eCommerce is increasingly gobbling up the global retail market. As of 2018, global web sales neared $3 trillion. However, alongside growth, the eCommerce industry is also witnessing a tough competition between brands. It’s not easy to survive in a landscape that’s already almost choked. While it’s very simple to set up your eCommerce store with platforms like Shopify, you won’t sustain if you stick to outdated techniques to engage shoppers. If you want to increase Shopify sales, you need to think out of the box.
Most online merchants will simply follow the age-old checklist for marketing their products – social media marketing, retargeting ads, onsite popups, etc. Even the strategies they apply on them haven’t seen a new day. That’s why in this post, we’re introducing gamification.
Why use gamification to increase Shopify sales?
The shopper’s expectations are continually changing. They aren’t simply looking for deals on their favorite products, they seek an outstanding shopping experience. While optimizing checkout will ensure that shoppers complete a purchase in minutes, it doesn’t give them a reason to remain ‘engaged’ with your brand. Or walk away with an experience that they will remember. The ‘fun’ element in most conversion tactics has been missing. That’s where gamification comes in.
Getting people to enjoy shopping can be done best by engaging them in a ‘game-like’ experience. This could mean an AI-facilitated running competition when someone’s thinking of purchasing runner shoes from your website. That’s just a hypothetical example. The real one is even more interesting.
Back in 2011, Nike created an online game which enabled players to help athletes stay snug while they trained in the winter season. The idea of this campaign was to promote winter sportswear. It was, undoubtedly, a huge success.
Now, one key aspect of gamification is that it leverages a sense of reward, and isn’t just for fun. It’s this reward element that actually nudges people to buy. In the Nike example, people didn’t just participate for the sake of fun and entertainment but were also allowed to buy the new Nike winter collection worn by the athletes.
Campaign ideas to increase Shopify sales
Big brands like Nike, Zappos, and Bonobos have made good use of gamification to increase their online engagement and sales. However, you can use gamification to your advantage, even if you are a small or medium-sized eCommerce business on Shopify. Listed are some easy to run campaigns with gamification:
Getting your users to answer questions before you show them discounts that they can avail on your products or access a new range of them is a great engagement tactic. The replies given by your shoppers can also help you identify the right products for them. When shoppers are shown products that have been ‘specially’ recommended based on their answers, they are highly likely to trust your recommendations and even purchase them on their way out.
You can link run these puzzles or quizzes onsite or on social media; just remember to link them back to product purchase pages on your website. Premade, for example, runs a quiz right on their website for shoppers who want to buy the perfect pair of sunglasses.
Popups with text, images, and a call to action that offers a discount in lieu of an email address, are boring. Think about the number of times you’ve seen those on online stores. Just like you, most of your shoppers will close this popup without bothering to engage with it.
That’s why you need to tweak your popup strategy with a bit of gamification. Before showing a pop-up to people browsing your website, engage them with a little game or a contest. As a reward of playing that quiz or game, promise them a free surprise. Reveal the surprise only when the user agrees to drop in their information on your exit popup. That’s a simple way to increase the capture rate. In fact, IKONICK saw a 9.7% capture rate against total impressions applying gamification to their popups with the app, WooHoo.
Gamified social media
Social media is essentially an interactive channel. But most eCommerce merchants are using it only for showcasing product images and videos. There is no ‘real’ engagement happening on the social media pages of most brands. With gamification, you can turn your social media pages from being another display board for products into an engagement platform.
Consider ALDO’s example here. At the time when Aldo Group (ALDO) introduced its “A is for Aldo” fragrance collection, they used social media for creating a truly immersive experience for their shoppers. To promote this fragrance collection in a really engaging way, ALDO created its A is for Aldo microsite. This microsite invited customers to ‘match their mood’. After logging into Facebook, shoppers are shown a variety of Instagram images to select 9 images from. Once the shopper has selected the nine images they are shown a “mood board” collage that has a brief personality description.
While the above gamification got the brand plenty of word-of-mouth promotion, it also helped them gather shopper information. They used the same to further personalize their campaigns to nudge them to make purchases from the microsite.
Gamified web push notifications
Instead of sending out plain informative alerts that talk about back-in-stock products or ongoing discounts, make your web push notifications more engaging. You could use them to nudge your users to complete a certain action and win a reward. With Pushowl, for example, you can gamify your web notification alerts, to offer reward points on creating a wishlist or purchasing wishlisted items within 24 hours.
But for your web push notification campaign to be successful, remember to also introduce a little sense of urgency in your gamification campaign. You want the shoppers to engage with the campaign instantly, to be able to drive them towards conversion.
Gamification is fun. That said, in the process of creating a superb gamification campaign don’t ignore the fact that people appreciate simplicity. Don’t make them answer ten questions before unveiling rewards on the exit popup. The easier your gamification tactic, the more engagement it will fetch.
. . .
This post was contributed by Liran Tadmor, the Founder of WooHoo, an eCommerce app that enables online stores to create gamified email popups for higher customer engagement and conversion rates. You can follow their blogs here.