Online Sweeps Firm Dubbed Most Sticky

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Online sweepstakes firm Webstakes saw its site become the second "stickiest" destination on the Web as visitors to the site viewed, on average, more than 300 pages per person.


According to just released data from Net traffic measurement company NetRatings, Internet surfers made 1.7 million unique visits to www.netratings.com in December, viewing a total of 524 million pages in the process. The page view figure was double the November total.


Webstakes, New York, signs 12-month sponsorship arrangements with marketers that want to reach consumers entering various sweepstakes. Business clients of Webstakes (www.webstakes.com) -- which also gathers basic demographic data including e-mail and postal addresses, birthdays, job information, household size, children's ages, income level and marital status -- offer coupons, software downloads, discounts and samples to individuals based on their product preferences. Keeping consumers online, or creating a longer dialogue, makes targeting more precise, said Webstakes CEO and co-founder Steve Krein.


"The idea is the more you can engage the consumer, the more you can interact with the consumer," Krein said. "The more you can learn about the consumer, the more you can help satisfy their buying needs and at the same time help your client … satisfy their selling needs."


Consumers stick around the Webstakes site to enter contests for prizes in various categories worth from $200 to $10,000. Every time visitors enter a contest, they're exposed to another company's product. Because consumers can register for each prize only once a day, the more time they spend on the site the more products they're exposed to.


"Our site doesn't work with trying to just show banners and get click-throughs. We're trying to actually help our clients generate leads," Krein said.
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