What does gamification have to do with CRO?
Gamification (definition) is a strategy to add excitement to a task and is designed to improve engagement. There is a direct correlation between time on site (TOS) and conversion rates. I know this because I’ve been studying ecommerce data for 11 years and have seen data for over 120 different ecommerce businesses.
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 pop-up. However, shoppers have become increasingly used to this. In effect, many have become desensitized—they instinctively close out of the pop-up 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 CRO (conversion rates). Note: even though we are using gamification this is still a Priming technique designed to increase time on site.
Gamification time on site example 1
Here is a discount pop-up that appears on Consuelastyle.com:
And here is the alternate pop-up we’re proposing (consuelastyle.com isn’t a client):
Gamification time on site example 2
Here is the same idea but using a different copy angle:
The text reads:
We believe we’ve invented the best tee-shirt brand in the world.
Spend 5-minutes exploring our collection: from v-necks to long sleeves to our “members only” 3-packs (yes, that’s a thing) and we’ll reveal something interesting at the 5-minute mark.
Ready? [start timer]
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:
- About 83% of the content on a site is invisible to shoppers. Shoppers don’t see most of your awesome content.
- Shoppers that stay longer, see more pages, discover more things, are more likely to buy.
And that’s why we changed the pop-up from a bribe to a challenge with a 15% discount reward. Reward revealed after the visitor has explored 10 designs.
Are there parts of your shopping experience you can gamify?
8/2/20 Update: Just discovered another example. This one doesn’t use a pop-up. It’s quite inventive: