How gamification increases the conversion rate of an e-shop

How gamification increases the conversion rate of an e-shop

The conversion rate, or ratio, shows how many visitors to your website become your customers.

For example, if 100 customers visit your site daily and only 2 make an order, you have a conversion rate of 2 percent. Many companies' experiences show that you can strengthen this ratio by implementing gamification on your e-shop.

How does it all work? And what should you definitely avoid?

Elements of gamification

The aim of gamification is to make the visit to your e-shop more enjoyable for users and encourage them to return. It helps you gain both new and returning customers. This type of gamification is called external gamification.

Measuring conversions

A great tool for measuring the effectiveness of gamification is the Google Analytics service, which is used by the vast majority of companies and e-shops on the internet today.

It accurately measures conversions, which subsequently show the effect of gamification elements.

Authorized campaigns

Think like the visitors to your e-shop. Create gamified, authorized campaigns focusing on current events and seasons.

An authorized campaign contributes to increasing the conversion rate.

What opportunities can you use for these campaigns? For example:

  • school holidays,

  • ‚Äčname days,

  • holiday campaigns for women,

  • gifts for men,

  • rewards for children's report cards,

  • holiday equipment, and more.

Don't push too hard, or you won't achieve increased conversion

Although gamification is a great tool, its use carries some pitfalls that can harm the conversion of an e-shop. What are they?

Poorly designed gamification elements can come across as intrusive and annoying, ultimately harming the reputation of the brand or e-shop.

To increase the credibility of your e-shop, on the other hand, strive for the following steps:

  • reward fairly and transparently,

  • clearly formulate contest rules,

  • allow contestants instant feedback,

  • be completely transparent.

Fun is more than promotion

When using gamification, focus more on the fun of the contestants than on promoting the product. In this situation, the well-known saying "It is more blessed to give than to receive" definitely applies.

Promotion is not the main goal of gamification or conversion itself. The game elements should not primarily track your effort to earn money. The goal is the credibility of your brand. And that won't come by itself or quickly.

Tip: Avoid imposing conditions that appear at the end of the order for visitors to your e-shop. These may include conditions like "Add sharing" or "Like us on Facebook." All of this can immediately deter customers from making a purchase. And by doing so, you are also playing with the law today.

Be inventive

When creating gamification elements, be inventive. Customers appreciate game elements differently. Some may prefer a wheel of fortune, while others enjoy collecting points for loyalty purchases.

Don't overdo it with gamification

Do not gamify activities that ultimately do not bring customers any reward or advantage. For playing games, people would rather play PlayStation or Xbox. Senseless gamification can only bring disappointment or frustration to your potential customers.

Gamification should not be a smokescreen for a bad product or service. It should be like icing on the cake. If the cake is not good, the icing won't save it. If the cake is of high quality, the icing is a desirable cherry on top.