How to Boost Engagement and Conversions With Interactive Website Features
Source: depositphotos.com

What happens over a single internet minute in 2021? According to Statista, every 60 seconds, people:

  • conduct 5.7 million Google searches
  • send 12 million iMessage messages
  • purchase 6 million items online
  • stream 100k hours of Netflix content

Looking at these numbers, it’s clear that there’s no shortage of available content for those who want to consume it. But what if you want to boost consumer engagement and increase conversions with website content?

Well, one possible solution would be to look into interactive website features.

Data from the past five years shows that interactive is the way to go in 2021:

  • 44% of marketers stated that it’s more effective at grabbing user attention than static content.
  • 93% said that interactive content works better for educating audiences.
  • 70% of marketers state that interactive content boosts website conversions.
  • It gains as much as 2x the engagement as its static counterparts.

So, knowing that it’s guaranteed to help you accomplish your website goals, interactive content is definitely worth experimenting with. Here are a few ways you can add interactive features to boost engagement and conversions on your website.

Use Interactive Content to Capture More Leads

One of the absolute best uses for interactive website features is capturing leads for your business.

Keep in mind that it takes six to eight touches to turn people from your target audience into viable leads that stand a chance of converting into customers. That’s why every single cog in your lead-capture mechanism must do its best to keep the machine rolling. The great news is that interactive content can help with this.

On the one hand, it can do so by responding to user actions on your site. For example, an exit-intent pop-up can remind blog readers to sign up for your newsletter. That conversion will turn them into leads whom you can nurture with a stellar email marketing strategy.

Or, like in the case of GQ, it can remind web visitors to check out one of your special offers that’s related to the pages they had just been browsing.

A slightly easier thing to pull off would be to turn your contact information into interactive widgets that stay in the same spot regardless of your web audience’s browsing journey.

US Fireplace Store does this on its homepage, and it’s such a great solution for encouraging people to email, message, or call. Plus, combined with the live chat widget, this interactive feature is 100% sure to boost conversions.

Source: gq.com

A slightly easier thing to pull off would be to turn your contact information into interactive widgets that stay in the same spot regardless of your web audience’s browsing journey.

US Fireplace Store does this on its homepage, and it’s such a great solution for encouraging people to email, message, or call. Plus, combined with the live chat widget, this interactive feature is 100% sure to boost conversions.

How to Boost Engagement and Conversions With Interactive Website Features
Source: usfireplacestore.com

Make It Part of the Shopping Experience

Looking for more sales in your ecommerce store? It’s safe to say that interactive features can help you with that as well. One of the best ways to encourage people to buy from your brand is to show them what a great shopping experience you offer.

For example, price calculators are excellent interactive features to remove friction from the buying process. Mixam has a great one on its booklet printing page. It allows web visitors to see how much they will have to pay and wait until their selected product arrives.

How to Boost Engagement and Conversions With Interactive Website Features
Source: mixam.com

If a calculator is not something you could benefit from, you can still incorporate interactive features into the shopping experience. Future Kind, for example, uses a drop-down menu on their vegan omega 3 product page to help consumers choose their preferred delivery frequency.

How to Boost Engagement and Conversions With Interactive Website Features
Source: futurekind.com

Or, if both of these options seem too easy, perhaps you could employ VR to make it easier for consumers to find the best products for their needs?

It’s what Ray-Ban does on its product pages. It allows web visitors to see how each lens type will affect their vision, increasing the chances of their first-time customers being happy with their sunglasses. Needless to say, this also helps ensure that customers continue holding the brand in high regard.

How to Boost Engagement and Conversions With Interactive Website Features
Source: ray-ban.com

Utilize It for Personalization

Another excellent use for interactive web features is personalization.

Research into consumer behaviour shows that personalized content vastly increases conversion rates by as much as 2x. That’s definitely a benefit your business could profit from. But how exactly do interactive features fit into this use?

Well, one super-simple way to use this type of feature is to incorporate personalized recommendation widgets into your ecommerce store or blog. PresetLove does this with its content, grouping content based on common aesthetic features like for example on their vintage lightroom presets page.

How to Boost Engagement and Conversions With Interactive Website Features
Source: presetlove.com

Another fantastic use of interactive elements is showing your different business locations on a map.

Costa Coffee, for example, has an online store locator that allows web visitors to search for coffee shops near them. This way, it’s not just using user-provided data to present web visitors with relevant information. It’s also sending foot traffic to its physical locations where people can buy a cup of coffee without having to wander around entire neighbourhoods looking for their favourite coffee shop.

How to Boost Engagement and Conversions With Interactive Website Features
Source: costa.co.uk

Entertain & Educate Web Visitors

According to research by Conductor, people are 131% more likely to make a purchase immediately after having consumed a piece of educational content.

