How to Boost eCommerce Sales Using Interactive Content

Interactive content elevates content marketing. It’s a tool that accelerates the buyer’s journey, leading to an increase in your eCommerce sales.

Along with being powerful, it plays a strong supporting role — helping frame buyer needs in a way that portrays brands as value-driven and solution-oriented instead of sales-y.

And results have proven it to be highly effective too. Conversion rates are nearly 30% higher and bounce rates are 45% lower when you use interactive content as compared to standard landing pages.

Like various other industries, interactive content has managed to work its magic in the e-commerce sector as well. Want to see how? Well, here are all the reasons why you should use interactive content to boost your e-commerce sales.

Firstly, Why Should You Use Interactive Content in eCommerce?

When you’ve clearly defined a pain point, you can deliver relief. Interactive content is a mechanism that not only helps you in identifying those pain points but delivers immediate relief too.

Interactive content is essential in the eCommerce business’s sales process because:

1. Buyers Want Personalized Content

Interactive content types such as calculators and personalization quizzes recommend your customers the products that fit them the best, thus helping them escape the paradox of choice.

2. Buyers Put Skin in the Game

Want some inspiration? Check this out! — Our Favorite 21 Marketing Quizzes of All Time

Research by Salesforce shows that 45% of consumers will switch brands if brands do not actively anticipate their needs. And, interactive content offers a tangible transformation that is immediately visible.

3. Instant Gratification Is a Major Driver

Preview this calculator example

4. Earns Authority Faster

Interactive Content and Understanding Your Buyer

This way, you’ll be able to bring ideas and interactive content tools to life in ways that make buyers attracted and engaged with your brand.

Here’s what you must do to know your buyer:

- Explore Your Buyer Persona

Image: DigitalMarketer

DigitalMarketer’s customer avatar is an easy-to-use tool to help you narrow down your buyers’ challenges. As you consider what your buyers’ challenges are, turn to the buyers’ journey. Use the awareness, consideration, and decision stages to assign what you know about your buyers’ needs in order.

Remember: buyers want solutions to their challenges. Thus, you should design your interactive content keeping that in mind.

This brings us to the different states of the buyer.

- Know Your Buyer States

It works by helping marketers identify buyer emotional states, challenges, needs, and desires before and after they interact with your interactive content.

Here’s an example of DigitalMarketer’s grid for their flagship product, DigitalMarketer HQ.

Image: DigitalMarketer

How to Boost eCommerce Sales With Interactive Content?

Here’s how to do that in 5 steps:

1. Identify Obstacles

Assigning a weight to a list of pain points is a matter of listing them. Next, prioritize your list in order, identifying which come first or in sequence.

PROBLEM:

- Overwhelmed by the sheer amount of information to remember before taking a swing

- Concerned about their equipment and whether it needs an upgrade

- Doubtful about whether this program is the right choice

- Afraid that they might not be physically fit for the sport

SOLUTION:

a. Remove the overwhelming feeling caused by the sheer amount of information with an outcome quiz on what they need to know before taking a swing.

b. Address the doubt about whether this program is the right choice with an ROI calculator to help them understand the value they can get out of your product.

c. Cover the fear that they might not be physically fit for the sport with a fitness quiz and follow up with recommendations of exercises to help improve their physical fitness.

d. Speak to the concern about their equipment and whether it needs an upgrade with an assessment to gauge the quality of their equipment and give product recommendations if they need it.

As you explore your list, go deeper. Determine what the cause of pain is. Knowing why a problem exists helps you better frame a solution and later pick a type of interactive content to use.

2. Identify Before and After States

The after state is about certainty. This includes knowing they got a good deal, what their fitness routine will look like, and how much value they’ll get in the form of on-demand and live classes.

Bulldog Online is a company that offers online yoga classes. They chose to incentivize buyers by offering an interactive spin wheel and a chance to win a discount or an extra month off their monthly subscription to their yoga OTT platform.

3. Pick the Right Tool

For example, you’re trying to sell more of your new book. The book helps entrepreneurs manage their expenses, helping them save more money each month. Then your best bet is to provide quantitative value.

Using a calculator that gives them an idea of their expenses and savings is better suited than, maybe, a giveaway. The calculator can show the potential value of future savings based on the education your book provides.

On the other hand, a quiz or an assessment would be ideal when helping buyers uncover a less obvious or more qualitative solution like which dress to wear to a summertime dinner party.

4. Map-out Your Interactive Content Experience

Take for example CareOf, an online store that sells supplements. To sell their products, CareOf helps buyers figure out what they need through a series of questions.

CareOf’s questionnaire is a little complex but saves time. It delivers insights that buyers would otherwise have to spend hours searching for online.

There are tons of interactive content options to choose from. Whichever you opt for, make your tool as engaging as possible and ensure it is aligned with your buyer’s problem.

Need some inspiration?

Read “Boost Audience Engagement With These 21 Types of Interactive Content”. It’s filled with 21 examples of interactive tools in action to help you find yours.

5. Design the Next Step

For eCommerce stores, you have the chance to offer solution-based interactive content engagement. BullDog Yoga’s OTT marketing strategy continues with an email sequence designed to get you to watch your first class once you’ve spun the wheel. CareOf makes recommendations on supplements that buyers can purchase after completing a questionnaire.

Wondering how you can make such interactive content for your website too? Check out Outgrow’s free trial today!

What Happens After Creating Interactive Content?

When using interactive content to boost eCommerce sales, you can leverage retargeting. Retargeting can be part of an email marketing strategy. In fact, you can add engaging interactive content like surveys, polls, quizzes here as well. These tools can be embedded into email sequences, picking up from where buyers left off.

Read more about interactive emails here.

Where buyers fail to become leads, using retargeting ads will help drive more interest in what you have to offer.

Retargeting often seems like a straightforward enough concept, but keep the goal in mind. Always align your retargeting campaign with the next step in the buyer’s journey.

Which Tool Will You Use?

Make your brand’s experience more endearing by delivering relief and providing real-time value with different interactive content. When you get that right, you’ll be well on your way to creating transformative experiences for your buyers. So, which interactive tool are you going to use? Let us know

#1 B2B Tech Company in New York. Outgrow old marketing. Engage your customers with interactive calculators, quizzes and recommendations: http://bit.ly/2x1JCGC