Ask for just an email address and you’ll see the number of entries skyrocket. If the barrier to entry is too high, it means that either your entry process is too long and requires too much information or the requirements necessary to enter take too much time to complete.įor example: If you’re running a sweepstakes giving away a $100 Amazon gift card, and you ask the entrants to provide their name, address, phone number, and email address…that might be a bit much. This is one of the biggest reasons why a promotion fails to meet expectations. If people review your promotion and they don’t immediately understand the action that they need to take in order to enter, then you need to make adjustments. Receiving feedback before your promotion goes live is essential. If there is no clear call-to-action that you want the user to take, they make get lost or frustrated and close the page. Remember, the landing page for your promotion should be as clear as possible to make it easy for the end user to complete the action that you want them to take. These few small tweaks would help to increase the entry rate, while minimizing any confusion that people may have about how the promotion is to be conducted. On that page they would also include their official rules. For example, they could place this graphic on their site, and below it include fields to ask for a name, email address, and the Pinterest board link. First, they could collect entrants information by hosting this promotion off of Pinterest. In addition, there are several tasks to complete just to enter, but even if those tasks are completed, how are you supposed to know you’ve been entered?Ī few things can be tweaked with this promotion to make it much more effective. However, it doesn’t provide information such as the official rules, or even how the winners will be picked.
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While the creative looks great, it provides 4 steps that people need to complete in order to enter. Here’s a great example of a promotion where people may be confused on what they need to do to enter.
If people are coming back to you asking questions about the entry process, that should be a huge red flag that needs to be addressed before the promotion goes live.
If everyone is able to enter without having any questions about what they need to do, then you’ve set it up correctly. To avoid any confusion, send your promotion out to a few people to test it before it goes live. However, if it isn’t a straightforward entry process, people might not understand what they have to do to participate, which will cause a drop in entries.
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People don’t know how to enterĪ confusing entry process is one of the main reasons why your promotion may fail, and you might not even know it! Keep in mind, if you put your promotion together, then you’ll understand how to enter. Compare the results from all 3 to see which variation works best for your business. If you want, you can test a Version C where you just send people directly to the giveaway and they are not asked to sign up for your site at all. Send 50% of your traffic to version A where people sign up and then are able to enter the giveaway, and send 50% of your traffic to Version B where people can enter the giveaway and then are prompted to sign up. If you’re going to require people to sign up to enter your giveaway, I suggest running an A/B test to see how it performs. This can work if done correctly and the right incentives are in place, but if you make people jump through too many hoops, they will bounce from the page. The dreaded sign up form - something people hate to fill out, especially because they may not be familiar with your business yet and you’re already asking them to sign up for your site. Here are 11 ways your marketing campaign may fail, and what you can do to increase your chances of running a successful promotion. In turn, this leaves them with a bad taste in their mouth and they avoid running them again. Many businesses run sweepstakes and contests with high hopes, but their promotions end up falling short of the expected outcome.
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In doing so, many set their expectations too high assuming that giving something away for free will generate amazing results for their company. When exploring new opportunities, marketers tend to land on sweepstakes, giveaways, or contests as tactics to quickly help grow their audience.
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