What is the best way to learn? Many think through interactive activities and games. In fact, some of the most memorable lessons we learn are through games.
Gamification is a way to apply gaming elements - fun and competition - to a non-gaming activity. You are basically telling your customers that your brand can be fun, different, and creative while retaining all of its qualitative characteristics.
So we decided to use gamification method to change users’ behaviour and encourage them to try more tools and features within our software thus to increase users' retention.
What we have seen was a huge success and great outcomes for both our users and our brand. After all, our Easter Egg Hunt game was among the nominees for the UK Social Media Communications Awards as the Best Use of Twitter and for the DADI Awards in “B2B sector website, app or campaign” category.
To give you a basic idea of what we did, we will sketch out the game our team came up with. During the Easter season, we released a game, directly built into our interface - an Easter Egg Hunt. We challenged our users to find 15 Easter eggs, hidden anywhere within our platform. To collect the egg, a user had to set up a project, create a report, or basically perform any action that showed off the functionality of our diverse tools.
8. Rapid development
● we doubled the number of tools within 2016
● 107 updates were released in 2017
● new features were added to existing tools weekly
● 3 new tools have been released each quarter
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11. “ Retention is the number one
strategy for profitability and
growth.
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12. Retention is less expensive
than acquisition (5-25x)
❖ It decreases churn
1 % difference in churn - can have 12 % impact on company
valuations in 5 years
❖ Existing customers is where big speding happens
60-70% chance to sell to existing customers
5-20% chance to sell to new customers
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14. “ An educated customer is a
capable customer. A capable
customer will churn less likely,
eventually staying longer with
you.
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15. “ The time is the biggest obstacle.
The faster user learns how to use
your product to the full capacity,
the faster they can experience its
full value.
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36. What we learnt?
❖ Successful campaigns don’t mean complicated
campaigns
❖ Oftenly the best things are done inhouse
❖ Social media is where magic happens - connect
with your clients in the most informal way possible
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