How to Boost Checkout Completion with Gamification?

Intro

Cart abandonment is a major pain point for e-commerce businesses. Studies show that the average online shopping cart abandonment rate is over 70%. The statistic reveals that 7 out of 10 customers who add items to their cart end up leaving without making a purchase.

Cart abandonment results in a massive loss in potential revenue for online stores. E-commerce businesses can combat cart abandonment by boosting checkout completion with gamification techniques.

But why exactly do users abandon their carts in the first place? Let's uncover the four key reasons driving this phenomenon.

Why Users Abandon Carts: 4 Main Reasons

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Four main reasons that contribute to the cart abandonment phenomenon are:

1. Unexpected Costs

The appearance of unexpected costs during the checkout process deters users from completing the order. Shoppers expect transparency and loathe unpleasant surprises.

Whether it's high shipping fees, taxes, or additional charges, customers are often put off by these expenses. Making shipping costs transparent earlier in the buying journey can help avoid this.

2. Complicated Checkout Process

An extensive and complex checkout process could result in frustration. Customers want a seamless and hassle-free experience when making a purchase online.

Simplifying checkout forms, minimising required fields, and offering guest checkout help mitigate a cumbersome purchase flow.

3. Lack of Trust

Lack of trust in a website's security and payment methods deters customers from completing transactions. Сustomers will likely abandon their carts if they have doubts about the security of their personal information or the legitimacy of the website.

Investing in security certifications and offering a variety of trusted payment options like PayPal can build credibility.

4. Lack of Engagement

Online shopping can sometimes feel impersonal. Without the interactive and engaging elements that are present in physical stores, customers may lose interest and abandon their carts.

Sometimes, people enjoy browsing without real intent to buy. Not being ready to buy yet or needing more time to make a decision leads many users to cart abandonment.

Reminder emails and retargeting ads tempt them to come back and finish the purchase when ready.

Now that we understand the root causes, let's explore how gamification can help mitigate cart abandonment and boost conversion rates.

Enhancing User Motivation During Online Shopping

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What if you could recoup even a fraction of lost sales? Enter gamification, a clever approach that leverages people's innate love of play to engage and motivate.

The global gamification market grew from $14.8 billion in 2022 to $18.6 billion in 2023 at an over 25% CAGR. Gamification involves applying game elements like progress bars, points, rewards, and achievements to non-game contexts. There are a few main gamification player types that brands should design experiences for:

• Achievers enjoy completing tasks, gaining points, and earning rewards. They are motivated by status and recognition.
• Explorers like discovering new things and enjoy Easter eggs and secret areas. They are driven by curiosity.
• Socialisers thrive on interacting with others. They want to connect, cooperate, and compete with real people.
• Killers seek to overcome challenges and win. They are motivated by demonstrating skill and dominance.

With these player types in mind, here are four ways to motivate users and make shopping more game-like:

1. Rewards for Completing Purchases

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Brands can incentivise customers to follow through on transactions by offering rewards upon checkout completion. For example, McDonald's mobile app grants points towards discounts when users make purchases. This taps into Achievers' desire for progression while giving them status.

ASOS grants reward points to motivate completing transactions. When users earn enough points, they unlock ASOS discounts and other perks. This rewards Explorers for their shopping activity with exclusive discoveries.

2. Exit-Intent Games/Quizzes

Many brands run exit-intent offers to capture users who are about to leave their sites. Instead of typical popups, brands can present quick games or quizzes to engage users. These interactive elements capture the user's attention, provide entertainment, and potentially lead to a conversion.

Bonjour Lisbonne's daily email sign-ups doubled and sales increased by 30% using an OptinMonster exit popup. It taps into Killers’ desire to overcome a challenge before leaving.

3. Exclusive Content for Making a Purchase

Providing exclusive content or offers to customers once they make a purchase can increase motivation and loyalty. These tactics reward customers for converting from browsers to buyers. The personalised attention makes customers feel appreciated and connected to the brand following their purchase.

The lingerie company Adore Me gates access to its try-on haul videos. Only paying members can view footage of models wearing different styles and sizes.

4. Gamified Returns Process

Returns can feel like a hassle for customers. However, retailers can gamify the process to make it more motivating and enjoyable. Rather than a boring necessity, brands inject fun and personality into returns. Creativity and gamification can remove frustration, enhancing the overall customer experience.

Madewell's Denim Forever programme lets customers trade in old jeans for a $20 discount on new pairs. Recycling denim gamifies the returns process through discounts.

Reward progression, enable discovery, foster human connection, and issue challenges to hook your players.

Conclusion

By leveraging gamification elements, online retailers can create a more immersive and rewarding shopping experience. Understanding the different player types and catering to their motivations can help drive engagement, increase conversions, and build customer loyalty.

Next time you're browsing online, pay attention to these gamified elements that make your shopping experience more fun and rewarding.