Developed with the Mayo Clinic over 15 years ago, EX Program integrates multiple cessation programs (BecomeAnEx.org, This Is Quitting, and EX Program) that Truth Initiative (TI) has managed to meet various user needs. Working across multiple projects and teams at TI, we supported the rebrand of EX Program and its new media campaign, Outsmart Nicotine, an uplifting, multi-platform campaign designed to help millions break free from nicotine addiction. 

To ensure a truly multi-platform experience for consumers and an easily trackable campaign for the TI team, we strategized and implemented multiple assets of the new EX Program experience. 

Journey-focused marketing landing pages to support digital advertising

A mobile-first design meets the needs of 18-24-year-olds, regardless of where they are in their quit journey (awareness/consideration and conversion). The campaign landing pages use dynamic content to capture the users’ attention, creating a connection between the ad and landing page as well as asking visitors to engage with the page, with their answer altering the organization of the content of the page to better align with their needs. 

We worked collaboratively with TI on the campaign landing page experience. We created content-first wireframes, TI designed the pages with the new EX Program branding, and then we developed the pages in Drupal to integrate with their complex MarTech stack. This included ensuring data flowed properly and all ad partner pixels and associated analytic needs were captured. 

TI wanted to immediately message visitors who signed up for their program on SMS, so we built the campaign landing pages to process the data from forms and various in-app ad channels to their SMS tool using a webhook and Zapier. 

The new landing pages garnered 2 million views and over 30,000 enrollments in the first two months of the campaign.  

Improved navigation and new content for the EX Program website

We developed a new Information Architecture, or site organization, to increase content findability, and designed a new menu experience.  We analyzed analytics and user trends to create relevant, user-focused categories that better matched how users approach their tasks. We also updated labels to use plain language instead of internal terminology. 

We replaced a difficult to navigate, single-column, cascading menu with a mega-menu, which increased the visibility of sub-items. The megamenu displayed all resource categories at a glance, giving users a comprehensive view of available topics. 

Our SEO experts optimized the URL structures for the new information architecture which 

• Enhanced Crawlability: Clean URLs are easier for search engines to index. 

• Increased SEO ranking: By reducing depth, URLs closer to the root domain help to boost search rankings. 

Our SEO and UX experts also identified content gaps and content changes needed to improve the experience and created a Content Plan for TI.    

A new Adobe Analytics solution to comprehensively track performance metrics across EXprogram.com  

This allows the internal team at TI to monitor a wide range of variables, including those related to the primary EX Program website, marketing landing pages, community engagement, SMS sign-ups, and user login/logout experiences. 

With these enhancements, the TI team will more effectively reach young people looking to quit nicotine and improve the health of millions nationwide.