Spin-to-win funnel grew CVR 73%

Company overview

Verda Home is a homeware DTC brand with $18M in revenue and an aggressive paid-acquisition strategy. Like most DTC brands in 2024–26, rising CPMs and weaker attribution were eating margin.

The business problem

The primary landing page converted at 1.9%. Email capture sat at 7% of sessions. CPA had risen 41% over twelve months while AOV stayed flat.

Strategic analysis

Static landing pages waste expensive traffic. Quizzes work but feel like work. Spin-to-win works but feels cheap. The opening was a hybrid: low-friction reveal (spin) leading into a richer reveal (style quiz) where the reward justified the time investment.

Gamification solution

A two-step funnel: arrive → spin to reveal a tier of discount (10%, 15%, 20%) → unlock the higher tiers by completing a 4-question style quiz. Quiz answers then powered both the post-purchase recommendation engine and a 9-step gamified email journey with progress bars, milestone unlocks, and surprise rewards.

Implementation process

Funnel and quiz launched first; email sequence followed once we had two weeks of quiz response data to ground personalization. A/B tested against a clean control on 18% of paid traffic for six weeks before full cutover.

Results

Landing-page CVR grew 73%. Email capture rose 264%. CPA fell 38%. Email-attributed revenue grew 3.1× as the gamified sequence outperformed the prior flat newsletter.

Mechanics breakdown

Future optimization

Next: AI-personalized spin outcomes by inferred segment, post-purchase mission system for VIPs, and a points-economy migration once first-party data depth supports it.