So, it’s only natural that you should be looking at ways to produce this type of content. And, with a few interactive features, you can make it even more engaging and likely to result in a conversion.

Sukin, for example, helps its potential customers identify the best possible products for their skin type with a quick 5-question quiz.

How to Boost Engagement and Conversions With Interactive Website Features
Source: sukinnaturals.ca

If you want to make your brand’s offered value even more available to your web visitors, you can do something along the lines of National Geographic. Having created an online map-making widget for educators, the brand successfully entered thousands of modern classrooms. It positioned its magazine as a fun and modern resource for kids (and adults) looking for some fun knowledge.

How to Boost Engagement and Conversions With Interactive Website Features
Source: mapmaker.nationalgeographic.com

Do Audience Research

Lastly, don’t forget that increasing website engagement and boosting conversions aren’t the only two reasons to add interactive website features to your site.

The best solutions out there will also let you get to know your audience better. These can help you improve your products, plan your content strategy, and identify new consumer pain points none of your competitors have targeted yet.

Polls are the most popular option for getting to know your audience better. Taco Bell created an entire website just to gather feedback from its customers.

How to Boost Engagement and Conversions With Interactive Website Features
Source: tellthebell.com

But, remember, even something as simple as a multiple selection newsletter sign-up form can provide you with information on what your potential buyers want more of.

So don’t hesitate to experiment until you’ve found the solution that works for you. It doesn’t have to be the most advanced one – as long as it achieves the goals you’ve set out for yourself.

The Sky’s the Limit

The possibilities of what you can do with a well-developed interactive website widget are almost endless. Just think back to Netflix’s 2018 Black Mirror: Bandersnatch movie, and you’ll see how far technology has come.

But to get the most out of these user-oriented features, don’t forget that they’re not enough on their own.

Yes, they are impressive pieces of code that are sure to engage any first-time visitor. But if they become too intrusive, offer zero value, or (worst of all) interfere with an otherwise positive UX, you’ll find that you’d be better off removing them from your site and focusing on more traditional ways to engage and convert visitors.

About the Author:

Natasha is a web designer, lady of the keyboard and one hell of a tech geek. She is always happy to collaborate with awesome blogs and share her knowledge about IT, digital marketing and technology trends. To see what she is up to next, check out her Twitter Dashboard.

Content creation is a massive part of business ownership that every brand owner will look at differently. Some may cringe away from it, others thrive from it, and others could really do without it.

But the truth of the matter is: a business without content creation isn’t going far.

With 77% of companies having a content marketing strategy, it’s clear that content creation has to be implemented into our daily lives as business owners.

And trust me, before I figured out how to streamline my content creation, I was a giant ball of stress.

I would spend hours creating content. That included content for my blog (along with all the SEO research that went into it), my social media pages, and my marketing emails. Trying to juggle all of these content avenues without external help felt impossible.

And, to be honest, without having tactics to streamline the process, it really is impossible.

I mean, I operate a copywriting agency and I create copywriting courses. I could do it for my clients no problem. Why was I having such a hard time doing it for myself?!

And then I figured out a way to streamline my content creation process while saving time and WITHOUT sacrificing quality.

So, today I’m going to be sharing some epic, indispensable pointers that helped me on my journey to streamlining content creation without the quality being impacted.

First, What Qualifies As Content?

Before creating content without losing your marbles, we need to acknowledge what counts as content.

Content includes (but is not limited to):

  • Blog posts
  • Articles
  • Lists
  • Guides
  • White Documents (i.e., PDFs)
  • Infographics
  • Slideshows/Presentations
  • Videos
  • Social Media Posts
  • Non-Promotional Marketing Emails

Don’t confuse content with copywriting. Copywriting is all about words that sell. Content, however, tells. Copywriting uses direct response techniques to make a sale or convert a prospect into a lead.

On the other hand, content is a long-term strategy that focuses on brand reputation, building trust, and being an authority within your niche. Generally speaking, the content will educate, inspire, entertain, or motivate your audience. Content very rarely sells immediately.

How To Speed Up Content Creation (Without Losing Quality)

The reality is: content creation can take a long time. And I mean a really long time. This is true for just one platform, let alone if you’re trying to make omnipresence a part of your brand.

That said, there are ways to speed up your content creation without harming the quality.

1. Determine Your Content Buckets

Also known as content pillars, laying down 3-5 core content buckets will naturally help ideas flow, with a more specific focus on your niche.

A content bucket is a theme that your content should surround.

If, for example, your brand sold wedding dresses, your content buckets could be wedding dresses, bridesmaid dresses, and money-saving dress tips (depending on the angle of your brand, of course).

Too many content buckets go against the point, so it’s important to limit them to no more than 5.

Think carefully about the themes that resonate with your target audience, using websites like Reddit to determine the overall messages spoken about within the industry by your target audience.

