Is your web contest too complicated?

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I received an email from a company the other day about their upcoming contest. I’m going to show the actual steps you need to take to enter the contest, but also change any identifying information.

  1. From DATES OF CONTEST visit our COMPANY Facebook, Twitter or Instagram accounts to gather a daily clue
  2. Use your clue to find the hidden ITEM on our website
  3. Click the ITEM to receive the secret words
  4. Collect the words of the day for all 5 days to create the winning phrase
  5. Enter your submission on our website between DATES OF CONTEST for your chance to win 1 of 10 prizes!

contest too confusing?

I don’t know about you, but by the time I got to step three, my eyes glazed over and that was the end. I understand that this contest was developed to get people to engage in the company’s website and social media sites, however, most people are not going to spend that much time trying to win something. Maybe if the prize was a couple million bucks, people might do it. But this was for a basket of products that are worth a few hundred dollars at best.

Many companies use the “find the hidden item” idea on their website in order to get people to look at the entire site. That’s a great idea in itself, but adding all of the other rules of this particular contest makes it a little too complex for the average person. You would have to be totally devoted to the product in order to do this. And those people are already customers!

People may click on the first link and then lose interest. Once you complete all of the steps, you still only have a small chance of winning. Website visitors might find this scavenger hunt frustrating. That is not an emotion you want prospective customers to feel.

Sure, have a contest! That is a fantastic way to get people interested in your site and products. Intriguing people is the name of the game for online sales. But, when designing the contest, try to engage without annoying your page viewers.

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