Tips and Tutorials
May 25, 2022

How Can An E-Commerce Business Use Interactive Content

Interactive content is the new form of content marketing that helps anyone seeking to boost engagement in their eCommerce store. Presently, consumers are bombarded with passive content like blog posts, ebooks, and other static content. The typical engagement pattern is that your audience will read this content, share it, or give feedback. 

But media interactivity on the Internet has accelerated over the years. Today's consumers are likely to engage with brands that leverage interactive content. Interactive content generates up to five times more page views than static content. Therefore, if you're looking for ways to outdo your competition while at the same time attracting, retaining, and converting your consumers, this article is for you. 

1. Interactive videos 

Interactive videos are a type of video content that gives viewers several tools to help them interact with the video. These tools include a click icon, drag, scroll, hover, or gesture. They may even be used with virtual reality (VR) goggles for a more immersive experience.

Interactive videos come with functionalities such as:

  • 360-degree views. Users can drag the video to view it in all directions. 
  • Hotspots. These are clickable areas within the video that can take the viewer to a separate web page or reveal more content within the video. 
  • Data inputs. Fields within the video allow the user to customize and control the content they view. 

Unlike traditional videos, interactive videos come with functionalities that make them more enjoyable and interactive for the viewer. No wonder interactive videos are getting 3x-4x greater viewer engagement and conversion compared to the traditional types.  

If you want to encourage your audience to engage with your online store, video marketing is one method you need to try. You can incorporate interactive videos on your landing page or social media posts. Once you set up the interactive video, you can encourage engagement by emailing your clients the link to the video. 

You may also perform cold outreach to a potential B2B client by looking up their name, position, and company name on LinkedIn, then use a specialized tool to find their email address. Sending the link for the interactive video to your clients' email is one way to entice them to click through. 

An example of using interactive videos to encourage engagement is seen in the Philips Click & Style commercial. The company designed this commercial for marketing their electric shaver.

This interactive video invites users to engage by helping the protagonist decide how to style his facial hair. The viewers also engage in building a story by helping the protagonist remember what happened the night before. 

Interactive videos can be as simple as shoppable video content on your eCommerce store. With the UGC Media Grid, you can pull photos/videos from that you are tagged on Instagram and display them on your Shopify store. You can add functionalities like the "Buy Now" button and link the video to your product page. 

2. Calculators 

Adding calculators to your eCommerce store is a great way to elevate the customer’s experience. Calculators allow users to determine how much they’ll spend on a particular item. This tool is handy for customizable items or those that can come with add-ons. 

The custom calculator from Calconic below is an example of how interactive this tool can be. It lets consumers determine the price for their invitation cards. Customers get to choose the type of paper they want for their invitation cards and the extras they need. An interactive calculator eliminates the need for unnecessary consultations about price, quantity, or other product details. 

3. Chatbots 

One of the main issues facing eCommerce stores is clients abandoning their carts before purchasing. When you look into the cause of this issue using agile UX principles, you might realize that it has to do with a poor user experience on your website plus the lack of fast responses to questions. 

A study showed that 36% of clients are frustrated with companies' websites as they can't get answers to simple questions. Similarly, one in three customers felt frustrated because they couldn't get service after business hours. 

2020 State of Conversational Marketing - Frustrations

Integrating chatbots in your online store is the best solution to these issues. You can use chatbots to provide immediate answers to common questions on the website or even other messaging platforms like Whatsapp. If your knowledge base doesn’t have the answer, the chatbot can take the question and forward it to a human agent who might be able to respond to it.

For example, the chatbot on the Zinus website allows you to search through the website’s content. It also presents different options that users are most likely to search for. Offering answers in real-time helps Zinus provide a satisfactory experience to its customers.

4. Interactive quizzes 

Interactive quizzes help offer personalized services to your site visitors by asking them a series of questions to help them identify the best products. For example, INH Hair uses interactive quizzes to determine user preferences. The store sells a range of hair products such as wigs, hair extensions, styling tools, etc. When customers come to their site, they get to engage in the quiz below:

Interactive quizzes can help you segment leads, build your email list, and increase time on the page. The quizzes help move your audience along the customer lifecycle. For example, if the customer was in the consideration stage, engaging with the quiz may help them feel that your brand understands what they are looking for. This realization may motivate them to move to the purchase stage. 

In Closing 

Interactive content is a great way to encourage your audience to participate and engage with your brand. Some of the best interactive content you can use is discussed here. These are interactive videos and quizzes, calculators, and chatbots. 

You don’t have to use all of these content forms if you have a limited budget. Determine your goals and pick the ones that work the best for you. You also need to perform audience research to find ways to improve your website content performance. You’ll know the specific topics your interactive content should touch on to generate the engagement you’re looking for.

Owen Baker

Owen Baker is a content marketer for Voila Norbert, an online email verification tool. He has spent most of the last decade working online for a range of marketing companies. When he’s not busy writing, you can find him in the kitchen mastering new dishes.