How interactive tools can increase your conversion rate by over 40%

interactive tools

In the digital world, customers are becoming harder and harder to please. People have so much information at their fingertips yet experience decreasing attention spans. Your website is typically the first point of contact with prospective customers.

So how can you build their trust to convert them into paying customers?

Interactive tools are useful design elements that can integrate into the software of a web page. These tools are particularly useful because they can engage with site visitors to provide them with a more meaningful experience that articulates thoughts, information, and value. Sometimes it’s hard to digest a thought or idea – think long paragraphs of text. What a headache. Interactive tools help make information more visual with dynamic elements to provide real-time content segmentation.

Some examples of interactive tools include:

Calculators

Filters

Sliders

Quizzes

Games

Commenting

Sharing

Animations

Apps

There’s many types of interactive tools that can be tailored to increase engagement with your site visitors depending on your needs.

So why should you invest in interactive tools?

Let’s check out some of the ways they can increase your conversion rates:

1. Build Trust with Buyers

Since customers have so much access to information, it is important that you build a trusting relationship with prospective customers early on in the buying process. By choice, buyers have begun to reveal their intentions to vendors later and later in the buyer journey, with 53% of buyers revealing themselves mid-way through the process after they have seen a short-list of solutions. As a result, it is important that you build a relationship with your buyers earlier in their journey so that you can better influence their purchasing decisions. Interactive tools can do the trick.

perfect wingman quiz

The Professional Wingman, a dating service, knew that it would be difficult to prove that their services are a worthwhile investment. So they decided to create a “Are you Dateable?” quiz on their website’s landing page to catch the attention of visitors. The quiz features a series of quirky questions that loosens people up to the idea of getting dating advice from a third party. This quiz helped them generate over 1000 leads in its first month of launch.

Providing site visitors with an engagement exercise can influence them to trust your company’s mission and services, which will push them along their decision-making process.

2. Educate Buyers

The very nature of an interactive tool ensures that you are able to provide relevant information to your site visitors. Interactive tools are a great way to help customers realize what problems they have and how you can help them solve those problems. Take advantage of this!

For example, you can use a calculator on your website to give site visitors a custom quote estimation. Customers love calculators because it allows them to quickly quantify the impact of a pain point or find a specific solution to their problems. Calculators also allow them to quantify impact without direct interaction with a person, making it especially appealing.

build app calculator

VenturePact, a software development marketplace, implemented an interactive calculator to allow visitors to estimate the cost of building an app. The calculator started with a compelling landing page with a single call-to-action inviting users to find out how much it would cost to build their app. It was followed by 8 simple questions to provide an estimated cost. Alongside the estimated cost, there was a clear onward call to action to the company’s website. Within 2 weeks of launching, site traffic increased by 15% and conversion rate increased by 28%.

Providing this kind of valuable information early on in the buying process was effective for them because it gave prospective customers the custom information they were looking for to consider choosing their services. As a result, they received higher quality leads and a higher conversion rate.

3. Persuade Buyers

You can take advantage of interactive tools by using them to present the most relevant and actionable information to compel visitors to buy your products. In particular, you can use your interactive tools to hit specific pain points alongside a compelling CTA.

airbnb listing ranking assessment

Get Paid for Your Pad (GPYP) took advantage of interactive tools to create a persuasive interactive quiz. GPYP is a consulting business that helps property owners become expert Airbnb hosts.

They created a quiz that helps people find out how well their Airbnb listing is doing. It features 9 easy to answer questions leading to a rating out of 100 about the quality of their Airbnb listing. After adding the quiz to the website, GPYP experienced an increase in conversion rate of over 40%. This interactive tool was particularly effective in converting customers because it provided instant gratification for site visitors. It also provided valuable information to customers that established brand affinity and trustworthiness. Finally, the call to action “Yes I want to Improve” at the end of the interaction is incredibly compelling since customers are now more aware of their problems and how their listing can be improved.

Conclusions

If you are struggling with a low website conversion rate, you should consider looking into interactive tools. When you implement an interactive tool, site visitors will be more likely to engage with your website and spend longer amounts of time getting to know your brand. However, implementing these tools may draw attention away from other important elements of your website, so it is critical that you are able to balance the different elements.

If you are thinking of adding interactive tools to your website, it is best that you get some guidance from a consultancy. We provide growth solutions, including conversion rate optimization, for businesses of all sizes. We can help your organization effectively integrate interactive tools to your site to increase your conversion rates.

If you have questions about what interactive tools can do for your business, feel free to contact us.

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