# Singles Day spin-the-wheel promo game: about 4x orders vs 2019

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Popups & email capture, Pricing, discounts & savings display
- Date shared: 2020-11
- Test run by: [Clarins](https://liftarchive.com/practitioners/clarins/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/clarins-personalization-retention/
- Page: https://liftarchive.com/test/clarins-emea-singles-day-spin-wheel/

A spin-the-wheel game that gave every visitor a promo code on Singles Day 2020 coincided with roughly four times as many orders as Singles Day 2019. Clarins' EMEA e-commerce team ran it across four country sites, and it was published as a VWO case study. This was a before-and-after comparison, not a split test.

## Result

**about 4x orders vs 2019**

- Orders: about 4x Singles Day 2019 across Germany, Spain, Ireland and Benelux.
- Conversion rate: +89.34% compared with Singles Day 2019.
- Add-to-basket rate: +145% compared with the 2020 average.
- Ireland: +495% orders and +585% revenue. 61.37% of Irish visitors played the game.
- These are year-on-year comparisons, so they don't isolate the effect of the game.

## Control

Singles Day 2019 with no game, plus the 2020 site average for add-to-basket rate.

## Variant

For 24 hours on Singles Day 2020, every visitor on desktop and mobile saw a spin-the-wheel game. Each spin landed on one of six promo codes, which was applied to the basket automatically.

## Why it likely won (our reading)

- Every spin won a discount, so the game was a promotion wrapped in play.
- Auto-applying the code removed the need to copy and paste it, which helps on mobile.
- A 24-hour window during a known sales day added urgency.
- Online traffic was much higher in 2020 due to the pandemic, which likely accounts for part of the jump.

## Caveats

This was a before-and-after comparison against the prior year and a yearly average, not a split test. Pandemic-era traffic growth and the discounts themselves likely drove much of the change.

## How to run this test

- Hypothesis: If we show a spin-the-wheel game that auto-applies a promo code during a sales event, then conversion rate will rise because visitors get an instant, fun reason to buy now.
- Primary metric: Conversion rate during the event, against a holdout group with no game
- Guardrail: Margin per order
- Guardrail: Average discount per order
- Guardrail: Repeat purchase rate after the event
- Who should test it: Brands that already plan to discount during a sales event and want a more engaging way to deliver it. Keep a holdout group, or you won't know what the game added. Brands that avoid discounting should skip it.

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Credit: Clarins ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/clarins-emea-singles-day-spin-wheel/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.