Gamification of Shopify Shopping Experiences to Drive Engagement and Sales
Online shopping is continuously changing as Internet behavior shifts. With 80% of the consumers engaging in this type of activity, the competition is very tight. Popups and other similar methods have been a popular way to present discounts and loyalty programs. That said, since 47% of consumers are blocking their ads and 73% disapprove of them entirely, it’s time for a change in strategy.
With traditional shopping engagement methods losing their effectiveness, a tool has emerged to help online store owners: gamification. Unlike static ads, this plays with consumer psychology to increase conversion. It picks at their curiosity, makes them want to win, and rewards them with incentives. Platforms such as Shein and Temu have already integrated these strategies into their shopping process, and we can’t deny that it’s working well in their favor.
Shopify merchants can also take advantage of gamification for their ads and popups to improve customer experience. Done right, it can improve retention and potentially lead to more sales. In this article, you will learn more about how you can also implement it and use it to your advantage.
The challenges of driving engagement and conversions in e-commerce
Driving engagement and conversion can bring a series of challenges due to the changes in user behavior. Shopify stores frequently face the following issues.
The struggle to collect first-party data
Cookies were usually the main way for Shopify stores to collect user data. Now, it’s no longer as easy to do so. The problem is that while 32% of Internet users in the US accept all cookies, the remaining 68% either limit or deny them. People are rarely subscribing to newsletters in exchange for rewards, mainly because they are no longer drawn to static ads and popups. It also doesn’t help that individuals are becoming privacy-conscious, opting out by habit at this point.
Without this data, Shopify store owners have a difficult time targeting their marketing. This means they can’t nurture as many leads anymore, as visitors become desensitized to static data. Once they gamify Shopify stores, they don’t make matters appear as a trade-off, but rather, a game. A standard form could become a test, which satisfies the curiosity of the visitors while giving you the details that you need.
Cart abandonment & low conversion rates
We live in a time when customers browse, but don’t want to commit to what they are seeing online. In fact, the average cart abandonment rate is at around 70%, with the percentage steadily going higher in the past decade. This happens because shoppers get distracted mid-purchase, grow hesitant, or simply do not feel any urgency to go through with it.
Nowadays, most brands use discounts to attract customers, but while most people would see it as a “steal,” many discard them as low quality. Even if the company has a good reputation, discounts can become predictable. Once they catch onto a pattern, users might just wait until there’s a sale on the website.
However, Shopify gamification removes the predictability element and turns things into a challenge. Rather than sending potential customers a boring email they’ll just ignore, you’ll have better chances of conversion by giving them a spin the wheel popup. The potential of a personalized offer that they won could have a higher chance of success than something that was just given to them.
Low customer retention & engagement
Many stores give first-time buyers an incentive to complete their first purchase, like a major discount or a buy-one-get-one-free feature. Indeed, this is a good way to create new leads, but many brands make the mistake of ignoring buyers afterward. Loyalty programs could also work, but they are usually basic (and boring), with too many complexities to go through.
It's cheaper to retain a buyer because new customers require you to step up your game and bring the product to them. Someone who bought from you already knows who you are and what you offer. All they need is the right incentive to come back and make another purchase.
Your goal here is to make yourself stand out in a Shopify system that’s already saturated, but traditional ways won’t do much for you. By giving them a good reason to work for something, people will be more inclined to come back. Things such as tiered VIP status or ongoing challenges can go a long way to drive engagement.
What is gamification in e-commerce and why does it work?
Gamification in eСommerce is the process of adding game mechanics to a shopping experience to catch one’s attention. Now, we don’t mean adding games at every corner of your page; just at the turning points. This could include the ad that brings them to the page, a popup as they access your website, or even a page triggered by the dropping of a cart.
Unlike traditional pop-ups or messages that people close without thinking twice, popups tap into intrinsic motivators. It makes people curious as to whether they’ll get the reward or not, anticipating it. The achievement mixed with the exclusivity makes them more eager to try out the reward because there’s no guarantee when it will happen again.
Gamification has a series of triggers that prompt people to grab the reward. These include the following:
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Instant gratification
Gamification strategies such as Spin-to-Win or surprise rewards lead to instant gratification, which increases the release of dopamine and endorphins. With these substances in our system, we are more likely to react, because the “pleasure” has already been activated in our brains. Knowing that we are shopping at a sale increases that feeling of gratification even more, making us more inclined to hit that “Order” button.
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Commitment & progression
Gamification strategies such as loyalty programs with levels also trigger commitment and progression. When we work toward something, we’re less likely to let it “go to waste”, because we’ve already given enough of our time. We might as well stick through with the rest and see where the finish line takes us. By the end, we start feeling proud of our progression and are committed, leading us to take action.
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Loss aversion
Nothing scares a shopper more than knowing they have one chance and one chance only to unlock a benefit. Perhaps it’s a limited time offer meaning a challenge on a countdown timer that leads to a significant discount. Or maybe it’s a perk that is usually locked, but this time you can unlock it. That fear of losing the chance could cause website visitors to engage with your content, potentially leading to more sales.
