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Website Critique   URGENT - Need Help Fast!  
 
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Please Critique Online Sweepstakes For Marketers
Posted By: AprilMW on 8/8/2006 9:16 AM (CST) 2750 Points
My company just launched a new tool that allows marketers to run online sweepstakes. To promote the sweepstakes tool, I am currently running a sweepstakes for marketers. I have 150 entrants but I’d like to at least double this number by August 18th.

My specific questions are:

Is the intro page decreasing visits to entry page?

Are the prizes appealing to marketers?

Does the entry form take too long to fill out? (Scroll through the entry or...fill it out...worst case scenario you win a video iPod.)

Any suggestions to double entries from marketers is greatly appreciated!!!

Here’s the link: http://www.ennect.com/sweepstakes/emarketing-sweepstakes.asp

Thanks for your help!

Posted by: ahunt Member Response
8/8/2006 10:01 AM (CST)
In short response, the answers to questions #1 and #3 are yes and for questions #2 the answer is no.

The intro page takes too long to load, is very busy and difficult to read and follow, and the enter button is hard to find with everythng else going on on the page. I would also move the entry button up to the top corners instead of sticking it off in the bottom right corner where someone has to scroll down to see it.

The overall prizes are good and a nice variety that is topical to any consumer.

Your entry form should have no more than five simple questions with no more than five choice options for each question. The text boxes require too much thinking and most people filling out the form want to do so in 1-2 minutes. Overall the form becomes burdensome to fill out and you've probably got a lot of people not finishing it and dumping out of the page. It also comes across as a primer for a sales person who's going to call and pester me about your products. Granted, I'm sure that was the intended use of the form, it's just overtly obvious and another turn-off to filling it out.

The overall idea of the form and sweepstakes is good. You just need to refine your execution to make it a little more consumer friendly and not so invasive by asking so many questions about their business. Once you have the leads, your salespeople should make the calls and qualify the leads that have come in. After all, a big part of their jobs is qualifying leads and they might uncover a need when talking to someone that your form misses.
 
Posted by: Papadoc (Steve)* Member Response
8/8/2006 11:45 AM (CST)
I agree - it's burdensome, and even more so - parts of it are pointless to anyone. I'm not sure how the participant "defines eMarketing" is relevant to anyone. Either they qualify for your products or they don't, but even if they define it wrong, they might still be your best customer.

You will also have many people that just leave the survey because it looks more like a test. There are enough people that are compulsive and enough of a perfectionist or they tie winning the prize to how well they answer these questions and therefore, not give anything less than a well thought out answer - or nothing. This can take quite a bit of time to think and for many people, this is not a 3-4 minute thing.

Unless I am mistaken, all the items go into one big final drawing. For many professionals, this means they will have spent much time answering questions without much of a possibility that they will win a thing. Bottom line, the risk/reward ratio isn't adequate. Cut back the time to fill out the form, don't make people dig so deep into their hearts and minds (What keeps you awake?) and I think you will have many more entries.
 
Posted by: Bob.DeStefano Member Response
8/8/2006 12:52 PM (CST)
The intro page may be discouraging participants. First, your Flash-only design may be gettin gin the way. THis great look can be accomplished with simpler page code and graphics. Second, I recommend simplifying the entry page making the enter button more obvious. While the pocket knife graphic is a great metaphor for your prize package, it should not be the primary focus of this page - getting people to click through is. Reduce the emphasis on the on the pocket knife and make the enter button more obvious.

The prizes are appealing, however some of them may require more of an explanation. Maybe when people roll over their mouse a small decription of the prize component can be displayed.

The entry form does appear daunting. I would recommend breaking it up into a few steps displayed on different pages. It's a best practice for online surveys.

Good Luck.

- Bob
 
Posted by: varko* Member Response
8/8/2006 1:01 PM (CST)
There is a great incoming barrier for participants. What is the main aim? Are you sure you defined the best solutions to get it?
Make a scheme with all arguments (start point – the end), analyzing each step: what involve and what spurn.
 
Posted by: mrgiordano2000 Member Response
8/8/2006 1:35 PM (CST)
Great comments and I agree with most everything said.

I actually went through the process of filling out the form and found the answering questions to be tedious. Had I not wanted to fill out the form to better evaluate the process, I would have closed the window and went onto something else.

