C H A P T E R  2

Innovative Ways to

Improve Results

Innovative Ways to Improve Results

Several trends are combining to radically raise the expectation of the average visitor to your landing page:

Landing page trends - mobility

MOBILITY

Users are increasingly conditioned to interact with mobile apps, which provide an instant feedback loop. Put in data, get a result. Check bank balances. Play a game and see your stats. There is an inherent interactivity in a mobile app that users are coming to expect with their browser-based experiences as well.

Landing page trends -  relevant

UTILITY

It’s no longer enough to pitch your wares and win the sale. Consumers expect useful experiences from the brands they do business with. An experience that helps your audience learn something, makes their lives easier, provides personalized information or entertains them will always win the day over a self-serving experience that simply overloads the visitor with copy.

Landing page trends - content overload

CONTENT OVERLOAD

With the explosion of content available at every turn, web users are increasingly taking their content in small doses. Consumption becomes about skimming and surfing rather than settling in for a long read. Content chunks are more easily digested than an endless tome of paragraph after paragraph.

53% of content marketers use interactive content

53% of content marketers use interactive content.

75% say they will increate their usage of interactive content in the coming year

75% say they will increase their usage of interactive content in the coming year.

Forrester Research identifies 3 types of customer perceptions that a digital experience must align with:

1. ENJOYABLE

How enjoyable were they to do business with?

 

2. EASY

How easy were they to do business with?

 

3. USEFUL

How effective were they at meeting your needs?

Interactive content can take the form of...

An interactive content experience is a browser-based marketing touchpoint designed for user engagement. It’s not a mobile app that runs on a mobile operating system as an installed application. It’s desktop, mobile, tablet—any device, any time. Interactive content can take the form of:

Your visitors want interactive experiences!

91% of buyers agree that they prefer more interactive/visual content

91% of buyers agree that “I prefer more interactive/visual content that I can access on demand” based on the 2015 Demand Gen Content Preferences Survey.

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