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Gamification on the site: what is it and why is it necessary?

Gamification on the site: what is it and why is it necessary?Today, on many sites, including business sites, you can find elements of the so — called gamification-a technique that turns the user’s interaction with the site into an exciting game. But why do different serious sites need gamification? What is it and how can it help business? This will be discussed in more detail later.

The main purpose of using various elements of gamification on sites is to attract potential customers to interact with the brand, increase the motivation of site visitors to perform the necessary actions for the brand, and create more vivid impressions from contact with the brand. Game mechanics for gamification of sites can be used very diverse, depending on the characteristics of the subject and the desired actions of users.

When, for example, on t-shirt printing sites, visitors are invited to create their own product design from various elements online, when online clothing stores have special online”fitting rooms” where you can put various things on a virtual model and evaluate the result, this is manifested by the gamification of sites. In these cases, quite trivial tasks-choosing the desired t-shirt design and choosing a fashionable image-are presented in the form of an exciting game and increase the interest of visitors in achieving the final goal of the visit.

Users of sites, almost regardless of age and level of well-being, like to play. Therefore, if they are asked to perform some actions in the form of a game, the chances of success will be much higher. But it is obvious that adding some random game mechanics to the site itself will not bring the desired result in the form of increasing the number of customers and increasing profits. You need to follow a few basic rules for implementing gaming systems on business sites in order to achieve success.

Properly set goals of gamification

Before implementing a particular game mechanics on a business site, you need to be as clear as possible about what it will do, and know how to measure the result. At the same time, it is important to remember that using game elements on the site makes sense only in situations where the target audience is ready to play.

Correctly determine the target behavior of users

Before adding game mechanics to the site, you should determine what the target user behavior should be and what specific steps will need to be taken to ensure that the company reaches the goals set for gamification.

Give site visitors appropriate motivation

To correctly determine which game mechanics are best for your site, you need to know how to motivate users to participate in the game. For example, some users like to collect various achievements, others need to share the results with friends, others just want to enjoy the gameplay, and others will never play the game if they do not see a specific material benefit.

Define the structure and rules of the game

Before adding a particular game mechanics to your site, it is very important to think through its structure and define a list of rules for players. Here it is extremely important to correlate the complexity of performing the specified game actions with the value of the final result: to compete for a real prize, site users are usually willing to make more effort than, say, to get virtual “badges”.

Gamification of business sites is a popular way to increase the loyalty of potential customers or customers to the brand, promote specific products and services, increase conversion and stimulate repeat purchases or orders. It is worth noting that this method can be used not only directly on websites, but also on branded pages and in company groups in social networks. For example, there are even special branded games for social networks, in which participants, performing game tasks, receive prizes or some bonuses from the brand.

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