The power of eCommerce Gamification
Shopping has evolved so much from traditional market exchanges. It completely transformed from acquiring of needed goods into a rich experience that integrates deeply into every single culture of civilizations that can afford to power such an activity. People shop for fun, and for many (ahem, me not included), shopping could still be an epic win after spending 3 hours in a mall without buying a single item. (In the rulebook for my game, if I am shopping for over an hour and I bought nothing, I felt that I have failed. No Win-State for me…)
As shopping went online, a lot of the fun, interactive, and social experiences of shopping disappeared. However, it opened up a whole new world of other fun and exciting activities that could make shopping even more addicting than ever – except this time within the comforts of my home, and I can achieve my win-states much more often.
There is where eCommerce Gamification comes in place. Awesomely, many eCommerce gamification examples out there have actively improved sales and conversions by double or even triple digits towards the right direction, and some helped eCommerce sites become $Billion businesses!
Below I present to you 10 stellar eCommerce Gamification examples that will revolutionize shopping.
eCommerce Gamification #1: eBay’s Bidding and Feedback System
When it comes to early good gamification, few can match eBay’s ability to bring out our Core Drives.
If you were to just think of creating an ecommerce store, it’s not necessarily intuitive to have a competitive bidding system, real-time feedback, and stars for leveling up that eBay introduced.
The power of eBay is that buying items on eBay isn’t just a “purchase” like most ecommerce sites (Core Drive: Ownership & Possession in Octalysis), but when you buy something on eBay, you felt that you WON! Even though you might have paid 10% more compared to what you initially wanted to pay, you felt that you beat the other bastards who were bidding against you, sealing your victory. This is enormously a good example of Core Drive 2: Development & Accomplishment.
Add that to trying to improve your seller’s %, getting more stars, improving feedback scores, and constantly checking back to see if you have gotten new bids or competition (Core Drive 6: Scarcity & Impatience as well as Core Drive 7: Unpredictability & Curiosity), finally leading to NOT wanting to lose the deal (Core Drive 8: Loss & Avoidance), no wonder everyone keeps saying, “eBay is so addicting!”
eCommerce Gamification #2: Woot.com Daily Deal System
The online retailer, Woot offers only one initial product per day in
limited quantities at a special sale price. A new product will be
offered only after the supply of the first product has been exhausted,
or by 12:00 AM Central Time. Each day people will wait for the next
product to be introduced, often at the midnight hour.
Since each product is limited and unknown beforehand, there are a
combination of factors which influence the site’s shoppers. They know
that the next item up can be desirable and yet limited in quantities.
They also know that they could be disappointed in the particular
product, and have no desire to acquire it. Thus, Woot’s users are
attracted by the motivation to find out what will be offered and how
“rare” they might perceive it to be.
Often times, when people log onto Woot.com at 4PM, they would see that amazing deal, but unfortunately sold out. After a few days, they feel a stronger desire to finally be able to get the deal. As a result, a bunch of people starts to go on Woot at 11:59PM, constantly refreshing their page, so they can immediately see the new deal, and potentially scoop it up if it’s appealing.
When you get users to change their daily habits before going to bed like Woot.com, you are demonstrating an amazing utilization of Core Drive 7: Unpredictability & Curiosity, as well as Core Drive 6: Scarcity & Impatience.
eCommerce Gamification #3: Nike’s Winter’s Angry Campaign
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