Otto Antikainen November 18, 2019

Know the feeling when you look at traffic data in Google Analytics and then check how many of those visitors actually did what you wanted them to? Not too reassuring, eh. In this post, we take a look at how you can use interactive website content to improve online customer experience and drive more conversions.



The link between customer experience and conversions

Low conversion rates are a clear sign of a less-than-awesome online customer experience (you could also call this UX, but let’s keep a business perspective here). The good news is that you’re not alone. Conversion rates for B2B websites linger around 2-4%. The other good news? You can cure bad online CX with interactive content.

So, conversions are the direct reward for giving your website users a great customer experience. We are all customers, and we use websites in our interactions with firms every day. Therefore, it’s actually quite simple to understand what is needed for a great online CX. We’re all experts on this – just think about what would make your experience better or worse.


There is no such thing as too easy

First, it has to be easy and engaging to interact with a business on their website. Users always land on a site for some reason – they’re trying to achieve a goal, whether that means making a purchase, finding information, or contacting your team. Your website has to make achieving that goal as easy and as intuitive as possible.

Well-placed interactive content is the magic powder that can solve the challenge. Normally, us website users are a passive bunch, so static blocks of text and an image here and there are not enough to get us excited. On the other hand, making that content interactive – something we can bring to life and have a dialogue with – is a brilliant way to activate people and assist them in reaching their goals. It’s fun for the users and good for your business.

conversion rate increase with interactive content
link between interactive content, customer experience and conversion

Making interactive content work for you

The power of interactive content is based on two fundamentals: (1) it can be personalized to address the specific goals, problems and questions of several different user segments, and (2) the content can be brought up at the right time and in the right place, exactly when it provides the most value to the visitor.

Sounds fancy, but how does it work in real life? As the name suggests, interactive content allows users to take action and then adapts to that action. Interactivity is based on conversations between the user and the website. Those conversations need to be specifically designed to address the possible needs of your site visitors.

This is the part that takes a little bit more effort, but when properly done, you may be surprised to see that just a few different conversations can serve the vast majority of people. These paths are brought to the user for example in the form of conversational bots, which is as simple as copy-pasting a line of code to your content management system (e.g. WordPress).

conversation path example outline

How does this improve the online customer experience?

Think about a physical bookstore for a moment. You step in and begin to browse the aisles. A sales clerk greets you and asks if you need any help. You have the options to either say No thank you or Yes please, I’m looking for… If you choose to express your needs, the person can provide service that takes you towards a purchase. Interactive content does the same on a website. 

There’s psychology behind it, too. It is built into us humans, that every time we interact with a person or a piece of content, we feel a bit more comfortable with taking the next step. Interactive content creates trust and engages the visitor with each click, tap, or message sent. Therefore, each interaction with interactive content takes the visitor one step closer to achieving their goal. 

So, using interactive content really is like having your team right there, holding the user’s hand from first contact all the way to conversion. What better way to improve online customer experience?


Key takeaways


  • By improving the customer experience on your website, you can increase the number of conversions.
  • Website visitors are always looking to achieve a goal – it’s your job to make achieving that goal as effortless as possible.
  • Interactive content is built around conversations that can be fully personalized and delivered at the right moment.
AboutOtto Antikainen
I believe in brand, the human side of marketing, and things that don't scale.
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