http://www.business2community.com/online-marketing/how-important-is-website-interactivity-01248595#jQhX5xTvVqT4wtYv.97
This article is talking about how the more interactive a website is, the more people will come to it and use the website. It talks about liking on Facebook, taking polls and surveys, if you website has "live chat" and many more things.
You can measure interactivity by just page views, putting some sort of "like" feature on your website, how many clickable links you have, some sort of 2 way communication like the live chat option, really any number of things.
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