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 info@ioninteractive.com