Roche offers a prime example of the power of interactive elements on a corporate website. Along with a great feature on the value of innovation, they also offer information in multimedia format along the sidebars of the page. In addition to these elements, the user can engage with popups on the interactive timeline section. And as a subtle yet excellent attempt to gather user feedback, they have placed a rating scale in the lower left hand side of the page.
These interactive elements mean that the user is actively engaged at every click through. This piques user interest and drastically reduces bounce rates. Most of all, interactivity connects the audience with the corporation, thus enhancing trust and perceived authority of the corporation.