eStara Converts Boat Trader® to Proactive Conversion and Tracking Solutions

by | Dec 3, 2007 | Boat Trader, News, Press Release

Norfolk, VA – December 3, 2007

eStara, the leading provider of proactive conversion solutions for enhancing online sales and support initiatives, today announced that, a classified-driven Web site linking boat buyers and sellers, will implement eStara Click to Call and Call Tracking technology across its website to help optimize advertiser listings, drive sales conversions and improve communication between buyers and sellers. The company will also be adding eStara Save & Send in the near future.

“As part of its ongoing commitment to our advertisers, Boat Trader is continually searching for the best ways to track listing performance and prove ROI to Dealers,” said Lori Stacy, Vice President of Boat Trader. “eStara offers a full suite of solutions that provides that helps our clients close deals with the ability to connect with prospects in real-time and gain detailed tracking on all incoming leads. The products also enable buyers to save listings or refer their peers to particular listings.”

eStara’s suite provides Boat Trader® with a number of advanced capabilities that will greatly enhance the way their clients currently communicate and measure the effectiveness of their advertising.

eStara Click to Call lets online boat buyers transition seamlessly into immediate telephone or PC-based voice contact with businesses from any online medium, including websites, emails or directory listings. Buyers need only engage an embedded eStara Click to Call button within a listing and type in their phone number to be instantly connected to the seller. This will help Boat Trader® sellers increase sales conversions by providing buyers with more immediate, personal contact and support. Advanced Click to Call reporting capabilities will allow advertisers to see detailed caller information, as well as such information as the exact page on a site where the buyer initiated the call.

eStara Call Tracking quantifies incoming leads for easier acquisition, retention and upselling. Features provide sellers with a 360 degree view of caller detail that offers more insight on callers than traditional call measurement tools and includes features such as call recording and dynamic call routing, which ensures local advertisers receive local leads by geo-targeting where inbound calls are being initiated.

eStara Save & Send will allow users to save or send a listing in the electronic format they choose — on the desktop, the Web or mobile device — predisposing them to make repeat purchases from preferred merchants, while providing publishers the ability to measure and deliver ROI more effectively across channels. This innovative tool will also let users send listings to a more suitable potential buyer, thereby acting as a simple and quick referral tool.

“Specialty online classified sites like are realizing the importance of integrating the voice channel into their online sales strategy to help advertisers close sales,” said John Federman, CEO of eStara. “eStara’s proactive conversion solutions will provide Boat Trader® buyers and sellers with a straightforward user experience while giving the company itself a much more granular look at advertising effectiveness that goes beyond traditional call measurement capabilities.”

About Boat Trader:
Boat Trader® ( is a classified-driven publication and website that has been successfully bringing buyers and sellers together since 1996. With a database of more than 100,000 new and used boat listings, Boat Trader® attracts an audience of more than two million boating enthusiasts nationwide and locally each month. With distribution to more than 90,000 convenience stores, supermarkets, retail outlets and local businesses, Boat Trader® magazine reaches 400,000 local boat buyers each month. On a national level, users generate over 7.1 million searches for new and used boats, yachts and PWCs each month.

Boat Trader is affiliated with TraderMedia (, a network of websites and publications serving buyers and sellers in the new and used marketplace. TraderMedia’s classified markets include boats, RVs, motorcycles, ATVs, trucks, equipment, aircraft and general merchandise. TraderMedia is a division of Dominion Enterprises, America’s largest publisher of classified and photo advertising magazines. Dominion Enterprises’ boating publications include Yacht Trader®, Boat Trader®, Sailboat Trader®, Soundings®, Soundings Trade Only®) and Nor’easter magazine.

About eStara:
eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world’s most recognized brands — including Continental Airlines, Chrysler, Dell Financial Services, and — leverage eStara’s OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce website abandonment and improve customer satisfaction. eStara is a wholly owned subsidiary of ATG (Art Technology Group, Inc., NASDAQ: ARTG). For more information, visit

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. Further details on these risks are set forth in ATG’s filings with the Securities and Exchange Commission. These filings are available free of charge on a website maintained by the SEC at Additional risk factors related to the subject matter of this press release include: the possibility that eStara’s product and service deployments will not be successful, on time or significantly enhance the user’s Internet experience; the need to adapt to rapid changes so products and services do not become obsolete; the possibility of errors in eStara’s software products and services; the possibility that eStara’s offerings will not enhance its customers’ online sales or otherwise provide the expected benefits to its customers; and the possibility that eStara’s product strategy may change in the future. eStara and ATG undertake no obligation to update any of the forward-looking statements after the date of this press release.

About Dominion Enterprises
Dominion Enterprises, Norfolk, VA., is a leading marketing services company serving recreation, employment, automotive, real estate, marine and industrial markets. The company has more than 40 market-leading Web sites, and operates a variety of Web and technology businesses. The company had 2006 annual revenue of more than $850 million and has more than 7,200 employees nationwide. For more information, visit