I personally think the intro page is well designed, but I don't think it is the right design for your audience. (I percieve the audience to be a professional type that has intetrest in your products, and would want to fill the form out quickly)

The intro page would seem targeted to a teenager or possibly younger audience (due to interaction)

Hope some of this helps.
Michael
 
Posted by: Frank Hurtte Member Response
8/8/2006 5:15 PM (CST)
it took just a little while to find the right link...
The survey was on the borderline of too long.
I did it and it took 7 minutes... Generally longer than I devote to those kind of things.;
 
Posted by: Deremiah *CPE Accepted Answer
8/8/2006 5:21 PM (CST)
Hi aweitzel,

you have a beautiful name and it's also a special month for me. I hope you're having a great day!

THE WEBSITE DESIGN...
Now it appears that the design of your website is quite interesting from a visual standpoint. The problem is that the design is not in harmony with the type of audience that will be filling out your sweepstakes form.

LET'S GO DEEPER ABOUT THE DESIGN...
Design is one of the most important elements in the structure of all products. If it's really not necessary than the question is "Is it really needed?". The design with the movement of your flash is very direct and intrusive. Are you trying to be slap you in the face direct or are you trying to be intrusive?

ARE YOU TRYING TO BOLDLY DEMAND ATTENTION...and infringe on the viewers space? Well if you are trying to do that you accomplished that part of your purpose. Seriously is that what you are after when you're trying to get marketing people to give you information you need. They really don't need the information so we have to make that part of the concept appeal to them. Because we are trying to create a win-win-win for everyone involved.

WHAT ABOUT THE SPINNNING BOYSCOUT LIKE KNIFE?...
It has a merry-go-round circus type jubilation that makes the concept kind of whimsical. Kind of fun but then the objects eject out of this and the last one with the rigid blade knife sub-consciously communicates danger and violence a whole lot more than the other images in the design.

LET'S LOOK AT THIS THING FROM AN ARTISTIC LEVEL...The architect Frank Lloyd Wright said "Form should follow function"...So what do you think? Does the form follow the function or could it be better improved? The design should communicate all aspects of the function without being overbearing. I know you can achieve this. With all you have put into this design I know that you can make the concept work better for you and for your marketing surveyors.

DO THE IMAGES WORK???
Does the image align with things we interact with in real life? Yes some of the images do but the overall concept is kind of RISQUE.


ABOUT THE REWARDS...
The rewards were not the type that I believe would motivate me from an outside perspective.

AN EVEN MORE INTERESTING THING ABOUT THE REWARDS...
What's even more interesting is that our forum here has used the ipod as a reward and it motivated me to offer advice. The rewards were appealing only because I feel comfortable with our owners and staff enough to say with confidence that there motives are genuine. They'll use the information but in a way that seems less threatening than me offering it to an unknown entity.

WHY WE AVOID GIVING INFORMATION FOR REWARDS TO STRANGERS...
Kind of flows out of that mindset that we are taught not to talk to strangers. Releasing information to a totally foreign group of people is very sterile and cold. Furthermore it can be dangerous. Now like some kids who speak to strangers and live to tell I think most of us would rather follow the rule "DON'T Speak To Strangers".

I ANSWER YOUR QUESTIONS HERE...

Q1...Is the intro page decreasing visits to entry page? Yes to me it's quite obvious. (my information above supports that).

Q2...Are the prizes appealing to marketers? Yes and no. Some of the prizes appeal but they tend to be more appealing for some of the youth I mentor than the marketing professionals I know.

Q3...Does the entry form take too long to fill out? Most definitely.

GREAT SUGGESTION...
offer an introductory prize for filling the form out or a valuable download. Anything that says there is a reward right now. People want the prize in the box kind of reward. Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
 
Posted by: KSA Member Response
8/8/2006 7:01 PM (CST)
April,

I agree with the comments about the first page taking too long to load, and the questionnaire being too long. I strongly agree that the things being offered as part of the prize need a definition before they will be enticing.

I'd make sure to show the benefit of each of the items, perhaps as a popup when you roll over each one, as in an earlier suggestion. For example, I'm sure the poster is a tool, but my immediate reaction was: why would I want a marketing poster??

