Your business isn’t a game – but it could be

Guest post by: Yaniv Corem
This piece was originally posted on Calcalist on July 19, 2015

In 2003 and after long years of searching, a frustrated game developer named Nick Pelling, came up with an idea that will forever change user engagement and experience.

He called it Gamification: using principles and elements from the gaming world when designing electronics such as ATMs, in-flight entertainment systems, or cell phones. Continue reading “Your business isn’t a game – but it could be”

How 2 of the Biggest Companies Utilise Gamification to Succeed

Gamification is one of the most powerful strategies to drive user behavior.

No wonder businesses are starting to implement game mechanics to motivate employees, encourage customer loyalty and give their customers a sense of victory.

If you can get your customers to engage with your product, to have fun, and feel good about themselves, you are on the road to success.

Gamification has proved to be incredibly effective at engaging and motivating people to change their behaviors.

M2 research predicts Gamification will be worth $2.8 billion by next year. Perhaps it’s time to use Gamification to transform your business operations.

Here are 2 businesses who have scored BIG using Gamification: Continue reading “How 2 of the Biggest Companies Utilise Gamification to Succeed”

3 Well Known Landing Page Conversion Tricks and 1 You’ve Never Tried

Let’s face it, driving traffic is an ongoing struggle.

Content creation and curation, Google and Facebook marketing budgets, reaching out to influencers…the list is endless, and when you’re starting up, every visit counts.

While you might feel that getting traffic is the hardest battle, once you succeed and users start entering your website, this is when you really need to shine.

Do you have a plan to keep your users engaged and interested? Do you have a strategy to capitalize on your hard work and turn visitors into loyal customers?

There are two ways to get more signups and engagement on your landing page.

One way is to bring in more traffic and keep the same conversion rates.

For example, if you have 100 visitors and only 10 convert, you will need to bring in 1,000 visitors to get 100 users.

The other way is to optimize more out of your existing visitors and motivate them to sign up and engage with your site. This means you don’t need more traffic, but to leverage existing traffic.

For example, you have 100 visitors and are currently converting 50. To get 100 signups, you’ll need to drive only 200 people to your site.

You need only  one-fifth of the traffic compared to the first example.

So how do you convert more and leverage existing traffic? Here are 3 well-known tactics you probably know but might have taken for granted, and one extra you might have never tried!

Start improving your conversion rates with these tactics:

Create a Simple but Eye-Catching Landing Page:

When users enter your website, first impressions are incredibly important. You want your users to feel instantly engaged.

Make sure your landing page is simple for your users to navigate. It should be free of clutter – making it easy for users to know what makes your product so great and how easy it is to start using it.

A great trick to create a focused and to-the-point landing is to imagine (or better off, actually ask) what your users’ thought process is when it comes to your product niche.

You want to make sure the content on your landing page mirrors how you would describe your product to a customer – while successfully acknowledging any objections or concerns your users might have.

A good example is the Dropbox landing page.

Imagine you encounter Dropbox as a product for the first time, what are your questions and concerns?

You probably want to know how accessible your information is, how you can reach it and whether your information is safe and private? Dropbox reflects all these concerns perfectly.

If you’ll follow their landing page you can see a simple flow:

What is Dropbox, how can I reach my content, how can I utilize Dropbox in my daily life, and at the end a reassurance your content is safe and secure.

If you’re still not confident, Dropbox emphasizes that even businesses (which we imagine as more careful with their information than the regular person) are using it, by the millions!

Design says a lot about you and your company. A more solid-looking landing page will result in more users staying on your website. Fact.

 

Dropbox

Create a Call To Action People Want to Follow

A major (yet common) landing page flaw is the weak Call To Action.

 This happens when a Call To Action (CTA) is portrayed out of context, doesn’t stand out enough or is simply not motivating.

 To avoid this we suggest that you:

  • Do not overload your user with information: If your landing page has more than 1 CTA, you have too many. You can repeat the same Call To Action multiple times, but only have one action you want them to carry out.
  • Be direct and to-the-point – make it clear what you want them to do.
  • Make sure you know your audience. Your Call To Action should be tailored to target your users.
  • Make it stand out. Your Call To Action should look different from the rest of the content on the landing page.
  • Add urgency. By using imperatives such as “Now,”  you will increase the chances of visitors signing up.
Intercom - Call To Action
Intercom – Call To Action

Treat Customers as People, not Dollar Signs

 You must remember that each ‘user’ is a person.

Each ‘user’ has needs and demands, and is looking to become involved in social interactions.

Once you know who your users are, give them what they want and try to be personal and caring to their needs.

This may seem obvious but you would be surprised how many websites write content which is of little relevance to their target audience.

Don’t talk about yourself – publish content that relates to your users interests, that will engage them, and keep them browsing on your site.

Users like to feel as though you care, as though you want to get to know them. Engage with them, reward them, challenge them and show them a good time.

Users are looking for an experience where they feel involved. If you are not giving it  to them, they will go elsewhere.

 Focus on providing benefits to your visitors, not boosting your own ego.

screen_shot_2015-02-12_at_6.46.17_pm_1024

 

Motivate Users With Game Mechanics

Professional gamification platforms allow recognition of behavioral patterns – this will give you insights into how you can motivate users to take action.

By using game mechanics, you can almost instantly create emotional attachment by getting your users engaged and incentivized.

Once you personalize the process by acknowledging their effort, they are now a part of your journey – but now they’re doing it for themselves, not for you.

For example, gamification plugins such as Captain Up allow you to customize on-site features such as badges and levels, set up competitions, and send out personal messages.

Now the user wants to improve and progress to the next milestone, because by completing tasks they feel more successful. 

These game mechanics allow you not only to engage with your users, but also to motivate them. They will feel as though they are a part of your brand and have more interest in using it. 

Instead of simply creating a landing page explaining your product, try to get your user involved in the process of discovering the features and benefits. Get them to be active on your site.

As the old saying goes, you have only one shot to make a really good first impression – so you should make it a real good one.

Make sure you create a landing page that addresses your users and empowers them and their decision making process, not just boosts your ego.

"Hey, you leveled up"
Give the reader a sense of involvement and accomplishment

Have any landing page conversion optimization tips you’d like to share? Leave your thoughts in the comments below!