WHAT IS GAMIFICATION?
If we want to use the scientific definition ‘gamification refers to the use of conceptual game elements in a non-game context’.* In a simple explanation it is about motivating people while playing: gamification is a general method, that can be used in every business. It is based on the general need of being entertained, that people like to play, they are happy when they are challenged, being competed and get a reward for it. If a website can use this method in a way that will strengthen the loyalty of the customer, it will also boost the conversion rate. Popups are an easy tool to use for gamification - we have gathered some examples of this.
INSTANT GAMES: PLASTER TO THE WOUND
When it comes to webshops, gamified popups are a popular tool. In ConvKit’s popup library, you can find many types of gamified popups, from lucky cards to loot boxes.
These gamified widgets will popup for the user, and if they feel like it, they can open or spin it, if they do not feel like it, they will simply close it and move on. They can win when playing with the widget - for example a discount. You can set the percentage of users who can win.
The disadvantage of this method is that it might not result in a great number of loyal users. If the visitor is at the moment of purchase or making a decision, it can be useful to make them play, so they might get an extra discount and finish the purchase. To conclude, this method is helpful when it comes to decision-making. It is a good tool in a short period, but not the solution for the long run (plaster to the wound), for example when it comes to products that are hard to sell, when there aren’t a lot of sales, or when a stock gets stuck.
How and where to use it?
When there are not any exact discounts but the visitor is on the cart page and wants to exit, or when they have to spend a lot of time on the site without any conversion, instant games can be helpful.
Mistakes that you should avoid
The biggest mistake when it comes to instant messages is to show them at a bad time, for example when the visitor just arrived at the page. If they open a loot box for example and they get a 10% discount, it is possible that they will keep it for later. The reason for this is that when a visitor lands on your page from an ad - as a first-time visitor - they will be in a browsing phase. It is better to show them the instant game popup when they are in a decision-making situation. How did our client has managed to have a 9% conversion rate when using an instant game campaign? Check out our case study.
POINT COLLECTION AND OTHERS: THE SOLUTION IN THE LONG RUN
This is the method when the customer needs to collect the points while playing, when reaching a specific point, they will get a discount or a gift. In this method, popups that can lead your visitor can be a great choice, as you can channel your visitors to your loyalty system. If the point collection pops up in a widget for the visitor, it is more likely that they will check it out and participate in the point collection, than having it in the navigation bar. In the long run, this method results in better loyalty and can motivate the visitor, like the already mentioned loot box. So, when talking about gamification, it does not necessarily mean instant games, but also solutions that have a longer run, that can be supported by popups in many great ways.
PLUS OTHER IDEA
Gamification can have a database increase results as well. ‘Register and win’ messages can be included in the instant game type, as you can get the same results. On the other hand, you can increase the database with fun methods, that have a longer result, as you can use this database to channel the leads into the new games later.
Even if it is just an instant game or a loyalty system, you can find a suitable widget for you in the ConvKit library!
*Source: From game design elements to gamefulness: defining gamification. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September)