I get excited every time I see an announcement for a new gamification program on the web. Each new implementation is a chance to witness the industry growing as well as experience the individual creativity and innovation from various companies around the world. Far too often, I head to websites to check out their gamified programs, only to have to spend time searching for how to join and participate. What good is a loyalty program if users can’t find it?
Gamification Tip #5: Make sure to onboard new users
Customers coming to your site may or may not know that you have implemented a gamification program. Either way, they can’t participate if they can’t find it. Publishers should be notifying incoming customers of their loyalty program as well as outlining its value. Will the gamification implementation help the user meet their goals? Will it give them access to exclusive content? Whatever, your customers want, it should be clear that your program can help them achieve it.
In addition to concisely communicating the value, make it easy for users to sign up. Customers shouldn’t have to spend more than a few seconds deciding and joining your program. A simple sign-up that guides the user through the registration process (or social sign-in authorization) means that customers can start participating in your loyalty program while they are still excited about what the program can do,
Onboarding your new users shouldn’t stop at registration. Publishers should be sure to educate newly registered users on what actions they can be rewarded for, how the program works and how to navigate around. Good design and quests can help guide new customers, giving them hints at what actions will help them meet their goals.
One of our favorite examples of excellent onboarding into a gamification implementation is the NFL website, what do you think?