- All right, so in this video,
we're gonna talk about five simple ways
you can use interactive content
to increase your conversion rate.
So I got my buddy here, Randy Rayess, co-founder of Outgrow.
And they have a really cool tool
that actually allows you to do that.
I'm gonna actually let him speak to
these five interactive ways,
and if you stay 'til the end,
there's gonna be a bonus for you.
So don't forget to subscribe
and click the little bell button so you get notifications,
so you learn more about marketing and business.
So Randy, go ahead and take it away.
What's number one?
- All right so the first thing you wanna think about,
with any piece of interactive content is the welcome page.
And so the key is,
the welcome page is the first screen people see
when they land on a interactive piece of content.
So you wanna have a clear call to action
to increase your CTR.
So get people to click through, to actually engage.
And so a few things to do there
is one, have a really good background image
on the piece of content,
and then have sufficient text
to highlight what the value they're gonna get.
So are you gonna help them figure out
the RY of using your software,
how much time they're gonna save.
Make sure it's clear that this is gonna be
a personalized score for them,
and really communicate that in the welcome page
to get people to actually click through.
That's the first step you want people to take.
- Cool. - So that would be number one.
- All right, what is number two?
- So the second thing I would say is your lead magnet.
And so depending on your company,
so you might have certain restrictions
that your sales team or the head of marketing might apply
to what constitutes a marketing-qualified lead.
And the problem is, if you have,
let's say seven fields you need to get from a user,
if you ask them all up front,
your conversion rate's gonna go down.
So the key here is to say,
"Okay, how many fields do I actually need
"from a user to generate a lead?"
And then, let's say it's four.
Name, email, phone number, and location.
Then one of the key things to
help increase your conversion rate
is to ask name and email relatively early on
in the interactive piece of content,
after you've established and built some trust
and actually shown them this is valuable.
Then the last two pieces you ask later on.
So if it's phone number or address,
or depending on your business, you ask those later on,
once they've actually seen that the questions
are really powerful and useful.
Because now they've built more trust, they're like,
"Oh this is gonna give me a really powerful result."
Then you ask those at the end.
So you wanna make sure your lead conversion
is intelligently designed,
instead of asking a ton of lead questions,
and a few questions that are actually associated
with the result that you wanna show someone.
- Right, so it sounds like you're
kind of segmenting them out
and you're getting people to micro-commit first.
Maybe put like one or two things first,
and then it's like, "Oh, I committed,
"and I'll put in the information later."
- Exactly, yeah, exactly, so you balance things out,
where they still feel they're getting value, and it's not,
basically, you don't want it to feel like a survey,
where they're just giving you information
and then at the end they just get a thank you page.
You want it to feel like,
"Oh, I'm giving you this information because
"you're gonna give me something valuable at the end."
So that's the balance between okay, lead gen,
and then actual questions to help influence the result.
- Actually that's a good point.
So, on Marketing School, the IO,
so the Marketing School podcast,
we actually have an application chat right now,
and people would ask a bunch of questions,
like they'll ask like 10 questions, people answer 10.
Originally we weren't giving them anything back,
and people were just like,
"Oh thank you for all your information."
And like that was it.
And at the very end now, someone made a comment,
it's like, okay we put the, "Oh by the way,
"if you want to listen to our marketing podcast,
"go over here."
So then there's at least something that they get.
So that's a really good point.
- Yeah, that's it. - What is number three?
- So the third thing you wanna think about is
the actual length of the interactive piece of content.
And this is very important because
sometimes market research starts to get involved
with a piece of content you build,
and they start wanting to ask questions around
company size, and it just kinda goes on forever,
of how many questions they wanna ask.
Your role, your function,
number of people in your department, number of users.
There's a balance between how many questions to ask
versus kind of actually maintaining a high completion rate.
So what we like to say is, in most cases,
three to 10 is the range you wanna do.
And the reason why the range is pretty big is because
if you have a simple product recommendation,
you might only need three questions
to give them a pretty reasonable product recommendation.
If you wanna build a full-cost calculator for a mobile app,
and still be legitimate and give a good result,
it's very hard, in three questions, to give that.
So you need 10, maybe a bit more even,
for something that powerful.
But generally speaking, three to 10 is the sweet spot,
or kind of range, depending on the complexity,
and that allows you to build trust with the customer,
because they know you're not asking them one question
and you're gonna give them a recommendation,
and you're not asking too many questions
where they're gonna even have a high drop-off
and bounce rate in the middle of the card.
