The web is more crowded than ever. With countless websites, and competitors, all vying for a user’s attention, the question becomes: how do you keep a visitor's attention and get them to convert on your website?
The web is more crowded than ever. With countless websites, and competitors, all vying for a user’s attention, the question becomes: how do you keep a visitor’s attention and get them to convert on your website?
There are different elements to a website that can be adjusted to try and increase conversions. The more typical ones include form layouts, CTA text and colours. However, a tactic which is often overlooked is adding gaming elements to a website – also known as gamification.
Gamification involves introducing gaming elements to non-game activities, with the aim to make using the website more fun and engaging for visitors. This might seem like a gimmick but gamification has been shown to increase time on site and give users a reason to return.
We’re not talking about adding a level of Tetris to your lead generation website. We are suggesting giving users the feeling that they are being rewarded or gaining something from completing interactions on your website.
A popular method of gamification, more inline with traditional game elements, is through the user being able to ‘win offers’ e.g. “Click here to spin the wheel and see what you’ve won!”. All a user is doing is clicking on screen, but when they ‘win’ an offer they are more likely to use it because they have earned it. More so than if it had just been sent to them in an email.
Similarly, giving users points can have a similar effect. ASOS and Boots do this particularly well; the more you spend with them, the more perks and rewards you earn.
Once a customer has these perks they are more likely to feel compelled to use them because, similar to above, they have earned these rewards and won’t want to waste them. If these offers and perks are time sensitive, visitors can continually engage with the website which can extend the lifetime value of a customer.
A more common form of gamification is a progress bar. Not only does a bar illustrate how much further a user has to go to complete their current form or task, it can encourage users to complete everything to 100%, helping to reduce drop off rates.
These are just a few examples of ways to incorporate gamification tactics into your website. With all major site updates, we would recommend split testing this introduction to gauge how your audience responds to these new features.
Here at Motionlab, we specialise in Marketing and Technology. Gamification is right up our street and something we love developing for our clients. If you’re interested in incorporating gamification into your customers’ online journey then get in touch!