Could Increased an E-Book’s Transformation Rate by 20. 7% Through Interactivity

And the main method to achieve improvements in your conversions is through testing.

Lab tests arise from ideas, and ideas need to be prioritized and tested for constant enhancement in our results.

But even if you think up a possible genius test, sometimes the idea is not carried out because of other problems. Often, you’ ll come up towards a phrase constantly heard by marketing professionals: “ We won’ t have the ability to implement this, we would require a developer. ”

This has usually frustrated me. I don’ t know about you, yet it’ s like having a bucket of cold water thrown over my head.

It’ s the moment I see that will my ideas cannot be examined and I will have to prioritize the very least “out of the box” actions on my list.

Well, that used to frustrate me. That was before I actually started working, in 2021, at Rock Content, a worldwide leader in content advertising, and met Ion and everything its possibilities.

To summarize, Ion is Rock Content’ s i9000 unique platform for designing and creating interactive content — no developer necessary.

It makes complex testing guaranteed opens up a range of options.

Ion’ s capabilities allow you to press the user experience to another degree that simply isn’ big t possible with just one-sided static content.

And, naturally , I needed to be sure exactly how that would be reflected in figures.

So , in this article, I’ m going to show you how my initial experiences were with this amazing tool in a step-by-step study with results from the first optimization project in online content.

We’ll get there shortly. But first, we need to take a take a step back to understand what interactive content is.

What Is Interactive Content Anyway?

When we talk about interactive content, people might think about objects moving inside a page or something like that. But interactivity goes far further than that.

I can summarize online content as content in which the user is immersed plus fully active throughout the whole experience.

Calculators, infographics, online e-books, quizzes, solution seekers, and other types are very common.

Advantages of Interactive Content

Along with capturing the user’ s i9000 attention, interactive content offers something extremely important to marketers: data.

As the user navigates your interactive experience, a person gather data intelligence using their responses, preferences, clicks throughout pages, sessions viewed and a host of other information that may be golden to you.

Well, if you know how to take advantage of this information…

Below, I’ ll show you how I used this information to operate a vehicle the results of an interactive e-book by increasing the submitting rate for that material simply by 20. 7%.

Shall we all?

Case Study: How Interactivity Helped Me Increase the Conversion Rate of a Rich Material in Two Months by 20. 7%

Before I tell you about what I did to increase this conversion rate so drastically, I need to explain for you the origins of this project. Where did it come from? What are the objectives of this study?

The Challenge

I must admit that will, at the beginning of this study, my level of knowledge about Ion and it is possibilities was extremely superficial.

And it’ s not really by chance… it acquired only been 5 weeks since I joined the Rock Content Marketing team.

I had been very used to building static landing pages within the advertising automation tools, and I had no idea how big my restrictions for performing tests plus optimizations were.

That’ h when I was challenged by team supervisor, Marina Cordeiro, to improve my knowledge and experience with practice in the world of possibilities the fact that Ion tool offers to marketing professionals.

The challenge was the following: choose an interactive content already launched simply by us, define an improvement goal for it, promote and present my findings.

As I prefer to be challenged, I recognized right away and started the first stage of the project: selecting the material.

Content Chosen for the Study

In July 2021, I released an interactive e-book called “Create a Lead Gen Device. ”

Despite its interactivity, the landing page for this material had been created within our marketing automation tool and was 100% static, as you can see below:

After conversion, the user received this full interactive e-book:

I saw within this material an excellent opportunity to perform my strategies and start discovering the possibilities of the Ion device.

The next step was to define the project’ s KPIs and goals.

Project’ h Goal

If my goal was to increase lead generation, the main indicator could not be different: The material’ s conversion rate (number of conversions/number of visitors).

Having defined the indicator, I looked for traditional data to understand the current circumstance and define my project’ s goal.

The material was released 2 months before and the results so far had been:

  • Number of page sights: 2, 430
  • Number of submissions: 728
  • Conversion rate: 29. 9%

With two months to run, I defined that the goal of the project would be to increase the material’ s conversion rate simply by 15%, going from twenty nine. 9% to 34. 3% in 2 months.

Analysis and Brainstorming

My next thing was to understand the testing opportunities that Ion could supply, and I was surprised in the beginning to learn that you can create multiple creatives for the same URL.

And much more: within it, you can also specify the percentage of visitors you want to distribute to every one of them.

All you need to do is enter a value from one to 10 in the still left column, where 10 is 100% of the traffic. Observe how it works in the image beneath:

My spouse and i a lot of ideas to test at the same time and I had little time to run the project. This Ion function allowed me to operate multiple tests at the same time, and that’ s exactly what I actually needed!

After some brainstorming and benchmarking research, I actually decided which ideas I might prioritize for optimizing this material.

Unlock the Material

I decided that, rather than landing page that didn’ to show the full richness and real structure of the material that the user would discover, I would take users to the e-book page itself.

The “hack” was that to access this, the user would need to “unlock the particular chapters” of the material.

