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A gaming or entertainment site follows the same basic principles as a marketing site for driving demand (converting visitors to customers and encouraging repeat visits), even though the approach is different than that of other websites. It is still critical to 'listen' to what visitors are saying based on their interactions with the site and 'talk' to them in a way that will resonate with them by personalizing every interaction. This will increase the chances of conversion and customer loyalty that will keep visitors coming back to your site, instead of going to the competition.
By understanding where your visitors are in the customer journey, you can help them reach their destination faster and more efficiently.
How to use these articles
The following articles offer best practices for using Evergage to optimize your gaming campaigns and increase conversions.
|Journey Stage||Qualification Criteria||Strategy||Playbook Number/Name|
|Top||New to the site||Personalized homepage; education; personalization based on referring site or offer|
|Middle||Engaging with content; return visit||Promote games based on other interests; incentive offers||107 - Highlight games of most interest to visitor (by browsing behavior) on the homepage|
|Bottom||Signed up for a trial; placed a bet||Promote games based on geolocation||*195 - Message visitors within 'x' miles of a location and encourage them to play|
|New Customer||Recently became a customer||Personalized gaming for new customers|
|Active Customer||Existing customer who visits often||Make VIP clients feel valued||114 - Message VIP clients|
* Playbook example is from another industry, but can easily be applied to Gaming.