[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Online sales are a constantly evolving sector, particularly when it comes to the<\/span> most effective conversion strategies<\/b>. Brands are constantly looking for new, more effective and affordable ways of raising brand awareness, boosting sales and building customer loyalty.<\/span> <\/p>\n One strategy that has always been tried and tested (and proven to be effective at every stage of the conversion funnel)<\/span> is gamification<\/b>.. Cette derni\u00e8re joue en effet sur deux ressorts \u00e9motionnels tr\u00e8s puissants chez le consommateur : le divertissement et l\u2019opportunit\u00e9 de d\u00e9crocher une r\u00e9compense. <\/span><\/p>\n To help brands <\/span> boost sales through gamification.<\/b>In this article, we present the main advantages of game marketing in e-commerce. You’ll also find a simple, effective strategy for integrating game marketing into your sales funnel. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification<\/span><\/a><\/span> is a marketing concept that involves<\/span> applying the mechanisms of games <\/b> (competition, accumulation of points and the hope of a reward) to<\/span> engage and convert consumers<\/span><\/a><\/span><\/span>.<\/span><\/span><\/span> <\/p>\n Gamification can take<\/span> the form of a loyalty program <\/b> offering rewards (such as discount vouchers) in exchange for points accumulated. But also that of an interactive game generating traffic to its online shop. <\/span><\/p>\n In short, it’s a multi-faceted approach that aims not only to<\/span> improve the performance of sales teams<\/b>,<\/strong> but above all to increase company revenues through innovative interactive strategies.<\/span> <\/p>\n And it works! A recent <\/span>study by Gigy<\/span><\/span><\/a> shows that gamification<\/span> boosts consumer engagement by 30%.<\/b> <\/p>\n One of the pioneers in this field is the Chinese marketplace AliExpress. It offers a gamified model with its \u2018Coins and Coupons\u2019 feature. Users can earn coins by completing basic tasks on the platform. They then convert these tokens into discount vouchers for use on the site. The result: <\/span>a substantial increase in the engagement<\/b> of AliExpres users, better retention and a record repeat rate.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n For a brand that wants to increase its online sales, the best strategy will be one that removes the disincentives for potential customers at<\/span> each stage of the conversion funnel<\/b>. This is is why gamification is so effective in terms of awareness, consideration, conversion and retention.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Above all, gamification is an excellent way of<\/span> increasing visibility<\/b> and reach a greater number of qualified leads. Thanks to gamification, brands are better able to attract the attention of consumers, offering them a more entertaining and rewarding experience overall. <\/span><\/p>\n Many gamified applications incorporate social elements such as ranking, challenges and the ability to share achievements on social networks. This not only encourages users to <\/span>become brand ambassadors<\/b> within their own network, while fostering a sense of belonging and community around the company.<\/span> <\/p>\n By adopting a fun game mechanic such as the<\/span> pi\u00f1ata<\/span><\/span><\/span><\/a> (and attractive prizes such as a trip to Parc Ast\u00e9rix), the Tape \u00e0 l’Oeil brand has<\/span> increased its visibility and brand awareness<\/b>. Used as a data collection lever, TAO has succeeded in attracting qualified leads that it can target and retarget, while promoting its spring-summer collection ahead of the holiday period.<\/span><\/p>\n [\/et_pb_text][et_pb_divider _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”20px||||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/11\/Exemple-de-vente-en-ligne-.webp” alt=”Example of online sales” title_text=”Example-of-online-sales-” _builder_version=”4.23.1″ _module_preset=”default” width=”73%” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][et_pb_divider _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”20px||||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n When a brand’s customers are regularly involved in marketing games, they are more likely to<\/span> be loyal and to make new purchases<\/b>.. Les \u00e9l\u00e9ments gamifi\u00e9s tels que les points de fid\u00e9lit\u00e9, les niveaux ou les badges peuvent \u00eatre li\u00e9s \u00e0 des incitations telles que des remises, motivant les utilisateurs \u00e0 racheter. <\/span><\/p>\n According to recent statistics, companies using gamification have seen<\/span> an increase in their conversion rate<\/b> of between 15% and 50%<\/span><\/a><\/span>.. Pour la marque TAO, l\u2019introduction d\u2019un jeu interactif a engendr\u00e9 une hausse de 27 % des taux de clics vers son site. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”197.9px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The interactive nature of gamification enables companies to<\/span> collect valuable data <\/b> on the behaviour and preferences of their target audience. This <\/span>first-party data<\/span><\/span><\/a><\/span> can<\/span> be used to optimise the customer experience, personalise marketing efforts… and ultimately to stimulate business growth.<\/span><\/p>\n For example, the brand can<\/span> trigger<\/b> a segmented emailing sequence<\/b><\/a><\/span><\/span> after participation in a marketing game. The participation form or the data collected as part of the game (via <\/span>a personality test<\/span><\/a>,<\/span><\/span> a swipper<\/span><\/a><\/span><\/span> or<\/span> a shopping list<\/span><\/a><\/span><\/span>) will enable them to better target the buying preferences of their leads. They will then be able to send them tailored content that is more likely to trigger a purchase. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n One of the biggest problems facing e-tailers is shopping basket abandonment. According to recent research, <\/span>the average rate of basket abandonmen<\/b>t in the e-commerce sector is <\/span> 75%<\/span><\/a><\/span>, which represents a huge loss of revenue.<\/span><\/p>\n Gamification helps to overcome this by<\/span> creating a sense of urgency,<\/b> which encourages customers to complete their order. This could be a discount coupon with a time limit. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The results offered by gamification for online retailers will depend on their ability to<\/span> choose<\/b> the right game mechanics<\/b><\/a><\/span><\/span> depending on their objective. Here’s our advice on how to optimise your gamified customer experience. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The first step in a gamification-fuelled conversion strategy is to<\/span> identify the behaviour the brand wants to encourage<\/b>. Do they want users to buy more products, share content about the brand, leave a review after receiving their order?<\/span><\/p>\n By defining these objectives, the company can<\/span> build a relevant gamification system<\/b>. For example, Amazon encourages its users to<\/span> rate its products<\/span><\/span><\/a> by offering them the opportunity to become a \u2018best reviewer\u2019. This leads to a 58% increase in the number of reviews left and boosts the reassurance of new prospects arriving on a product sheet. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Depending on the objectives defined, the brand can then choose<\/span> the right gamification mechanics<\/b>. Games that are fun and clearly present the possibility of winning a reward are very effective for generating leads and increasing visits to an online shop.<\/span> <\/p>\n Brands will be able<\/span> to opt for<\/b> the winning instant<\/b><\/a><\/span><\/span> with an e-mail address capture form. Thanks to a tracking pixel set up on the game, it is easy to track sales made by participants in the instant win, and thus calculate the ROI of the marketing campaign. <\/span><\/p>\n\n
What is gamification?<\/strong><\/h2>\n
<\/blockquote>\n
What online sales challenges can gamification address?<\/strong><\/h2>\n
Increase brand awareness before launching a new collection<\/strong><\/h3>\n
Generate more traffic and boost sales during the sales period<\/strong><\/h3>\n
Retarget qualified leads with the right product suggestions<\/strong><\/h3>\n
<\/blockquote>\n
Reduce shopping basket abandonment<\/strong><\/h3>\n
<\/blockquote>\n
3 steps to boost your conversion strategy with gamification<\/strong><\/h2>\n
Step 1: Define your objectives (conversion, lead generation)<\/strong><\/h3>\n
S<\/strong>tep 2: Choose the right game mechanics<\/strong><\/h3>\n