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Interactive Content means items that you place on your site that allow visitors to use the mouse or touch gestures to move items around, rearrange them, or change options to configure something. This dynamic content is often used for 3D interactions like Google Street View or for car configurators, and for features such as scrollable timelines and new stories around history science. Interactive Content can help you in several situations. Animations on your site can educate visitors by showing them where an item ends up after an action. For instance, to let people know how to see what's in the shopping cart by animating items into it after the customer clicks the Buy button.
Configuration tools that allow manipulation can help people to see the effects of different options. For instance, how bright an LCD projector's image will be at different distances from the screen, or how a new car will look with different trim choices. Online photo editors that show how an effect will look as soon as it's selected provide useful and immediate feedback. Most situations use this type of content to show what the result will be, are potentially good uses of interactivity. It also helps when entertainment is a large part of the process. But, there is a downside too. Many people can't use Interactive Content, either because their browser doesn't support the unusual plugins that are required, or because Flash, or other plugins, aren't available on their mobile device.
For some people, it's because their reaction times or motor skills might not be sufficient. Then, there are the people who could use it but don't want to because they aren't online to play games. This is especially true of repeat visitors who've seen the content several times already, and just want to get through to the outcome with a minimum possible fuss. So, the best usage for Interactive Content are to teach visitors concepts of features, to demonstrate the effect of choosing different options, and to give immediate feedback when people perform an action on your site. But, you should also offer a non-dynamic alternative to the interactive content.
It might not be as stunning to look at or as fun to work with, but it might well be faster. And for some visitors, the boring old- fashioned approach could be the only way they can work with your site.
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