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
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]
