This is a guest post by Zsuzsa Szabo, co-founder of Antavo Promotion Builder.
Running promotion campaigns is a great way to spice up your Facebook page, build your e-mail list or engage with your customers.
You could give away one of your products, offer a percentage-off coupon or some freebies. You could distribute your promotion campaign on all social channels, and in some cases, you’re promotion page/destination might even be receiving tons of traffic… and still, your promotion is not guaranteed to be successful.
In other words, people see your promotion page or tab, but they don’t subscribe. Your campaign’s conversion rate is lower than you expected.
Example
This promotion app looks very nice and $200 is good value but, where do I enter? It says “3 easy ways to enter” in the right bottom corner but 2 options are sending you to their Twitter account or their website, where there is no follow up.
The prospect has left the building and is at the corner looking for directions… you lost him.
Why is your promotion not converting visitors to subscribers? Here is a list of the things you might be doing wrong.
12 Reasons Why Your Promotion Campaign Is Not Working
1. The grand prize is not attractive enough
2. The grand prize is very attractive so people think that they have small chances to win, as the promotion will be very popular
3. You give away an i-gadget. Giving away an iPad may be risky, a lot of fake competitions and promotions are trying to get data with the promise of an iPad, iPhone or something known and valuable
4. You use stock photos. The problem with stock photography is that they are over used, some by very shady online properties and of course, people know they cost around $1
5. You ask publicity from the winner, and maybe people don’t want to share their cellulite treatment or diet story with their friends. The price is too big to win
6. The promotion lasts too long, so people think they have plenty of time to enter and they forget after a while. There is no sense of urgency. In sweepstakes (when people may win something) 5-9 day is the ideal length. In contests (when voting is part of it), 14-20 days may be enough. The time left to enter should be visible!
7. People don’t know what to do to enter. The call to action message is missing, or the design is not clear on what to do
8. It takes time to enter because the entry form is too long, people will only give you a few minutes of their valuable time (and that’s only if they are interested)
9. People get error messages, so they give up trying. The app has technical issues
10. The entry is geographically restricted but you are promoting it all over without any segmentation
11. The terms are too complex or you are not providing sufficient information
12. Other unexpected things happen like a blackouts, the user got distracted by a shiny incoming email, etc.
Example
This promotion doesn’t seem to be trustable, it only needs my phone number. On the left it says you could win a cool iPhone but then on the right it says “iPod”. The device on the graphic appears to be a 1st generation iPhone, which is about 6 years old.
There are hundreds (if not thousands) of questionable promotions out there to grab your data. This one clearly fails in the trust department.
Recap
To sum it all up, there are 3 main areas of focus when planning your campaign to avoid low conversion rates:
- Choosing the proper grand prize
- Setting the timeline short and visible
- And clear CTA’s (call to actions) about what to do to enter
Your turn
What do you think, what else can go wrong at promotion campaigns so it causes low conversion?
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