Tips for successful web-based interactives
Inspired by the experience building and promoting the Cumberland interactive on nature.org
Think how your unique audience prefers to engage
Are your intended audiences more mobile-friendly? Or more desktop-driven? Digital interactives receive more engagement on desktop computers versus mobile devices, and the data shows it (for Cumberland, 60% of engagement came from a desktop computer, which means visitors from a mobile device engaged less on the interactive). If your audience tends to engage more from their mobile device, would an interactive be the best way to showcase your great work?
How you plan to promote your interactive on nature.org can have a unique set of engagement results. If you are planning paid social promotion, or any type of social promotion, be mindful that most of that traffic will be coming from a mobile device (for Cumberland, because most of paid social promotion traffic came from a mobile device, only 2% engaged with the interactive).
Interactives should only be half the story
Consider building out additional content in addition to the interactive to help ground the reader in more context about the work and progress. 65% of all traffic to nature.org comes from organic or natural search, which means a large chunk of that traffic may not know about your work or TNC, and therefore may not engage with the interactive (for Cumberland, 47% of return visitors engaged with the interactive, while only 30% of visitors new to TNC engaged with the interactive).