Gamification marketing for webshops
Running a webshop means paying for traffic. Every visitor comes from an ad, a search result, a social post or an email — and most of them leave without buying and without leaving their details. Gamification marketing turns some of those visits into something you keep: a subscriber you can email, a shopper who uses a code, and data about what they like.
What a game does that a sign-up box can't
The classic "Sign up for 10% off" box is everywhere, and most visitors close it without reading. A game asks for the same thing — an email — but gives something more in return: a moment of fun and the feeling of having won.
- More people take part. Dansk Outlet's Easter game had an 81% conversion rate from visitors to players.
- Subscribers stay. 82% of Whiteaway's new subscribers were still active six months later.
- Lower cost per lead. BOBO collected leads at €0.18 each with a wheel of fortune.
Read more about game pop-ups and our guide to high-converting pop-ups.
Pick the right format for the job
Different goals need different games:
- More subscribers: a spin the wheel or mystery box pop-up with a discount code as the prize
- More sales right now: a short campaign with codes that expire, for example over a long weekend
- Know your shoppers better: a product finder or quiz that asks about taste, size or budget
- Peak seasons: an advent calendar in December or a Black Friday game in November
Time your campaigns
Webshops live by the calendar. Easter, Valentine's Day, Black Friday and Christmas are when shoppers expect offers — and when inboxes are most crowded. A game helps you stand out without simply cutting prices further. Lampeguru's Black Friday wheel of fortune brought in 4,582 unique leads. ECOOKING runs a spin-the-wheel campaign through November to promote its holiday deals. For ideas, read about Easter campaigns with Klaviyo and Shopify.
Connect the game to your shop
A campaign is only as good as what happens after the game. With Scratcher:
- Sign-ups go to Klaviyo, Mailchimp or your CRM the moment someone plays
- Prizes can be unique discount codes you upload, for example from Shopify, or generate in Scratcher
- Double opt-in makes sure every email is real
- You see visitors, players and sign-ups in near real time in the dashboard
Use the answers you collect
Ask one or two simple questions in the game — like which category someone shops most — and use the answers to send better emails. That is what data enrichment is about: fewer generic newsletters, more relevant offers.
Getting started
You don't need a developer. Start a free 14-day trial, pick a template and publish your first pop-up the same day. If you want help planning your year of campaigns, book a meeting or read our tips on how to boost your ecommerce conversion rates.
