testing interactive content
TRANSCRIPT
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Testing Interactive Content
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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.
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Content marketing is the defacto method for spreading our message to, and engaging with our prospects and customers.
Content is
king.
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• ‘producing the kind of content that engages’.”
• ~ Content Marketing Institute
• “In a recent study by the ContentMarketing Institute, marketers rated
their biggest challenge as
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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
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What is interactive content?
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© 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
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✓ 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.
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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.
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But it’s not enough to create great content…
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The content itself is only the conduit by which we drive
engagement, affinity, leads and sales.
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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.
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Leverage static content you already have into interactive content experiences
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ASSESSMENTS
CONFIGURATORS
CALCULATORS
INTERACTIVE WHITE PAPERS
LOOKBOOKS
QUIZZES
GAMES
INTERACTIVE INFOGRAPHICS
Types of interactive content
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Why test interactivecontent?
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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.
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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.
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Interactive Content Testing Cycle
LAUNCH LEARN
OPTIMIZE
REPEAT
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Why test interactive content?
ion recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks by…
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600
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So Start Testing!
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How To Start Testing• Identify what you want
to learn from your content
• Think about the Hard
and Soft metrics that
matter to you!
?
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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.
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Reducing Bounce RateOptimization need: High bounce rate on introductory page.
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Reducing Bounce RateWhat to test?Inclusion of introductory
content paired with first question of the assessment to get respondents into the funnel faster.
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Increasing Social EngagementOptimization need: Desire to increase social engagement
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Increasing Social Engagement
What to test?
Inclusion of additional
social engagement points
through out the experience
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Increasing Content EngagementOptimization need: Increase content engagement
with interactive infographic
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Increasing Content Engagement
What to test?
Inclusion of quiz questions
throughout the infographic
to allow for users to further
engage with content
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Assessing User PerceptionOptimization need: Are users finding content to be valuable?
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Assessing User Perception
What to test?Include ratings section at the end of each chapter to gauge users interest with content.
Rate this article
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Encourage EngagementOptimization need: Reduce bounce rate and encourage
more users to engage with interactive white paper
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Encourage Engagement
What to test?
Different versions of the content
pieces ‘landing page’ to increase
engagement.
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Increasing Brand EngagementOptimization need: Further engage users with your brand
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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.
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Encourage Funnel CompletionOptimization need: Encourage users to complete the funnel
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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
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Increase ConversionsOptimization need: Increase form conversions
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Increase ConversionsWhat to test?Experiment with the
placement of the form within the funnel to identify what placement yield the most quality leads
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Testing TriggersOptimization need: Set users expectations around
how to engage with your interactive content
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Testing Triggers
What to test?
Include Triggers that
encourage interactivity
such as video cues,
animation and reveal tiles
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Testing Triggers
What to test?Include Triggers that encourage interactivity such as video cues, animation and reveal tiles
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Leveraging A/B and mobile-dedicated
testing
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A/B TestingDon’t forget to leverage A/B testing
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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!
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Thanks!Learn more about how we can help you rapidly deploy effective, engaging interactive content.Sales: 561-235-7474 [email protected]