Running a program successfully means understanding what’s working – and what isn’t for your candidates. Whether you’re using spreadsheets or a dedicated awards platform knowing what to measure to understand the impact of your actions is vital to run a successful award or competition.
This can be daunting when presented with an overload of data. What do you focus on first? And how do these measurements translate into meaningful actions to guarantee the success for your competition?
So instead of getting lost in the labyrinth of possibilities, let’s focus on 5 key metrics that help you grow submissions to your program. No fluff, just practical stuff you can use.
It’s not numbers, it’s a journey
It’s easy to get lost when thinking solely in terms of data. This article isn’t really about metrics, it’s about understanding your candidates’ behavior and journey to submit. Although the numbers will allow you to discover patterns, each user will have their own experience which fits within the wider context of their own lives (more about that later).
To keep things simple at this stage, think of submitting to your program as a shared story for all your candidates. They discover your program, gets excited enough to click through, starts their entry, and (hopefully) submit. Each stage gives you opportunities to learn about what works and what doesn’t.
A typical journey to submitting to an award, competition, open call, etc. looks like this:
- Candidate discovers your program (website visits)
- Shows interest (clicks that submit button)
- Starts their entry (creates a draft)
- Completes their submission (the goal!)
Focussing on resolving issues candidates face at the step with the biggest drop-off will have the biggest impact on improving your program. You might also want to consider resolving these issues before running expensive marketing campaigns – allowing you to capture more value from the money spent.
Travellers beware
Before we dive in, it’s worth acknowledging two important things:
First, numbers will only tell you part of the story. Your program exists in the real world, where economic conditions, industry changes, and even global events impact participation. What worked last year might not work this year (if people can’t afford it this year, they won’t enter).
Second, tiny changes can have a big impact – this is a double-edged sword, a change in your guidelines can vastly improve participation in your program, however, it can also work against you. Changing your criteria to reduce the number of users who can participate is likely to lead to fewer (but maybe more meaningful entries).
While we can’t control everything, understanding our metrics helps us adapt to what we can.
1. Program Discovery (Landing Page Visits)
Let’s start at the beginning – how many people are finding your program? This is your foundation metric, and it’s straightforward to track through Google Analytics.
The total number will allow you to understand how many people drop off as they follow your journey, but they also provide you with some other interesting insights, such as:
- Where your traffic comes from (organic, social, referrals)
- When you get peaks and valleys in visits (crucial for planning next year)
- Which regions engage most (helps target your marketing)
- How long people stick around (are they reading?)
A sudden drop in visits could mean your marketing campaigns have ended or there could have been an algorithm change on social platforms (Google is your friend there). Seasonal patterns often emerge too – maybe your industry has natural quiet periods you should plan around.
Pro tip: Keep an eye on your bounce rate. If people are leaving immediately, they might be expecting something different from what your landing page shows. This often means there’s a mismatch between your marketing and your actual offering. Putting key benefits ‘above the fold’ (before scrolling) might help. If people must scroll to understand why they should enter, many won’t bother. Lead with your strongest selling points.
2. Moving from Interest to Action
Getting people to your site is one thing, but getting them to click that ‘Submit’ button? That’s where things get interesting. This is where you see if your program is actually catching people’s attention.
Click-Through Rate = [No. of Unique Clicks on Submit] / [Landing Page Unique Visits]
Here’s what we typically see:
- 5% is average
- 10% means you’re doing well
- 15%? Now you’re really onto something
But remember – these numbers can vary wildly depending on your program type. A free-to-enter photography contest might see much higher rates than a complex business awards program with entry fees.
If you’re seeing lower numbers, don’t panic. It usually comes down to a few common issues:
- Your value proposition isn’t clear (what’s in it for them?)
- Marketing promises don’t match reality (be honest about what you’re offering)
- Technical hiccups (test that submit button on different devices!)
- Confusing layout (make it obvious what to do next)
Pro tip: If people are spending time on your page but not clicking submit, look at your page structure. Is your submit button buried at the bottom of a long page? Consider adding multiple submit buttons – one near the top after your key benefits, and another after the full details. People shouldn’t have to hunt for a way to enter.
