Spinning the wheel for the launch

We were about to launch the new collection, and I wanted to do something a little different. The usual email blast felt too one-sided, and I wanted a promotion that felt more like a shared moment.

Setting up the wheel felt like a gamble

I loaded it with a few different coupon codes, from a small 10% off to a bigger 30% discount. It was a mix of what I thought was fair and what I hoped would be exciting. Honestly, I was nervous about giving away too much right at the start.The first few spins came in, and I watched the results like a hawk. People were landing on the 10% and 20% codes mostly. It was working, but it didn’t feel like it had the energy I’d hoped for for a launch day.

Listening to the quiet feedback

A couple of people mentioned on social media that they’d hoped for a slightly better deal to jump in. It wasn’t a complaint, more of a wistful comment. That stuck with me.I realized my initial caution was making the game feel a bit stingy. It was supposed to be a fun thank you, not a tense negotiation. So I went back in before the main launch wave hit.

The adjustment

I replaced the 10% code with another 15% slot, and made the 30% code a bit more common. It was a small shift, but it changed the feeling completely.

The spin after the change

Watching people engage after that was different. There was a more genuine buzz in the comments when someone won the bigger discount. It felt less like they were trying to beat the system and more like they were participating in something.For me, the biggest takeaway wasn't the conversion rate, though that was good. It was seeing that fairness isn't about being rigid. It's about being willing to listen and tweak things so the game feels good for everyone playing.