Great content is key to boosting conversion. Interactive content gives a marketer the opportunity to deliver that great content in a variety of ways, all designed to better engage the user. Interactive content can be video, lightboxes, tabbed content, sliders and many others. Here are four things to consider as you get ready to give and receive the “gift” of interactive content:
- Keep it short. Whether you include a video or provide addtional information via tabs or in a lightbox, less is more. Make sure your content is easily digestable and beneficial to the user.
- Test different types. Do your visitors like video? Are they more likely to click on an image rotator? The only way to know is to test. The ability to quickly test and implement different interactive content elements based on performance, is key to success. Remember you can deliver the same content across different platforms…it’s all about learning what format best engages your visitor.
- Allow for easy sharing. You have someone engaged — make sure they can easily share with friends on Twitter, Facebook, LinkedIn or via an old fashioned email. There is no denying that people love to share in this digital age and there is no better endorsement for your content.
- Make it great. Visitors expect a lot these days. Make sure your interactive content is not just content, but valuable content.
If interactive content is on your wish list, consider the above as you are planning for 2013. Plan ahead so you can test lots of ways to deliver content. Focus on finding out what works best for your visitors — and you are sure to have many successful campaigns in the new year!