How to improve the results of a promotion using Visitor Statistics Analysis

Posted in: ApplicationsLast update: 04/10/17

Below, we’ll look at visitor statistics for two promotions carried out with Easypromos. Both promotions share a common feature: they use the Recruiters System to boost promotion virality. At first glance, the statistics may seem very similar: both promotions achieve a comparable number of unique visits, and the total page view figures are also quite close. If we look at the conversion funnel (the percentage of visitors who progress from one page to the next) we can also see a similar percentage of visitors advancing from the landing page to the registration page.

As we can see from the following infographic, even though the two promotions obtain very similar statistics, they achieve very different results and effectiveness levels. Let’s see why and learn how to improve the results of a promotion.

tips_success_promotion_versus_fail_promotion

 

What conclusion can we draw from this data?

After checking the data for unique visits, page views and the funnel conversion ratios, we can conclude the following:

  1. Although both promotions used a similar mechanism, the first promotion achieved a higher conversion rate: almost 47% of users who reached the promotion ended up registering.
  2. The conversion rate of the landing is good in both promotions (between 54% and 59% respectively). This means that the landing is well designed: it explains how the promotion works clearly and succeeds in encouraging users to proceed to the next page.
  3. In both promotions the abandonment point is the registration form. The second promotion clearly has a higher rate of abandonment. To be specific, in the first promotion one out of every two users ended up completing the registration form; while in the second promotion this ratio was lower: only one out of four users filled in the form.

 

What factors might explain the differences in these results?

  1. The entry form: Both promotions asked users to provide their name and email address to register. But the second promotion also obliged users to provide their telephone number. Asking for too many details can be a barrier to participation for some users.
  2. The dynamic: Both promotions applied the Recruiters System. But the second promotion required users to recruit four people to gain a place in the final sweepstakes. This requirement undoubtedly represented a real challenge for participants, as they had to get at least four of their friends to register – four friends who happened to also be fans of the band.
  3. The prize: In the first promotion, participants had the chance to win an item made by the brand, while the prize in the second promotion was concert tickets. The prize is always one of the most important factors in influencing participation. And in this specific case we can see how a more generic prize, such a brand-made product, might be more appealing to users than a highly specific prize like tickets to an event or concert.

The Visitors Statistics provide you with important data that allows you to analyze the results of your promotions to find out which aspects to improve for your next online campaigns, decide how best to keep a user’s interest from one page to the next to minimize abandonment, and improve your overall results.
In this specific case, we have seen how the registration form can play a determining role when the objective of the campaign is to capture leads.

Learn how to consult the Visitor Statistics of your promotions here.

 

Marian Jubany

Customer care Easypromos’ team