Social interaction in a web site not only attracts users and helps them to engage better amongst themselves, but it also increases interaction with the web site owner. It empowers web site owners to know what their users are expecting from the web site and whether the web site fulfills the expectations as well. Web sites, being the key representative of a business, it is necessary to interact with the site visitors and understand their view points to deliver as per the expectations. Social interaction thus helps site visitors to interact among themselves who share similar interests. This white paper provides a framework for evaluating the return on investment (ROI) for employing interactivity in various types of web pages. It starts with a conceptual framework of interactivity on web pages in terms of two key parameters: stickiness and engagement. It then identifies the drivers of return on investment (ROI) for employing interactivity in various types of web pages. Three types of web pages are identified for illustration purposes: Ad revenue generating sites, tech support sites and product sites. In each case, several measurable components to calculate ROI are listed down with sample values. The ROI calculations quantify the advantages gained from interactivity. Using similar models, your organization can make informed decisions about the cost-benefit tradeoff for an interactivity solution. The advantages are not limited only to the cited examples, but can benefit sites with a wide range of purposes.
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