We remember brands better when they give us information, entertain us, and take us away from our daily routine. In business, this strategy has become an effective tool called gamification.
According to elofun.com, gamification can help businesses boost website conversion rates by up to six times.
We'll share a story about a business in the automotive industry the Promodo team helped with gamification using Yespo CDP. We'll also show you the results they achieved at the end of their work.
About the Project
Shiny&Diski is a national tire operator with an online store and offices in Kyiv, Lviv, Dnipro, Odessa, and Kharkiv.
The company used to gather contacts only through its website using subscription widgets only. However, during one of their busiest periods, the winter season, they decided to try a new approach.
Task
- Increasing sales among existing customers.
- Expanding the database with new email contacts.
Solution
Promodo's team proposed adding gamification to the company's website to increase engagement. This strategy aimed to encourage visitors to provide their contact information and return to the website.
Project Implementation
Since the target audience is car owners, the theme of the game was chosen accordingly. A user has to select one of the three paths in the image, which leads them to a discount.
Mechanics of Gamification
- To join the game, users needed to enter their email address. We added an email confirmation step called Double Opt-In to protect their data.
- After entering their email, users received a message with a link to the game page.
- On the game page, the user was asked to choose the car path that would lead to the discount.
- Depending on the path chosen, there was an opportunity to win one of five discounts and gifts:
Promotional Аctivities
Initially, the audience was attracted to the game through the widget that offered to receive a reward. It was created with Yespo CDP.
Once the project team confirmed everything was working correctly, they launched an email campaign to attract new visitors and regular customers.
The promotional campaign included three emails: an invitation to join the activity, a reminder, and a notification about the game's end. For this, the Promodo team used the email marketing tools of Yespo.
Technical Implementation
With the help of Promodo's content team and technical specialists, a developer from Shiny&Diski, and the functionality of Yespo CDP, there was a lot done during one month:
- Prepared texts and created a design adapted for different devices.
- Technically implemented the proposed design on the website.
- Tested the functionality and made necessary adjustments.
Results and Plans
The gamification efforts paid off:
- +136% in revenue from triggers during the game's activity period.
- 4 times increase in the customer base.
- +60% in sales from the widget and subscription triggers.
During the month the game was active, the number of subscribers exceeded the total for all 2023. The company was thrilled with these results and plans to keep using this format for future projects.
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