When running an award program or contest, it is important that as many people as possible complete the nominations they have begun to fill out. It can be difficult to predict just how many people will actually complete a nomination form though. So many factors contribute to conversions, making it tricky to find a concrete number. Here are a few key strategies to improve conversion rates on nominations for your awards program or contest.
1. Make Every Question Essential
If you want someone to make it all the way through your nomination form, don’t make filling one out an inconvenience. Think of every question you put on a nomination form as one more opportunity for someone to abandon the application. Look for ways to make your nomination form as efficient as possible, asking the most information with the least amount of questions possible.
With the deadline to your nomination form approaching, often people only need a simple reminder to spur them into action. Your nominators are just like everyone else, they are busy and love to procrastinate. Sending email reminders a few days before the deadline will go a long way in getting some of these procrastinators to complete your award program’s nomination form.
3. Monitor Your Forms Every Year
As your deadline passes, find out what works and where people get stuck on your nomination form. If there is a recurring theme where a lot of people skipped over a question, tweak the application process to include additional information, helpful links, or write the question in a way which is clearer.
4. Legitimize Your Contest
The more legitimate your award program or contest looks, the more people will be willing to take the time to fill out your nomination form. Give information about previous winners, what they have done since winning, or what it is they did to win in the first place. Finally, have a place on your website to discuss the history of your award, or a place to showcase the bios of your judges.
5. Go Out of Your Way to Explain!
If you are asking people for very specific information that takes more effort than recalling something from memory, include an explanation as to why this is important. Avoid the chances of a misunderstanding, making the task of submitting your nomination as easy as possible.