When doing extensive split testing on our online software store SoftwareCasa.com, we realized early on that small changes on product landing pages can have a huge impact on visitor to sales conversion. Switching a red buy-button to blue with small text changes improved conversion rates with up to 50%. I just checked our statistics and one of the campaigns we are currently running is converting visitors to buyers at a rate of 11.62%.
Here are ten fast action steps you can take to greatly improve your online conversion rate (turn visitors into software buyers.)
1) Include Professional looking Box Shot of your product. Even if you are selling downloadable products you should display a box shot of your product.
2) Include a short Video presenting your product for suspects early in the purchase process. Not everyone will want to download and install a trial version so this is an easy way to present your product benefits. We will introduce a service shortly that can help you with this. More about using Video
3) Offer trials version of your software, but collect emails when offering them and follow up with an auto responder. The average number of contacts to close a sale is seven, so make sure you follow up diligently. Don’t request too much information up front or you will lose prospects.
4) Offer Screen shots of your product in action. This is a quick way to explain the features and benefits of your software early in the sales cycle.
5) Set up individual landing pages for different products. Don’t drive your clients to your homepage, but instead to specific pages featuring your products, or better yet, your product benefits or even product target groups.
6) Set up a blog and post news and specific features of your product. An excellent way to feature individual benefits and inform your client base about product news and releases.
7) Even if you are trying to drive online sales, include a clearly visible phone number. Not many people will call, but it helps that the prospects know they can reach you if they need to.
8) Make sure your product page has a clear call to action. If your goal is to make a sale, the buy button should be the most eye-attracting element of your page.
9) Offer testimonials from previous customers. Third party endorsements sell your product better than you ever could. Choose your testimonials carefully so they address the benefits you want to promote. If you can include pictures of your customers or even video that will drive sales even further.
10. Make sure your check out process clearly show the number of steps and what will happen next. Many sales are lost in the checkout process.
One website that does almost everything right is SalesForce. The only thing that bugs me is their phone number 1-800-NO-SOFTWARE. They call themselves “CRM Software Leader” and on the other hand they say “no software”. Anyone care to explain that to me 😉
The list above is part of an Online Software Sales System we have developed to increase conversion rates for software publishers and developers selling software online. This system includes over 100 action points that will help you increase your online software sales. The system covers both online advertisement campaigns, landing page optimization, checkout optimization as well as steps you can take in your overall strategy to increase software sales.
You can contact me directly for more details about our Online Software Sales System.
You may reprint or distribute this article as long as you leave the content and this information intact. This Article was written by Peter Gillberg and published at http://softwaremarketingsecrets.com
Very interesting and significant figures. Clearly supporting the advantage of video ads.
More on “Buy Buttons” (point 8 above)
Elastic Path shopping cart provider performed an analysis of Shopping cart buttons.
The results are fun, but I wouldn’t read too much into it.
For example, 58% of the retailers in the study use “Add to Cart” on their button. Here are a few other alternatives:
Add to Cart 58.0%
Add to Bag 9.8%
Add to Shopping Bag 9.8%
Add to Basket 6.3%
Add to Shopping Cart 4.5%
Buy Now 1.8%
See a collection of 107 buttons and be inspired 😉
I learned a lot from these ten tips on turning vistors into software buyers. Howerver, how can I attract more vistors to my website? I think this is a basis for the application of these tips.
Thank you for your tip. I will definitely write a post about that.
I took a quick look at your website and a few things I would like to comment on:
1) You are not collecting emails or any info when people come and download. You will then not be able to contact people in the future even if you have spent work and dollars to drive traffic to your site
2) The product description on the product pages are very difficult to read. You could increase font size and split it up into 2-3 line paragraphs.
3) I find it strange that you have about 300,000 in Alexa ranking, but no Google PageRank. I can see that you started this year, but you should still have some pagerank?
Best of luck with your business,
Peter – Software Marketing Secrets
Just wanted to let you know that I think your tips are good. However, while it’s easy to summarize how to successfully sell software online, implementation is sometimes a bit different. However, I think that analytics play a huge role in gauging the success of any online business and in software sales, can be critical to understanding the patterns of visitors to your site. For example, if customers are hitting the “online demo” page but leaving and not filling out a form or taking some other action, then you would know where your conversions are failing.
Anyhow, constant analyization of traffic, and the tweaking of any online business/site is part of the formula for success.
Just my two cents… 🙂
Good points here – nice!
Thanks a lot for your clear cut points/tips on online sale system. It really helps others especially startups !!!
Tips are really good in helping small businessman to start online business!
Salesforce uses a Software as a Service (SaaS) model rather than a traditional locally installed application. It is accessed online through your browser. I imagine that’s where they are coming from with their 800-No-Software as in “No installation is required”. I agree they could pick a better number, maybe 1-800-SaaS-is-Best or just 1-800-Salesforce. Someone there must think its cute. Although, getting too cute can turn ugly in a hurry.
These points are really nice. There are two important factors that a start-up company/individual software business person may face while thinking of implementation of these points: They may not have the website presence and they may not have good sized opt-in email subscriber list to advertise their product. How to handle the situation under these circumstances? Also, there is no mention of “online market survey”, “shortlisting your main competitors” and “software submission to several different download websites”. I’m curious to know opinions from you all experts on these factors too. Many websites offer advertisement slots on their websites and websites like Download.com offers “software review”. How does this help? Personally, I’ve seen that web pages using Ajax to give Web 2.0 look-n-feel and thereby avoiding unnecessary page refreshes or traditional pop-up windows attract people these days. Website look-n-feel as well as making the screenshots look good are two equally important factors, I feel.
Thanks for this excellent article and I hope you will continue sharing your experience with all of us!
Good post. Those are really nice tips on selling more software online. You could follow those helpful tips while combining with your own selling strategies.
Offering testimonials from customers and other endorsement from industry leading professionals will take potential customers attention indeed, I will try that with my new Bluetooth product. thank you very much Peter, for those valuable tips.
We are just exploring the software business (released our first OS X app two months ago), but from what i see these hints can help even after almost a year the last comment was posted. Not sure why there are not that many other blogs with hints and tips for beginners. Also a post about bundle sales and working with guys like MacUpdate, AppSumo, MacZot will help. These sites help developers to sell more, but you don’t always know how to pick the right partners. Cheers
11th tip: You can go to clickbank.com and check in the software section what kind of sales copies vendors have created. There’s a lot of call to action things out there.. : )
Excellent tip MI!
I like your comment (irony) on sales force.