So I like three to 10 questions,
three to 10 kind of engagements
in either a chat bot or a calculator or assessment
is a good sweet spot
to get high completion rate and build trust.
- There you go, there's the sweet spot.
Don't overwhelm people.
So what's number four?
- So the fourth key thing is the results page.
Okay, so when it comes to the results page,
you want it to be personalized.
So use conditional messages.
So if you're doing an assessment,
you want to assess someone's knowledge about a CO,
or about content marketing,
or whatever you're trying to assess their knowledge on,
you want to make sure that if someone gets a good score,
you personalize the result for their good score,
and you personalize the CTA.
So you don't tell them--
- [Eric] And the CTA is?
- The CTA is the call to action.
So the call to action is the button
you usually put on the results page.
You want that to be,
say something that's relevant to what they just got.
So really personalize the message, and it takes extra work,
because you don't have one results page.
You might have 10 different results page.
And that's fine because now
the person comes on the results page,
they're like, "Oh this gift is relevant to me.
"This text is relevant to me,
"and the CTA is relevant to me."
And so really personalize the CTA.
Don't send everyone to the same piece of content post CTA.
You want to send people to different things.
So really personalize the results page,
and now they're gonna feel a lot more,
they're gonna find it a lot more relevant, and it--
- That's cool, personalize, personalize, personalize.
So, number five.
- So the fifth key thing is the shareability
of the piece of content.
What makes someone more likely to share a piece of content
is one, the quality of the result.
There are two parts to take you to your share rate.
One is having the share button easily accessible,
so they can easily see the share button,
and that's obvious, I think most people already know that.
But people's likelihood of sharing something on social
is also significantly correlated
with how much value and relevance
they get from this content.
So if they get a lot of value from the content,
they're much more likely to share it.
And so this comes back to the actual formula you're using
to dictate the result.
Right, so if you're trying to get
a distribution of marketing spent, really think through
how I want people to distribute marketing spent.
A lot of companies will come and they'll be like,
"Oh, let's just say 40% Facebook,
"40% Google, and 20% other."
And the problem with that is that
that's not actually taking into consideration
specific businesses.
Are they B to C or B to B, what's their audience segment?
Should they experiment with lengthy anorectic?
Should they experiment with other avenues
based on the specific niches they're targeting?
And so putting some extra thought into that
allows the result to be much more powerful
and then you increase your share rate.
So, making sure you think through formulas and shareability
would be a key fifth component that I would highlight.
- Cool, so
utility,
usability. - Yeah.
- That's what makes it shareable, okay, great.
All right, so we got the bonus for you,
but before we give the bonus,
I wanna know how you plan to use interactive content
to increase your conversion rates,
how you can be creative, in terms of creating your,
increasing your conversion rates.
Drop that into the comments.
So Randy, we've been waiting for this.
What could the bonus possibly be?
- Yeah, so one of the key things
I like to highlight with a bonus,
and by the way thanks a lot for staying until the end,
is the personalized video on the results page.
And a lot of people say,
"Oh my God, how am I gonna personalize the video?
"It's kind of impossible."
So what we like to say is, depending on your video team,
is separate your results into three to five segments,
and create a personalized video per segment.
So if I'm coming in, and let's say we're doing a calculator,
or you have some sales productivity software,
and your sales productivity software has certain values
depending on the number of people,
people have in a sales department.
You can segment based on the size of the sales department,
and create three pieces of content
to highlight the certain value
or key value prop for those three people.
And then on the results page, segment those people,
and have a personalized video that appears right there.
And that personalized video is now gonna tell them,
"Oh, so you have, generally you're a small business.
"You have less than 15 people on your sales team.
"This is a value that you, this is our key core value prop."
And by segmenting that
and having that video there at the end,
that auto-plays when they reach the results page,
show text, but don't have volume,
and then you're gonna give them
just a lot better engagement.
They see like, "Oh this is actually
"personalized to me, this video."
And you're talking to someone.
So that would be my bonus recommendation
to really get that extra level of engagement
and people are more likely to share as well if you do that.
- All right guys, so there you have it.
Randy's been very generous with his time.
Go to outgrow.co to check out his product,
actually helps you make these interactive tools
so you can increase your conversion rates,
and guys, don't forget again to leave a comment below,
subscribe, and check out the next video,
and we'll see you tomorrow.