Do you want to get more entries, clicks and engagement on your competition website?
Competition websites are extremely common. Prize draws, raffles and giveaways are a great way for brands to capture leads and create a buzz. The issue is…
The majority of competition websites do not perform well with user interaction.
Visitors land on the page, look around for a few seconds and then leave. The result is lost entries, wasted traffic and lost opportunities. The good news is, with the correct competition website design tips and tricks, you can flip passive visitors into active participants.
In this article, you will discover…
- Why User Interaction Is Important For Competition Websites
- Key Elements Of Effective Competition Website Design
- Gamification Strategies That Increase Entries
- Simple UX Tips For Improved Results
Why User Interaction Is Important For Competition Websites
User interaction is crucial on competition websites.
If you think about it, the whole reason for running a competition is to get users to interact and get involved. The more interaction, the more entries. The more entries, the more leads. The more leads, the more business.
Here’s the thing…
88% of consumers won’t return to a website after having a bad experience on it. That is a huge figure and a scary statistic for any business running competitions online. If a visitor has to struggle to work out how to enter a competition or the design of a competition website confuses them, they leave and bounce.
And they don’t come back again.
This is the reason that you need to invest in professional competition website design and optimisation. Investing in a competition website builder for successful business operations can make all the difference between a dud campaign and one that generates thousands of entries.
The right design will build trust and that trust will lead to participation which will drive results.
Simple really!
Key Elements Of Effective Competition Website Design
Competition websites come in all shapes and sizes but they don’t all perform well when it comes to generating user interaction.
The best competition websites all share common design elements that encourage website visitors to take action.
Clear Entry Process
Nobody likes to jump through hoops to enter a competition. The entry process needs to be clear from the moment someone lands on your competition webpage. One glance at your page should be all it takes for visitors to know exactly what they need to do next.
Keep forms simple and short. Don’t ask for any more information than is essential. The fewer form fields, the higher your chance of achieving form completion.
Strong Visual Hierarchy
Visually, the main prize should be front and centre. Focus on using large imagery, bold headlines and contrasting colours to draw attention to what is most important.
Visitors will only spend an average of 2.6 seconds before they decide where to look on a webpage. Make those seconds count by leading your visitors’ eyes to your call-to-action.
Mobile Responsiveness
Over half of all web traffic now comes from mobile devices. If your competition website does not work 100% when it comes to usability on mobile, you are missing out on entries.
Buttons need to be large enough for mobile visitors to tap. Forms need to be easy to complete on smaller mobile devices. Loading times need to be lightning fast.
Trust Signals
People are naturally suspicious of having to enter their details online. The addition of trust signals like security badges, privacy policy links and social proof can help to reassure visitors that their details are safe.
Gamification Strategies That Increase Entries
If you want to supercharge your competition website, you need to look at adding gamification elements.
Gamification is the act of adding game-like elements to a non-gaming environment. In the context of a competition website, gamification converts what is an otherwise boring experience into something people actively want to play.
Here’s why this works…
It’s human nature to want to play games. Spin-to-win wheels, scratch cards and progress bars are all engaging for a reason, it’s because they tickle our desire for fun and reward.
The evidence also shows that gamification is powerful. Businesses have seen conversion rate improvements of up to 50% where a successful approach to gamification has been added.
That is an incredible return on investment for simply making the entry process more engaging.
Spin-To-Win Mechanics
Spin wheels are a great way to build a sense of excitement and anticipation. The interaction with the wheel adds an emotional engagement to the entry process, creating higher completion rates.
Progress Indicators
Visitors like to know how close they are to completing a form. A visible progress bar will show users how close they are to finishing off the task and can significantly lower abandonment rates.
Bonus Entry Systems
Offering visitors bonus entries for taking further actions will also improve engagement. Social share for extra entries, refer a friend for bonus chances, all these mechanics will help drive extra participation and extend your reach.
Simple UX Tips For Improved Results
Sometimes it is the smaller changes that can create the biggest impact. Here are some quick and easy wins that will help you to boost interaction across any competition website.
Speed Is Essential
Slow loading times will murder conversions on any website. The longer it takes for a page to load the fewer entries you will make. Optimise images, reduce code bloat and use a fast, reliable host so you can keep loading times to under 3 seconds.
Reduce Friction
Every extra click, page and distraction between landing and entering a competition is an opportunity for visitors to lose interest and bounce. Remove any unnecessary pages, form fields and distractions so that the path to entry is as direct as possible.
Action-Oriented CTA Copy
Your call-to-action buttons need to make it crystal clear what happens when a user clicks on them. Rather than using generic call-to-action button text, use language that is action-oriented like “Enter Now” or “Claim Your Entry”.
Add Countdown Timers
Time urgency encourages people to take immediate action. The inclusion of a countdown timer visibly counting down to when the competition ends will nudge visitors into entering now rather than later.
Display Social Proof
Showcase entry counts, testimonials and previous winner announcements. Social proof showing that other people are entering the competition will make visitors more likely to get involved.
Test And Optimise
The best competition websites are never finished and the process of testing and optimisation is what separates the good from the great.
A/B Test Everything
A/B test all elements including headlines, imagery, button colours and form layouts. Tiny changes can have significant results in terms of conversion rates.
Monitor Analytics
Monitor where visitors are dropping off. Work out which traffic sources are delivering the most engaged visitors. Use your data to inform intelligent design and UX decisions.
Gather Visitor Feedback
Ask visitors for feedback. What did they find confusing? What could be done to make entering easier? Visitor feedback is a great way to spot areas for improvement that your analytics might miss.
Conclusion
Boosting user interaction on competition websites ultimately comes down to a simple understanding of what makes people engage and what makes them not.
Great competition website design can be broken down to creating exciting experiences that do not make the visitor think too hard. It should also be about optimising and smoothing the journey from landing on a page to entering the competition. Building trust along the way is another crucial element.
All the tips and strategies we have covered in this article work for one simple reason, they all focus on the visitor experience and making sure every aspect of your design makes it easy and fun for a visitor to get involved.
The key points to remember are:
- Keep the entry process simple and obvious
- Ensure mobile responsiveness
- Add gamification elements
- Test and optimise
Competition websites that nail these simple fundamentals are proven to outperform those that do not.
You now have the blueprint. It’s time to start implementing and watch your competition entry rates increase.
