Results: Which spin to win form won?

Standard spin to win wheel

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Branded spin to win wheel

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Which spin to win form won?

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Difference Between Versions:

Version A – Standard spin to win wheel
Version B –Branded spin to win wheel


Key Performance Indicator (KPI): 

Contact information submissions


Test Goal:

Increase number of visitors engaging with the wheel, submitting their contact info, and going on to make a purchase

 

Traffic Source:

All sources

 

Audience: 

Young shoppers and dog lovers

 

Organization: 

Pop Your Pup: customized puppy art products

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Test Run By

ConvertCart

Test Run For

Pop Your Pup

Test Run On

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WINNING VERSION

B

Poll Results - The Best Guesses:

Which spin to win form won?

  • Version B
  • Version A
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Test Details & Background:

PopYourPup is popart site where you can purchase customized clothing and art, featuring pictures of your pets and puppies.

Since 2013, the pet art site has brought one-of-a kind pet products to hundreds of thousands of happy animal lovers.

Looking to optimize their online presence, the pet poppers turned to the team at ConvertCart, who manage an all-in-one conversion optimization testing tool, and platform.

ConvertCart isolated the pet site’s “Spin to Win” wheel as a strong area for optimization.

Analysis revealed the original spin to win wheel wasn’t prominent, or highly obvious on the site. As well, it’s generic look made it seem like it came from a third-party website. Additionally, there was no urgency prompting players to spin. And, even if users did spin, it wasn’t clear what they could win.


 

Hypothesis:

The team suspected they could increase engagement, and subsequent contact info submissions by creating a more visually obvious, tightly branded spin to win wheel.

However, they also acknowledged changing the layout and graphic of the wheel could have no effect at all.

So, decided to test.


Test Set-up:

To determine which spin to win wheel would win, the testing team set-up and ran an A/B test on their proprietary ConvertCart platform.

The test ran one month. A total of 5,039 visitors took part. Traffic was split 50/50.

Half of visitors saw the original spin to win wheel design, which looked like this:

spin_to_win-graphic

The other half of visitors saw the basset hound-branded spin to win wheel, which looked like this:

pop_your_pup-lg

Views, engagement, and contact information submissions – which were gathered through an opt-in form, after the user clicked the Call To Action (CTA) button – were tracked across both versions.


The Real-Life Results:

Winner: Version B – As suspected, the better branded wheel worked wonders.

Changing the color, layout, and adding a better branded dog graphic lifted contact information submissions an astounding 73.24%.

Results achieved 91% confidence.

A full results breakdown can be seen here:

results_screenshot


How Trustworthy Are The Results?

Given the fact the sample size was adequate large (5,000+ visitors), traffic was split 50/50, and the test was run for a fair amount of time (1 month), the experiment appears to hold strong validity.

However, results only achieved 91% confidence. That means there’s a 9% chance the results would not hold true with a different sample population tested. That’s a fair bit of uncertainty. So, as a general best practice, testers should aim to achieve results with 95%+ confidence.


Analysis:

Why did the doodle with the dog win? There’s likely a couple reasons:

1. The offer was congruent

The spin to win wheel without the branding came across as generic. Like it was dropped in from a third-party platform. The design didn’t relate to the website. As a result, it seemed out of place.

In contrast, the branded design created visual cohesion. It tied in with the theme and imagery of the website. It was relatable, and likely spoke to the audience.

These factors created congruency.

According to Oli Gardner, of Unbounce, congruency is a key principle in conversion-centered design.

For your campaign, or offer, to convert well, all the pieces must be congruent and align with your campaign goal.

When an offer, message, or visual design doesn’t relate to your campaign goal, a lack of alignment occurs, resulting in friction, diminishing conversions.

2. Helped clarify the offering

With the branded design, conversion friction was reduced not only because the design was congruent with the website. But, also because the offering was clearer.

Users could more easily discern that they could spin to save, and could see the amount of savings featured.

With a clearer idea of what they could win, more players were motivated to test their luck. The bright color scheme, and fun graphic likely also helped draw attention, bringing more players to take action.

With the unbranded spin to win wheel, users were likely unclear what they could get from spinning, and signing-up. So, fewer choose to convert.


Tangible Takeaway & Immediate Application

As a conversion tool, a gamified spin to win coupon system may not be inherently effective by itself. To really catch attention, and motivate action, it needs to be congruent with the branding and objective of the website.


What Do You Think?

Why do you think the branded spin to win wheel won? Share your thoughts in the comments section below.

Poll Results - The Best Guesses:

Which spin to win form won?

  • Version B
  • Version A
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9
COMMENTS: Tell Us Your Thoughts.

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Deborah ODivyenduAbhilashIvan BurmistrovCliff Recent comment authors
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Cliff
Guest

I picked B because it was, well, funner. In either case I wasn’t very sure what the purpose of the wheel was but I put that down to only having a cursory glance at the two images.

Ivan Burmistrov
Guest

Hi Deborah,
What is conversion rate of a variant without a lucky wheel? (I usually recommend my clients to avoid any manipulative techniques because the majority of customers are clever enough to not engage with them. At the same time, attempts to manipulate customers result in their negative attitude to the brand.)

Abhilash
Member
Abhilash

Ivan – Good Question.

Conversion rate without the lucky wheel ideally would be the site-wide conversion rate if we do not have an alternative method of collecting the contact information of the customers.

With respect to testing a usual form and a gamified version of the form, I have seen a 10% higher opt-in rate for my clients.
This test would also not be applicable to all websites as it purely depends on the nature of the business and the demographics of the users visiting the site.

Divyendu
Guest
Divyendu

Hi Ivan.
Good question.

The conversion rate in terms of email optins would be less without a lucky wheel. As per what I have seen, with gamification and the correct giveaway, the number of people filling the email optin form will be more.

At the same time, with the correct CTA and the copy, you will be able to crack the conversion rate big time. When doing any such thing, the primary things to keep in mind is the design, the copy and the CTA, the copy and the placement of the same as well.

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