Ebooks get downloaded but not read. Calculators get used and shared. Interactive content engages and converts. Here's why.

Passive vs. Active Consumption

The engagement difference:

Passive Content (Ebooks, PDFs)

User downloads, may or may not read
No interaction required
Low engagement
Conversion: 2-5%

Active Content (Calculators, Quizzes)

User must interact to get value
Higher engagement
Personalized results
Conversion: 10-30%

ROI Calculators as Lead Magnets

Calculators are powerful:

Why They Work

Provide immediate value (they get their ROI number)
Require input (engagement)
Personalized results (feels custom)
Shareable (they share their results)

Quizzes for Segmentation

Quizzes segment while engaging:

How Quizzes Segment

Answers reveal buyer persona
Route to different content/offers
Personalize follow-up
Higher conversion than forms

Tools to Build Interactive Content (Outgrow, etc.)

Tools make it easy:

Interactive Content Platforms

Outgrow: Calculators, quizzes, assessments
Typeform: Interactive forms and quizzes
LeadQuizzes: Quiz builder
Custom: Build your own

Integrating Results into CRM

Connect interactive content to CRM:

Integration Strategy

Capture results in form submission
Send to CRM with quiz/calculator data
Use results for personalization
Trigger workflows based on results

Conclusion

Interactive content (calculators, quizzes) converts 5-10x better than passive content (ebooks). Use calculators as lead magnets, quizzes for segmentation, tools like Outgrow to build them, and integrate results into your CRM. The result? Higher engagement and conversion.