The digital world is constantly evolving and changing, which has given birth to an assortment of new ways for companies to generate sales. One of the latest trends in this area is gamification, a style that uses game-like elements in non-game applications to motivate users.
While it’s easy enough to slap points or badges onto a website, how does gamification drive sales without being too pushy?
The Art of Subtle Yet Powerful Gamification
Gamification is all about making everyday tasks more fun and rewarding by adding game-like elements. This has been used in the past to help employees learn new skills, increase engagement, and adjust behaviour. However, businesses are now starting to see how this same concept can encourage customer behaviour change.
In the past, salespeople would often resort to promising prizes or discounts as a way to convince someone to make a purchase. However, it is very difficult to pinpoint what actually drove the customer’s decision-making process. In most cases, customers will not even remember what was offered and regret their choice because they took an offer they didn’t actually want.
This is where gamification comes in. Using game mechanics, customers can be offered rewards for completing different tasks or goals. These points not only measure progress but also give the customer something to work towards. This will help your customers feel more invested in their purchase and value it more than if they didn’t have to work for it.
By using a mix of different incentives and rewards, you can create a fun and engaging experience that encourages customers to stay loyal to your brand while helping them get more from the products or services they receive.
Below are some examples of ways gamification can drive sales without being pushy:
A game that drives sales.
When designing an online loyalty program, it is important to consider the target audience so you can provide them with a unique experience. For example, if your customer base is mostly made up of twenty-three-year-olds or younger people, you may want to feature mobile games on your website that will appeal to this demographic.
If, on the other hand, you are looking to attract adults in their thirties and older, it is best to design an online game that is more simplistic but still produces high engagement levels.
A loyalty program with enough value.
The idea of “value” can often be overlooked when designing an online loyalty program. A set point value for each reward is an important aspect of gamification that will help drive sales.
For example, you can incentivize your customers with a point system that awards them one point for every dollar they spend with you. Then, when the customer accumulates five points or more, they can cash in their rewards for a gift card to a store. This setpoint value is essential, as it can drive sales and increase loyalty all at the same time!
Incentivizing with rewards.
After you have created your online loyalty program, it’s time to incentivize customers. In order to achieve high engagement levels from your gamified system, you will want to provide incentives that appeal most to your target market.
For example, if you focus on attracting young adults, it is best to offer rewards that are relevant to this group. Rewards like free meals at nearby restaurants, discounts on concert tickets, free entry into local clubs, and even premium IG filters will prove appealing and help drive sales!
The right game for the right customers.
When designing an online loyalty program that will appeal to your customers, it is important to consider their age group and what they would find most interesting in the game structure.
For example, if you are looking to attract young adults in their early twenties, it may prove more beneficial to develop a game using mobile platforms like Instagram (with interesting IG filters) or Snapchat. This way, you can provide your customers with a unique experience that will motivate them to return again and again!
The use of quests.
These are tasks that customers must complete in order to receive certain benefits- such as discounts, limited time promotions, etc.
The great thing about quests is that you can easily change the end goal depending on its difficulty and the prize you are offering. That way, customers don’t feel like everything is predetermined, and they have no control over their actions. This keeps your website fun and exciting to use, which in turn will help increase customer satisfaction and your revenue.
Using game design techniques like the ones mentioned above allows companies to effectively market to their customers without being too pushy. This makes it so that customers don’t feel pressured into buying products or services that they really aren’t sure about.
Takeaway
While no surefire strategy can ensure success, incorporating game mechanics into your marketing strategy will help increase the time your customers spend on your website. In addition, it provides a way to track their activity and identify areas for improvement. Moreover, it helps improve customer engagement and create a lasting impression without being pushy.
