SOURCE: eStara

February 13, 2007 09:00 ET

Click to Call Keeps Spanair Web Site Visitors From Flying Solo

eStara Technology Helps Leading European Airline Enhance Customer Experience and Reduce Web Site Abandonment

RESTON, VA -- (MARKET WIRE) -- February 13, 2007 -- eStara, the leading provider of proactive conversion solutions for enhancing online sales and support initiatives, today announced that Spanair, a leading European airline, is using Click to Call on its Web site and is enjoying significant benefits. Using Click to Call, Spanair has been able to identify key points of abandonment during its booking process, and has reduced customer attrition. The program, which delivers more than 5,000 calls per month, has delivered an 80 percent sales conversion rate for the airline.

A recent analyst report published by Forrester Research cites that cross-channel tools like Click to Call "give travel technology pessimists the confidence and comfort to engage with you online, providing a virtual safety net for the customer should a problem occur." (Understanding Travel's Technology Pessimists, Forrester Research, January 18, 2007). In Spanair's case, the airline found that users overlooked error messages generated when required fields were not completed during the reservation process. Oftentimes, these users would not understand why they could not proceed, so they would abandon the site completely. Spanair needed a way to rescue these customers, so it turned to eStara's Click to Call.

Click to Call allowed customers to connect with a Spanair agent directly from its Web site, plus eStara's real-time reporting helped Spanair identify sections of its site that would lead to abandonment. According to Carolina Robles, a booking agent at Spanair, "With eStara, our sales results have increased significantly. Error pages that once provoked abandonment are now driving sales."

As a result of its Click to Call program, Spanair not only provides personalized service over the phone, but also is able to streamline its online booking process to reduce Web site abandonment. A survey of Spanair customers found that 18 percent of customers booked because they were offered Click to Call.

"Nothing frustrates customer more than having to 'start all over again' with a customer service representative when they transition from the Web to the phone," said eStara CEO John Federman. "With Click to Call, Spanair saw an opportunity to identify points on its site where customers were having issues and offer assistance when customers needed it most to avoid customer frustration and convert sales. Subsequently, the company was able to use eStara's reporting tools to improve the usability of its site and minimize the kinds of errors that prevented customers from completing the transaction online."

To view the full version of the Spanair case study, visit this link:

To view the Spanish version of this case study, visit this link:

About Spanair

Spanair was founded in 1986 and offers more than 600 daily flights, operated with a fleet of 64 aircraft and in code share with its partners, to 150 destinations. Since April 2003, Spanair is a member of Star Alliance, the largest and most prestigious airline network in the world.

About eStara

eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world's most recognized brands -- including Continental Airlines, DaimlerChrysler, Dell Financial Services, and Idearc -- leverage eStara's OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce Web site 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 Web site 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.

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