Gamification in ecommerce: How to Implement Effectively | Sales Layer

Gamification in ecommerce: How to Implement it Effectively

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What is gamification in ecommerce?

Gamification is derived from the word ‘game’, and it refers to the application of gaming and videogaming strategies to commercial processes, such as the sale of products in ecommerce or physical stores.

It’s undeniable that users’ attention is shrinking more every day and it is seriously difficult to pique (we wouldn’t say maintain any more) their interest on any topic. This is why gamification has become an enticing and highly efficient strategy for brands and retailers specializing in products.

Gamifying product browsing or purchasing (in other words, making it into a game) makes an activity which has become everyday, repetitive and onerous for the majority of consumers into something much more interesting.

According to Digital Marketing Forum, 60% of consumers admit that they would buy more from a brand if they offered some sort of appealing game. Activities linked to gamification reinforce any online store and brand strategy, because like videogames, they encourage you to stay engaged over time, try new ‘levels’ and obtain a psychological reward that also comes with real benefits (which we will look at below).

Uses of gamification in businesses

It’s very important that a gamification strategy in an ecommerce marketing or sales plan has four key steps which retain the user:

The trigger: what motivates them to play.
The investment: effort has to be invested in the game.
The action: how the game is played.
The reward: what is obtained in exchange.

On this journey, the key point is that the prize corresponds to the effort and time that the user has to invest in the game. No online shopper wants to suddenly find themselves in a Squid Game that asks too much and pays too little in return. This could lead you to lose customers rather than generate others who are loyal to your brand.

On the other hand, a well-implemented gamification plan can keep a consumer interested over a period of time. Gamification of ecommerce is implemented through small, habitual actions that make a typical, onerous process (such as paying for the purchase) more playful, like the famous yearly McDonald’s Monopoly.

What are a business' aims when implementing gamification in their online store?

Incentivize the interaction: it’s key to avoid passive and one-time consumers, who are becoming more and more common.
Promote the brand: gaming activities get a lot of shares on social networks.
Collect users’ data: registration is easier and less intrusive.
Encourage loyalty: consumers tend to repeat experiences with brands that offer them benefits.
Promote new launches: gamification creates hype amongst users.
Increase lead conversion rate: it is more likely that a new customer will participate or purchase with a game as the hook.

Once you know which process you want to gamify in your ecommerce and what you want to achieve with it, you’ll only have to define the three elements of an online game:

The process
The rules of the game
The legal basis (if applicable, depending on the type of action)

Benefits of gamifying your online shop

From the previously mentioned aims you will have deduced that gamification has many benefits when properly implemented. For instance:

Reduce the abandoning rate: checkout is more friendly and, on average, there are more visits with a sale than without.
Gain repeat customers: by collecting their data in a simpler way and asking them to take part in appealing activities, there’s greater engagement and interest over the long term.
Grab new segment’s attention: games work to attract younger customers as well as audiences that didn’t previously know your brand.
Increase online visibility: gamification activities are usually shared more on social networks and therefore receive more promotion and a greater impact.

Gamification examples for ecommerce websites

Take into account that it is important to analyze what works best with your target segment and customer base, since, like with many marketing activities, things don’t work the same across every sector, brand and audience.

Visual progress at checkout

This is a very simple gamification activity that should be implemented in all online stores.

It simply consists of making the online payment process easier and more visual, clearly showing the steps taken and left to go through the use of a progress bar or other micro-interaction.

Points system for registered members

Another classic originating from traditional commerce are clubs that offer benefits to their members.

In ecommerce, the most effective way to generate participation is to establish a points system, so that with each purchase users accumulate digital credit that they can exchange for advantages, from discounts to free products.

Referrals rewards

In the last few months this gamification strategy, which consists of rewarding the consumer for inviting new shoppers to the store, has become very fashionable.

Digital challenge: Easter egg hunt

Digital puzzles consist of hiding clues on the website of an online store, and inviting users to find the hidden clues or solve the mystery. The first to correctly post the answer on a particular social network would win the prize.

Competitions and giveaways

Hold a long-running competition to win discounts, free products or exclusive access to a new collection or launch.

Wheel of fortune for immediate prizes

This is a very eye-catching activity that allows you to collect users’ details in an easier and less intrusive way.

Recommendation quizzes

This strategy doesn’t lead to a prize for the shopper, but it is a tactic that encourages participation and the personalization of the online purchase, something which is more and more important these days.

Scratch coupons in emails

Similar to the roulette wheel, a card which the user interacts with to reveal an instantaneous prize hidden below.

Game app

The highest level of gamification would be to build a gaming app. This is the most complex action to build and maintain.

Gamification is a strategy that is changing the way we shop in ecommerce and that has lots of advantages, both for the shoppers and the stores and brands. Turning classic browsing and purchasing processes into a game encourages participation, generates more loyal customers and creates long-term interest in the brand.