Interactive Content
Interactive Assessments
Interactive assessments are engaging tools that allow users to answer a series of questions to receive personalized feedback or results. These assessments can be used for various purposes, such as evaluating knowledge, skills, preferences, or readiness for a particular service or product.
IMPLEMENTATION
Define Objectives: Determine the goal of the assessment (e.g., skills evaluation, product recommendation).
Identify Target Audience: Understand who will take the assessment and what value it will provide them.
Develop Questions: Create relevant and engaging questions that will guide users toward meaningful results.
Choose a Platform: Select a tool or platform to create the interactive assessment (e.g., Typeform, Google Forms, Interact).
Design the Assessment: Build the assessment, incorporating multimedia elements like images, videos, and interactive features.
Customize Results: Develop personalized results or feedback based on users' answers.
Test the Assessment: Ensure that the assessment works smoothly across different devices and browsers.
Deploy and Embed: Publish the assessment and embed it on your website or share it through other digital channels.
Promote the Assessment: Use social media, email campaigns, and other marketing channels to promote the interactive assessment.
Collect and Analyze Data: Gather data on user responses and use it to improve the assessment and inform future strategies.
STRATEGY RATING
SCORE
22
Interactive assessments require moderate cost, expertise, and time but offer high engagement, longevity, and interactivity. They are effective for providing personalized feedback and collecting valuable user data.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Moderate expertise required for question development and tool usage.
3
Cost
Moderate cost, depending on the complexity and tools used.
3
Time
Moderate time investment for question development, design, and testing.
4
Engagement
High engagement due to interactive and personalized nature.
4
Longevity
Very high interactivity, allowing users to actively participate and receive personalized feedback.
5
Interactivity
Very high interactivity, allowing users to actively participate and receive personalized feedback.
QUESTIONS TO ASK
What specific objectives do we want to achieve with the assessment?
Who is our target audience, and what value will they gain from the assessment?
Do we have the resources to create and maintain an engaging assessment?
How will we measure the success of the interactive assessment?
What platforms and channels will we use to distribute and promote the assessment?
HOW TO MEASURE
Completion Rate: Percentage of users who complete the assessment.
User Engagement: Time spent taking the assessment and the number of interactions (clicks, answers).
Reach: Number of users who start the assessment.
User Feedback: Comments, ratings, and feedback from users.
Conversion Rate: Percentage of users who take desired actions (e.g., sign up, purchase) after completing the assessment.
Data Insights: Quality and usefulness of the data collected from user responses.
EXAMPLE
Company: HubSpot
Implementation: HubSpot offers various interactive assessments, such as the Website Grader. Users answer questions about their website, and the tool provides a detailed report on performance, SEO, mobile readiness, and security, along with personalized recommendations.
Outcome: The Website Grader was highly successful in engaging users and providing valuable insights. It received high completion rates, positive user feedback, and helped HubSpot generate leads by encouraging users to explore their marketing solutions. The data collected from the assessments also helped HubSpot refine their marketing strategies.
By leveraging interactive assessments, HubSpot provided a valuable tool for users to evaluate and improve their websites, demonstrating the effectiveness of this content marketing strategy.