2. Focus On One Or Two Distribution Platforms

Omnipresence (i.e., being present across all platforms) is an excellent method for businesses that have a large team. For solopreneurs or business owners with a small team, Omnipresence is a one-way ticket to low quality.

Therefore, it’s best to focus on one or two distribution platforms and do them well.

The platforms you choose shouldn’t revolve around what you find easiest to use. Instead, it should be a platform your target audience spends most of their time and is most active on.

Then, do some healthy competitor research to see how others create content and where they may be missing out. Their loss is your gain, after all!

3. Create And Use A Content Calendar

Getting ahead of the game is all about organization. If you can organize, you’ll keep the overwhelm at bay.

This is why content calendars are so fabulous.

Use a project management platform like AirTable, Trello, or Asana. Many platforms have pre-existing templates for content calendars, meaning you’ll save time by not needing to set it up.

Then, map out the next week or fortnight’s content on your content calendar. If you want to stick to just adding the ideas, then fine. For a more significant grasp, though, you could write the caption for each of them ahead of time, too.

Schedule in an hour or so per day to keep on top of your content creation inside the content calendar, and you’ll find it far easier to avoid total overwhelm and creative block.

4. Use A Scheduler

This depends greatly on the distribution channels you’re using. However, there are schedulers available for all platforms. So, make sure you know where you want to be posting first.

For example, if you’re focusing on social media content, then using a social media scheduler like SkedSocial or Planoly will help you simplify your marketing efforts. You can schedule weeks ahead of time, allowing you the chance to add to it daily, keeping on top of the wave.

Is Creating Content Worth It?

Not only will you see a clear return on investment for a successful content creation strategy, but nowadays, not posting content is business suicide. With every business out there posting content frequently, alongside the massive number of hours people spend online every day, choosing to avoid content creation altogether would be an enormous mistake.

Of course, I do understand the fear of content creation. Sometimes, when you’re overwhelmed, you feel like you’re pulled into the tide. But by following the four pointers I’ve listed today, which helped me in my journey to riding the waves, you’ll find content creation far more manageable.

And who knows? You may even enjoy it.

Author Bio

Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.

Yarra Yarra biodiversity corridor

Q: How do you benefit everyone on the planet, a bunch of endangered animals, make an impact on climate change and help future generations without leaving your couch?

A: You buy trees for the Yarra Yarra Biodiversity Corridor  Obviously!

We did it last year, and we’ve done it again now (303 more trees) – so, you’re welcome, literally everyone!

What is SaaS?

SaaS (software-as-a-service) is a concept that has revolutionized the way we buy and use the software. Long story short, SaaS (unlike on-premise software) allows you to use a certain app or software without downloading it, installing it, or having to buy any sort of hardware that contains the app in question. So the software is stored and maintained online, by a SaaS service provider. SaaS companies usually use a subscription fee business model and charge fees on a monthly or yearly basis.

Today, more and more companies are relying on some sort of SaaS in order to run their business more easily and smoothly. In addition, an average company should expect that roughly half of their current SaaS stack will have to be replaced in the next two years. This simply means they’ll need to buy more software and spend more money on SaaS in the forthcoming period.

One of the best ways to stand out from the competition and take advantage of the imminent growth of SaaS worldwide is by investing in digital marketing. SaaS companies can be very different in terms of their specific industry, IT infrastructure, or customer base, but they do have one thing in common. They all exist in the online realm, so the most reasonable thing to do is to reach out to new customers on the internet and try to redirect them to your website or your product. And there are very few better ways to do it than social media marketing. Here’s how it can help your SaaS business grow.

Know your audience

First of all, in order to get anything out of your social media efforts, you have to be familiar with your audience and your customers. Basically, anything you do about your social media presence has to be driven by accurate and comprehensive data about your customers.

A reliable CRM platform can help you gather this sort of customer info and immediately apply what you found out in real-time. It will help your marketing strategists, content creators, customer service reps, and even product developers do a better job. Knowing what your customers and your audience are about is absolutely necessary if you wish to advertise and sell to them successfully.

Create quality content

Content creation should be the central part of your social media marketing efforts. By creating and posting quality content you’re introducing consumers to your brand and drawing their attention towards your company, your website, and your products. There are many different types of content you can utilize to improve your SaaS business.

How-to’s

The basis of any kind of content marketing is to make your content helpful, relevant, and to address your customers’ specific questions and needs.  In general, you should try to keep most of your content educational instead of purely promotional. That’s why how-to’s can be very valuable for improving your online presence.

You can use them to explain how your product or its specific problematic features work. You can also help people solve common problems related to similar products or in some other way associated with your industry. You’ll need reliable data about your customers’ demographics, interests, search queries, and browsing history in order to maximize the potential of this type of content.

Explainer videos

All this seems to be even more profitable if you do it in video format. Over the last few years, video marketing has proven to be ridiculously effective.