And, I had to scroll up to see the entire toolkit page. I'd make it something that is displayed completely above the fold.

The main suggestion I have is to drive more traffic to the Sweepstakes from your main website. On the home page, my attention was focused on the colored blocks, and I didn't see the link to the sweepstakes right away.

I'd make the Sweepstakes link a colored block, or do something to make it more attention-grabbing. I'd also put the same graphic on all of your pages that related to something included in the tool kit. On the e-mail page for example, since e-mail credits are included.

Hope this helps.

Kathleen
 
Posted by: mbarber Accepted Answer
8/9/2006 1:27 AM (CST)
Gidday April

I quite liked the front page though the entry link didn't go first time - more likely something to do with my mouse-abilities!

Survey was too long and arguably dysfunctional in that there is a presumption that people completing the survey will have heard of the various programs you ask about. Some people (even within marketing departments) may be using an online tool but not know its correct name (mergers/acquisitions/rebranding/multivendor-reseller distribution offerings etc)

You ask for income of the business. The marketing department may not be aware of the level or be reluctant to share that information - why it is relevant? Your 'how many employees' is more likely to be a useful guide if you are using this information to target potential customers.

By the way, where's the upfront privacy policy about why you want the information and how you will keep it secure? On of the biggest threats to online is data security and identify theft. You don't make it easy for me to build 'trust' off the bat. That means you deter some people from filling in the information or alternatively, encourage them to provide you with non-valid information (which is worse)

Best of luck :-)
 
Posted by: MANSING Member Response
8/9/2006 4:07 AM (CST)
Hi Aweitzel,

You have received great response and I would like to say you have got a great idea about the critics you are looking for!!!!!!

Let me give you my opinion:

At the first place I will say Introduction page is all about what your business is? And what your business can offer? The introduction page is just like our appearance for the meeting (clothes); I feel your website is making people more and more interesting. As you know you have to make yourself different from your competitor.

I think price is appealing to the marketers. We not a TV show can offer $1,000 for one question. We are giving the price according to the information we are getting it. Your website is doing right thing only thing you need to do is proper marketing and introduction / support /partnership with other company/website.

I hope this will help

Regards,

M Bhor
 
Posted by: rbauman* Accepted Answer
8/9/2006 3:01 PM (CST)
Is the intro page decreasing visits to entry page? YES. While I can appreciate the amount of work that went into the design, I recommend you drop the flash as it does not enhance your message but only serves as a means of adding some animation. Your page does not explain your company or the benefits you offer.

Are the prizes appealing to marketers? Not necessarily. It is not that clear to me what the prizes are. I saw pictures and names of items on your intro page and have to assume they are the prizes. I do not know what some of them are.

Does the entry form take too long to fill out? Yes. It is abundantly clear that your form is designed to capture information for your purposes and includes significantly more than the generally acceptable contact information and a brief overview of the visitor's company and/or position.
 
Posted by: Mushfique Manzoor Accepted Answer
8/10/2006 8:21 AM (CST)
hi aweitzel

it didnt take much time for my browser to load your page, i use IE6.

the intro page is not that impressive, i would rather prefer the following
#every prizes to highlight once cursor goes on top of each
#and display the value of each like 30gb ipod, or the strategy papers so that i understand what i am winning and its worth
#links of each prizes should lead to a short description of each of the prizes except probably ipod and M&Ms so that one understands

in short the reply to ur first question, yes it is decreasing visits, rather like others suggested, have a flash as intro to capture visitors' attention. and i also have given my 2 cents worth suggestions on the current intro page.

on the survey page, i would suggest to have link on each prizes for the short description as suggested point 3.

the survey, took about 7-8 minutes, which is is long, should be shortened. besides some of the questions might not be answered by people, i.e. company revenue, share of budget spent on online marketing etc.

one thing, i suggest to add, to have a basic propostion for people who will take the survey other than winning prizes. The real proposition for survey takers should be what (benefits, benchmarks, strategy etc.) s/he would get out of this survey. your prizes should be added attraction to that main benefit.

If you can have this proposition in the intro page and also on the survey page, you can have more people participating in the survey, even a long one.

these are my 2 cents worth, hope it helps.

cheers!!
 
