How Gamification can be the protagonist of CRO strategies


MARCH, 2023

Where reward cards, discount codes and CTA’s fail, we pondered if gamification could become the hero of eCommerce brands looking to boost conversion rates, increase user engagement, and create a community of loyal (and repeat) customers.

What is Gamification?

Gamification is the process of adding video-game elements to non-game experiences, in this instance such as websites, apps, or marketing and optimisation campaigns, to engage and motivate users to interact with the brand through proposed goal-like incentives.

It commonly involves elements such as points, badges, and leaderboards, to make tasks and experiences more fun and enjoyable.

How can Gamification improve Conversion Rates?

Gamification can increase conversion rates by making retail experiences more enjoyable and engaging, subsequently encouraging users to execute tasks or challenges until completion. The game experience should be ultimately satisfying and engaging - it's a creative outlet for incorporating entertainment into the customer journey.

It can also create a sense of social competition and peer pressure, which can motivate users to convert or interact in order to be 'first' to new deals, win competitions or have exclusive access to particular goods or services.

Increasingly popular in the retail sector, gamification tools are commonly used in sectors such as eLearning and fitness.

Interactive pop-ups are an example of gamification that can be used to increase conversion rates. Pop-ups should be displayed within an appropriate interaction (such as when a user is entering an offers page or maybe exiting the site) and offer incentives like free shipping, discounts or other prizes on a spin-to-win wheel or 'reveal your exclusive offer' CTA.

When using gamification as part of a CRO strategy, it's crucial to ensure that any game mechanics used are appropriate for the task at hand and that the rewards up for grabs are valuable to users.

How to measure the effectiveness of gamification in improving conversion rates

To measure the effectiveness of gamification in improving conversion rates, it's important to establish clear goals and metrics before implementation. Proposed metrics could include click-through rates, the duration of time spent on a website & app, completion rates of certain tasks or actions, and of course, overall conversion rates.

Once these metrics have been established, they can be compared before and after implementation. Retailers should consider their target audience when measuring the effectiveness of gamification. Different audience segments may respond differently to gamification elements, so it may be necessary to test different approaches with each groups separately.

According to research, Gamification has been found to increase user engagement by 48% - displaying the potential of what could become a powerful tool for increasing conversion rates if executed properly.

In Marketing Stats & Trends for 2022, LXAHUB

Another method to measure the effectiveness of gamification is through A/B testing (CROs trusted ally). A/B (or split) testing, involves creating two versions of a website or application - one with gamification elements and one without - and comparing their performance using metrics such as click-through rates or conversion rates.

Measuring the effectiveness of gamification in improving conversion rates requires clearly defined goals, metrics and target audience, along with A/B testing to ensure its success.

What can gamification achieve in a conversion rate optimisation strategy?

The goal of gamification is to drive desired behaviours and increase conversions by creating a fun and engaging customer experience across digital channels. Gamification can reinvigorate a CRO strategy with an innovative toolset that's ready to improve engagement.

To use gamification effectively for a non-game activity is important to consider several issues.

  • As important as it is to define and tailor this program towards your target audiences, don't deprive any of them from experiencing the interactive environment you create.

  • The underlying proposition needs to be compelling for gamification to sustain interest and participation - it must drive customer acquisition, retention, loyalty and advocacy.

  • Game mechanics must be functional and appropriate.

  • Ensure that the rewards on offer are valuable to the users.

  • Communication should be personalised based on user behaviour, and on a wider scale - individually (budget permitting).


Gamification can achieve increased conversion rates by creating an enjoyable customer experience that motivates people to take action.

To use it effectively for non-game activities requires tackling issues such as maximising inclusivity when setting out a behaviour program, whilst avoiding overcomplicating the experience and ensuring that rewards offered are valuable and worth their time, effort, and hard-earned money.