3. The First Meaningful Step: Draft Entries
Now we’re getting to the good stuff. When someone starts a draft, they’re showing real interest – they’ve probably given you their contact details and started putting some work in.
Draft Rate = ([No. of Drafts] + [No. of Completed Submissions]) / [No. of Unique Clicks on Submit]
This one’s interesting because it tells you if people are willing to invest time in your program. It’s also your first real chance to learn about your serious candidates.
If you’re below 15%, you might want to look at:
- Is your registration process asking for too much too soon?
- Are your requirements clear from the start?
- Do people know what they’re getting into?
- Have you provided examples or guidelines?
On the flip side, if you’re seeing rates above 35%, that’s generally fantastic! But (there’s always a but), watch out for:
- Are people starting entries without understanding what’s involved?
- Is it too easy to create multiple drafts?
- Are you getting quality starts or just quantity?
Think of this metric as your early warning system. A drop in draft rates often means something’s changed in your entry process that’s putting people off. The good news? This is usually easier to fix than landing page or click-through issues because you can now talk to these users.
Pro tip: Watch for high clicks but low draft starts – this often means people are getting surprised by something after clicking (usually fees or eligibility requirements). Consider exposing key requirements earlier in the journey to set the right expectations.
4. The Destination: Completion Rate
How many people who have taken the journey actually reached the destination? You could have lost them at any point in the process, knowing they have submitted is the most important metric in your program.
Completion Rate = [No. of Completed Submissions] / ([No. of Drafts] + [No. of Completed Submissions])
For most programs, here’s what we see:
- 50-70% is healthy
- Above 70% is exceptional
- Below 50%? Time to investigate
But here’s the thing – these numbers really depend on your program. A ‘Best Cat Video’ contest might see higher completion rates than a ‘Most Innovative Quantum Computing Solution’ award. The key is understanding what’s normal for your type of program and audience.
Common places where candidates might have lost their way:
- Guidelines: Did they realize what they signed up for?
- Forms: Are you asking too many questions?
- Supporting materials: Are you asking for too much new content?
- Payment: Are your fees aligned with your audience?
The good news? You can do something about most of these issues. Make it ridiculously easy for people to contact you, separate technical issues from content issues, and don’t be afraid to reach out to people with drafts (yes, contact them!).
Pro Tip: Don’t wait until submissions close to figure out what’s going wrong. Check your drafts a week or two before the deadline – this gives you time to fix issues and help people complete their submissions. You might be surprised how many people appreciate a gentle nudge and some support.
5. Beyond the Numbers: Quality
Getting lots of entries is great, but what really matters is getting the right entries. This is where quality metrics come in, and honestly, it’s where things get really interesting.
Think about it – would you rather have 100 mediocre submissions or 50 amazing ones? (That’s not a trick question – your answer depends entirely on your program’s goals!)
Understanding submission quality isn’t just about the final count – it’s about creating value for everyone involved. Your judges’ scoring patterns tell you a lot about submission quality:
- Wide scoring ranges might mean unclear criteria
- Consistently low scores? Your entry quality might be suffering
- Very tight scores could mean judges need better guidance on using the full scoring range
- Watch for judge fatigue – do scores drop after the 20th review?
This matters because your program isn’t just about getting entries – it’s about creating meaningful outcomes that align with your goals.
Pro Tip: Look at score distributions by category. If one category has consistently lower scores, you might need to review your guidelines or entry criteria for that specific route.
Putting It All Together
The metrics above all focus on a step in your candidates’ journeys – from discovery through to meaningful submissions.
Remember though – while metrics help you spot issues and opportunities, they’re not the whole story. Your program exists in the real world where economic conditions, industry changes, and global events all play their part. A number that’s great for one program might spell trouble for another.
The key is using these insights to make meaningful improvements. Start by identifying your biggest drop-off point, fix what you can there, then move on to the next challenge. Small, focused changes often have the biggest impact.
Most importantly – stay curious about what these numbers are telling you. Behind every metric are real people trying to share their work with you. Make their journey worth taking.”
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