How to Use Interactive Content for Enhanced User Engagement

In a sea of online content, it takes more than a catchy image and witty copy to captivate your audience. 

To grab your user’s attention and encourage them to stay, you have to give them a reason to engage with what you’ve created. 

Enter: Interactive content — a simple yet powerful asset you can use to keep potential customers on the page longer. 

What’s more, the right interactive content can move prospects along the sales funnel, encouraging higher conversion rates. 

If you’re ready to give your target audience a reason to stick around (and eventually buy), keep reading. 

In this article, we’ll show you how to use interactive content to boost user engagement and promote more sales. 

Let’s take a look.

What is interactive content?

Interactive content is a type of content that actively engages and involves the audience. 

It goes beyond simply reading or watching — it requires participation and interaction from the viewer.

Marketers use interactive content marketing to capture their audiences’ attention and interest.

Sample Interactive Elements
Sample Interactive Elements

By incorporating elements such as quizzes, polls, surveys, games, or interactive videos, brands create more immersive and personalized experiences. This helps increase engagement, drive conversions, and build a deeper connection with their target audiences.

What are the benefits of using interactive content?

Interactive content builds connection. 

Prospects and customers move beyond lurking to actually participate in the content you create. This not only helps them feel seen and welcome but also motivates them to form emotional ties with your brand. 

Using interactive content can help you:

What are some interactive content types?

In today’s AI world, you can turn nearly any piece of content into an interactive asset. 

Some interactive types of content you can use to engage with your audience include:

Sample Gamification Interactive Element
Sample Gamification Interactive Element

*Pro-Tip: Consider repurposing your best content as interactive assets. For instance, summarize a winning blog post with an interactive infographic. Or turn a popular white paper into an interactive video.

How to Boost Engagement with Interactive Content

Interactive content ranges from quizzes, polls, and infographics to more sophisticated tools like interactive videos or augmented reality experiences. This type of content attracts 52.6% more engagement than static content. 

These dynamic formats not only hold user attention but also encourage participation, creating a deeper connection between the audience and your brand. 

When used wisely, interactive content can significantly increase the time users spend on your site, encouraging better retention and conversion rates.

Our recommendation?

Instead of thinking of interactive content as just another asset to create, think of it more holistically by weaving it throughout your production processes.

Here’s what we mean:

1. Build it into your email marketing strategy

Over 90% of marketers believe email marketing is an essential ingredient in their overall strategy. So why not integrate interactive content throughout your email newsletters, lead nurturing campaigns, and promotions?

By using interactive elements in your emails, you open up a direct channel to engage with your audience personally. 

Partnering with email marketing agencies can supercharge your interactive email content strategy. These agencies have expertise in crafting compelling email campaigns. 

Imagine sending out a personalized quiz through email or embedding an interactive video that resonates with the recipient. The results can be powerful, transforming passive readers into active participants.

An agency can help you build out an automated email series campaign with interactive content for each of your customer segments — so you can tailor your conversion approach to each one. 

For instance, you might use upsell quizzes with loyal customers, discovery polls with new prospects, and interactive catalogs with middle-of-the-funnel prospects.

2. Use it throughout your website or online store

Audit your website, landing pages, and online store (if you have one) for guided selling opportunities. 

In other words, look for strategic ways to add quizzes, polls, smart filters, interactive tools, and advanced customization options throughout your web pages. 

Studies show that 64% of customers interpret a personalized shopping experience as customization and service. Combine that information with the fact that 60% of consumers will become repeat customers after a personalized shopping experience, and you have a formula for success. 

Always aim to grab contact information when using interactive elements so you can follow up with the visitor if they leave your site before converting.

Get inspired by LeatherCult, a brand specializing in customized leather jackets. LeatherCult offers advanced interactive customizations to empower buyers to tailor their jackets to their specific preferences.

Sample Interactive Customization in an Ecommerce Site
Sample Interactive Customization in an Ecommerce Site

From selecting custom sizes and leather colors to choosing jacket linings, quilted linings, and even adding personalized monograms, LeatherCult transforms the purchase journey into a dynamic and engaging experience.

Interactive Customization Gives Customers More Purchasing Power
Interactive Customization Gives Customers More Purchasing Power

This not only creates an interactive experience but also puts the purchasing power back in the customers’ hands. 

If you’d like to take advantage of this tip, here’s an audit checklist you can use:

Web Page Audit Checklist to Uncover Interactive Content Opportunities

What interactive content can I add at the top of my home page to encourage conversions?

For instance:

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

What interactive content can I add to each of my website pages to encourage conversions?

Page 1 (Enter Type of Web Page):

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

Page 2 (Enter Type of Web Page):

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

Page 3 (Enter Type of Web Page):

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

What interactive content can I add to my landing pages to encourage conversions?

