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.

1. 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

6. What is interactive
content?

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

15. Why test 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

21. So Start Testing!

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
info@ioninteractive.com