Games are everywhere these days. People eat them up and can’t seem to get enough. Just consider how insanely popular games like Angry Birds and Candy Crush have become.
In fact, the iTunes App Store offered 396,094 gaming apps in 2015; which had almost doubled since July 2013. Businesses across multiple industries are now using gamification to drive traffic, increase engagement and boost conversions. But is gamification for lawyers a viable marketing strategy, and can you use it to improve elements of your legal marketing? Let’s find out.
What Exactly is Gamification?
Merriam Webster defines it as “the process of adding games or game-like elements to something (as a task) so as to encourage participation.” You can do things like create rules of play, implement point-scoring, show progress and encourage competition among people to make your marketing efforts more interesting and drive engagement.
Here are two statistics that put things into perspective on just how big gamification has become in recent years.
- By the end of 2015, 40 percent of Global 1000 organizations used gamification as the primary mechanism to transform business operations.
- The worldwide gamification market grew from $242 million in 2012 to $2.8 billion in 2016.
Does it Make Sense for Lawyers?
While at first glance, it may not seem like the legal industry would be right for gamification, there are in fact ways to implement this concept. When done so correctly, you can expect to bring in more quality leads, get visitors to hang around for longer, get more repeat visitors and ultimately convert more prospects into clients. However, it’s important that it’s done tastefully and in a way that enhances the user experience and doesn’t subtract from it.
How Can I Utilize Gamification?
Let’s discuss two specific examples. One is to incorporate quizzes into your content where your audience can test themselves. For example, you might create a blog post that covers a particular legal topic in depth. At the end of the post, you could include a quiz where participants answer 10 or so questions to see how well they retained the information.
Another example would be to use a progress bar when potential clients are filling out information forms on your website. For instance, if a person has filled out two of four pages, the progress bar would say that they’re 50 percent done. This helps them track their progress along the way and lets them know how much further they have to go. Many humans hate leaving things unfinished, so this can serve as motivation to complete forms that may be somewhat drudgerous otherwise.
But these two options are just the tip of the iceberg, and there are a plethora of different ways lawyers can use this technique. For other ideas, I would recommend checking out this post from Social Media Examiner. They discuss gamification in further detail, and it can give you some other ideas of how to use it to your advantage.
The bottom line is that this practice is becoming increasingly commonplace and is part of a growing trend. Experimenting with gamification for lawyers in some form can create a more exciting user experience and give you a one up over the competition.