Using sound adds personaliy to a website that text alone can not equal. By including interactivity such as customer response, selection and navigation to appropriate information, the visitor becomes part of an experience that is inviting.
They stay longer, the site is bookmarked and revisited more often. And the possability of a dialog taking place is greatly enhanced.
Take for example Home Depot's use of interactivity.
"Retailers aim to boost online experience"
