The article "Importance of Web Interactivity: Tips and Examples" provides a very interesting and tangible way of looking at Web interactivity. It provides the example of two shops that sell the same things that are right beside each other, but one is more successful because of its excellent customer service and the way the shop interacts with the customer to draw them in. In the same way, websites that integrate interaction with users into the website design and engage them with the content are more likely to be successful and draw people to their page. The more interactive a website is, the better customer service it is providing.
Additionally, the kind of customer service or interactivity a website provides should depend on the main focus of the site or the product/service it is providing. Having rich media that allows the user to be fully emerged in the subject and receive all the information they want is key. For instance, if you are selling clothing, you want the user to be able to see it on a model, to be able to see it from all different angles, and to be able to zoom in and see the texture and material closely. People are more likely to buy something that they have more information about.
The article then gives several helpful examples of websites that have gotten customer service/interactivity right. One example is Starbucks, whose website engages the user with quizzes to find out the best coffee taste suited for them. Interactivity doesn't just have to be websites that offer products. The article also speaks of portfolio websites or blogs that allow you to zoom and engage, or follow a cartoon character through the layout of the website.
Overall, this article relates interactivity as a successful tool of this particular media to have a relationship with users/readers. By using this tool, we can measure clicks or likes, how many people take quizzes, and how many comments we receive on a post. Then we can follow up with this interaction by responding to the users in some way. I think the idea of interactivity as customer service is important to bear in mind when designing a website. The more we allow the user to interact and then respond to them, the better the customer service a website provides, the better relationships they will build with their users. That will evolve into loyal website users.
