to support loved ones or patients. According to the Centers for Disease Control and Prevention, 7,500 Oklahomans die from a smoking-related illness each year. Furthermore, smoking-related medical care costs the state $1.62 billion yearly. Since launching in 2003, OTH has served more than 350,000 Oklahomans. OTH provides a multitude of quit services statewide, and tobacco users over the age of 18 can receive free nicotine replacement therapies (NRTs) including patches, gum or lozenges to help them quit. 

Program background:  Research based findings indicated that OKhelpline.com needed additional features and pages to position the site as a resource for tools, activities and information and to encourage visitors to spend more time on the website. A behavioral analysis of the site was performed, including a heat map – showing where visitors click and scroll. The purpose of the web optimizations was to increase web interaction and awareness of the OTH brand. Based on what was known about the OTH target audience and their website preferences, we determined that web optimizations focusing on a simple, streamlined and interactive experience would generate more website traffic, discussion and ultimately, conversions. The plan focused on adding activity downloads and informative materials to the OTH website to increase user interaction with the brand and streamline the mobile experience. To increase social interaction, videos were integrated into the OTH social plan. 

Evaluation Methods and Results:  The OTH website optimizations increased conversions (clicks to sign up for services) site wide and boosted total Helpline registrants. Evaluation of success was based on total growth, sign ups, paid search conversions, activity downloads and social results.  

• Total growth:
  • Click-to-call (mobile): Increased 8.9% due to optimizations
    • Average time on certain pages for mobile visitors increased 77%
• Request-a-call (desktop): Increased 76% due to optimizations
• Sign Up:
  • Sign Up (Homepage Buttons: All Access, Individual Services, Web Coach, Free Services): OTH homepage button sign ups increased 20% due to optimizations
  • Total online registrants increased 36%
  • Paid Search Conversions:
    • In Q3, the paid search conversion rate was 4.52%. As of December 18, 2016, the conversion rate improved to 21.58%
    • Activity Downloads:
      • In Q4 2016, there were 421 PDF downloads (This is a 1,519% increase when compared to Q4 2015)
      • Social Results:
        • OTH social reach was up 86% year-over-year 

Conclusions:  The OTH team continually looks to optimize the website for both desktop and mobile users to provide a positive, streamlined user experience. The 2016 optimizations led to more conversions and ultimately, more people utilizing the OTH services. 

Implications for research and/or practice:  Behavioral analysis research and findings continue to lead the OTH discussion for future optimizations. The FY16 optimizations led to strong growth. Because of this, the OTH team will continue to research additional areas of opportunity in terms of social, digital and SEO optimizations.