How Man’s Set increased opt-ins and sales by 10% with gamification

Man’s Set is a Ukrainian DTC brand specializing in anatomical underwear. With a strong focus on online sales and a subscription model, long-term customer value (LTV) matters just as much as one-time purchases. That makes customer acquisition cost (CAC) a critical metric — especially when scaling paid traffic and launching new collections.

Why Man’s Set needed more than another discount pop-up

Man’s Set team was trying to solve three concrete challenges.

1. Paid traffic — especially TikTok — was getting more expensive. Traffic volume was there, but most users were cold, conversions were low, and CAC kept climbing.
2. Welcome discounts became a margin problem. Low discounts didn’t convert well enough into subscriptions. Higher discounts did increase signups — but later hurt revenue in retention and email flows. The team needed a way to grow welcome revenue without sacrificing long-term value.
3. Their ESP (SendPulse) handled automation well, but limited creative experimentation with popups. They could automate emails, but testing different on-site mechanics and funnel entry points was harder.

All three challenges came down to one thing: Man’s Set needed a more flexible way to drive conversion and revenue without pushing discounts harder. Gamification became that approach.

Solution: A gamified email pop-up flow by Claspo for revenue growth

To tackle acquisition, welcome revenue, and CAC at the same time, Man’s Set built a single flow that combined a sign-up widget with a follow-up email containing the game itself.

From cold traffic to the welcome funnel

A first time visitor sees an animated widget that invites them to play a game after leaving their email. 

The widget acted as the entry point for cold traffic, while the email with the game became the natural start of the welcome journey. 

Instead of pushing a generic discount right away, users first engaged with the game, received a reward, and then continued through email communication already familiar with the brand and primed to convert.

This approach had a clear and measurable impact:

• Email already accounted for around 10% of Man’s Set’s total revenue.
• Email-driven sales grew by 10%.

The impact on email performance came from how the flow was connected. The widget did the first job — capturing new users from cold traffic. The game in the follow-up email did the second — pulling them deeper into the funnel. 

Lower CAC through earned rewards

The same flow also helped reduce customer acquisition cost. Instead of offering a flat discount, Man’s Set focused on new users and gave them a reward they had ‘won’. That small shift made people more engaged and more willing to finish the purchase. Because the reward felt earned, users were less likely to drop off after the first visit. This was especially important for paid traffic, where even modest lifts in conversion helped bring CAC down by -10%.

Turning cold TikTok traffic into sales with event-based triggers

TikTok was driving a strong traffic volume, but most of it was cold. Users were curious and engaged at the top of the funnel, yet a large share dropped off at the cart stage. As a result, the channel delivered reach, but not enough completed purchases.

Instead of changing creatives or increasing spend, Man’s Set focused on when and to whom the message appeared. The team reused an existing gamified widget, but changed the logic behind its display:

• the widget was shown only to users coming from TikTok;
• it appeared after a specific event — when a user added a product to the cart.

That flexibility in setup was a key factor and made the interaction feel relevant rather than intrusive.

For TikTok users who had already added an item to the cart, the gamified widget changed the decision-making moment. Users had already ‘won’ a promo code, which gave them a reason to finish what they started instead of abandoning the purchase.

This approach didn’t significantly affect other channels — but within TikTok traffic, it clearly improved checkout completion. Importantly, this lift came without increasing the advertising budget, simply by making the channel more efficient. 

Gamification doesn’t have to be global to be effective. When combined with channel segmentation and event-based triggers, it can work as a precise performance tool, intervening exactly where conversions are most likely to break.

The results Man’s Set achieved and the lessons behind them

Key results:

• +10% sales across welcome and acquisition funnels;
• +10% growth in email-driven revenue;
• -10% CAC, especially for paid traffic and new users;
• higher conversion from cold TikTok traffic without increasing ad spend.

However, not every gamified mechanic delivered the same results. Some formats, like ‘pick a gift box’ mechanics, showed a short-term uplift but didn’t perform as consistently over time. Compared to the spin-the-wheel format, they had a more limited impact and were harder to scale.

For Man’s Set, this reinforced an important takeaway: the real value of Claspo wasn’t in any single mechanic, but in the ability to quickly test ideas, measure results, and double down only on what actually worked.

What you can take from this case

This case shows that Claspo gamified CRO popups don’t just increase opt-in rates — they help drive revenue growth across the funnel. Interactive experiences build early trust with the brand, which directly affects downstream revenue. Gamification also creates positive emotions: the moment of play, curiosity, and reward releases dopamine and strengthens purchase intent — especially for new users making their first decision.

Just as important, gamification works best as part of a system. When mechanics are tied to funnel stages and tested continuously, teams can scale what works instead of relying on assumptions.

What you can test next

Based on Manset’s experience, here are a few directions worth exploring:

• start with a micro-commitment (a simple yes/no step before any game or form);
• let users play first, then ask for email at the reward step;
• add a step after email to collect a phone number for SMS marketing;
• include a short quiz at the end to better understand user intent and improve segmentation.

How to start

Instead of reading theory, the fastest way to learn is to launch. Create your first widget — and we’ll help you launch and run continuous A/B testing to steadily maximize conversion.