For instance, 85% of users are more likely to buy something after seeing an explainer video about it, while 64% of them have already purchased a product after watching a video on social media. In general, going for educational content on your social accounts is great, and if you decide to put it in video format, even better.

Success stories and testimonials

Unsurprisingly, consumers tend to believe other consumers more than they tend to believe brands themselves. As a matter of fact, 84 percent of people trust online reviews as much as personal recommendations.

That’s why you should ask some of your genuinely satisfied clients to put in a few good words for you. If they allow you to post this publicly, it can be great proof of your trustworthiness. Just make sure this testimonial is authentic and truthful, or otherwise, it can only have a negative effect.

Images and infographics

Adding images to your content on social media is proved to increase engagement and information retention. So try including photos in your posts whenever it’s possible and reasonable.

You can also go for content that’s visual and informative at the same time. Posting interesting charts, infographics, or even breaking news from the industry in the form of a photo can be both educational and entertaining for your audience.

Content promotion

Social networks are especially beneficial to brands when it comes to content promotion. Here, we’re speaking about content that’s already been published elsewhere (e.g. your website) but can be made more visible by promoting it on social media.

This way, by growing your social networks you’ll also have a chance to boost the traffic on your website. It’s becoming increasingly easy to do this if you have a few bucks to spend on sponsored posts. Especially given that you can use these posts to target precisely the right demographics with precisely the right messages.

Use social media as a storefront

With good content, you’re basically building online presence and trust, while at the same time improving brand image, which brings many benefits to your business in the long run. But social media can bring value to your business in the short run as well. Namely, social media can help you sell your product or service in a more direct way, by simply showcasing it on your accounts or demonstrating how it can help the user.

Now obviously, a SaaS business usually can’t showcase their physical product, since they don’t have one. But using your social media to show screenshots or short recorded sequences, and explain your services and different plans can all be very useful. This way you’re basically using your social media as a storefront, letting people see for themselves what your company has to offer.

Customer service

More and more consumers consider that brands should be available via multiple channels and around the clock. As much as 83% of people think that brands should respond to comments in a day or less, while 38% of them wouldn’t wait for more than an hour.

Hence you have a great opportunity to use your social media to demonstrate the quality of your customer service. People will be much more eager to send a message and ask about a product or look for help if you ensure they get a swift and helpful response via a channel of their choice.

And as for bad public comments and negative feedback, they don’t have to be necessarily harmful to you. You can turn this into an opportunity to display your attentiveness and professionalism. For this, you’ll evidently need accomplished and knowledgeable customer service reps who can offer top-class tech support and solve problems in a matter of minutes.

The power of influencers

Hiring influencers is a great way to spread the word about your product and positively affect your online reputation. The trickiest and most important thing in this process is finding the right ones for your brand.

Obviously, SaaS companies aren’t going to look for a generic Instagram fitness model or a travel blogger. You’ll need a tech or marketing influencer, followed by users who are already interested in products similar to yours. Customer data can help you here once again since you’ll need to analyze an influencer’s follower base and check if it overlaps with your own customer base.

Influencers you choose to hire also need to be skilled content creators. They have to be able to advertise your product in such a way that it seems like an integral part of their content. This builds trust and interest for your product among their followers.

Special offers and giveaways

Social media is a good place to inform people about your discounts or loyalty programs. Those who regularly engage with your content will be timely informed about any sort of special offers you’re providing.

Also, offering users perks and small rewards in return for recommendations on social media can be an effective strategy. Remember, the ultimate goal of social media marketing is turning your social media followers into customers. So by growing your audience you’ll have a chance to convert more followers into buyers in the long run.

Showcase your culture

Putting a human face on your business can help you establish a positive brand image. Publishing posts and videos about the inner workings of your company from time to time will show that your business includes real people doing real jobs and living real lives.

This can be very important for SaaS companies that operate in a hard-to-understand digital realm using the newest technologies, so they usually seem even more remote to an average user than other brands. Thus showing that your company is not some dystopian faceless tech villain can make it easier for consumers to relate to it.

Conclusion

Running a SaaS company today means a lot of new opportunities, but also a huge amount of competition. In order to stand out and be noticed, SaaS brands will have to care a lot about their digital presence, because the digital realm is where they find their customers.

Social media will be one of the keys to success, especially for young startups that need to grow quickly in order to survive. Sure, your product is the most important thing and without a genuinely good product, you stand no chance. But it’s all the same when you have a good product that nobody has heard about. Using social media the right way helps you reach your target audience, boost your brand image, develop trust, and advertise your products in the most efficient way.

About the Author

Mihajlo Radivojevic writes for Really Simple Systems. He writes mostly about marketing and sales and anything that can be marketed and sold… which is, well, everything. As for hobbies, he likes getting into one too many YouTube projects, which leaves him with no time to sleep and just enough time to watch 3rd tier football.