Marketers tend to think of infographics as a means to garner content engagement and social shares. And with good reason—infographics are one of the most ‘shareable’ types of content, and with their inherently visual presentation they are highly appealing and effective at getting attention.
An infographic is a great experience for high-funnel visitors from social campaigns as they require a low commitment for consumption and engagement and present content in a compelling, ‘lightweight’ manner. But, did you know you can use an infographic to help capture leads as well? Here are some ideas to help turn your infographic into a lead gen machine with a few simple tweaks to the format.
How to generate leads with an interactive infographic:
- Include prominent calls to action throughout, offering related content sent to the visitor via email, using the email as a lead capture opportunity.
- Include a form at the footer, or in the header, of the infographic for visitors who want to talk with a sales representative.
- Let visitors email themselves a PDF version of the infographic.
How to test for higher conversion rates on your interactive infographic:
- Content cross sell: Offer optional related content to be emailed to the visitor at various spots with the experience, and see which content drives the most form completion.
- Form length: How much is your visitor willing to tell you in the content cross sell form? You can test varying form lengths to optimize for maximum conversions.
- Call to action: When cross-selling content or offering a form to contact sales, test radically different calls to action in terms of copy, color, placement and style. of the first page to see which versions get the most clicks and conversions.
How to measure content consumption and engagement on your interactive infographic:
- Look at the basics such as bounce rate and conversion rate to get an idea of overall performance.
- Each time a visitor interacts with a page element, increment their score by 1. A 10 element experience might have a total possible score of 10. Measure the average aggregate score, even getting into granularity of the average scores by different traffic sources to understand how much of the content is being consumed, and which sources of traffic are delivering the most engaged visitors.
- Use behavioral tags for each element within the infographic of content. Use tag clouds to see which areas of the infographic visitors are clicking on most frequently to see what your audience is most interested in.
- Embed other types of interactive content within the infographic, like a calculator or quiz, and capture those results as well.
And don’t forget to surface prospect insights to your sales team:
- Show sales which infographic elements the visitor interacted with, and if you include a quiz or calculator, share those outcomes as well.
Have you tried using an interactive infographic to generate qualified leads? Let us know how it’s going and what you’ve learned along the way!
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