Popularized by the “Wheelio” app, spin-the-wheel popups have since been given a few other names, such as gamified popups, discount wheels, or spin-to-win popups.
Whatever you call them, they all have two things in common: they’re fun and…they convert like crazy!
In this article, I’m going to explain step-by-step how to use them to maximize your conversion rates.
What Is a Spin to Win Popup?
First things first, let’s define what a spin to win pop-up is.
Inspired by Wheel of Fortune games, it’s a funny and engaging way to collect your visitors’ email addresses. When they enter their email, they get a chance to spin a wheel that offers different prizes.
Here’s an example of this kind of popup in action:
Here’s a different kind I found on Rugs USA’s website. In this example, the visitor doesn’t have to enter her email address to spin the wheel.
Why Do You Need a Spin to Win Pop-Up on Your Store?
Email capture pop-ups were super powerful when they were introduced a few years ago.
Now that 50% of online stores are using them, web users have become accustomed to them. And their conversion rate has reached a plateau: our largest e-commerce clients have an average 3.75% conversion rate with their popups.
In this context, gamified popups are bringing fun and increased appeal to a marketing tactic that was getting too common. And this attractiveness translates directly into conversions. Before writing this article, I reached out to a few online marketers via Slack and Facebook. Their testimonies speak for themselves:
“We see about a 20% opt-in rate via Wheelio [A spin to win app]” Tom W. Brown, Posted Protein
“With spin-the-wheel, we got a much higher opt-in. 6-10x the conversion rate of our regular newsletter pop-ups.” Meri Geraldine, Gardens of the Sun
Robert Botto, an online conversion expert, reports a 6% conversion rate on his blog.
On our end, we’ve noticed conversion rates between 5% and 20%, much higher than the stats we usually see for “traditional” email popups.
Best Practices for Creating a Successful Spin to Win Campaign
Of course, gamified pop-ups are powerful.
But they can be even more powerful if you follow best practices.
We’ve put together 4 rules that will help you maximize your results.
Rule 1: Add a Delay or Display on Exit
A few months back, we ran a survey to understand web users’ feelings towards popups. The least we can say is that the results were interesting.
Of the 400 respondents that took the survey, 82% confided they hated popups. And the second biggest reason why they hated popups was: “They appear as soon as I land on a website.”
Adding a delay or displaying the spin-the-wheel on exit will help alleviate the pressure on your visitors. And it usually translates into high conversion rates as well.
One other benefit is that you collect more qualified emails. It’s only logical, after all: if you try to collect someone’s email before they have even had a chance to understand what your brand is all about, chances are that even if the person agrees to share her contact details, they will not be worth having.
Rule 2: Make the wheel your own
When a marketing tactic is that powerful, it’s usually widely adopted. And wheel of fortune popups are no exception.
But there’s still a massive opportunity to grasp. To make the most of it, however, it’s important you make the wheel your own.
If you’re used to visiting Shopify stores, you’ll notice that most of them use Wheelio’s default template. This one:
To stand out, make sure to use your brands’ colors and make the spin the win pop-up original.
For example, this is what one of our clients came up with for Halloween:
Rule 3: Create a dedicated sequence in your ESP
One of the risks when you use a spin to win template is attracting subscribers who are mainly interested in the prizes and who are not really interested in buying your products.
Meri Geraldine from Shopify store Gardens of the Sun sums up the problem in these terms:
“If you use gamification, you need to be super diligent about your list hygiene. In short, list hygiene is about keeping active subscribers on your newsletter, and suppressing inactive subscribers. Some people will sign up in the hope of winning the grand prize. Afterwards, they may not open your emails, or even mark them as spam. These subscribers affect your email deliverability to other subscribers that do want to open your emails. You need good systems in place to remove these people from your list, or to stop sending to them if they don’t open.”
To avoid this pitfall, we recommend two things:
- Create a dedicated welcome sequence in which you’ll insist on your brand’s mission and values. This sequence will help you warm up these new leads.
- Implement a sunsetting mechanism that helps you confirm these users still want to hear from you. You’ll find good examples of this kind of flow on Klaviyo’s blog.
Rule 4: Stay on the safe side
Whatever the popup solution you’re using, be careful: visitors can cheat on spin to win popups.
First, users can clear their cookies to play again and again until they win the biggest prize.
Second, visitors with a technical background can hack the wheel’s code to land on the prize they want (I insist that all spin to win plugins have this same vulnerability).
For these reasons, we recommend you avoid giving away prizes that are too valuable.
It’s also safer to use a solution that includes an anti-spam protection such as Recaptcha or Cloudflare’s IP reputation system.
That’s it for today! I hope these recommendations will help you maximize your conversions while keeping your visitors happy with their experience on your website!
If you want to give this kind of popup a spin (pun intended), feel free to start a 14-day free Wisepops trial (you can test 100% of our features and we don’t even ask for your credit card details!).