This is when a website treats each visitor as an individual, recognises visitors when they revisit and delivers information based on the visitor's preferences (this is done technically through user registration and login, cookies, customisation of dashboards, etc). Personalisation enables greater targeting of information, increases relevance and enhances the user experience.
Empowers users with the ability to determine what, how, when and why they consume content as well as the ability to create their own content. Interactivity not only enhances the user experience, but also encourages users to contribute to your brand, forging stronger and more loyal relationships. Some studies show that the higher the degree of interactivity, the higher the website's attractiveness and that the level of interactivity can be important when trying to convert site visitors from "lookers" to "buyers".
Many researchers have suggested that the effectiveness of a website can depend on how well it engages the attention of visitors by being fun, exciting, enjoyable or entertaining. This can also encourage visitors to continuously return to the site and spend longer exploring the rest of the site.
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