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Site Interactivity

Site interactivity is about things on a company’s website site that prompt some kind of action

from visitors. [61] Visitors become engaged with the site, they stay longer, they look deeper into

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the site to see what the company is offering, they are less likely to jump to another site, and they

feel that they are part of a community and connected. This will keep them coming back to the

site. [62]

There are many ways in which a small business can provide interactivity on its site. The

following are some examples: [63]

• Free calculators for calculating payments when something is being financed

• Surveys, polls, or quizzes

• Blogs, bulletin boards, and discussion forums

• Facebook and Twitter links

• Searchable database of frequently asked questions

• Site search engine

• Interactive games, puzzles, and contests

• Articles that engage visitors, allowing them to add comments or opinions

• Three-dimensional flip-books (e.g., Gorenje Kitchens showcase a range of products, thus engaging the

visitor while flipping through the book.)

The sources of interactivity on a website are limited only by a small business owner’s creativity

and, of course, budget. However, it should never be a question of saying yes or no to

interactivity. It is a matter of how much, what kind, and where. Remember that when customers

feel compelled to do something, they are that much closer to buying. [64]

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