Observe how it turned out:

Beginning the particular Tests

To put this encounter into practice, I chose one of Rock Content’ t main international markets: Brazil. That’s why, in the following Ion screenshots, you are going to see the interactive experience in Colonial.

I decided that the test would consist of 4 landing pages and each would certainly receive 25% of the URL’ s traffic. Then, it could be easy to see which were the creative winners in the end.

See beneath for the initial structure from the tests:

Landing Page #1: A Copy of the Original Squeeze page for Control

In order to not doubt the effectiveness of the assessments I had proposed, I decided to create an exact copy from the landing page that had been made with the traditional marketing automation tool (but inside Ion).

Landing Page #2: Multi-Step Form

In the second creative, following the user clicked “unlock materials, ” I decided to check a multi-step form.

Rather than requesting all 6 areas at once, I split it into 3 steps:

Landing Page #3: Multi-Step Type + “Complete the Sentence”

Following the same idea since the multi-step form, I decided to test a format in which the user fills in the form fields by completing the sentence.

For example , instead of just asking the user to fill in “Which Segment of the Company Do You Work For? ”, the person would certainly complete the sentence “The company I work for is within the ____ business. ”

Landing Page #4: Pop-up Form

The fourth type We decided to test was the pop-up form. After the user clicked on “unlock chapters, ” a pop-up appeared containing the standard form we use.

I sent these types of ideas to our designer who seem to, on the same day, gave me all of the experiences the way I had envisioned them.

Thanks to Ion, strong changes can be made with no need for code or designers, and that’ s incredible.

Using Ion’ s Features to Measure

In Ion, you can track the entire user experience through “tags, ” and this helps to break down the information and group it in order to facilitate quick interpretation.

Each click or session watch can be mapped, providing you with incredibly valuable data for customizing your content.

The name of the tag is up to you. They are 100% easy to customize and can be included with regard to click tracking, hovers, page session views, e-book chapter views and many other possibilities.

In the end, this is how the data will appear:

You can also visualize your encounter in a graphic format:

The awesome thing about this type of creation is that you can see the user’ s journey in a guaranteed summarized way.

I prepared what information I wanted to obtain from this experiment and, combined with the ideas, I sent this to the designer who placed the tags inside the web pages (which later helped me evaluate the results of my test).

Post-Launch Results

Once the landing pages were created, We promoted the material. Listed here are the results we obtained:

Squeeze page 3

  • Short Description: Multi-Step Form + “ Complete the Sentence”
  • Submissions: 337
  • Website visitors: 905
  • Conversion Rate: 37. 24%

Landing Page 1

  • Short Description: Multi-Step Type + “ Complete the particular Sentence”
  • Submissions: 323
  • Visitors: 941
  • Conversion Rate: 34. 33%

Landing Page two

  • Short description: Multi-Step Form
  • Distribution: 297
  • Guests: 923
  • Conversion Rate: 32. 18%

Landing Page 4

  • Short description: Pop-up Form
  • Submissions: 246
  • Visitors: 923
  • Conversion Rate: twenty six. 65%

As you can see, with 37. 24%, Landing Page 3 was the one that got the very best submission rates.

The original squeeze page copy came in second with 34. 33%.

To make sure Squeeze page 3 was really the winner, I used an A/B test calculator. You can find a number of on the internet, but this is the one I used.

The results showed there was a 90% possibility that Landing Page 3 was your actual winner.

Relaunch

To make sure that the results would be relevant, I actually decided to eliminate the two landing pages with the lowest conversions and re-release the material with only the two highest.

The results were unquestionable.

Landing Page 3

  • Short Description: Multi-Step Form + “ Complete the particular Sentence”
  • Submissions: 548
  • Visitors: 1518
  • Conversion Rate: 36. 1%

Landing Page 1

  • Short description: Copy of the Original Landing Page
  • Submissions: 479
  • Visitors: 1592
  • Conversion Rate: 30. 09%

Utilizing the same test calculator, I used to be able to confirm with completely certainty that Landing Page several was the winner.  

Following Steps

Looking at the tags, I noticed that 57% of visitors actually clicked in order to unlock the chapters.

My new hypothesis is that on each page we should only have 1 button to uncover the experience, instead of several, which is how it’ s organized today:

But these are “ scenes from the following episode” …

With the level of information that Ion provides us, hypotheses for new exams will not be lacking.

No More Limitations in Optimization

Prior to the project, the limitations of the equipment I was using resulted in limitations on my optimization techniques — both to make the thing that was in the field of idea a reality and also to understand the users’ experience with the pages.

Today, my optimization strategies can be increasingly robust, in addition to being able to create amazing content experiences for our market.

I invite you to learn more about interactive content and how to utilize it in your strategies and, of course , to get to know Ion as being a tool to facilitate this great path. Your KPIs will be glad.

The publish How I Increased an E-Book’s Conversion Rate by 20. 7% By means of Interactivity appeared first on Rock Content .

Leave a Comment

Your email address will not be published. Required fields are marked *

Add Comment *

Name *

Email *

Website