Postcode Loterij Straatprijs
Would you give people a choice, when the psychology says choice kills conversion?
A yearly campaign, won in the inbox
The Straatprijs is one of the Postcode Loterij’s biggest recurring campaigns: match the winning zip code and you get €25,000 per ticket, plus a BMW raffled per code. For a campaign like this, the email is the funnel. No open, no click, nothing happens. So the email is where I tested hardest.
The paradox of choice, on purpose
I designed an email as a dialogue with Gaston, asking one thing: do you want to win the BMW, or the €25,000? On paper that’s risky. The paradox of choice says a choice can freeze people and hurt conversion. But framed as a fun, personal question, it converted well. Every rule has its exception, and the only way to know is to test it.
Scratching is winning
I ran it against a second idea: a scratch email with a winning-feedback overlay, the small thrill of scratching and seeing a result. That one converted better. The pull of almost-winning beat the clever question.
What I did around it
As Senior Designer I led the whole thing: some art direction, UX, the funnel and every deliverable. And I managed a lot of stakeholders on a campaign this size, presenting the work and getting buy-in.
Why this still matters
Behavioural rules are a starting point for sure, but you can play with it. The paradox of choice is real, but so is the pull of a game. You don’t guess which one wins, you test it. Same judgment today.
