Testing Interactive Content
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This document discusses the importance of testing interactive content to optimize engagement and other metrics. It provides examples of what aspects of interactive content experiences could be tested, such as reducing bounce rates, increasing social sharing or conversions. Testing methods mentioned include A/B testing and dedicated mobile testing. The goal of testing is to learn how users engage with content, make small adjustments, and repeat the process to continually improve the return on investment of interactive content.
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Testing Interactive Content
- 2. 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.
- 3. Content marketing is the defacto method for spreading our message to, and engaging with our prospects and customers. Content is king.
- 4. • ‘producing the kind of content that engages’.” • ~ Content Marketing Institute • “In a recent study by the Content Marketing Institute, marketers rated their biggest challenge as
- 5. 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
- 7. © 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
- 8. ✓ 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.
- 9. The power of great content Great 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.
- 10. But it’s not enough to create great content…
- 11. The content itself is only the conduit by which we drive engagement, affinity, leads and sales.
- 12. The opportunity The 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.
- 13. Leverage static content you already have into interactive content experiences
- 14. ASSESSMENTS CONFIGURATORS CALCULATORS INTERACTIVE WHITE PAPERS LOOKBOOKS QUIZZES GAMES INTERACTIVE INFOGRAPHICS Types of interactive content
- 16. 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.
- 17. 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.
- 18. Interactive Content Testing Cycle LAUNCH LEARN OPTIMIZE REPEAT
- 19. Why test interactive content? ion recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks by…
- 20. 600
- 22. How To Start Testing • Identify what you want to learn from your content • Think about the Hard and Soft metrics that matter to you! ?
- 23. 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.
- 24. Reducing Bounce Rate Optimization need: High bounce rate on introductory page.
- 25. Reducing Bounce Rate What to test?Inclusion of introductory content paired with first question of the assessment to get respondents into the funnel faster.
- 26. Increasing Social Engagement Optimization need: Desire to increase social engagement
- 27. Increasing Social Engagement What to test? Inclusion of additional social engagement points through out the experience
- 28. Increasing Content Engagement Optimization need: Increase content engagement with interactive infographic
- 29. Increasing Content Engagement What to test? Inclusion of quiz questions throughout the infographic to allow for users to further engage with content
- 30. Assessing User Perception Optimization need: Are users finding content to be valuable?
- 31. Assessing User Perception What to test?Include ratings section at the end of each chapter to gauge users interest with content. Rate this article
- 32. Encourage Engagement Optimization need: Reduce bounce rate and encourage more users to engage with interactive white paper
- 33. Encourage Engagement What to test? Different versions of the content pieces ‘landing page’ to increase engagement.
- 34. Increasing Brand Engagement Optimization need: Further engage users with your brand
- 35. 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.
- 36. Encourage Funnel Completion Optimization need: Encourage users to complete the funnel
- 37. 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
- 38. Increase Conversions Optimization need: Increase form conversions
- 39. Increase Conversions What to test?Experiment with the placement of the form within the funnel to identify what placement yield the most quality leads
- 40. Testing Triggers Optimization need: Set users expectations around how to engage with your interactive content
- 41. Testing Triggers What to test? Include Triggers that encourage interactivity such as video cues, animation and reveal tiles
- 42. Testing Triggers What to test?Include Triggers that encourage interactivity such as video cues, animation and reveal tiles
- 43. Leveraging A/B and mobile-dedicated testing
- 44. A/B Testing Don’t forget to leverage A/B testing
- 45. 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
- 46. Thanks! Learn more about how we can help you rapidly deploy effective, engaging interactive content. Sales: 561-235-7474 [email protected]