Attention spans are short and first impressions are fast. To catch and keep interest, more teams are turning to interactive video. Instead of a linear clip, visitors can click, choose, and take action in the moment. Think of it as a choose-your-own-journey layer right on your website that guides people to the next best step.

Below, we cover what interactive video is, how to make interactive videos for both B2B and eCommerce, and the best types of interactive videos to add to your site. If you want to build an interactive video website without complexity, this guide will get you moving.

What Is Interactive Video?

An interactive video is a video that invites viewers to participate. They can tap buttons, follow branching paths, open hotspots, answer quick polls, submit forms, or book a time to talk. Instead of a one-way message, it becomes a two-way experience that adapts to what each person wants to know.

• Clickable CTAs and hotspots: open a feature page, reveal a detail, or jump to a specific part of the video.
• Branching paths: “Show me features” or “Show me pricing.” Each click loads a short, relevant segment.
• In-video forms and scheduling: capture email, book a demo, or request a sample without leaving the page.
• Personalized greetings: welcome new visitors or returning customers with a tailored intro.

For marketers, interactive video boosts engagement and time on page, which improves conversion potential across the funnel. It also reduces friction. Answers appear at the right time with a human touch.

Why B2B and B2C Businesses Need Interactive Videos on Their Website

In today’s fast-scanning digital world, capturing and holding attention is the first battle — and interactive video gives both B2B and B2C brands a powerful weapon. Studies show that interactive videos can achieve an average engagement rate of 66%, compared to 44% for traditional linear videos, demonstrating how adding a layer of interaction keeps people more invested in watching.   According to one source, when companies use interactive video, about 35% of marketers report higher conversions, and 78% say interactive formats outperform standard videos in driving online sales.  

For B2B companies, interactive video helps simplify complex messaging. Rather than pushing a long explainer or whitepaper, you can use clickable paths, short segments, and embedded CTAs to deliver exactly what a prospect wants to see. Video marketing in B2B already has strong backing: 71% of B2B companies use video, and many cite higher conversion rates as one of the top benefits.   Furthermore, adding video to landing pages can lift conversion rates by up to 80% — a gain any B2B growth team would love.  

On the B2C / eCommerce side, the stakes are even higher. Consumers increasingly expect dynamic, visual experiences when shopping online. A static product listing often fails to inspire confidence; an interactive video that lets users explore features, see use in context, or instantly add to cart turns curiosity into purchase potential. In fact, adding video to eCommerce product pages has been shown to improve conversions by around 39%.   And with 81% of people expressing interest in receiving interactive video content from brands, the demand is clearly there.  

The result? Whether you sell SaaS or sneakers, interactive videos let you translate content into conversation. They reduce friction, answer questions before prospects ask them, and guide visitors down the funnel with greater confidence — all while delivering measurable uplift in engagement and conversion.

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Best types of interactive videos for websites to improve conversion

Here are the most effective types of interactive videos for websites. Mix and match them across the funnel to guide visitors from first impression to action.

1) Meet and Greet Videos

Greet new visitors with a real person who introduces the brand and offers a quick tour. This feels personal and reduces the cold start problem.

2) Product or Feature Videos

Replace dense text with short, interactive segments. Let viewers choose what to see: “See integrations,” “See analytics,” or “See security.” This keeps attention high while moving people to the relevant detail fast.

3) Video Testimonials

Social proof lands best when it is spoken by a real customer. Use a small popup on pricing or checkout pages.

4) FAQ and Support Clips

Confusion slows decisions. Embed short answers that appear right where the question arises. Offer a small list of next questions or a link to the full help center. For eCommerce, cover shipping, returns, and sizing. For B2B, cover setup, SSO, and SLAs.

5) Lead Capture and Appointment Videos

Invite visitors to book time or request access inside the frame. A short human invitation can lift form completion. Embed a calendar to remove extra steps. Keep the message specific: “Pick a time for a 10-minute walkthrough.”

6) Announcement and Launch Clips

Make updates unmissable. A short popup with a friendly face draws attention to a release, a sale, or a limited offer. Add a clear button like See what’s new or Claim the offer.

How to make interactive videos (quick guide)

• One goal per video. Greet, explain, or convert. Pick one and focus.
• Short segments. 20–60 seconds with clear CTAs. Layer more segments through branching.
• Real people on camera. Faces build trust. Keep delivery warm and simple.
• Captions and mobile layouts. Many viewers watch on mute and on small screens.
• Smart placement. Corner widget feels friendly. Center modal is high-attention; use sparingly.
• A/B test intros and CTAs. Small changes in phrasing can double conversion.

Tooling and Workflow

Record or upload your clip, add clickable elements, choose where the video appears, and publish. With a platform like Pathclip, you can:

• Create meet-and-greet, product, testimonial, FAQ, and lead capture clips fast.
• Add buttons, forms, calendars, and link branches inside the frame.
• Trigger videos by page, behavior, or timing.
• Measure view rate, engagement, and conversion to guide optimization.

Create Your Interactive Video Website

Interactive video turns passive viewing into action. It welcomes, explains, answers, and converts with a human touch. Whether you work in B2B or eCommerce, you can start small: add a meet-and-greet on your homepage, a testimonial on pricing, and a lead capture on your demo page.

With Pathclip you can:

• Launch a meet and greet video in minutes.
• Turn product pages into interactive explainer hubs.
• Collect and display authentic video testimonials.
• Capture demand with in-video booking and forms.

Ready to try? Book a demo call with us to get on board.

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