GAP — no clean, current, primary dataset ties interactive features (calculators, booking, account state) specifically to conversion / retention for general SMB marketing websites

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 — "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).

Source: Literature search, June 2026.

Confidence: Verified (gap-in-evidence).

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 2 — interactive functionality: the visitor supplies input and the site returns a computed or looked-up result (calculator, quote, search, booking, configurator) and 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 is customer-experience / utility logic, not search-visibility evidence.