How to Use Interactive Content to Improve Website Engagement

When was the last time you scrolled through a 10-slide carousel post? Thinking hard? You’re not the only one.

Today, audiences have the attention span of a TikTok scroll. Static content? It barely gets a glance before the reader’s off to the next shiny thing in their feed. You could pour your soul into a brilliantly written piece, but if it doesn’t do something, your readers won’t either.

Here’s the thing: we’re not in a read-only world anymore. We’re in the age of swipes, taps, clicks, and scrolls. Content isn’t just about storytelling, it’s about story-doing.

That’s where interactive content to improve website engagement comes in. It’s no longer a ‘nice-to-have’; it’s a necessity if you want to hold your audience’s attention, increase dwell time, gather meaningful data, and actually drive action. Whether it’s a quiz, a poll, a slider, a clickable infographic, or a choose-your-own-adventure style blog, interactive content transforms a passive reader into an active participant.

Why Interactive Content Works So Well

Let’s start with some compelling numbers:

• 88% of marketers say interactive content helps brands stand out.
• Interactive content generates 2x more conversions than static content.

Why? Because interaction builds a bridge. It invites participation. It makes your audience feel like a co-creator, not just a consumer. And that sense of involvement is powerful—it increases emotional investment, recall, and ultimately, trust.

At its core, interactive content works because it taps into basic human psychology:

• Curiosity (“I wonder what result I’ll get…”)
• Personalisation (“This content is about me“)
• Control (“I can choose what to explore”)
• Gamification (“This feels fun and rewarding”)

Real Publishers, Real Results

Let’s take a look at how leading publishers are already using interactive content to drive remarkable results:

1. The New York Times

The NYT isn’t exactly known for fluff, but they are known for innovation. One standout example: “You Draw It: What Got Better or Worse During the Pandemic.” Readers were asked to sketch trends (like job growth or COVID cases) before seeing the real data. The result? Readers became more invested in the content because they were part of the journey.

2. National Geographic

Known for stunning visuals, NatGeo has elevated its storytelling through scroll-based interactive stories. Their piece “Everest” lets readers explore climbing routes, zoom into 360° panoramas, and even experience wind chill simulations. It’s not just a story, it’s an immersive experience. And immersive means sticky. Stories like these routinely outperform static articles in terms of both engagement and social sharing.

3. Conversation 

Not every story needs bells and whistles. Sometimes, a simple poll does the trick. In their article on ‘Quiet Quitting,’ The Conversation dropped a one-click poll at the end asking readers if they agreed with the concept. That tiny moment of interaction? It turns out it does a lot. It gives readers a reason to pause, process, and participate. Suddenly, they’re not just reading, they’re thinking, reacting, and clicking. Just add a thoughtful nudge, and you’ve made your content feel more human.

Bridged Media’s Interactive Poll added to The Conversation’s article

Here’s What Happens When You Add Interaction

Still not sold? Here’s what interactive content can unlock:

1. Time on Site Skyrockets

Think of interaction as a magnet. Whether it’s a quick poll, a before/after slider, or a “Tap to Reveal” element, it breaks the scroll and pulls the reader in. Every tap adds a few more seconds. Every decision adds minutes.

The Bridged Effect:
Websites using the Smart Reading Agent see a 55% increase in average time spent on site.

2. Get More First-Party Data

Quizzes, calculators, and forms are data goldmines. With growing concerns around third-party cookies, first-party data is the future. Whenever users choose an option or enter information, they tell you something about themselves: their preferences, behaviours, needs, and interests. That’s intel you can use to improve targeting, personalise content, or develop new products. 

The Bridged Effect:
We’ve found that brands using our Polling Agents have seen up to 59% more first-party data collected.

3. Social Sharing Goes Through the Roof

People love to share things that say something about them. “I got Ravenclaw!” “My productivity type is The Perfectionist!” Social media thrives on self-expression, and interactive content gives people a reason to hit that share button.

Want viral potential? Create something people want to show off.

4. Increased User Loyalty

These elements also dramatically improve user retention. When content feels responsive and tailored to the reader, it creates a sense of value, making them more likely to return.

The Bridged Effect:
Brands using our Smart Reading Agent—tools that learn from user interaction and adjust content delivery accordingly—have seen an average 57% increase in repeat visit frequency.

5. Ad Performance Gets a Boost

Interactive ad units—like playable ads, quizzes, or swipe-based stories—can deliver up to 700% higher CTRs than static banners. They’re less intrusive and more fun, translating into more engagement and better ROI for advertisers.

If you’re monetising your site with display or native ads, this is your ticket to higher yield.

 

Here’s what you can add to your content to make it more interactive:

You don’t need a dev team or a fancy budget to get started. Here are some interactive elements you can integrate into your content right now:

• Polls and Voting Widgets: Great for sparking instant engagement. Ask readers to weigh in on a topic mid-article.
• Quizzes: Can be used for entertainment, lead gen, or education. Try “Which of our solutions is right for you?” or “How much do you know about X?”
• Interactive Infographics: Let users click on data points, hover for tooltips, or explore charts at their own pace.
• Scroll-triggered Animations or Timelines: Ideal for longform storytelling, history pieces, or product evolution narratives.
• Chaptered Video Content: Especially useful for tutorials, interviews, or educational content. Let the viewer pick where to jump in.
• Chatbots: Perfect for real time assistance or guided exploration. Use them to answer FAQs, recommend products, or help users navigate complex content, all without leaving the page. 

 

Chatbot used by DarkReading 

Bridged Media’s Take: Tools That Work While You Sleep

At Bridged, we’ve helped publishers integrate AI-powered interactive experiences that look good and perform even better.

Our Engage Pack helps you better understand your audience by showing their interests, how they interact with your content, and what keeps them coming back. Here’s what happens when you plug Bridged’s Content Agents into your workflow:

• Got a blog? Turn it into a quiz in minutes.
• Have stats? Make them explorable.
• Need lead gen? Launch a “Find your best fit” content journey.

And the best part? You don’t have to reinvent your content; you just need to evolve it. 

But Isn’t It Hard to Build?

Honestly? Not anymore. A few years ago, creating interactive content meant hiring devs, wrestling with code, or relying on clunky plugins.

But now? Tools like Typeform, Outgrow, Foleon, and, of course, Bridged make it ridiculously easy to build, embed, and track interactive content. No code, no drama. Have a blog post that’s doing well already? Turn it into a visual quiz or slider-based recap. Planning a report? Make it explorable with embedded charts and clickable filters. Hosting a webinar? Launch a live poll midway to keep people engaged.

Bottom Line: Don’t Just Publish, Play

Content that speaks to the reader is already old news. Content that speaks with them? That’s where the real connection lies. Interactive content is all about creating moments. 

Micro-interactions that turn your audience from passive spectators into active participants. And once they’re engaged, everything else gets easier: conversions, shares, loyalty, monetisation, you name it.

So the next time you plan your content strategy, ask yourself: “How can I invite my audience to be part of the story?” Trust us, the answer will be more than just clicks. It’ll be a connection.

Want to see how Bridged can help you create interactive content that doesn’t just get read, but gets remembered? Let’s talk. Your audience is ready to play. Are you?