stickiness

Bait that lures surfers onto a Web site and keeps them there, in order to maintain high traffic levels. Common ploys to increase stickiness are: chat rooms – areas where users can mingle virtually and talk to each other in real time; message boards, on which visitors can post comments and discuss issues related to the Web site content; electronic newsletters (e-newsletters), which contain a teaser with a link that takes the recipient to the Web site to get the full information; and dynamic content, which can be tailored to an individual's personal interests.