In an era where digital marketing reigns supreme, your website may be the #1 most important marketing asset you have. It’s a storefront, a billboard, a TV commercial, an ad all wrapped up into one. When visitors arrive, they expect to find all the information they need to decide whether to continue to engage with you, right away. And given the power of web interactivity to engage today’s audiences, if your website design is interactive, your #1 asset may be failing to deliver.
Let’s take a look at why the most successful brand websites are interactive, and how you can incorporate more interactivity into your landing page — and across your website.
Why Do You Need an Interactive Website Design?
Visual interactive content boasts a stunning 70% conversion rate when it’s executed properly.
And that’s because interactive content is uniquely positioned to give today’s audiences exactly what they crave most: the feeling of an authentic interaction with your brand. In particular, Generation Z — now the most populous generation at more than 30% of consumers — places a high premium on authenticity.
Authenticity demands that your audience feel truly listened to. That’s why a full 72% of today’s consumers won’t even interact with your marketing content unless it feels personalized to them. And interactive content can deliver this kind of personalization.
You of course have elements such as tooltips, buttons, and forms on your site. These are fundamental to web design. But many brands fall short of more visually driven components that personalize the experience and bring real value to their customers. Interactive elements such as quizzes and mortgage calculators allow users to input data or information that’s specific to them for results that are also specific to them. Clickable graphs and maps allow them to explore only the data that’s most relevant or interesting to them. And other, more fundamental interactivity such as tooltips and hover effects keep them actively engaged in co-creating their experience on your site.
So it’s time to take stock of your website: is it answering all of your visitors’ questions, quickly and effectively? Is it offering opportunities for them to follow a personalized journey through the site? And is it easy for different target audiences to cater their experience to what they most need to know?
If your home page or a key page on the site don’t have the conversion rates you’re hoping for, or if their bounce rates are higher than they should be, the answer to one or more of these questions is probably “no.” So let’s look at a few visual interactive elements that can transform your website design — and drive higher engagement rates than ever.
Interactive Quizzes & Calculators
To be convinced of the power of the visual interactive quiz, look no further than the raging success of Buzzfeed. Visual quizzes featuring photos and illustrations are their bread and butter, and the interactivity inherent in these types of quizzes helps users feel that the results of the quiz truly say something about them — even if it’s just telling them which Harry Potter character they are.
If you think this kind of tool isn’t applicable in your industry, think again. For just one example, imagine a quiz that allows users to discover which of your products is right for them. They’ll feel much more comfortable making a purchase if they’ve entered their relevant personal details and discovered that one product, in particular, will solve their problem.
Interactive calculators have a similar effect. Most of us have probably already used calculators where we input our income, interest rate, and other specifics in order to determine what kind of home or car loan we’re eligible for. These calculators make our lives significantly easier, since we don’t have to go to the bank or hire an accountant to access an estimate of where we stand. Offer this kind of value to your audiences, and they’re likely to remember it — and come back for more.
Interactive Data Visualizations & Maps
A GIF showing some of the interactive functions available through the Solutions Project clickable map.
Interactive graphs, charts, and maps can live pretty much anywhere within your website design. They can also form a part of a larger interactive infographic. Whatever the case may be, they offer huge advantages to your audience.
Imagine, for example, that your brand wants to share state-by-state data on a topic of interest with your customers. In the case of the Solutions Project, they wanted to share estimates of renewable energy use. What’s the best way to present this data?
Well, here’s one thing you don’t want to do: Don’t give your audiences 50 different infographics — or worse, 1 long infographic — to scroll through in search of the state or states that they’re actually interested in. This is where an interactive map comes in. A clickable map allows them to immediately find the information they need. In the map for the Solutions Project, there are 2 options: users can hover over the state for some basic data, or they can click on the state for a full infographic treatment, where they take a deeper dive into the data. This allows them to fully pursue their interests and stay active and engaged for the entire time.
The same holds true for interactive graphs and charts. Hover-overs and clicks can offer opportunities for them to take a closer look at the data — but they also have the option not to take a closer look. That way, a single chart can actually be engaging for a wide range of target audiences, depending on their needs and interests.
Home Page Videos & Motion Graphics
Video is expected to drive 82% of all internet traffic by 2022. So it’s clear that videos and motion graphics reign supreme when it comes to audience engagement. Any brand without at least one video or motion graphic on their website is therefore likely to be missing out on significant opportunities to delight, inspire, and inform potential customers.
Home page videos are often the ideal option for engaging audiences quickly. While the primary interaction — pressing play — is simple, a quality video can yield big wins. You can also incorporate clickable elements into the video itself, such as quiz questions or options to help them determine the trajectory of the story you’re telling. This interactive film from Eko offers a fun example of this type of interactivity. Try it out and see if you can stop clicking!
A still from an interactive film by Eko. While watching this interactive video, users can click on animated icons and text, as shown above. to make decisions along the way.
Still, home page videos aren’t your only option. Explainer videos throughout your site can ensure that using your product or service seems as easy as possible. They can also keep customer satisfaction high!
These are just a few of the many, many types of interactive content that can bring your website design to life. Check out our “Complete Guide to the Best Interactive Site, Infographics, & Experiences” to learn more. But with the strategies outlined above, you’re already equipped with some of the most effective ways to drive more and better conversions on your website. So what are you waiting for?