Playful Engagement is the Future of Early Stage Conversion to Basket
The online shopping experience is one that has undergone rapid acceleration. It’s fair to say that ecommerce has been propelled five years into the future because of changing behaviours and needs of online shoppers. In order for brands to succeed in this new online future, it’s important to recognise that online conversion funnels must begin much earlier, in brand channels that may not necessarily drive customers directly to the shopping cart. Creating captivating content that holds the attention of visitors is the key to early stage conversions and long-term loyalty. 
Why is Interactivity So Important for Brands?

With user attention span at an all-time low, it’s vital that brands find unique ways to hook visitors in quickly and, most importantly, hold their attention. 80% of people visiting e-commerce websites fail to convert. Brands are increasingly looking for new ways to improve engagement with audiences and develop stronger bonds, and interactive content has proven to have a positive impact. Interactive content can increase lead generation, is highly effective for link building and can drive more traffic to your site. Switching to this type of content can transform a story into an immersive experience, turning an ordinary user journey into something altogether more memorable and impressive. 

Packaging information in a fun and intriguing way also reduces the amount of information your audience has to process at one time, so they can really absorb what you’re telling them. It clarifies your message so that visitors don’t need to wade through streams of content to get to the heart of the matter. Storytelling is an effective way of doing this, enabling brands to successfully engage the subconscious and make a connection that plays a vital role in improving conversions and building customer loyalty. Humans are wired to pay attention to engrossing narratives and interactivity is the perfect vehicle for masterful storytelling as a way of arresting the attention of buyers. It’s powerful in its ability to inform and captivate at the same time, drawing users in as they move through the content. 

Interactivity is effective in increasing what Wunder terms micro-conversions of intent – online indicators of potential future conversions. These micro-conversions offer brands a valuable opportunity to match content or products with the needs of the consumer, as well as glean useful behavioural data that can be used to turn thoughts and emotions into consumer actions. If brands can generate micro-conversions of intent in the earlier stages of the user journey, through the delivery of highly engaging content that appeals to the needs of the visitor and helps them commit the brand or message to memory, they can improve the likelihood of that visitor becoming a customer in the future.

Why Interactive Content is Ideal for Customers on the Verge of Buying

Emotional arousal is a prime attention-grabber – customers who have an emotional connection to a brand, a product or a message are far more likely to focus on the content in front of them. And once a brand has developed that intrinsic emotional bond, it’s much easier to maintain the attention of their audience and persuade them to convert. Consumers who have an emotional relationship with a brand are less likely to defect to a competitor. In fact, emotion plays such a crucial role in decision-making that it could spell the difference between a visitor becoming a long-term customer or abandoning your site entirely. 

What makes interactive content so useful is that it sets your business apart from the passive content supplied by competitors. Consumers demand more in return for their attention now, as a result of desensitisation through content overload. High-quality, engaging content will innately drive higher conversions and will help build those all-important relationships. And the earlier in the user journey that brands can deliver this type of content, the better. 

What Can We Learn from Users About the Content They Engage With?

Analysing micro-conversions allows brands to gain a broader view of what is happening on their site, which offers great opportunities for optimisation and growth. It enables businesses to identify touchpoints that can be tailored and shaped to increase time on site and boost conversion rates. This can be pivotal for brands who are targeting customers on the brink of making a purchase. Intelligent e-commerce systems make personalisation easier, so brands can improve their content and product recommendations to appeal to visitors who are uncertain, particularly in the early stages of their journey. 

Interactive engagement is a huge benefit to emotive brands. It offers a direct link to audiences through which they can develop trust, empathy and rapport. By examining the content that users engage with, brands can learn about the subjects and issues that trigger an emotional reaction, which they can then use to create a tailored user journey that appeals to the wants and needs of each individual. It’s through an insight-based and bespoke approach that brands can forge a strong bond with customers and develop a trustworthy relationship.