Download - Testing Interactive Content
Testing Interactive Content
What’s Inside• What is interactive content?
• Why test interactive content?
• What can be learned and optimized?
• How to get started testing
your interactive content.
• Interactive content testing
methodology.
• Leveraging A/B testing and
mobile dedicated testing.
Content marketing is the defacto method for spreading our message to, and engaging with our prospects and customers.
Content is
king.
• ‘producing the kind of content that engages’.”
• ~ Content Marketing Institute
• “In a recent study by the ContentMarketing Institute, marketers rated
their biggest challenge as
A relationship exists between placing a high priority on digital experience marketing and revenue growth.
76 % VS 06 %76% of participants
reporting revenue growth in the most recent fiscal
year also put a high priority on digital experience
creation.
For organizations that report declining revenue
growth, only 6% report digital creation as a high
priority.
~ Demand Metric, Digital Marketing Landscape, The Power of Digital Experiences in 2014
What is interactive content?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor.
Think: Quizzes, calculators, configurators, assessments, interactive white papers, etc.
Interactive content: Browser-based digital content experiences designed for visitor participation
✓ They want answers to their
questions or new information.
✓ They want something useful.
✓ They want to learn.
✓ They want something
interesting.
✓ They want something that’s
engaging.
The problem is… your prospects and customers don’t want content.
The power of great contentGreat content, presented in a meaningful way, can be an incredible way to
educate, influence, and persuade your
audience while building a strong affinity for your brand.
But it’s not enough to create great content…
The content itself is only the conduit by which we drive
engagement, affinity, leads and sales.
The opportunityThe opportunity lies in putting that content to work, making it useful for those who interact with it, providing it in a way they find enjoyable, and allowing them to be entertained while gaining knowledge.
Leverage static content you already have into interactive content experiences
ASSESSMENTS
CONFIGURATORS
CALCULATORS
INTERACTIVE WHITE PAPERS
LOOKBOOKS
QUIZZES
GAMES
INTERACTIVE INFOGRAPHICS
Types of interactive content
Why test interactivecontent?
Why test interactive content?• In the world of static content
you know a user has
downloaded your content,
but that is all you know.
• Static content allows for
no insight into content
engagement and value.
Why test interactive content?• Interactive content allows
for you to gain invaluable
insights into how users
are engaging with
your content.
• Small adjustments or tweaks
can help you fine tune your
interactive content ROI.
Interactive Content Testing Cycle
LAUNCH LEARN
OPTIMIZE
REPEAT
Why test interactive content?
ion recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks by…
600
So Start Testing!
How To Start Testing• Identify what you want
to learn from your content
• Think about the Hard
and Soft metrics that
matter to you!
?
What Do You Want to Optimize?HARD METRICS
Focused on initiatives that drive:
SOFT METRICS
✓Engagement✓Conversations✓Interactions✓Brand Awareness✓Social Sharing✓ Etc.
Metrics that can definitively be measured:
✓Conversion Rate✓Downloads✓Phone Calls✓Free Trials✓Etc.
Reducing Bounce RateOptimization need: High bounce rate on introductory page.
Reducing Bounce RateWhat to test?Inclusion of introductory
content paired with first question of the assessment to get respondents into the funnel faster.
Increasing Social EngagementOptimization need: Desire to increase social engagement
Increasing Social Engagement
What to test?
Inclusion of additional
social engagement points
through out the experience
Increasing Content EngagementOptimization need: Increase content engagement
with interactive infographic
Increasing Content Engagement
What to test?
Inclusion of quiz questions
throughout the infographic
to allow for users to further
engage with content
Assessing User PerceptionOptimization need: Are users finding content to be valuable?
Assessing User Perception
What to test?Include ratings section at the end of each chapter to gauge users interest with content.
Rate this article
Encourage EngagementOptimization need: Reduce bounce rate and encourage
more users to engage with interactive white paper
Encourage Engagement
What to test?
Different versions of the content
pieces ‘landing page’ to increase
engagement.
Increasing Brand EngagementOptimization need: Further engage users with your brand
Increasing Brand Engagement
What to test?Leverage a wide variety of interactive content with the inclusion of a resource library as an added incentive to convert.
Encourage Funnel CompletionOptimization need: Encourage users to complete the funnel
Encourage Funnel Completion
11 STEPS
What to test?
Experiment with the
number of steps within
the funnel as well as the
inclusion of helpful tips
based upon user’s answers.
7 STEPS
Increase ConversionsOptimization need: Increase form conversions
Increase ConversionsWhat to test?Experiment with the
placement of the form within the funnel to identify what placement yield the most quality leads
Testing TriggersOptimization need: Set users expectations around
how to engage with your interactive content
Testing Triggers
What to test?
Include Triggers that
encourage interactivity
such as video cues,
animation and reveal tiles
Testing Triggers
What to test?Include Triggers that encourage interactivity such as video cues, animation and reveal tiles
Leveraging A/B and mobile-dedicated
testing
A/B TestingDon’t forget to leverage A/B testing
Mobile Dedicated Testing• Mobile users have different motivations
and interact with content in
different ways.
• Dedicated mobile testing
is a great way to gain
additional insights from
your interactive content!
8
Thanks!Learn more about how we can help you rapidly deploy effective, engaging interactive content.Sales: 561-235-7474 [email protected]