Why you need interactive landing pages to increase your website’s conversion – WAU
Interactive landing pages are increasingly common in Digital Marketing strategies. After all, interactivity is a stimulant for visitor engagement, which positively affects the conversion rate. In addition, it contributes to the ranking and also to obtain data.
Since registration, marketing is an area in full development, leaving behind those who do not have the resources or skills to keep up with their changes.
When we combine this variable nature with the speed at which information travels over the internet, the need to maintain the evolution of its strategies becomes even more evident.
It is common, then, for certain channels and tools to become less relevant over time. Identifying when that happens is the great challenge for marketers.
In this debate, there are those who believe that landing pages, for example, have become obsolete thanks to the ease with which the public accesses information on social networks.
Well, it is true that, in the traditional model, these pages may not be as effective in converting leads. However, the resource has not reached the end of its relevance, but at a time when it needs to evolve.
How? Adding elements of interactivity to enrich the visitor experience.
Want to learn more about interactive landing pages? In this text we will answer:
How important is a landing page in a strategy?
Content Marketing is a tool that has been democratizing the dispute for space on the internet. More than the budget invested in paid ads and links, the approach values the creation of qualified content and suitable for the target audience, enabling its attraction and eventual conversion.
One of the essential pillars in this type of attack is the use of techniques related to SEO. As you already know, the Google algorithm acts in the ranking of SERPs, prioritizing pages that present elements considered most relevant to the audience’s experience. If done well, a strategy in this sense can take the persona to the landing page.
These pages are responsible for capturing the contact details of the visitor, usually in exchange for some kind of rich material.
However, contrary to what happened until some time ago, it is no longer enough to create a value offer for the user and wait for him to be convinced of the benefits. This is because consumer 4.0 is increasingly demanding.
Therefore, landing pages are still relevant for converting visitors into leads with great qualifying potential.
Yet, it is necessary to adopt techniques that act persuasively, creating an excellent experience and conveying confidence in relation to the brand. That’s where interactive content comes in.
What is the role of interactive content in the growth of the conversion rate?
In the last topic, we cite the growing demand of consumer 4.0 as a catalyst for the evolution of landing pages.
This goes directly through the trend of interactivity, which is an element already considered fundamental to the experience of any internet user. More than informing, now it is necessary to dialogue.
As all marketing must be based on offering the best experience to the consumer, it is not difficult to conclude that, if he wants interactive content, you must invest in that direction.
But we are not going to stick to superficial conclusions. These claims can be substantiated by a series of studies focused on understanding public preferences.
The Demand Metric Report, for example, came to the conclusion that materials with elements that enable interaction are efficient in converting leads in approximately 70% of cases. Passive content reaches only 36%.
In the same study, marketers indicate that they consider consumer education to be moderately or very effective in about 93% of cases in which they use interactive content, compared to only 70% when they give up investing in interactivity.
Okay, but what does all this have to do with your landing pages?
To understand, imagine that you are running an effective attraction campaign, whether paid or organic.
Note that although visitors are taken to the page you defined, they leave without informing you of your data. There is something wrong, agree?
The reason for this divergence is often the lack of richness and interactivity on the landing page.
Even if they are interested in the material offered, the potential lead may not recognize the authority or credibility they seek so much in their brand.
After all, in many cases he has already accessed several other landing pages before reaching his, which generates disinterest. The solution to a situation like this? You will check in the next topic!
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How to use interactive landing pages to boost your conversions?
Finally we come to the most important: what can be done to keep up with the evolutionary movement of landing pages and use interactivity to increase the conversion rate?
To develop this idea, do the exercise of thinking like your persona. If it reaches the page but is not familiar with your brand, what can help you in the process?
An interesting practice is to put aside the idea that the landing page must be extremely simple, without layers that allow access to other information.
Include a testimonial session from other clients, for example, can answer the visitor’s doubts and, finally, gain a little more of their trust.
In addition, try to soften the form available for data capture, since, as we have indicated, Internet users are already familiar with the traditional landing page model.
Adapting your questions in a quiz format, for example, can make the experience lighter and encourage the visitor to fill in the information you want.
In fact, the great advantage of using a quiz is that it works on two fronts. In addition to generating the data needed to turn a visitor into a lead, it can be structured to really test his knowledge of a subject.
It is a highly engaging approach that, in addition, allows you to have a better idea of the stage of the funnel in which the customer is. If he shows little insight on the topic, for example, he can be an excellent target for a personalized nutrition strategy.
In addition to all the benefits brought by an interactive landing page, its implementation is not a complicated task.
Using a specialized tool, such as the platform ion, you gain access to templates and several intuitive resources, allowing you to create your first materials in less than an hour.
Investing in interactive landing pages is a necessary action for your Digital Marketing efforts to follow the most important trends in the area. The interactivity element encourages visitor engagement, in addition to facilitating the mapping of your journey and, naturally, increasing the conversion rate.
Want to know how you can create an interactive strategy? Then check out everything about our newest tool: ion interactive!