trbo product line is extensive and varied, making it particularly interesting to discover which features our colleagues find most valuable and why. In our previous “Favorite Features” series, we heard from Patrick Kaufmann about Product Recommendation and from Samuel Scheurich about Tracking. Today, we’re excited to feature another favorite, shared by Alejando Guizar: Gamification.
Favorite Customer Requests: Which Ones Do You Enjoy Most?
The requests I enjoy the most are those where the answers are not always straightforward, such as campaigns that require reading information from the data layer or creating gamification layers and animations. The settings and features we use to set up these requests are more complex and often force us to think outside the box in order to implement them. These are the ones I enjoy the most.
Top Trbo Features: Which Do You Prefer to Implement and Why?
I would say the most fun features are the gamification layers, for example the Wheel of Fortune layer. What the user experiences when interacting with this trbo element is very simple. But for this seemingly simple interaction to work, it requires a complex setup with many moving parts. The layer must be flexible and react correctly for each of the possible outcomes, depending on where the wheel lands for each user.
It is a challenging feature to set up and it is great when we deliver the final product and see our client’s reactions to it.
Feature Spotlight: Can You Provide an Example and Explain in Detail?
The campaign is pretty much a wheel that displays different possible prizes that the user can win by spinning it. At the top of the wheel there is a pointer that defines the prize won when the wheel stops spinning. The amount of prizes varies depending on what the client wants. Often some of the prizes are repeated on the wheel. Sometimes the wheel will have one or two sections with no prize, which helps to build anticipation and excitement before the game.
As mentioned earlier, the experience for the user is very simple: they click a button, the wheel spins and depending on where it lands, the user wins something or not.
The prizes that a user can win vary: it can be free merchandise, a discount code, a free gift when the shopping cart reaches a certain amount, free shipping, etc.
Optimal Timing: When is Implementation Most Effective in the User Journey?
These gamification elements can be placed at different stages of the user journey, depending on the occasion or the goals of our client.
Example 1: Remarketing / Retargeting
The client can send out a newsletter to users who have not been on the website for a while and try to bring them back. The hook to lure the users back: a link to the landing page where the Wheel of Fortune game will appear and offer them a chance to win something. In this case, the Wheel of Fortune acts as a retargeting tool, that will hopefully help reactivate idle users.
Example 2: Seasonal campaigns
The Wheel of Fortune can be used during periods that bring a lot of user traffic to the website, e.g. Valentine’s Day, Halloween, Mother’s Day, Black Friday or Christmas. In these cases, the Wheel of Fortune serves as a tool to increase conversion during these days.
What Advice Would You Give an Online Retailer Looking to Implement This Feature?
For the Wheel of Fortune we need a very good briefing from the client, with all the necessary information. The better the briefing, the faster trbo can evaluate the complexity. The briefing for such a feature should include the following:
– Mock-up and images
– Number of sections the wheel should have
– Game mechanics
– How often the user can play
– What happens for each prize
Industry Insights: Where is Gamification Most Valuable?
This type of element is suitable for many different industries. From fashion and beauty retailers, to online supermarkets and online pharmacies.
Alejandro Guizar
Senior Client Success Manager
Would you like to get to know our trbo tool and its many applications? We’d be happy to show you how your webshop can benefit from our platform.