Sensis last month appointed Alex Parsons as the group manager of sensis.com.au. The former eBay Australia and New Zealand product director will be responsible for increasing the number of unique visitors to the Web site, commercialization and future revenue opportunities while supporting the fundamental characteristics of Sensis' business model.
"I spent about three and a half great years at eBay, but I'm now looking for my next opportunity. I'm no longer an employee of eBay so I don't want to talk too much about the past. I'd rather focus on the future," Parsons said.
"I learnt a lot about the online environment, the market and what people are looking for from my time at eBay. I have a lot of insight into how to maximize the returns on investment from an advertiser's perspective but also from a consumer's perspective."
As Parsons has only been onboard for four weeks he said he was unable to go into detail about sensis.com.au's strategic future.
"My first priority is to spend a bit of time here, to listen and learn, though we are looking at many innovative solutions such as a click-to-call strategy via the Internet that we have just launched today in beta form," he said.
The strategy lets customers click on an icon and be connected by phone with that business. Once a person clicks on the click-to-call button in an advertiser's listing, a window will open on the user's screen asking them to enter their area code and phone number. They can then select whether they would like to be called immediately, in one minute, three minutes or five minutes.
The person's phone will ring within the selected time and the click-to-call system will then connect the potential customer to the business. Advertisers will only be charged for successful calls once the call is connected and the minimum time period is reached.
"This offering is a natural extension of our established and extremely successful pay-for-performance model, where advertisers only pay when an online user clicks on their Web site," Parsons said.