Peazie used the efficacy data from over 3,000 of their competitions and promotions to advise on how best to structure the incentives/value-exchange (between consumer and brand) to achieve optimal conversion through to App download. The data told us that for this particular implementation, building a higher quantity of smaller prize packs, leveraging the generous AOC sponsors’ supplied goodies, would achieve a high perceived value without building a barrier to entry due to perceived attainability (the “I’ve never won the lottery” effect).
Peazie constructed a fully responsive and microsite optimised purely against on page campaign conversion. Elements that are carefully considered in building a site for optimal conversion including everything from the layout and placement of elements, to the copy-writing and contents of headings and subheadings, as well as more granular details such as the optimal conversion attracted from a suburb lookup field versus a manual input.
- Game of Chance mechanic: The nucleus of this campaign was a game of chance, with the entry being verified by a user clicking through to download the app.
- Share for Entry mechanic: An additional entry was offered to users who then shared the promotion via either social media or using a personalised link. This smart ‘share’ mechanic was able to drive an extra for 4% of entries, incentivising already-converted users to spread the word.