In my previous article, we discussed how important it is to differentiate between Valued and Valuable behaviour as a marketer. Using the power of gamification, I will be taking a deep dive into these valuable behaviour that we should see out of our target audience and how to best utilize them for our gamification campaign.
In our gamification roadmap, we strive to achieve the following business goals for our marketing clients:
- Fostering engagement
- Inspiring loyalty
- Increasing conversions
- Building a community (I would say that this would be more for us publishers)
For this article, I will cover two important business goals for our marketing audiences specifically.
Behaviours that foster engagement
Fostering engagement encompasses all the specific actions and behaviours performed by users on your digital engagement channels. It is the de facto objective of many marketers and businesses, but not surprisingly, it is also one of the most difficult objectives to meet.
In many respects, the behaviours that pertain to engagement depend on what type of campaigns that are executed. For example, in your business blog, content is king. So the specific behaviours that you will want to reward relate to the generation of content and, to a lesser extent, the consumption of content. Such as:
- Posting a comment
- Writing a blog post
- Reading existing content
- Voting on content
- Rating content
Continuing with this example and using stats from our client’s website, you can roughly estimate that 90% of users on your site are lurkers who consume content but does not contribute (Another difficulty of google analytic but a discussion for another day). Typically 9% of users may be involved casually, and the remaining 1% are your power users. To keep all these users involved, you will need to reward or incentivize all these different types of behaviour. And to do that, you need to measure them effectively, such as :
- Number of comments
- Number of blog posts
- Number of page views
- Number of votes given/undertaken
- Number of resharing
Ask yourself this: “How do my users spend time on my site, and how can I measure this in a meaningful way for my company?”
One way to identify this is through behaviour tracking. With a gamified element to your site, such as our gamification program, we can measure what behaviours are the power users already performing/displaying. Were they more active in voting? Were they faster to respond to new content than the rest? Were they being a brand champion on your company’s behalf in how they respond to their communities and peers?
Another way to determine engagement is by placing a multiplier for each user. For example, if you think that being a brand champion is more important than being the first to respond to new content, give the engagement score a 2x or 3x multiplier or more to justify its significance.
Behaviours that increase conversions
AH! Every marketer’s favourite and worst nightmare in their job…In any conversation about marketing conversions, it is important to note that it should be about net new logos being introduced to your product or site and not existing users that have formed a connection with your product or site previously.
So to gain net new logos, it is important to show the key feature of your site and get them to interact with it, as well as show how other users who log in are being rewarded for their participation. In some ways, the behaviours you want to reward, then, pertain to learning. This, in turn, translates to teaching the user what your site or product do and does, and rewarding them as they participate further down the process.
- To make things interesting, I will use a digital health tracking site as a primary example, where the main aim is to get them to buy wearables to better track their health activities. Some key behaviour that you would like to prompt new users will be:
- Exploring various offerings on the site
- Visiting other users’ pages
- Reading product reviews
- Learning more about upcoming community events and etc.
The KPIs that you need to associate with these behaviours are:
- Number of page views of program offering pages
- Number of page views of other users’ pages
- Number of page views of review pages
- Time spent on average for each of the specific pages entered.
And again, applying the engagement factor to determine which new user is likely to be converted, you may want to switch to rewarding the behaviours on which the site itself is centered:
- Inviting to a product page
- Opening up for demo or trial program
- Getting the new user to share their first physical activity on the site
- Register and create his/her own unique profile
- Getting him or her to share the results
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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