Before I discuss the gamification examples in business, let us reiterate the fact that all of us have participated in different forms of gamification knowingly or unknowingly. Most marketers have heard the term gamification one or more times by now.
Have you ever collected flyer miles and redeemed them on your next travel plans? Ever spun a wheel to win a discount voucher, or tempted to buy a product because 500 people had already bought it? These all are examples of gamification used by businesses. In marketing, gamification ideas are used strategically to influence customers’ purchase decision or to make them perform an action.
In this article, we have discussed the following points:
Let’s get started…
Gamification is the application of Game thinking and game mechanism (points, quizzes, incentives) in a non-game context in order to affect behavior. Businesses use gamification to increase their conversion rate i.e. to increase sales, user engagement, ROI, data quality, the speed of the process and improve learning.
Gamification is channelizing people’s feeling for competition, winning, achievement and status to help achieve your business objectives. Following are the most popular techniques that will give you a clear picture of what is Gamification in business.
IPad case Company DODO CASE uses gamification to their online website. They have added game-like elements to their product screen. Instead of providing customers with a boring list of products available, they offer a fully interactive workshop environment. They let the customers customize their own iPad case by choosing the exterior color, the interior color, the elastic of the case and any message to be added to the case. Also, check the image above, they have a ruler as a progress bar for the customization, which also adds a fun element to customization.
(Source: Keep earthquakes weird)
After a severe earthquake hit Portland, Keep Earthquakes Weird website was created as a part of social awareness. The website imparts knowledge on earthquake safety and survival through an alphabetical list. Every letter when clicked opens up another page that imparts knowledge regarding the safety tip. The site also offers a humorous take, telling users ways they can keep the Portland spirit alive. In return, the website imparts a driving & incentivizing user behaviors; a good way to see a silver lining.
(Source: 4 food)
The whole website of 4food is basically one exciting game. Check the section where people can read more about the company or the section where company impart knowledge about their service. You can also create your own burger on the website. For more details, you can watch their YouTube videos.
The gamified experience of the website engages customers, help them understand more about your business and appreciate the business top quality food. If properly conducted, gamification can serve many objectives such as boost a company’s performance/reputation and help the brand in becoming popular on social media.
(Source: Stich fix)
Stich fix is a subscription-based e-commerce website; one of the conversion pointers is to gather a maximum number of email Ids to engage them. While normal e-commerce websites are reducing the size of the registration form so that maximum people fill it, Stich fix has gamified the experience of registration. They added an engaging questionnaire that people would want to answer and register on the website.
The first impression of LinkedIn is it is a serious, social networking channel meant for people in professional jobs. Gamification is not the first thing that comes to mind when picturing LinkedIn, as it’s a B2B platform. But actually, LinkedIn has subtly but very successfully integrated gamification into their services.
LinkedIn Profile Completion bar is one great example of gamification. It not only displays the percentage of profile information you have filled in, but also motivates you by giving hints on how to reach 100% profile strength real quick.
Another gamification of LinkedIn is the profiles strength shown in a circle. How much the circle is filled symbolizes each person’s profile strength. This visual trick is highly successful because it continuously motivates the users to update their profile, change their jobs and remain active on the platform.
EBay, an online marketplace for buyers and sellers used gamification to ease the process of e-auction and bidding. So the process of bidding in itself is a game and it also provides ease for the buyers who want to bid on the product. EBay made it easy for buyers to take up the challenge. When customers finally buy the product they experience the joy of winning even after paying more than the expected amount.
The online e-commerce website Woot ran a campaign where they offered a deal of the day. This attracted customer to visit the website every single day. They released the daily deal at 12 noon central time. They offered unique products at a competitive price and a limited stock. The FOMO effect came into play immediately and customers rushed to grab the opportunity. Woot enjoyed unprecedented traffic and some of the highest conversions of all time!
(Source: Sand Cloud)
Sand Cloud uses the spinning wheel gamification strategy. When a customer moves the cursor to the tab closing button, a spinner pops up on the website. This engages the customers to spin the wheel, just t to check their luck once. To spin the wheel customers have to enter their email id. Spinning the wheel may get them a discount of $5, 20% or maybe even 50%. When they receive the discount, they get a sense of winning and want to utilize the discount immediately. Thus, gamification glues the customer to the website.
Before you change the design of your website, you need to identify the goal. You need to decide whether you want to increase your presence on the social media, make registration and buying easy, or increase conversion during holiday seasons, etc. The action leading to gamification should lead to only one call to action. A clear objective helps your web designer is creating a befitting game that engages users in a better and more efficient way.
The next step for building an interactive gamification on your e-commerce website is deciding challenge you are going to throw on your audience. Is it about being the first, being the fastest or being the luckiest to come out as a winner? The challenge must be perfectly aligned with your objective and should trigger your audience to complete it.
No game is complete without a reward. Make sure you provide a reward for which people would be interested in. In case you ask them to collect X amount of points by shopping with them, give them a gift worth their efforts. If you do not give away a suitable reward, it can harm your business badly. The reward you decide should make the customers happy, encourage social media share, increase leads, help in customer retention, will make the customer do repeat business with you and meets the complexity of your challenge.
Gamify your website or mobile application to make a difference in your website engagement and conversion rate. Gamers aren’t kids anymore. Gamification is a fun and interactive way to ask your website visitors to perform a task. So spice it up and strategically use gamification for your online business.
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