On my last software release on 11th November, I changed the product code/ unlock code format to make things easier for my customers. The change also means I don't have to issue new unlock codes when someones buys a new PC. My old system was getting to be a bit of a burden and I was getting 3 or 4 new unlock code requests a day. I took a tip from Dipsys and encoded the customer's postal address and email address into the code. If the code gets handed out to other users, I'll know exactly where it originated.
Anyway, the interesting thing about changing the format is that when I get a purchase I can now tell whether someone started the trial before or after the change. I'd read advice on the web saying that if someone was going to purchase shareware they more or less did so immediately. In my case though, this isn't true. Three weeks after the code change, I'd say 90% of purchasers still use the old format code.
I don't know whether to be worried by this or not. With the credit crunch and all that I could be paranoid that I'm not getting any new customers and I'm just exhausting the supply of people who downloaded a trial a month ago. However Google Analytics shows an increase in traffic lately not a drop-off so I must still be getting a fair number of new trial users. This is a bit complicated to work out though since I sometimes get bursts of visitors spread over a day or two when my free SliQ Submitter program gets posted on a forum or on someone's SEO blog. Someone wrote up a complimentary report on SliQ Submitter a week or two ago and called it the GrandDaddy of all free directory submitters. I got about 60 visitors referred from that blog post over the next couple of days.
If my recent experience shows that most people take advantage of the trial period then I'm glad. I want people to use the full trial period to make sure they are happy to purchase. Hopefully it reduces the support overhead in the long-term.
by ML
I think its difficult if not nearly impossible to trying pinpoint how your customers buy your online products.
ReplyDeleteIn the past I'd always give the trial a whirl and make sure that I was buying something which would work for me. This was primarliy due to the price, I didn't have money to waste.
However in the past few weeks I bought some cheap software without even downloading the trial. After I had made my purchase, I then downloaded and discovered the program was totally none standard and
had some oddities.
I had a sale of some software the other day, in my ordering process they can buy add-on packs too. They have to enter a serial number for the packs (which ties it to the main program), several times
I've had people put in the wrong number. Unfortunately I can't add any validation at this point, other that failing the entire sale.
On this this last paragraph, my point is people probably haven't downloaded my trial.
These are just one example of how people use my trial or rather don't.
Out of interest can people buy your progs from your website, without using the trial?
I'm a bit confused about how different version can produce different license keys, unless people have to download your trial to buy. If this is the case I think your missing out.
To distinguish between versions is pretty easy - on the
ReplyDeleteolder versions, the product codes begin with a certain
sequence of characters, on the new version the
sequence is different.
People can buy without using the trial but we have
usually agreed a sale first, e.g. some people want to buy
4 licenses and we work out a bulk purchase deal. The
usual way though is that the site tells people to download
a trial copy first and follow the instructions to purchase.
I sometimes get the issue you do - people enter the code
incorrectly. I could automate this more, e.g. get SliQ to
prefill the fields on the site when purchasing, but this
happens so infrequently I haven't bothered to address it.
Next year, I hope to be developing a new 2009 package -
which won't be a free upgrade from the existing
versions. I haven't yet decided how I'll manage codes
etc. for the new package.
>People can buy without using the trial but we have
ReplyDeleteusually agreed a sale first
I was a bit confused so I had a look at your website, doesn't look like they can buy unless they use the trial, I get a "Please enter a Product Code!" message.
I think your loosing out here, I'm sure there will be people who've recommended your software to others, to then force them to download the trial just to buy it, seems a bit silly. I was always
advised and read about it in my early shareware years, to make the order process as easy as possible.
As a quick fix, you could hard code the product code onto your form and have different pages for different user licenses.
On reflection, my problem about customers who enter the wrong serial number, this doesn't stop them entering the wrong thing. It just means I have to send them a new license, the bottom line is I
haven't lost the sale or made it impossible for them to place their order.
On a slightly unrelated point, I was thinking the other day that your program seems very cheap, for something sold to businesses I would expect to see your price at least double what you charge now.
> On reflection, my problem about customers who enter
ReplyDeletethe wrong serial number, this doesn´t stop them entering
the wrong thing. It just means I have to send them a
new license, the bottom line is I haven´t lost the sale or
made it impossible for them to place their order.
This is exactly what I do. Happens about once a fortnight.
> seems a bit silly
Not really. It's never happened to my knowledge and I
know whenever anyone tries to buy as the site emails
me. People do buy on recommendation, they tell us so.
When the chips are down, if someone wants to buy
they'll buy. If something gets recommended they are
doubly sure to buy and reading a few instructions first
won't put them off. Another aspect is that I don't want
people to buy without trying - I want them to be sure
first.
Doubling the price would lose sales. We researched the
right price to pitch at and we aren't the cheapest in the
market - but we are the best. One reason I don't sell on
eBay is there's too many scraped-up freeware packages
being sold for £3 without support.
I may change the code mechanism for 2009 but for now
I'm happy.
I reread your earlier comment where you were confused
ReplyDeletehow people buy without trying. I see what you mean.
When a bulk deal is involved we email a Paypal Buy Now
link to the customer. Quite often we sell extras on top of
the package purchase, e.g we do some work for the
customer to import data or provide custom data files. In
these cases there is no standard price as my partner
prices each job depending on how much needs to be
done. In these cases we also email Paypal links to the
customer.
Hmmm, just be clear.
ReplyDeleteIf someone doesn't enter a serial number, they can still buy your program?
It just display the "Please enter a Product Code!" and doesn't force them to enter it?
I do see what you mean Dipsy. they do have to enter a
ReplyDeleteproduct code. I think this is better than letting people
skip entering a code and ending up without an unlock
code.
Thing is does the customer care about product codes?
ReplyDeleteI agree they shouldn't without a product code.
I just think it seems silly requiring people to enter a product code. What if there in a hurry? They might think, I'll find that later and never come back to it.
I'm guilty of putt technology first and the customer second too.
Just think this is something simple you could fix and will almost certainly mean more sales.
Also, I know my problem where they might end up with a faulty key is wrong, but I don't have a solution to this. They still get the main program but it could lead to problem with the pack.
ReplyDelete