Gloria Berry By Gloria Berry • November 22, 2017

How Interactive Content Can Revamp Your Website Engagement

What’s the buzz about quizzes and calculators?

McMahon Marketing recently released our Inbound Marketing ROI Calculator on the front page of our website! Check it out: Inbound Marketing ROI Calculator.

As a new intern, my first job was learning everything I could about McMahon, Hubspot, our competitors, buyer personas and our clients’ current problems. After hours of research, I came to the conclusion that the biggest problem our clients encounter is identifying the ROI of inbound in the long-run. Inbound is an investment and it’s difficult to determine if there will be an ROI, especially when you’re just getting started.

So, I decided to create a form that would take the present stats of our current and potential clients and calculate them into what they could be in a year with inbound.

I researched the yearly growth rate statistics from Hubspot and because I’m not a coding expert, I began looking for outside tools to create the calculator.

There are tons of different tools to create your own quiz or calculator such as Typeform or Outgrow.

We’re only a few weeks into the calculator but we’re excited to see how it helps our clients visualize the value of inbound marketing and help mitigate risk for our leads moving forward.

Calculators and quiz forms are fantastic ways for clients to obtain custom results for their business. They also provide a little more insight into who your leads are.

Here are 6 reasons to implement a quiz or calculator into your website:

1. They’re Easily Shareable and They Boost Engagement

According to Outgrow, “Visual Content - such as online quizzes with images or GIFs - are 40 times more likely to be shared on social networks.”

Some of the most shared content on the internet right now are quizzes. If people are entertained and intrigued by your quiz or calculator, they’ll want to see how their results differ from their friends. People love the interactive component and the personalized results. It’s unique to any other online offer. Shareable content means more engagement. And more engagement means more traffic to your website.

2. They Stand out From Your Blog Posts

According to the CMI Survey 2016, “81% agree that interactive content grabs attention more effectively (than static content).”

If your competitors have also jumped on the content train, it can be difficult providing flashy new content. Calculators and quizzes can help you stand out from your competitors. And, interactive content helps visitors remember their experience with your specific website.

3. They're Custom to the User

A tailored experience provides the most value to users. Every user receives their own custom experience that’s unique to them. They have control over their own results and experience. No ebook, checklist or blog can provide that kind of involvement.

The New York Times’ most shared post of 2014 was a quiz, “How Y’all, Youse and You Guys Talk.” After answering a few questions, each user receives a custom map displaying the top three cities your dialect is from in the United States. When this quiz first came out, I distinctly remember making all of my friends and family take the quiz to see where their dialect is from.

Interactive Content: New York Times "How Y'all, Youse and You Guys Talk" Quiz

I’m originally from Plano, Texas, so this is scary accurate!

People loved this quiz because everyone got their own individual results and they learned something about themselves. It offered a unique entertainment value that can’t be provided by a blog!

4. They Provide Deeper Insights

Not only are they receiving information about themselves or their business, so are you! You can gain insight into their problems, successes and questions with what they provide in your quiz or calculator (without asking for it directly in a form).

This savings calculator on Bankrate not only provides insight for the user, but also for Bankrate. Bankrate can see what calculators the user utilizes and what their monthly savings might be. Based on that information, Bankrate may want to target some advertisements to their needs and try to win their business.Screen Shot 2017-11-22 at 9.42.57 AM-1.png

5. They Can Ease Your Customers’ Minds

If a user is visiting your website and soaking up as much information as they can, they may be worried about purchasing your product or service and the risk it might bring to their finances. ROI and pricing calculators display the value your company can provide. This reassurance encourages them to make the next step and schedule a consultation or free trial.

For example, Navicure is a “cloud-based healthcare revenue cycle management (RCM) solution that improves both operating efficiencies and financial results including revenue, cash flow, and cost of collecting from payers and patients.”

Their website features a calculator that calculates your potential revenue with their services.

Navicure Potential Revenue Calculator

After filling out some information about your hospital or other healthcare system, you receive a report of the potential monthly and yearly cash flow improvement with Navicure.

Navicure Potential Revenue Calculator

Companies want to know they will get results with your business. This prediction helps them visualize their results and bring numbers back to their boss.

6. They Result in Better Conversion Rates

Visitors are more willing to convert if they know they’ll receive a unique experience, even if the experience is entertainment.  

“70% of marketers say that interactive content is effective at converting site visitors.” - Ion Interactive

“Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.” - Ion Interactive

There are thousands of different interactive content options!

Here a just a few of my favorite:

Hello Fresh is a food delivery service that mails ingredients and recipes straight to your doorstep. They created a recipe generator that lets you pick the kind of food you like and what flavor you’re in the mood for. The Flavour Generator then pops out a few recipes that would satisfy all your flavor needs!

Hello Fresh "The Flavour Generator" Interactive Content

Cinematique creates touchable videos. If you see something you like, you can click it and the video will bookmark your click for review at the end. Clicks can add items to your wishlist, shopping cart or send you to a relevant article.

Touchable Video with Cinematique

Another really helpful calculator to have on your website is a pricing calculator. This is especially useful if your pricing is custom to the clients’ needs. This allows them to pick out their needs and qualify themselves by seeing ahead of time if they can afford your services. USPS has a postage price calculator that answers many customers’ questions before they even walk into the store.

USPS Pricing Calculator

Are You Ready to Implement a Calculator or Quiz on Your Website?

Here’s my step-by-step video guide, illustrating how I set up our ROI calculator. I promise, it doesn’t get much easier than this!