Post-click marketing: How to finish a web sale; Ion Interactive develops system to turn online visitors into customers.(Digital)

Advertising Age, December, 2006 by Klaassen, Abbey

Byline: ABBEY KLAASSEN

aklaassen@crain.com

You just moved into a new home and need insurance, so you go to Google and search for “homeowner’s insurance.” It brings up all sorts of links-some sponsored, some not. You click on one of the sponsored links for Esurance.com, and it opens up a page to give you auto-insurance quotes. Wait, that’s not what you’re after.

Another example, this one from a DM News e-mail where IBM was running an ad for a new printer: It boasts about its “Infoprint color technology” and has a spot to click for more information-only once you click, it takes you to a blurb about the printer from a recent IBM newsletter. No call to action, no next step. Not exactly the kind of payoff that’s going to spur a sale
online homeowners insurance quotes

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