For instance:

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

What interactive content can I add to my online store to encourage conversions?

For instance:

▢  Interactive quiz
▢  Interactive tool
▢  Interactive poll
▢  Interactive video
▢  Interactive calculator
▢  Interactive filters

3. Batch out interactive videos to use in marketing campaigns

Interactive video commercials are a great way to advertise products or services in a creative and fun way. 

Since they take careful thought and production time, consider batching them out now so you have them ready for future campaigns. 

Commercial videos briefly describe your brand and its products or services while building loyalty and inspiring a call to action. By taking an already powerful resource and making it interactive, you allow your audience to participate in the experience. 

You can do this by adding clickable elements throughout the content that take the viewer to specific sections of the video, allowing them to reshape the story. You can also turn a video into a mini-game with questions and decision-making scenarios. 

Another trick is to create a few longer videos and then repurpose snippets of them to use across your marketing channels. If you follow this tip, be sure to edit each option appropriately so the mini video feels native to each platform you use.

Real-Life Brands Using Interactive Content For Enhanced User Engagement

Now that we’ve laid the groundwork for interactive content, let’s take a look at two brands that are putting these insights into action.

1. Hims

Hims has brilliantly harnessed the power of interactive content to drive enhanced user engagement, primarily focusing on topics related to hair loss and the potential cure such as Finasteride. It also covers men’s hair loss, skincare issues, and mental health concerns.

Hims uses interactive content to understand its audience better and guide them toward conversion. It also uses static content to share expert health insights with its audience.

Here’s a blend of interactive and static content types Hims uses to engage with and inform its audience:

Sample Personalized Assessment Starts with Creating an Account
Sample Personalized Assessment Starts with Creating an Account

The user has to hand over their credentials to get access to these results. Just another smart way Hims encourages more conversions.

Sample User-Generated Stories on Hims
Sample User-Generated Stories on Hims

2. Tailor Brands

Tailor Brands uses interactive content to drive engagement, fine-tune its marketing strategy, and nudge prospects down its sales funnel. 

One of the most insightful ways it does this is by offering an interactive tool that encourages its target audience to try out its services.

It’s called the Tailor Brands Logo Maker:

Tailor Brands Logo Maker
Tailor Brands Logo Maker

After a user enters a logo name and chooses “Create a logo,” an interactive quiz appears asking them how they heard about Tailor Brands. 

This not only encourages the visitor to keep engaging but also provides Tailor Brands with valuable data it can use to inform its marketing strategy.

Tailor Brands Sample Personalize Quiz
Tailor Brands Sample Personalize Quiz

After, it asks the visitor a series of questions about what they offer and what industry they’re in. 

Then, the fun begins. 

The visitor gets to choose a logo type, icons, and styles and watch the AI tool perform its magic.

Tailor Brands Logo Maker Interactive Personalization Quiz
Tailor Brands Logo Maker Interactive Personalization Quiz

The interactive series ends with a logo sneak-peek and other marketing materials, like business cards and social media posts. 

But here’s the catch. 

After a quick look, the user must enter their credentials to get access to their logo options. 

This is a genius way Tailor Brands consistently engages with its target audience and nudges them to conversion. 

An Account is Required to Access More Options
An Account is Required to Access More Options

Tailor Brands also mirrors Him’s content approach, blending interactive with static content to engage with and educate its audience about LLC formation processes and how to start a business. 

It uses the following static and interactive content types to inform and guide its audience about business structures:

LLC as a Business Structure
LLC as a Business Structure

For instance, if users click the “Get started” button in the above guide, they’ll end up on an LLC formation assessment page:

Tailor Brands LLC Maker Interactive Quiz
Tailor Brands LLC Maker Interactive Quiz

From here, they can choose the state they live in and move through the steps to officially register their business.

Tailor Brands LLC Maker Interactive Quiz - Choosing a Business Name
Tailor Brands LLC Maker Interactive Quiz - Choosing a Business Name

This is another effective way Tailor Brands moves leads along the funnel.

Tailor Brands Engaging in Social Media
Tailor Brands Engaging in Social Media

Key Takeaways For Using Interactive Content

Interactive content captivates and engages audiences. It encourages active participation and moves prospects along the sales funnel.

By incorporating interactive elements into your marketing plan, you can keep your audience on the page and create better strategies to convert them into loyal customers. 

If you’re ready to use interactive content to uplevel your sales and marketing approach, don’t forget to bookmark this article and share it with your team. Then, audit your marketing channels and take inventory of where and how you can weave interactive content throughout your campaigns.

Here’s to your success!

Picture of Edgar Abong

Edgar Abong

Edgar is a skilled software developer with a passion for building and evaluating software products. His expertise in software development enables him to provide in-depth evaluations of software products. He can draw out insights about features, functionality and user experience.

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