Using gamification to generate greater customer engagement

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Gamification is a growing trend. This is a type of interactive marketing you can use to increase customer engagement with your eCommerce business. It’s based using games and game dynamics that have been personalised with the company’s branding to attract potential customers and build loyalty among the regular users of your online shop. Implementing gamification is quite simple thanks to current tools for creating online campaigns and marketing, like Easypromos. To begin, you simply need to assess how suitable the possible campaigns are for your pricing strategy and choose the most appropriate format. We’ll explain which aspects you need to consider and what the main benefits of gamification are


Key factors for successful gamification 

1. Knowing your eCommerce business’s target audience.

For interactive marketing to work, the eCommerce store must know the characteristics of its various target audiences, such as their age, location, interests, etc. as well as their behaviour and motivation. Based on this, defining one or more actions will be possible. One clear example of this can be seen with user age since a potential customer that’s between 20 and 30 years of age will be must more susceptible to an Instagram contest or posting their own content in exchange for a reward of a lower value.

2. Setting short- and long-term goals. 

Even though the final goal of gamification is to increase the conversion rate, you can set other short-, medium-, and long-term goals. Achieving a greater number of leads or including new users in the database to improve the profitability of email marketing actions tend to be among the main objectives for these types of campaigns. 

3. Choosing the format and content.

Every gamification campaign should be accompanied by content related to the brand and the corresponding branding. This is how the customers can relate the campaign or game to your eCommerce business. The same goes for the reward or prize, which should be attractive but also linked to your products or services.

In terms of the available formats, our main recommendation is to be original. You can opt for activities that engage potential customers through the ability they have to demonstrate, like an identify hidden objects game, or games of chance, like the classic, but effective prize wheel

Gamification

The advantages of gamification for eCommerce businesses

As a whole, gamification offers consumers a better shopping experience. They turn the purchase of a product into a satisfying—or even educational—moment, for which they can be thankful to the brand.

Along with these benefits, gamification allows you to: 

  • increase the visibility of the brand’s content and products. 
  • improve SEO and increase web traffic. 
  • promote user participation. 
  • increase your conversions. 
  • turn customers into brand ambassadors. 

This is how investing in gamification solutions can optimise your company’s sales and profits, especially if you’re looking to establish yourself as a benchmark brand. Its multiple benefits will allow you to set yourself apart from the competition—beyond price comparison. This will be the added value and commitment to your customers that defines your eCommerce business. 

Angela de la Vieja
Content Manager
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