OnSite Made Simple #003: Tinder for Marketers?

Welcome to another edition of OnSite Made Simple.

Today, I’ll share a genius strategy for gamifying email collection and product recommendations.

Let’s dive in.

Tinder + Onsite = A Match Made in Heaven?

Coolshop is an award-winning webshop with 30,000+ products in over 20 categories.

While browsing its Games category, I saw a popup inviting me to “swipe and match” to win 1,000 Danish kroner.

After clicking “Find your match,” Coolshop redirects me to a page where it again invites me to find my match.

Here’s a translation of the landing page copy:

“Valentine's Day is just around the corner — it's time to find your perfect match 😍 You have to swipe right or left on a number of products, and you will find your perfect match at the end. Everyone who participates in the campaign is in the competition for a gift card of DKK 1,000.”

Next, I clicked the CTA, and Coolshop asked me to enter my name and email so I could participate.

Finally, I got to play a Tinder-like game where I had to swipe left or right on certain products I might be interested in.

When the game ended, Coolshop showed me personalized product recommendations based on how I swiped.

The copy read, “Here are your matches 😍🔥” and “You have 2 matches! Click on your match to get to know it better.”

If I click on a particular product?

Coolshop took me to the product page, where I could learn more about the product.

A brilliant example of personalized onsite marketing.

Why It Works

Coolshop’s onsite campaign is especially effective for three reasons:

Urgency. The campaign ended on Valentine’s Day, nudging visitors to play before the giveaway ended. Nothing moves us like the fear of missing out.
Novelty. Most visitors are familiar with swiping, but few have swiped on potential purchases before. Novelty drives engagement.
Uniqueness. The combination of sunk cost with swiping-suggested products and email follow-up improves the chances of visitors making a purchase.

All right.

That’s all for today.

Until next week.

Warmest,

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Best Regards,

Sam Thomas Davies

Growth Marketing Manager