Of course you will want to make your content work – after all, we’re firmly past the era where digital was made for digital’s sake. Wait, there wasn’t even such an era! Content marketing is notorious for not tolerating user experience flaws. It is, for example, reported that 39% users will simply stop engaging with content that loads not as quickly as expected. And besides loading time, there are a number of ways things can go wrong when you venture into remote communication with unprepared content.
OK, so is there a way to clear minor issues out of your impressive HTML presentation so that it can be used for distant calls? In essence, it’s only the details that need to be addressed – no one would even listen about making a whole new presentation from scratch just for this purpose.
You know there must be ways to do that. There are. The first thing to do is make a plan, so let’s start by putting together what managers and reps often note when they first begin remote calls.
The navigation dilemma
Even when a presentation is made for nothing else but being demonstrated by a trained rep, it is important to provide easy, intuitive navigation. It normally takes some time for the representative to get used to the new content. Switching between slides and knowing where to tap for additional information is, as some put it, like playing the piano – you have no time to search for a key, you just strike it when the time comes.
Now, this traditional F2F setting still allows for some navigation drawbacks to be “covered” – the rep is holding the device and has 70% control over the flow of the conversation. When the content is viewed on the customer’s screen, the tables are turned, so that all elements on the slide leading somewhere have to be intuitive enough.
Enter dilemma. On the one hand, seeing a set of shortcuts to data that just scream “open me” can potentially incite more interest in the viewer. On the other, if we are talking about guided sessions with reps (not the self-detailing variety), the need to ask at least some questions (like, what’s that “EXPAND CHART” button for?) will stimulate the conversation.
The amount of content that can be viewed on a single slide should, then, depend on the amount of engagement you expect from the session. The more interaction there is expected, the fewer navigation elements in general should be visible. In presentations intended for F2F visits, it is pictures that matter more than navigation and “EXPAND” buttons. In self-detailing presentations, those elements should be easily found. The guided remote detailing sits somewhere in between these.
Here’s what the situation looks like based on our practical experience. As you can see, the general trend discussed above – i.e., the less personal interaction there is, the more content there should be and vice versa – is valid. However, there’s this odd area to the left, in the realm of self-detailing. The thing is, when there is little to no assistance from the rep, a high amount of navigation possibilities (say, icons and buttons) can be confusing – the customer suddenly feels the content is too complicated and should be viewed on a relaxed Sunday morning, “when there’s more time”.
That Sunday morning will never come, of course. So we’re basically left with the idea that for guided remote detailing, navigation should be most comprehensive. Whenever the customer sees something that interests them, they can just ask back; but the abundance of these elements doesn’t make them lose the general line because the rep guides the conversation.
Interactive elements and KPIs