An interactive website is one that offers more than content. It gives benefits to the end user and therefore your business by helping the end user to engage more.
Interactive tools are used to engage customers and help them stay on your site longer. A good example is any type of calculator—from a mortgage repayment calculator to a job quote calculator. Another current example would be for a financial advisor where you want potential customers to be able to determine their staging date for the auto-enrolment pension scheme.