Stand with Owners 2023
Overview
Since 2020, TELUS has hosted the annual Stand with Owners contest, providing funding, technology, and national recognition to Canadian small businesses
In 2023, I helped lead the content strategy for the campaign, resulting in more opt-ins, contest entries, page visits, and conversions than the previous year
Our approach focused on improving the user experience by streamlining the application process for participants
Approach
With a focus on streamlining the application process, we took a look at the most important information and prioritized them:
Contest details
How to apply
Contest eligibility
Prizing information
To avoid having an excessively long page, we broke up the information and created 3 separate pages:
Overview, where we briefly explain what the contest is, what the prizes are, how long it runs for, and more
Prizing, where we delve deeper into the all the prizes that participants can win
Eligibility, where participants can understand if they’re eligible to apply
We included ‘Apply now’ CTAs across all pages in positions with high visibility, providing applicants with multiple opportunities to apply
Results
The page performed exceptionally well, resulting in:
20% more opt-ins
70% more contest entries
55% more page visits, and
14% higher conversion rate than the previous year