O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

Testing Interactive Content

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Carregando em…3
×

Confira estes a seguir

1 de 46 Anúncio

Testing Interactive Content

Baixar para ler offline

ion interactive's June 2015 webinar

There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.

Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.

- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?

ion interactive's June 2015 webinar

There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.

Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.

- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?

Anúncio
Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Semelhante a Testing Interactive Content (20)

Anúncio

Mais recentes (20)

Anúncio

Testing Interactive Content

  1. 1. Testing Interactive Content
  2. 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. 3. Content marketing is the defacto method for 
 spreading our message 
 to, and engaging with 
 our prospects and
 customers. Content is king.
  4. 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. 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. 6. What is interactive content?
  7. 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. 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. 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. 10. But it’s not enough to create great content…
  11. 11. The content itself is only 
 the conduit by which we drive engagement, affinity, leads and sales.
  12. 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. 13. Leverage static content you already have into interactive content experiences
  14. 14. ASSESSMENTS CONFIGURATORS CALCULATORS INTERACTIVE 
 WHITE PAPERS LOOKBOOKS QUIZZES GAMES INTERACTIVE INFOGRAPHICS Types of interactive content
  15. 15. Why test interactive
 content?
  16. 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. 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. 18. Interactive Content Testing Cycle LAUNCH LEARN OPTIMIZE REPEAT
  19. 19. Why test interactive content? ion recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks by…
  20. 20. 600
  21. 21. So Start Testing!
  22. 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. 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. 24. Reducing Bounce Rate Optimization need: High bounce rate on introductory page.
  25. 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. 26. Increasing Social Engagement Optimization need: Desire to increase social engagement
  27. 27. Increasing Social Engagement What to test? Inclusion of additional 
 social engagement points through out the experience
  28. 28. Increasing Content Engagement Optimization need: Increase content engagement 
 with interactive infographic
  29. 29. Increasing Content Engagement What to test? Inclusion of quiz questions throughout the infographic 
 to allow for users to further engage with content
  30. 30. Assessing User Perception Optimization need: Are users finding content to be valuable?
  31. 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. 32. Encourage Engagement Optimization need: Reduce bounce rate and encourage 
 more users to engage with interactive white paper
  33. 33. Encourage Engagement What to test? Different versions of the content pieces ‘landing page’ to increase engagement.
  34. 34. Increasing Brand Engagement Optimization need: Further engage users with your brand
  35. 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. 36. Encourage Funnel Completion Optimization need: Encourage users to complete the funnel
  37. 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. 38. Increase Conversions Optimization need: Increase form conversions
  39. 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. 40. Testing Triggers Optimization need: Set users expectations around
 how to engage with your interactive content
  41. 41. Testing Triggers What to test? Include Triggers that 
 encourage interactivity 
 such as video cues, 
 animation and reveal tiles
  42. 42. Testing Triggers What to test?Include Triggers that 
 encourage interactivity 
 such as video cues, 
animation and reveal tiles
  43. 43. Leveraging A/B and 
 mobile-dedicated 
 testing
  44. 44. A/B Testing Don’t forget to leverage A/B testing
  45. 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. 46. Thanks! Learn more about how we can help you rapidly deploy effective, engaging interactive content.
 
 Sales: 561-235-7474 info@ioninteractive.com

×