Maximize Website Engagement: The Role of Interactive Content

Numbers never lie. Here are some stats related to the use of interactive content.

• Using this type of content increases your page views by 5 times.
• Click-through rates increase by 10 times.
• Conversion rates leap up by an impressive 25%.
• Lead generation sees an 18% uptick.
• And Sales go up by 14%.

This might sound too good to be true, but it is true. These are numbers that you cannot ignore. Interactive content is the new driving force, and many marketers are harnessing its potential.

But why is it succeeding more compared to other forms of content?

Well, humans have evolved to be social creatures. It’s hard-wired into our DNA. We crave interaction and attention in all aspects of life. Yes, even the stay-at-home introverts get their interaction fix online through engaging websites.

So, what do these engaging websites contain?

These websites are not your usual static websites. These websites interact with their user through different methods and tools. These methods and tools are designed to capture attention and data that can be further used to deliver the right information, products, services, entertainment, and a sense of gratification.

Website engagement is done through interactive videos, chatbots, interesting surveys, games, polls, quizzes, calculators, etc. These interactive materials positively change how websites are made and how advertising and marketing are done.

One great example of interactive content is the mortgage calculator. If you want to buy a home, you can use an online calculator to accurately calculate your mortgage and other important details down to the last cent. Since the user is using the calculator, they are more likely to choose the bank associated with the calculator for their mortgage. This is the power of interactive content.

What are the different types of Interactive Content?

• Interactive Videos – These videos let the user control the content. They are full of information but the user can select what information they want. Businesses can use this content to teach customers, connect with their audience, and tell emotionally engaging stories.
• Polls & Surveys – Everyone wants their opinion to be heard; polls and surveys are a great outlet. Users give their opinions on the relevant subjects, and this information is used by businesses to improve services, customize content, and understand customers better.
• Quizzes – People love partaking in quizzes based on subjects they are passionate about. Scoring well on these quizzes also gives a sense of achievement. While the user gets gratification, businesses gain vital information through these quizzes.
• Games – Games are fun! So, when a user indulges in a game on a website, they will spend more time boosting the website engagement rate, have a better opinion of the brand, and even learn if the game is about the website’s product or service.

Calculators – One of the simplest yet most effective, calculators are one of the best interactive tools. Users get the exact information they want without jumping through hoops. Users love that.

What are the benefits of creating interactive content?

As the statistics at the start of this article show, there is a direct impact on your lead generation, conversion, customer retention, sales, brand value, and engagement.

Interactive content also positively impacts your SEO (Search Engine Optimization) by directly improving the engagement metrics of your website. When it comes to average engagement time websites with the better scores get pushed up the ranking on search engines thanks to users interacting and staying on your website for a longer time. Search engines also actively push websites with interactive content instead of static websites.

Engaging websites have high shareability, get more impressions on social media platforms, get reviewed or mentioned by other blogs and articles, and get more backlinks. You can even use long-tail keywords to your advantage. The only caveat is that you follow all the rules of SEO and do not use development platforms that are not SEO-friendly.

How to create engaging content?

Hopefully, by now, you realize the potential impact interactive content can have on your business and are curious about how to create engaging content. Here’s how to go about it:

Know Your Objective – Are you putting interactive content on your website just because others are doing it? You must have a reason for doing this – you want leads, you want to educate, higher sales, improve your website’s performance, etc. You need to have strong, well-defined objectives for doing this.

Know Your Audience – Before you start, you need to know your audience well. Do research on them, understand their complaints, know their demands, and once you have measurable, quantifiable data, move ahead.

Know What Interactive Content to Use – If your audience is looking for an interactive video for information but you are giving them games and surveys, it will not help. Use the data you have on your audience to know what would be the right tool for content engagement. Also, remember to keep it simple because many make the error of going overboard. Audiences love it when the engagement is simple and straightforward.

Know The Value of Your Engagement – You must be sure of the value you will provide your audience. For example, if you want to educate your audience on your product or service, ensure that the audience leaves your website more educated. If not, your audience will go to someone providing that value.

The rules of content and engagement have changed. In an age where the audience has gotten used to getting their information in under a minute and swiping up, down, left, and right, you must be on top of things to engage them truly. You can painstakingly do this all by yourself or use the services of companies like us. Tru Performance has been doing this for a long time and we can get your digital marketing on track quicker than anyone else. With us, it’s as easy and plug & play. Contact us now to know how we can take your website and content engagement game ahead.