Software Gets Viewers to Shopping Cart in 2 Clicks

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Inceptor Inc. last week released an online marketing software package that includes search engine capabilities, e-mail campaigns and banner ads.


The package, called Excedia, has search engine capabilities that are twofold.


One feature is designed to get viewers from product search to shopping cart within two clicks after the keywords are entered. The software helps to ensure that viewers get routed from the search queries to Web pages offering individual products or services that people have shown a likelihood to purchase.


Excedia also was built to send viewers to the best parts of those Web pages in order to save them time. The pages will arrive with a buy button that can be clicked through to a shopping cart. One more click is then required to complete the purchase.


George Semeczko, chief technical officer at Inceptor, Maynard, MA, said Excedia mines search queries precisely enough to tout the two-click feature as a viable marketing reality. The short path to the shopping cart should attract companies "because it increases conversion to sales," he said.


Excedia offers search engine placement for selected keywords across the Internet as well. This is designed to increase site traffic.


The software can collect search engine queries, track Web viewer activity, and use the information for targeted e-mail campaigns and banner ads. Real-time reports are available at secured Web pages for marketers to review and modify campaigns as well as plan for future ones.


Excedia should help businesses find their online audience, said Kent Allen, an analyst at market research firm Aberdeen Group.


"Customer conversion poses a significant problem for the majority of online marketers," Allen said. "Inceptor understands what it takes to deliver effective online marketing results that achieve business objectives."


Semeczko gave a floor price of $150,000 for the package.


More information can be found at www.inceptor.com.


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