Use interactivity to increase engagement

Business Benefits

Boost conversions and generate long term customer satisfaction.


Add interactive elements to your content marketing and lead generation.

Examples include:

  • Interactive Infographics can help you collect leads when integrated with Google Forms, gain new insights through polls, or improve engagement. For example, Venngage used an interactive infographic as an engaging alternative to text in their article on common millennial myths.

  • Interactive ebooks: Adding live chat, contact forms, signup forms, landing pages, or video to your ebook makes the content more engaging and decreases friction for prospects to ease them into a higher value conversion. For example, Freshdesk added a signup form to the end of their ebook that allowed readers to instantly begin their 30-day trial.

  • Quizzes and surveys can either complement an article or page or serve as standalone pages to boost lead generation efforts and increase engagement, shares, or anything else you’re measuring. For example, Marketizator uses a quiz as a standalone piece of content with an article on the 6 Secrets of Successful Marketers as a bonus.

Marketizator uses a quiz as a standalone piece of content with an article on the 6 Secrets of Successful Marketers as a bonus.

Craft Coffee takes surveys a step further and personalizes your web experience based on your answers to a survey. This is a great way to easily segment your buyer personas based on self-selection.

Craft Coffee takes surveys a step further and personalizes your web experience based on your answers to a survey.

Create interactive tools related to your core offer that add value for your users.

HubSpot’s Website Grader is a great example of how an interactive tool can be used to offer users value and collect leads simultaneously.

Add feedback tools like live chat, chatbots, interactive surveys, and support tickets on high touch sales pages to make it easier for users to engage with you.

Live chat offers users a way to instantly engage with you and provides an avenue to gather qualitative and sometimes quantitative feedback from customers and prospects. Gather quantitative data by tagging people based on complaints, problems, and desires, to quantify common issues and figure out what’s important to fix. Offering customers several outlets to complain before going public provides multiple engagement opportunities and could potentially flip frustrated customers into promoters.

Use tools like Webrotate360 to create interactive product photos for experience-driven products like artwork, clothing, and jewelry.

An academic insight published on CXL Institute showed consumers were more drawn to interactive photos and that hedonic experiences - fun and interactive - registered more information than instrumental experiences - useful and static.

Use a tool like Flipping Book to create page flipping on pages that don’t require full cognitive effort.

An academic insight published by CXL Institute found that people liked page flipping and the interactivity it offered, but found it harder to retain information. Consider which of your pages don’t require full cognitive effort before adding page flipping. For example, a brand catalog would be better suited to page flipping than a sales or informational page.

Be on the lookout for emerging interactive technology.

  • Clubhouse allows interactive audio discussions, as opposed to podcasts, which are one way communication tools.
  • Forums and communities are user generated content tools that can increase loyalty and engagement with your brand.
  • Virtual and augmented reality can be used to experience conferences or ecommerce products virtually.

Not all new tools will work for your brand, but being on the bleeding edge of a trend that does work can be a huge opportunity to stand out.