You just got home after a long day at work. You grab a cold drink and relax on the sofa while scrolling your phone. Just as you are about to visit your favourite news website, a headline grabs your eye. How to delay credit card payment during a pandemic.?
This information might just come in handy as you almost missed a payment last month. Since you are eager to know more, you click on the link only to be directed to an e-book.
While the e-book is free to download, your enthusiasm to know more about the topic drops almost immediately, so you close the browser.
This is a bummer for marketers as they were already counting on such a lead to make a conversion. It only shows that mere content does not increase conversions; it needs to be interactive.
What is Interactive Content?
This is content that requires the reader or audience to engage actively. As such, they just don?t read or watch the content passively; instead, they get involved, glean insights they can apply to the current situation, and receive personalized information.
Here are stats to emphasize the need for interactive content:
- Interactive content attracts five times more traffic than any content
- Interactive content increases conversions two times more than passive content
- 91% of B2B buyers prefer interactive content to passive content
This begs the question: how can marketers use interactive content to increase conversions? We look at five:
1. Use Content to Awareness
Also known as the top of the funnel content, it helps create abuzz around your website or company. It gets your name out there, making it memorable to your target audience.
This kind of content is designed to make users aware that they need your products/ services to solve their problems.
As such, you want to use visual tools like quizzes and infographics to show users how they rank among their peers.
Surveys, trivia, and sports-style content also come in handy. Note, such content is not considered a high-performing lead-gen tool; it only enables users to recognize your brand.
2. Facilitate the Decision-making Process
The usual buying process begins with identifying the problem. Most buyers identify the problem but get stuck when deciding the specific product/ service to help solve the problem.
Marketers can use interactive content to convince potential clients that they need their products or services.
For example, a website inviting users who are thinking about divorce can use short quizzes to understand the steps they need to take. The system will then recommend a few suggestions based on the user’s answers, e.g., take time to decide if separation is the right solution or file a divorce and enlist the help of a legal expert.
3. Educate Buyers
Educational content has a significant impact on the buyer’s journey. If your target audience doesn’t understand how your products solve their problems, their buying process is distorted, and you could lose them to a competitor.
A research report from Demand Metric, an analyst firm, shows that interactive content effectively educates buyers in comparison with passive content. 93% of the groups confessed that the content was very effective in educating buyers.
4. Help Buyers Identify the Best Product
If your website provides a variety of products, customers can get overwhelmed and leave the page without purchasing any product. Marketers can use interactive content to help customers find the best product.
For example, a cosmetic company may be manufacturing and selling dozens of hair treatment products. However, when shoppers visit the website, they find it challenging to choose one hair treatment product from the vast range.
The company can create an assessment quiz to help the customer choose a suitable product depending on their hair problem. The website will then provide users with a few options making it easy for them to complete the action.
5. Incorporate the Content in Marketing Campaigns
You don’t have to use interactive content as a stand-alone tool; it can be incorporated into different marketing campaign tools to increase conversions. Some examples include:
- Blogs: Embedding quizzes in a blog to gather leads
- Paid media: Marketers can use interactive CTAs to increase conversions and the click-through rate
- Social media: It is the best platform for including interactive content because users can like, share, and comment
More users are looking for experience-based content. As such, websites and companies must modify their content using features such as infographics, quizzes, interactive videos, and more to increase conversions. The idea is to provide more value to your clients without coming off as one making a hard sell.
