Actionable Optimisation

Actionable Optimisation #46 – How Games Can Boost Customer Engagement & Revenue

 April 13, 2021

By  Will

How to Use Games to Boost Customer Engagement, Conversion Rates, and that all Important Customer Lifetime Value

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Want to know another way you can create more engagement with your customers?

Interactive games.

It may sound a bit silly, introducing games into the customer journey. Surely they just want some information, or to buy a product?

But games really do work and they can be employed in several ways.

The reason they work is because of Active Participation.

By getting the customer to interact with an experience, rather than just filling in their email address for example, you engage the customer better, they feel more involved with the experience, and are more likely to then take further action.

Email campaigns are great for this.

You can put a scratch card, or a puzzle within an email and it makes the whole experience so much more interesting for customers.

Every email out there by all your competitors is simply ‘heres 20% off’ you open the email and yes, there it is...20% off.

But imagine if you received an email that prompted you to play a game to discover or unlock your code? You’d be much more interested wouldn't you?

Well it works.

One of Klujo’s ecommerce clients used a puzzle game in an email and achieved a 285% increase in click throughs, resulting in a massive 60% more revenue than in the control version.

One word of warning though.

You can’t treat this as a stand alone thing.

You can’t just stick it in your emails from now on and expect results like that for the next few years.

You have to build this sort of experience into the whole customer journey.

And no i don't mean games on every page.

I mean this has to feel like it belongs with your brand. You need to think which games will resonate well with your customers, where would it fit in best (online, email, Facebook Ad for example).

If you build this type of experience into your entire customer journey, you’ll see far better success over a long period of time.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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