Be Interactive Commercial web sites that do not make it easy for users to perform some kind of interactivity are really missing the e-commerce boat. Sites where the primary business focus is selling physical objects such as books, CDs or flowers have fairly obvious interactivity processes.
Users select items and place orders.
Interactivity is less obvious when the business offers a service, as opposed to a product. However, a strong call to action is at the core of any effective marketing effort, on-line or off. This gives users an easy way to send a message quickly and easily to the site's owners. Extend this concept one step further by using an on-line form that users fill in to provide more focussed information. Many financial institutions, for example, are moving services on to the web.