If you want your lead capture efforts to mean something, you should probably use an interactive calculator for your messaging. Static content (like a landing page) is the equivalent of writing on a stone tablet. It’s ineffective, time-consuming, and costly.
In fact, a recent study demonstrated that 88% of marketers consider interactive content as an effective way to differentiate their brand, with 58% admitting their existing content doesn’t create enough opportunity for engagement. So why is this avenue so successful?
Providing a Solution
It’s the difference between someone speaking at you or with you. A landing page isn’t necessarily providing a solution, it’s typically begging a call-to-action (CTA) in which a lead must do something for your brand. It offers very little value for the consumer themselves.
An interactive calculator answers important questions for a potential buyer and draws them into the funnel. The sales pitch is subtler, people are more trusting, and customer data flows freely.
Interactive and Dynamic Content
When is the last time you watched the TV while it was off? Probably never. The entire concept behind “static” content is that it doesn’t move. There isn’t much to engage you. A landing page is typically a wall of text in which the purpose is simply for the potential lead to consume content. It’s like a teacher that speaks through an entire lesson without asking a question. How many people are falling asleep?
Calculators require action to provide value. It also aligns with modern consumers and their drive to educate themselves prior to reaching out. People don’t want to be sold and thus when it comes time to purchase, they are already informed on what they want. Calculators are immersive and help to further educate a consumer.
Did you know personalized content performs 42% better than regular material? Interactive calculators are by far one of the easiest ways to tailor your brand messaging because the lead is doing all the work. You have simply built a great tool that provides worth. It’s like the gift that keeps on giving. There are not many tweaks you need to make to this marketing technique once the app has been built.
Landing pages never customize their message. You would have to build a separate one for each segmented campaign you create. The content is static and impersonal. This can make the information seem redundant and salesy from the very start. Not a good impression for your brand to make.
Landing pages typically collect a consumer’s name and email. Did you know if you add just one more question/field, you lose 5% conversion? People get annoyed with static content. It drags. In a fast-paced world where video marketing rules, people will barely make it to your CTA at the bottom.
Calculators are data-rich and collect all sorts of information about a potential lead. This enables a variety of opportunities for sales and marketing teams to reach consumers. That’s because, in order to get an authentic answer, customers need to fill in real data. This can feed directly into a CRM (customer relationship management) tool that you can use with marketing automation to further sales.
Additionally, since calculators work in a step-by-step process, they have an extremely low bounce rate. They keep people engaged and on target. Consumers typically click away from landing pages the second they are bored, and you lose the data. They also never come back, whereas people can be repeat users on calculators if they find the tool functional.
A Custom Narrative
Interactive content is meant to tell an engaging story. Calculators do an amazing job of conveying a personalized message because they collect a large amount of consumer data. The more information you have, the more personalized the message can be. You can even map their name and data to a chatbot, so they feel like they are having an entire conversation with a brand rep.
Landing pages are static and fail to provide in-depth knowledge. Unless they are tied to interactive content, it is best to leave them in the past like a broken TV.