{"id":1836,"slug":"gap-no-primary-dataset-interactive-features-smb-conversion","title":"GAP — no clean, current, primary dataset ties interactive features (calculators, booking, account state) specifically to conversion / retention for general SMB marketing websites","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["measurement","editorial-discipline","customer-facing-tools","interactive-tool-mechanisms"],"reference_body":"**Gap:** **No clean, current, primary dataset** ties interactive features specifically (calculators, booking, account state) to conversion or retention for general SMB marketing websites. Available figures are vendor-sourced and frequently recycle the quarantined Mediafly stat ([[quarantine-mediafly-interactive-engagement-52-6-percent-2022]]).\n\n**Source:** Literature search, June 2026.\n\n**Confidence:** Verified (gap-in-evidence).\n\n**Why this matters for Candid:** The interactivity and account-state capabilities are argued on **definitional / mechanism grounds, not on a strong outcome dataset.** Be honest about this in client conversations: the case for [[capability-interactive-functionality]] and [[capability-account-state]] is customer-experience / utility logic, not search-visibility evidence.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"quarantine-mediafly-interactive-engagement-52-6-percent-2022","title":"QUARANTINE — \"Interactive content drives 52.6% more engagement / 13 min vs 8.5 min\" traces to a single Mediafly press release 2022; B2B sales-enablement decks, NOT marketing-website visitors","kind":"research-notes","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-website-as-working-surface-june-2026","title":"Research brief: the website as a working surface of the business — four capabilities, AI-citation decoupling, freshness as a real signal (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"capability-interactive-functionality","title":"Capability 2 — interactive functionality: the visitor supplies input and the site returns a computed or looked-up result (calculator, quote, search, booking, configurator)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"capability-account-state","title":"Capability 4 — account / state: the site remembers who the visitor is and what they have done (login, saved items, order history, progress) so returning visitors resume rather than restart","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"quarantine-mediafly-interactive-engagement-52-6-percent-2022","title":"QUARANTINE — \"Interactive content drives 52.6% more engagement / 13 min vs 8.5 min\" traces to a single Mediafly press release 2022; B2B sales-enablement decks, NOT marketing-website visitors","kind":"research-notes","scope":"business","link_type":"relates-to"},{"slug":"caveats-working-surface-vendor-self-reporting-and-context-mismatch","title":"Caveats for the working-surface brief: independent anchors (Pew, peer-reviewed GEO paper, Ahrefs large-N) carry the load; vendor figures are range / corroboration, not independent confirmation","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-21T13:17:17.759Z","updated_at":"2026-06-21T13:17:17.759Z"}