Shall We Play? Gamification as a Conversion Tool

Those of us dedicated to improving website and purchase process conversion know it clearly: a conversion is a decision. A decision made by the user (and potential customer) for countless reasons. And some of those reasons are what we are always trying to improve, control and, of course, optimise.

Bearing in mind that, on average, an adult makes between 33,000 and 35,000 decisions per day, should we not focus on simplifying those decisions? How can we make it easy for them so they do not have to think about it so much? There lies the key to conversion!

Today we will talk about one strategy for doing so: gamification. One more tool to apply in your CRO strategy with proven results that will help simplify your customers' decisions (not all 35,000, but some of them). It will also make them enjoy themselves more on your website.

What is gamification

Gamification, as you may have guessed, comes from the English term gamification. This term refers to the incorporation of game-like elements and dynamics into contexts that are technically not playful. Contexts such as a website, an app or a purchase process.

Although the term sounds new, it is not. Gamification has been around for decades, both in online and physical stores. Think, for example, of those times when, as you shopped at your favourite supermarket, you collected points to later redeem for products or discounts. That, ladies and gentlemen, is the seed of gamification.

The idea behind gamification is to leverage the human being's natural tendency to compete, improve, receive rewards and, why not, have fun in the process. Dynamics such as completing tasks or unlocking levels capture more attention, simplify cognitive load and motivate certain actions. In short: improve conversion.

Advantages of gamification for improving your website's conversion

Conversion, conversion, conversion. Yes, that is our compass. But exactly, how does gamification improve conversion? What are the precise advantages of replicating game dynamics on your website, product or purchase process? Let us explain them in detail:

• More user engagement – Gamification takes advantage of something irresistible for human beings: completing challenges and receiving rewards. By encouraging this type of action, a user is more likely to stay longer on a website and reduce the abandonment rate.

• An improved and personalised user experience (UX) – Another advantage of this conversion tactic is that gamification is synonymous with interactivity. Game elements make the user experience more dynamic and reduce frictions naturally. In addition, gamification allows unique and personalised virtual journeys to be created for each user. And that always helps conversion.

• Reduces cognitive load – If we consider that the human being has the attention span of a goldfish (yes, a fish) and that this is less than 8 seconds, any initiative that simplifies and accelerates decisions will be welcome. Gamification allows progress to be made "almost automatically" and processes to be completed without the need for reflection.

• Increases retention and reach – In addition to improving conversion, gamification also helps retain those customers who have already converted and, why not, attract new ones. The satisfaction these dynamics generate makes purchase processes more likely to be repeated and the experience shared with others.

Some gamification tactics to implement on your website today

Putting a gamification strategy into practice sounds complicated (very). But against all odds, this concept can be part of your website and purchase process in many ways and without major complications. The level of gamification can vary, but it can always be present by implementing some of these simple tactics.

Progression and levels

A small progress bar can change absolutely everything. And although it is an initiative that does not necessarily remind you of a game per se, its logic for the human brain is exactly the same. Any user who interacts with it will feel the pleasure of advancing and getting closer to the end of the process. Simple and effective.

If you also add a level system to your service or even within your purchase process, things improve further. Giving users the feeling that they are levelling up and that their experience with your website or product is also improving can help dispel doubts at the moment of conversion.

Micro-rewards

Do you take enough time and space to congratulate your users and customers every time they complete an important action? That is what we mean by micro-rewards: small moments that positively reinforce customer behaviour.

From completing their personal data, to improving their product selection, all actions can be worthy of a micro-reward. Depending on your priorities and those of your product, you should recognise those actions that can improve their experience and your conversion rate.

Interactive elements

Because it is not the same to have a pop-up with a welcome discount as a spinning wheel of fortune with different discounts available based on your luck. The logic is the same: offer a discount on their first purchase. The experience: completely different. And we all know that in this conversion game, the secret is in the details.

A word of caution! Excessive gamification through interactive elements can generate a counterproductive effect. Overloading the user experience with too many actions and elements can generate a feeling of overwhelm and end up harming your conversion rate. Always try to find a balance and bet on simplicity.

Enter the conversion game with Boost

Whether it is due to the high number of decisions your users make every day, their mental overload and limited attention span, or simply because your user experience can improve, gamification should be on your to-do list for improving your conversion.

At Boost we can help you identify what actions and elements you can improve through game dynamics that enhance the engagement of your future customers and make the purchase process easier for them, reducing their mental overload.

So, you know: if you want to beat the conversion game, we are just one form away.