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Why Your Gamification Efforts Are Failing

Businesses looking to nurture authentic relationships with consumers understand that loyalty isn’t developed overnight: it’s deliberately and strategically cultivated each time users interact with your brand. Today’s ultra-connected consumers expect brands to deliver customized, personal experiences that speak into their interests, friend graphs, backgrounds, and even their locations.

So how do businesses looking to push ahead of the competition create these unique, sticky digital experiences? Gamification, or the process of applying game elements to non-game applications, facilitates interactive on-site experiences so businesses can tap into users’ competitive natures and grow a loyal customer base.

As effective as gamification is for driving conversions, it can be difficult and tricky to formulate a gamification strategy optimized for your business’s specific goals. Thus, we’ve outlined a few universal tips for implementing an impactful, results-oriented gamification strategy.

Gamification Shouldn’t Ever Stand Alone

At its core, gamification is meant to inspire valuable user behaviors that drive your business’s bottom line. However, many businesses implement gamification as a standalone product, independent of the other social elements of their site. One reason why many attempts at gamification don’t reach their business objectives, or fail outright, is that all of their social elements – sharing, commenting, chatting, and log-on – are siloed, stand-alone implementations.

In other words, gamification needs to relate directly to the social elements of your site – the user-generated content, sharing, feedback, social login, and scorekeeping. But all these elements need to be integrated in such a way that they work in unison. This is much easier said than done. Such complexity makes it more challenging for your IT team to keep up with social networks and API changes, which can break your site’s social elements and leave visitors confused and unengaged.

The Solution? Suite-Based On-Site Platforms

Businesses looking to get the biggest impact from gamification need to find or build a suite-based social platform that integrates all the valuable social elements that increase brand exposure and drive conversions with the game elements that drive loyalty. This means connecting your gamification strategy with your social platform in a way that the two work together to nurture personal business-to-consumer relationships.

To learn more about how to leverage gamification to drive valuable conversions, check out our white paper, 5 Keys to Winning with Gamification.

By Emma Tzeng

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