Not so long ago we added a gamification option to ideal.shop. With this tool, our customers can create a wheel of fortune game that appears as a popup or as part of the page itself.
Here we take a look at the results created by adding a wheel of fortune popup to a Danish B2C webshop.
The game was displayed in a popup after 20 seconds. The game required you to sign up for the newsletter before you could participate. The fields in the wheel of fortune were:
- 5% discount
- NITTE
- 10% discount
- NITTE
| Average unique visitors per day: | 200 |
| Average number of popups displayed per day: | 120 |
| Average number of games/registrations per day: | 11,3 |
That is, just under 10% of the visitors (who see the popup) sign up for the newsletter and participate in the game. Note that the requirement to sign up for the newsletter definitely has an impact on the number of visitors who participate. Conversely, the option means that more people end up signing up. (fewer spins of the wheel, but more newsletter recipients)
The goal of a gamification popup like this is precisely to create more newsletter recipients and boost sales. At the time of writing (the campaign is still running), about 18% of the participants have used their prize by placing an order.
3.2x as many leads compared to a classic newsletter popup
In the period immediately before this gamification campaign, the webshop ran a similar popup (20 seconds after sideload) offering a 10% discount for signing up for the newsletter. This more classic popup only generated about 3.5 sign-ups per day. And the "price" was a 10% discount for everyone.
Impressive increase in conversion rate
The conversion rate in the webshop increased from 4.34% to an impressive 6.7%. However, there is not enough data to conclude that the gamification campaign alone is responsible for this growth.
