How to offer engaging experiences in e-commerce?

when we talk aboutengaging online experiences whose objective is to sell, one immediately thinks about the innovations brought by the metaverse and by social commerce. These are the two major trends that currently mobilize digital, marketing and e-commerce professionals. Innovations that seem logical, as the last few years have been marked by the search for greater immersion in the world of brands, more thaninteractions with the products, or even by the generalization of the processes of gamification and live demo… Without forgetting, of course, the keyword of marketing in recent years: the personalization !

But you don’t have to wait for the metaverse to arrive: you can now use these techniques on your website!

Engage with 3D configurators

For example, car manufacturers have used it on their websites for years. configurators interact and customize a vehicle online. The objective is to face the digitalization of the purchasing process in vogue in the sector, which results in a drop in the number of visits to the concessionaire, from 4.7 to 1.2 on average. On the other hand, ¾ of vehicle buyers visit the manufacturer’s website before making a decision. Suffice it to say that the ability to visualize the product and interact with it, but also to customize it to your liking, is an asset to differentiate yourself.

Many sectors can be inspired by these configurators, both to create an interaction with the product and to encourage the consumer to personalize the latter and plan its acquisition. Examples include the jewelry and watch industry, including high tech, with connected watch setters, but also kitchen or even fashion and cosmetics designers, with brands using these methods to offer personalized diagnostics and advice.

In the sportswear sector, a good example is the NIKEiD platform, which allowed the American brand to develop its direct sales, storing valuable data and taking Internet users to a conversion funnel. Customization has allowed Nike to raise its prices, to the point where NIKEiD (now called Nike By You) now represents 22% of its revenue!

Finally, the configurator is not limited to the e-merchant’s website. Whether in advertising format or third-party services, many networks invite Internet users to interact with products, and claim an average engagement time of two to three minutes on these minisites, while configurator experts claim a 40% increase in the rate of conversion compared to simple photos!

Photo credit: Adobe Stock / @daniilvolkov

In addition, personalization is an excellent way to capture attention, through recommendation of products. By utilizing behavioral data from a web surfer’s path through a website, an e-merchant can customize the display of products and categories. This is what has been done, for example, by the Sephora brand, which systematically displays products from categories previously viewed by Internet users on the home page, resulting in a 5% increase in the rate of access to products and a 1 to 2% increase in the rate of conversion.

Offering a personalized experience that is consistent with your brand image is essential to deliver an impactful purchase journey. Le Coq Sportif understood that the Sinfin™ DXP platform allows the brand to create online catalogs with varied and complete product sheets. From this tool, they distribute their products with the same level of information on their website, marketplaces and on all the brand’s resale sites quickly and centrally.

Gamify your website with quizzes and contests

And if the internet user has never consulted the site, don’t panic! Thanks to gamification, it is possible to retrieve a lot of data about your tastes, improving the experience. It involves, for example, putting together a quiz to specify the internet user’s desires or needs, and then present the most appropriate products. Still within the LVMH group, the Aqua di Parma brand, for example, saw the rate of addition of the recommended product to the basket multiplied by three, for a conversion rate of up to 150%.

Finally, gamification on a website can take other forms. To increase the value of a basket, dosell more or crossed sale, some merchants, for example, set up a meter that shows what you need to spend before reaching a level to benefit from a reduction or free delivery. Once again, the process was successfully used by Clos19, the LVMH group’s online wine and spirits sales platform, which claims a 5% increase in the average basket and a 15% increase in revenue per session on the website.

More generally, whether to improve the experience offered by the brand or the engagement of its community, gamification is an ultra-effective method.

The community site to share good deals Dealabs specializes in organizing an annual event “Reindeer Hunt” on his website. The idea? Offer internet users the possibility to win prizes if they manage to click, and thus collect, the different types of reindeer that appear randomly on the screen while browsing. If the internet user manages to collect three identical reindeer during the operation, the more he unlocks the corresponding rewards, that is, Dealabs partner vouchers. In 2021, the site recorded a traffic increase of more than 20% during operation, while the number of messages exchanged by the community in the various forums of the site doubled!

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Photo credit: Dealabs

An operation that, however, requires specific development, where gamification can systematically improve the performance of a website. This is what some devices allow, like the questionnaires : Taking a specific action, for example buying or booking a product, will allow you to participate in a sweepstakes and perhaps win a prize.

As the end-of-year celebrations approach, most brands use this process to engage their community on social networks, some distinguish themselves by creating mechanisms to discover their offer while retrieving data.

For example, we’ll cite LEGO, which launched a contest allowing its fans to win certain branded prizes. The products to be won were imported into a catalog created on the Sinfin™ DXP platform with as much content as possible to enrich the product descriptions. This catalog has been integrated into a landing game on the LEGO France website to give players the ability to add products from the interactive catalog to their wishlist. The Danish group then designed several wish lists to make them win for their community. This activation brought together thousands of players and countless views of the online product catalog. The brand thus offered a fun and original experience to engage its fans and publicize its offers during a busy period of the year.

Gamification experts also use these contests to engage their fans. We can mention Sony and Ubisoft that, thanks to the Sinfin™ DXP platform, have established gamified activations. On the occasion of the launch of rainbow sixUbisoft launched a contest under a mechanic ofwinning moment to offer its users the opportunity to win lots of prizes by breaking online barricades. The goal was to offer a memorable digital experience in a graphical universe around the survival horror video game.

ubisoft contest
Photo credit: Sinfin

To engage their community and drive traffic to their retailers’ pages, SONY launched a contest over the Easter holiday period to win prizes. The objective was simple: find the codes hidden in the description of the brand’s products on the websites of its retailers Micromania and Cdiscount. This allowed SONY to offer interactions, highlight their new products and increase traffic to their resellers’ websites.

easter-sony-contest
Photo credit: Sinfin

Whatever your goal, don’t wait to set up these mechanics and increase your engagement rates !

To learn more about Sinfin, or its innovative digital experience platform (DXP) and campaigns; go to its dedicated page!

Sinfin agency page

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