How to Make Your Website More Interactive


Increasing Engagement Through Creative Methods

Man interacting with dashboard

More Interactive Site

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    Design for User Experience

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    Promote Conversation

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    Personalize Experiences

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    Add Interactive Features

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    Solicit Feedback & Reviews


While it may sound basic, the foundation for getting users to engage is by starting with the design of your site. It’s simple - if a visitor isn’t enjoying their experience, they’ll just leave.

Start thinking about user experience by interviewing various customers or by envisioning their experience. What do they need to accomplish while browsing your site? How can you entertain visitors while helping them get the information they need in the most efficient way possible? Map out the scenarios of your users with a wireframe and design the site to ensure an enjoyable experience for all users.

Steve Jobs quote
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  • Clean, Uncluttered Design White space allows for easy reading while color and movement emphasize important elements, like areas where visitors should take action (forms, calls-to-action). Think about implementing bright and alluring call-to-action buttons, imagery, videos/gifs and mouse over animations like hotspots.

  • Physically Engage Visitors with Parallax, Hover and Clickable Features Parallax means the images and features on the site respond as the user scrolls, revealing new imagery, colors or videos. The Porsche site (pictured above) changes Porsche models and backgrounds as you scroll to keep your interest and invite you to continue exploring the site. Hover features change the image to give you other views of the product as you move your mouse over the image as seen on fashion sites. Clickable features usually feature small icons you can click on for more information and is commonly used on maps.

  • Update your Content Often and Integrate it with Social Media Update products, educational guides and blog content for a steady stream of content that positions you as an up-to-date and reliable source of information. Social media feeds provide fresh content and reminds visitors to connect and share with you on those platforms.

  • Balance Use of Ads and Pop-Ups Nothing makes for a terrible experience more than having to click out of an ad every few seconds. Be sure your visitors are able to enjoy your site with only a few reasonable ad experiences or exit intent pop-ups.


Brand advocates today want their actions to have an impact on the products and services they love so much. What would give them more pride and passion to promote you than to feel like they’ve had an influence on your progress and improvements? Websites that welcome visitors to interact are shown to keep people around for longer session durations and have lower bounce rates overall.

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  • 24/7 Chat Service Virtual chat provides personalized services, answers FAQs and helps customers complete purchases. Chatbots provide this service 24/7 so employees can focus on higher-value activities.

  • Forms When visitors need more information, they’ll look for a way to continue the conversation. Some will call, others will submit a form. Forms are used for a variety of uses like setting an appointment for a meeting or demo, setting inventory alerts to know when a product is back in stock and requesting to be contacted. In turn, forms provide your organization with contact information to remarket to this interested lead.

  • Social Media Social Media presents a great way to make a personal connection with your audience. Respond in a reasonable and timely manner for your industry. A variety of social media platforms help support your website and let you be present where your audience already spends their time.

  • Surveys, Questionnaires, Quizzes Connect with your visitors on a more personal level by embedding interactive content like surveys, questionnaires and quizzes into your site. Yet, instead of the viral quizzes you’ve seen on Facebook like “Which Disney princess are you?” or maybe “Are you an 80’s kid? Test yourself and find out!” you can make your content more professional. For instance, test to see if you’re an expert in inbound marketing or which product suits you most based on a personality questionnaire. You’ll entertain visitors while you learn more about your target audience and their feelings about your organization, products and services.

    GAP (pictured left) invites frequent shoppers to influence and review their upcoming lines and give feedback on design, pricing, color scheme and more.


Not only does personalizing content enable you to deliver relevant content faster, but it lets you accurately predict and respond to customer needs and show them that your business is on top of its game.

The sky is the limit when it comes to the ability to personalize visitor experiences, so start by thinking about what you’d like to accomplish and then you can find a way to make it happen. Here are the ways we recommend personalizing your content:

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  • Segment Users into Relevant Groups Using a marketing automation platform, it’s easy to capture visitor data to separate and categorize users. Doing so will help you target content to their preferences. Capture numerous data points including demographic and behavioral data (including location and language), interests, referring sites, form data submitted, pages visited and more.

  • Increase Conversions by Targeting Specific User Segments Show page variants to visitors based on certain qualifiers so they see the most relevant information as soon as they reach your site. For example, if you sell shoes on your website, you can highlight winter footwear like boots and heavy duty sneakers if your visitor is coming from a location with a cold climate. Alternatively, you’d want to show sandals to a visitor from a warm climate so you don’t lose them before they find what they need.

  • Curate and Recommend Relevant Content Use past behavior history to curate and recommend content that is inline with the visitors’ preferences. For example, Netflix recommends shows you might like based on what you’ve watched in the past. They use predictive analytics and a clustering algorithm that automates this process for them.

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Want to know how to increase visitor engagement? Get them involved in a physical activity on your site. To create and incentivize brand advocates, companies like TOMS and Sephora (pictured right) rolled out loyalty programs using points systems, rewards and leaderboards to provide influencers with the feeling of being a VIP for the brand. If a loyalty program is not the right fit for your organization, other industries can get in on the action by adding calculators, reports or tests to their site. For example, mortgage companies offer calculators showing what a typical mortgage payment would be after the visitor inputs variables according to their income and personal data.

  • Gamification (Rewards, Points, Leaderboards)

  • Calculators

  • Reports

  • Tests

Interactive content generates 2x more conversions
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Today, consumers favor shopping online more than visiting retail stores in an effort to research products, save money and compare products. In fact, 97% of shoppers consult online reviews before purchasing an item for the first time, an increase from 22% in 2000 (Techcrunch). In this way, online reviews are more important than ever with the vast majority of consumers shopping online and using reviews and customer feedback to validate their product selections and prices spent on items purchased online.

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  • Set Up a Google My Business Page Google My Business is a service that is free and enables you to receive and respond to reviews posted about your business, to edit the information that appears in Google Search, to appear in Google Maps, to add photos to your listing and more. Periodically, you will also receive a summary of the activity surrounding your listing like how many times people call the number directly from your listing and how many people search for directions to your location. To set up your page, visit and click “Get on Google.” Search for your business and claim it by clicking “I am authorized to manage this business.” You will have to verify this by receiving a code via telephone or mailed postcard. Proceed to edit your listing according to the uniqueness of your organization.

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  • Create a page on your site and offer a form that can capture reviews and testimonials 24/7 and save them for your approval before posting online. Create a page on your site and offer a form that can capture reviews and testimonials 24/7 and save them for your approval before posting online.

  • Create a Space for Reviews on each Product’s Page Let customers review products where they are listed on your site. This way, customers do not have to search far to validate their purchase.

  • Make It Easy to Post Reviews Email customers reminding them to review products purchased and let them submit the reviews easily by clicking the link in their email. Offer incentives to completing a product review, like a discount on future purchases. For example, Amazon requests reviews and asks previous purchasers to answer questions from other consumers to help other consumers make their decision.


With a majority of consumers shopping online these days, it is imperative for businesses to set themselves apart and develop an engaging and exciting online presence. There are many ways to make your site more interactive. Select the methods that are most appropriate and relevant for your industry and don’t be afraid to ‘think outside the box’ and differentiate your site.

Developing a more interactive website should be integral to your online strategy. In order to make your site more interactive, we recommend designing for an enjoyable user experience, implementing technology to promote conversation surrounding your brand, personalizing visitor experiences, adding interactive features, and soliciting feedback and reviews. If done correctly, your efforts will result in more repeat visits to your site, longer visitor sessions, less bounces and most importantly, more leads and conversions for your business.