Trends, tips and tricks - Registration and Degree of Difficulty

Niklas Cuthbert Mehlsen

We collect a large amount of data each day here at Lead:famly, and we keep an eye on it to see if any patterns emerge. When they do, we pass that information along to our customers and followers.

In every newsletter, we include a section that focuses on one or more trends you can learn valuable lessons from.

In this post, we’re shining a light on the following subjects:

  • Where is the optimal place for a registration form in your campaign?

  • Easy or hard questions: which gives the highest conversion rate?

 

Optimal placement of a registration form in your campaign

The optimal placement of this part of your campaign can have a big effect on your conversion rate. As you may already know, in the Lead:famly platform you can decide whether you want to register participants before they start the game or after they have already played.

So which works best? On luck-based games like the scratch card, slot machine, and wheel of fortune, it’s clearly better to have the registration before the game. There’s little incentive to give permission after a losing turn, even if there is a prize drawing that all participants can enter into.

For Mother’s Day, two of our retail customers happened to choose identical campaign concepts. One retailer required registration before participation, and the other retailer after. The former had a conversion rate that was nearly 20% higher than the latter. In this case, the difference is quite clear, but there is a difference of about 10% on average.

With content-based games like longer quizzes, guess-the-picture, and advent calendars, we can see a clear difference depending on whether registration is required at the beginning or after the user has participated. That’s why in general we recommend placing the registration at the end so that in addition to the registration, you will also have ensured that your content found its way in front of your target audience.

 

Easy or hard questions: which give the highest conversion rate?

When it comes to how difficult to make a game, the answer is more straightforward: it can absolutely be hard. As a rule, users want to be challenged and can actually get annoyed if the questions are dumbed-down.

The issue is rarely about how many questions you ask, and more about the content your produce. So the classic “quality over quantity” maxim is relevant here. Don’t underestimate your user: they don’t want to feel like just anyone could win, and they also appreciate the opportunity to learn something new.

If you can create challenging and relevant content, then it’s not important if you have five or 60 questions: users will happily click on a link to find the answer.

Try it for yourself. We haven’t observed a significant difference in conversion rates when easy and difficult questions are mixed, so there’s no reason not to take advantage of the opportunity and get your users more deeply engaged with your business.