How gamification improves customer acquisition (CAC)
Acquiring a new customer is sometimes one of the most challenging things a Shopify owner has to do. With ad placement getting more expensive by the day and users getting used to static “sale” signs, it can be difficult to convince someone to hit that “buy” button. Gamification has the potential to improve customer acquisition by adding an extra edge of interest to an otherwise repetitive experience.
Attracting new customers through fun, interactive experiences
The usual ways of attracting clients have always been static emails or discount popups, but these rarely work nowadays. They don’t give off any sense of urgency and don’t seem fun or rewarding either. If anything, they resemble a dull transaction with little sense of reward attached to it.
On the other hand, a gamified element such as a discovery quiz or a “spin-to-win” widget can make the experience feel more rewarding. Shop owners can use these methods to gather first-party data on new clients and then send personalized ads. Plus, people are more inclined to give you their email address if they know an answer to the quiz will come their way.
There are plenty of gamification techniques that can improve engagement during the early stages of a customer’s journey. Some examples include the following:
- Rewarding first-time visitors with gamified welcome challenges (e.g., spin a wheel and get a discount)
- Offering interactive product finders where customers can input their preferences
- Giving out first-purchase rewards through a progress bar
- Rewarding instant bonus points by creating an account on the online store
- Unlocking surprise gifts by visiting at least 5 product pages on the website
These techniques to gamify Shopify platforms work because they turn casual scrolls into active engagement. They have a good reason to extend their stay, and it also offers them instant gratification.
Once the new customers are drawn in, converting them into long-term users can lower acquisition costs in the long run. With gamification, engagement is rewarded through earned bonuses, creating a positive first-time experience. Not only are individuals more prone to come back, but it also increases referrals, taking away the need for paid ads.
EXAMPLE: Spin-to-Win for reduced CAC
Spin-to-wins are perhaps some of the most common strategies for reducing customer acquisition costs, as they directly involve the visitor. They’re more than your average discount pop-up. Instead, they give off an interactive element that makes visitors feel like they’re truly winning. Usually, users are asked to share their email before they can spin the wheel of fortune.
Typically, users are asked to enter their email before spinning the wheel of fortune. But you can flip the script with a multi-step form template: let them play on the first screen, then ask for their email in step two. This way, people get involved right away and are more likely to share their email to claim a prize once they see what they've won. It’s a smart way to drive engagement and grow an email list full of genuinely interested potential buyers.
Impact of gamification on Average Order Value (AOV)
The bigger the order, the greater the Average Order Value (AOV) will be. Those who gamify Shopify experiences tend to see more profit after sales, as they encourage customers to engage and spend more. These elements can include tiered reward systems (e.g. loyalty programs) and spin-to-win, which trigger them to add more to their cart.
Incentivizing larger purchases with rewards and discounts
Whether they are first-time customers or returning ones, site visitors have one goal: get the product they want and check out. Sometimes, the order value for that alone could be low, reducing profit for the seller. To incentivize them, owners could offer rewards and discounts that make it worth it for users to buy more.
Store owners could offer limited-time challenges or a “mystery” element once they reach a certain threshold. This way, clients would feel more motivated to increase their cart size or buy more to reach that point. Buyers benefit from this by accessing the reward, whereas platform owners enjoy an increased average transaction value.
EXAMPLE: Gamified loyalty programs
Gamified loyalty programs are perhaps one of the most effective ways to encourage people to buy more. By letting them complete certain challenges or earn points through a tier system, clients can unlock exclusive items on their next purchases.
KFC had the right idea with their “Rewards Arcade.” This loyalty gamification feature allowed returning customers to play branded minigames for a chance to win something free. Seeing as the players never knew what they were going to win, it added a “fun” element to the mix.
Gamification’s role in improving Customer Lifetime Value (LTV)
Gamification can improve customer lifetime value (LTV) by creating more engagement and involving clients deeper than the average content could. Below are some ways in which Shopify gamification could lead to a long-term commitment from your visitors.
1. Creating repeat engagement through gamified loyalty programs
Gamified loyalty programs turn shopping into a game. For example, an online store could offer exclusive rewards each time a person buys something, unlocking benefits and features. This could be anything from points that could be used for a free product or to unlock a VIP level.
Point-based loyalty programs have been shown to boost customer revenue by 15%-25%, as buyers are incentivized to do more. For example, Sephora’s Beauty Insider program enables buyers to earn 1 point for each dollar they spend. The points can then be used for purchases at both physical and online stores, encouraging buyers to spend more to access locked benefits.
2. Building emotional connections with gamified shopping experiences
Games have a way of making us emotionally connect with them because we become invested in completing those levels. Once we finish one “round,” we’re more eager to come back for another one. The same emotional connection can happen with Shopify gamification, as we are more motivated to return if we have a personal involvement.
For example, personal challenges such as streak-based discounts or milestone rewards can lead to an emotional attachment forming. An example of this is Nike’s Run Club, which uses gamification elements to encourage users to log their sessions. At the end of a monthly challenge, they can receive a prize. When a customer is emotionally invested, their lifetime value goes up by 306% compared to someone who isn’t.
