Welcome to Content Corner, where we share ideas, processes and features we’re working on. This is about getting creative, improving what we do and sharing the reasons behind why we do it.
This week our post will focus on interactive content, specifically a new implementation we’ve developed for use across our content called ‘Hot Spots’ and covering some in-market examples of how this form of content works.
Interactive content is a part of a webpage that prompts active engagement. This content urges the online shopper to interact with it, whether that is clicking elements, watching moving parts or reading along as the messaging changes.
With this in mind, let’s talk about our new interactive call-out content called Hot Spots. Created as a way to differentiate and cut through the crowded market, Hot Spots are designed to provide a better user experience by creating a broader, interactive platform on individual products for the customer to understand what they’re buying.
Hot Spots allow us to overlay interactive buttons over a product image in order to call out points of interest or reasons to buy. Here is an example in action below, taken from Corsair’s M55 Gaming Mouse. As you can see, we’ve called out specific elements like the plug-and-play and RGB lighting features. Addressing these key selling features gives a brand like Corsair more chances to impact the customers purchase decision while providing something different from the norm. Hot Spot’s excel in condensing a lot of information into one element, which can be drawn from if the customer wants to interact with it.
For example, we can cover 6 features, within the space utilised to cover one and only show that feature when the user expresses interest in it. Otherwise, laying out those 6 features would only be possible in a long format implementation. Content real-estate is king, and the risk of losing the shopper is too great.
So, where does Hot Spots fit among our brands? Implementation was designed to suit peripheral products such as mice and keyboards, but in practice we’ve learned that Hot Spots also match up well with devices that a customer will interface with regularly (ie. phones, laptops, monitors and headphones). We’ll continue to utilise this as a new feature across our future designs aiming to provide a unique shopping experience and as always, more reasons for consumers to keep browsing the page.
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