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Five New Tools to Help You Add a Game to Your Website

Play up your company's website with rewards and motivate visitors to keep coming back.

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This story appears in the June 2011 issue of Entrepreneur. Subscribe »

Few activities are more engaging than a well-designed game. By their nature, games encourage and facilitate exploration of virtual space and reward players when they perform tasks, achieve goals or acquire skills. When you think about it, this is precisely what your needs to do for your customers. By encouraging your visitors to engage in certain activities and rewarding them for doing so, you transform the conversion process into something more akin to an interactive game.

Think of it as rewarding customers for swiping a credit or debit card, staying at a particular hotel or flying a certain airline. In exchange for engaging via your website, you reward current and prospective customers with points for discounts, badges that signify status and so on. You may even have a leaderboard where customers can compete against one another to win prizes.

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