3. Gamified social sharing and referral programs
Referrals have long since been a good way for businesses to get more users, but the usual incentives no longer work. Seeing as referred clients are 18% more likely to buy from you compared to non-referred visitors, social sharing is something you should look into.
For example, a Shopify store owner could offer tiered incentives that could turn a returning customer into a higher revenue source. If you have an online shop, you could create a game of “refer at least 5 friends and get a free product on your next order.” The more friends they refer, the more points they can get, and the higher their rewards can be. Rewarding beginner’s luck can also be a good strategy here, as it will make people more likely to try again.
Gamified shopping tactics for Shopify stores
Those who want to step up their engagement process can take some steps to gamily Shopify websites, including the following:
1. Spin-to-Win & prize wheels
Prize wheels are an attractive option to “reel” people in because they work pretty much like a free casino. Potential buyers spin for free shipping, discounts, and exclusive perks that are only available for that one moment. These rewards are completely random but designed to encourage immediate “grab it before it goes away” purchases.
The reason why they work is simple: rather than making it look like your average discount giveaway, they turn everything into a game. This interactivity taps into individuals’ curiosity because most people are going to spin that wheel even if they’re not expecting anything. When they do, they’ll be more likely to buy because they won the prize instead of being given it.
2. Interactive quizzes for personalized shopping
Quizzes are something few of us can resist, especially since they lead to personalized responses. With this method, you can encourage customers to take a short quiz, like “Find Your Perfect Skincare Routine,” which leads to a personalized product recommendation.
For instance, Function of Beauty, a company that offers customized beauty products, used this technique in their shampoo and conditioner ads. This encouraged people to find their hair type and the right hair cleaning products to go with it. By the end of it, many had already invested enough time and decided to go along with the purchase.
This method also works because almost 50% of shoppers are more inclined to go for personalized products rather than “weekly favorites.” Plus, interactive quizzes hold a visitor’s attention for a longer time compared to your average popup listing, improving your Shopify platform conversion rate.
3. Progress-based loyalty & rewards programs
Progress-based loyalty and reward programs give customers something to come back for. Here, you give visitors the ability to earn points for any potential reviews, purchases, social shares, and referrals that they make.
For example, Shein rewards buyers with points each time they buy something or leave a review, which can then be used as a discount for the next order. This makes buyers more inclined to order again if only to put their rightfully earned points to good use. Companies could also go for tactics such as “Spend $50 more to unlock VIP status,” which makes visitors even more invested.
This gamified shopping tactic works because it encourages customers to spend more, reaching greater discounts. It also creates brand loyalty since they are rewarded for every purchase, making them feel valued.
4. Limited-time challenges & offers
Businesses can also gamify the Shopify experience by offering limited-time offers such as flash deals, popup offers, or countdown timers. For example, you can offer people the option of winning a free mystery box by buying for three consecutive weekends. Brands can also come up with weekly challenges that visitors can only enjoy within a specified timeframe or in a limited number.
They work because they create a sense of urgency, pushing individuals to take action. Think “Black Friday” and how quick people are to buy around this time. The customers will keep coming back to complete the challenges or claim rewards, improving website traffic and sales. Depending on the offer, they can also add extra items to the cart to unlock a reward.
5. Gamified checkout & post-purchase surprises
Sometimes, the best rewards appear after doing something that makes you happy. As a business owner, you can successfully perform Shopify gamification by telling users there’s a surprise after checkout. For instance, you can have a gamified pop-up that tells them they can get a mystery gift if they make a purchase in the next five minutes. You can also offer them exclusive deals after the purchase, such as a voucher or unlocked feature.
This strategy works because people are less likely to abandon a cart if they can get something out of it. You can use a small, unexpected gift that goes with something they purchase. You can also include time-sensitive post-purchase offers to encourage people to buy again soon (e.g., order again in the next 7 days and get a bonus or free product).
Such a strategy would create retention, as it gives buyers a reason to make another purchase. The better the prize, the higher the chances will be that they’ll “bite.” Remember that it’s best to keep the gamification simple, to avoid complex check-outs. Adding too many steps or implementing confusing, hidden rules could turn engagement into frustration, leading to abandonment.
Final thoughts: why gamification is the future of Shopify e-commerce
Going forward into 2025, we’ve come to realize that standard discounts and loyalty programs are no longer enough to get a user’s attention. A deeper relationship is required for that, and what better way to do so than by adding game mechanics?
By implementing the right strategies for your popups and widgets on the web, customers are more likely to get invested. Shopify gamification lets them earn their rewards, and they won’t risk losing the opportunity (especially when they don’t know when it will happen again).
With Claspo, you can launch a fully personalized pop-up — complete with gamified elements — in just 5 minutes. Our forever-free plan gives you unlimited access to 1000+ gamification templates, including multi-step and interactive designs. Want to see what really works? Built-in A/B testing helps you fine-tune every detail. Ready to turn visitors into excited customers? Sign up for Claspo and make it happen — starting today!
