RIA is a term coined by Adobe (Macromedia) in 2002.  It stands for rich internet applications. RIAs combine the reach of the internet with compelling rich user interface.  The combination of which provides an enhanced level of satisfaction and success in users’ web-based interactions.

1. Better Responsiveness and Information Flow: there is no need to reload the page to move to next step.

2.Enhance Interactivity: RIAs offer better interactivity with features like drag and drop and other functionality available in desktop applications. This enforces the Web 2.0 philosophy of using the Web as a platform and SaaS.

3.Improve the User Experience: Instead of browsing from page to page in typical websites, with RIAs the process can be on a single screen.  This will reduce the number of required clicks and waiting time for the user.

4.Provide Users with more control: RIAs allow clients to more easily :

• Visualize product
• Customize offerings or personalize services.

This creates a greater sense of involvement and more control over their interaction and overall experience.

5.Increase Conversion Rate: by using one screen checkout & rich E-Commerce applications.

6.Faster Search & Filtering