A simple example can illustrate this point. Picture this: 2 shopping stores are right next to each other. However, one attracts more customers than the other although both have the same goods. This is only because of one reason. The one shop that attracts more customers uses the concept of interaction with people. This is in terms of consumer suggestions, attractive offers, contests and displays. The whole scenario draws people as the overall environment makes a customer feel more comfortable.
In terms of web design, the concept can work in the same manner. The trick lies in a subtle use of web interactions to attract users and cause them to engage on a page.
Here, we can take another example. A radio button or hyperlinks are elements of a web interface. Contrast these with a 3Dimensional Cube or a 3Dimensional Flip Book, both being examples of interactivity. They are complete experiences of doing stuff that engages users with web pages whilst the user is going through the information displayed on the website. This is what makes these examples stand out. The use of inter-activities woven very creatively with website content makes them successful in capturing user-attention. (1)
https://www.google.co.uk/#q=importance+of+interactivity&safe=active
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