Integrate Gamification for Winning Results
Building eCommerce sites with the B2B buyer in mind is what can make or break the longevity and usability of the site. By applying some of the typical elements of game playing, we can encourage longer site engagement which in turn, results in greater sales conversions. Think, if your buyer is in their 50s, they grew up with Atari and Pac-Man. Just the sound of the Pac-Man scoring is enough to get your heart beat going faster. Imagine what you can do with these elements to subtly nudge buyers into taking specific actions.
Designing a CX Gamification Framework
Both the data structure and merchandising psychology are critically important when integrating gamification into your CX design to drive an optimal ROI. By monitoring behavioral signals, organizations can personalize the buyer experience through incentivized cross- and up-sells, price tier notifications, or new customer discounts.
Effective gaming elements include:
- Speed up order completion – B2B orders often take several days to complete. A progress bar may speed things up. For example, 75% order completion may compel them to finish it rather than return again tomorrow. When they complete and submit an order, you can add sound effects and graphics similar to scoring in a game.
- Progress bars that inform customers where they are in the registration process & offer incentives to complete like a first-time order discount or discounts in shipping. You can also assign redeemable points for providing detailed company information that helps you serve them better.
- Customer account pricing tier badges like bronze, silver, gold, & platinum may increase AOV (average order value). Automated notifications can alert them that they are approaching the next price tier discount.
- Newsletter quizzes & industry trivia contests can also increase engagement. Branded promotional items like coffee mugs, hats, & t-shirts can be offered for customer referrals or completing a customer satisfaction survey.
Conclusion:
Gamification is a powerful strategy for B2B UX designers to increase customer engagement, reduce sales order cycles, and increase AOV. The art lies in motivating B2B buyers without overwhelming them. Triggers should be subtle as excessive gamification can be viewed as gimmicky or a time waster by B2B buyers.
