+25% conversions, 15% fewer drop-offs, and 10% higher satisfaction.
A cluttered campaign losing people
The previous Weekend Miljonairs campaign, a big BankGiroLoterij TV game, had grown cluttered and confusing. Plenty of traffic, but low engagement and conversion. People came for the fun and missed the opportunity.
Make it feel like the show again
The campaign had forgotten what made it work: the game itself. On TV it’s fun and exciting. Online it had turned into a form. So I brought that feeling back and cut everything that stood in the way.
Gamified, simplified, mobile-first
I turned the journey into a game, like the show: three questions for a shot at €1,000, then the main campaign with instant prizes. I stripped the steps and the noise, sharpened the hierarchy, and built it mobile-first. And I kept testing: a blinking dot on the prize, a progress bar, an IBAN dropdown that beat the plain field.
What moved
Boom! We got +25% conversions, 15% fewer drop-offs, and 10% higher satisfaction from the lead game. Some tests won, some didn’t. The IBAN overlay wasn’t significant, so I said so. The lesson: bring back the feeling, remove the friction, and test the rest.
Why this still holds
People don’t convert because you add steps. They convert when it feels good and gets out of their way. That was true then, and it’s true now, only today I get to the answers faster.
Feedback on code
You get instant win feedback when entering the winning code.
Blinking 'eye on the price"
The blinking red dot indicates the price of €16.000,- is still available
Ticket test
This was a test to see if people are willing to buy 2 lottery tickets at the same time.
Progres bar
From former tests we knew an indicator helps to increase conversion.
Iban Dropdown
This IBAN selection dropdown converted better then a normal input field.
Iban Overlay
Based on data insights revealing users skipping the IBAN field, we conducted an A/B test with a layover to encourage completion. The test results were not statistically significant, suggesting alternative solutions may be necessary.
To fuel the excitement for our main campaign, we launched the Millionaires Lead Game. This free-to-play experience allowed us to collect email addresses, ensuring we could keep potential customers informed about exclusive offers and timely updates.
This campaign had several sales flows on desktop and mobile with a great deal of deliverables and emails. Some A/B test has been done with good insights. You see them below.
If you are wondering why Robert Ten Brink is pointing his finger….Its because this converts better.