Posted by: sriedel Accepted Answer
8/10/2006 9:12 AM (CST)
Hi Aweitzel,

Great comments above, but I would like to add a few more thoughts to your questions.

Is the intro page decreasing visits to entry page?

Yes, the graphics could be sending a negative message. One of the graphics is a knife, and another is a hand with one finger pointing--both of these images in certain cultures could connote negative messages and not the message you want.

Are the prizes appealing to marketers?

I don't think the prizes are clear nor the value. It is best to present your offer in a very clear manner so they can see the value. One example on how to describe your generous offer would be as follows:

Over $500 worth of free merchandise* combined with a priceless business strategy

* describe the free merchandise


Does the entry form take too long to fill out? (Scroll through the entry or...fill it out...worst case scenario you win a video iPod.)

Yes. Sorry :)


Best of luck with your website!

Regards,

Sandy Riedel
 
Posted by: Jo Masterson Accepted Answer
8/11/2006 10:32 AM (CST)
My comments.

I like the front page.
I like "package valued at $500." I would add something like "win tools that could increase your bsuiness by 20%"

The Survey/ Form
- Survey form is too long - Id use 10 or less questions
- Survey is hard to use - difficult to tell which spot line up with which dots.
- It asks for more info that I am willing to give a company i know nothing about.
- Add something about the company collecting the data - who they are, what they do, why they are collecting.

Good Luck,
Jo
 
Posted by: megli* Member Response
8/11/2006 10:55 AM (CST)
Hello Aweitzel,

Gotta concur with the above comments. The intro page loads fine (at work on a big pipe), and it is cool looking, but I just don't think it will drive people to the survey.

The prizes are not particularly appealing. I'm also unsure of the value of some of the things listed.

Finally, the survey is a little lengthy and as someone previously mentioned, some of it is not quite obvious as to its value.

megli
 
Posted by: Blockbeta* Accepted Answer
8/11/2006 11:47 AM (CST)
Okay, I'll provide the contrarian view. I loved the opening graphics -- maybe it's because I'm on a Mac. :>) You've found a way to capture my attention and create something fun amidst all the boring chatter out there. Yes, I'm a professional marketer, but I like to inject fun wherever I can.

The prizes you offer sound intriguing, and I'm going to check out some of the companies you mentioned -- I'm always looking for new Internet-based marketing tools I can offer my clients. Barring the iPod's recognition, I imagine part of your intent is to build awareness for these products. So I wasn't put off by the opening page -- I would try to carry through some of the graphics/fun to the survey itself -- could alleviate some of the tedium of filling out a form and organize it as well.

The part of the form I found somewhat tedious were the two(?) questions with radio button options. Depending on your objectives for the survey, perhaps you could limit it to Often, Less Often, Never, or something like that. You may also want to include a "Never heard of" option -- there were several services listed that weren't familiar.

Also, I would separate the questions that qualify the individual from the main body of the survey.

As for doubling entries, send more out. I think there will be many marketers who would find the prizes worth the time. It was clever of you to send it to this list; I imagine many of us filled it out. Try other marketing forums if you haven't already. The only caveat would be that you fix the pre-qual section first to make sure non-marketers are excluded before filling out the whole survey.
 
Posted by: jillm Member Response
8/11/2006 12:16 PM (CST)
Wow -- lots of stuff comes at you when you open up this Web site! Maybe it's because I have a nagging headache right now, but I think it's too much... too much movement and my eyes don't know where to go...

I think that posting this question on MarketingProfs was a smart move -- I hadn't heard of the sweepstakes until I read this Forum question, and now you have my contact information because I filled the form out. Nice work on the viral marketing angle! :-)
 
Posted by: dennish Member Response
8/12/2006 9:17 PM (CST)
I'm curious about the legal registration that is required in every state and they are different in each state. Have you taken that into consideration?

I know at other companies offering online prizes, they have a host of legal issues.

Dennis
 
Posted by: sgadvertising* Member Response
8/15/2006 6:08 PM (CST)
I don't belive this is an issue as we are giving away free product for Marketing and review purposes.
 
Posted by: AprilMW Author Response
8/18/2006 10:57 AM (CST)
I'd like to thank everyone who offered suggestions and opinions. An outside perspective is priceless. Thanks!
 


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