Many sites are now offering 10% or 15% off the shopper’s current or next purchase. These discounts are typically shown to the shopper in a popup. However, shoppers have become increasingly used to this. In effect, many have become desensitized—they instinctively close out of the popup before reading beyond a single phrase and, most importantly, before entering their email address.
If shoppers are becoming desensitized to this type of messaging and offer, what else can we do to drive more conversions?
Our idea is simple: challenge your shopper. In this example, we’re using gamification to drive conversions.
Here is a discount popup that appears on Consuelastyle.com:
And here is the alternate popup we’re proposing (consuelastyle.com isn’t a client):
This idea is perfect for a site where there is an element of discovery: like a jewelry site, or a wallpaper design site, or a clothing store, etc. It’s basically a fun way to inspire new visitors to explore more of your stuff.
In our concept, we’re not offering a discount. Instead, we’re using gamification to encourage the shopper to explore the site. After conducting hundreds of split tests there are two things we definitely know about shoppers:
1: About 83% of the content on a site is invisible to shoppers. Shoppers don’t see most of your awesome content.
2: Shoppers that stay longer, see more pages, discover more things, are more likely to buy.
And that’s why we changed the popup from a bribe to a challenge with a 15% discount reward. Reward revealed after the visitor has explored 10 designs.