Question

Topic: Website Critique

Converting Website 'tryers' Into 'buyers'

Posted by Billd724 on 7/10/2008 at 3:35 PM ET 250 Points
Hi all . . .

I need some advice . . .

Background:
We are preparing to release a new, online service that will be used by both paying and non-paying users. The difference being that paying users get more 'goodies' (services & capabilities) than non-paying users are getting.

Based on the fact that we'll have people who can 'use' our program on a limited basis and without charge, we're trying to find the best way to help interested users become paying users.

I've seen a number of mechanisms that do this kind of thing . . . but I'm honestly not sure what will be really effective vs. something that is based more on the artistic decision of a website or graphic designer who is less of a marketer and more of a designer (no offense meant by saying that, BTW)

Our service is provided through a very robust online application that any user accesses via their browser. We can get eyeballs to go there, but once there, we want those who are qualified to become paying users ... to do so.

To help manage the risk of making a bad decision, we are very happy to offer a limited time, risk-free use of our service . . . e.g. a 14 (30?) day free trial . . . so the prospect can better determine if the value proposition we claim to offer is real or, something less.

We also don't believe in any long-term commitments. The fee to use our service is a month-to-month fee. If you don't use it, you don't pay for it. Simple. No hassles.

Our mission is to make our clients so dee-lighted with our service that not only won't they leave, but they'll bring their friends and contacts over for a healthy sampling of what we offer.

Question:
Can you suggest any especially critical things to be sure we DO and/or DON'T on the website / in the online application to maximize the conversion of tryers into buyers?

Request:
If you feel you can offer a complete 'prescription' to do what we want, I'll gladly entertain a 1:1 conversation that may lead to an engagement for your insight and support to see this through to the end. Check out my profile for contact details. Thank you.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/10/2008 at 11:27 PM Accepted
    Your first round of tryers should be restricted to the number of people you can actively interact with. During this phase, you'll be testing the system, and building your FAQs and creating instructional videos for common problems people are having. Marcus is right - you need to hold their hands well.

    Once you've ironed out the basic system, open the doors...slowly. Make it invitation-only initially, so there's a pent-up demand (but also so that you can continue to refine your "excellent customer service"). The forum for the website should be open to all so people can start learning about it, but only members can post feedback.

    Depending on your free/for-pay application, you can do many things. For example, free versions can't print, can't save, or when printing or viewing onscreen there's an advertisement (not annoying, but visible). You want the prospective buyers to clearly know how your tools work, so don't cripple the functionality - let people see the power, but just make it annoying enough to encourage tryers to move to buyers. A tryer might be a big influencer to other buyers, so let tryers play.

    You might actually offer 3 levels: free (anonymous), free (registered), and for-pay (registered). The free (anonymous) can simply show up and start using it (if they know how). The registered people get access to training materials (registration is nothing more than their name & email so you can use an autoresponder to begin a dialogue).
  • Posted on 7/11/2008 at 7:26 PM Accepted
    As usual Marcus and Jay have provided great advice. I only have a few other comments.

    Release the system as Beta, even if you consider it launch-ready. Carefully pick your first round of users. Look for prominent online opinion leaders, bloggers, programmers and such. Then make your first round of users (restricted to the numbers Jay talked about) feel special about being part of the Beta group.

    Interact with them regularly, show your appreciation, listen and be sure they feel like they are truly helping you refine your system (they probably will be anyways). By doing this each member of your Beta group will feel a sense of ownership with your product, Once they feel that ownership, and, if you don't do anything to jeopardize the relationship, you have them for life.

    Once you're ready to "launch" to the public, reward the Beta group with a free membership. Yes you're giving it away for free, but if you've nurtured them properly, this group will become your advocates; why wouldn't they, they helped "design" the system after all. Your advocates will go out and market on your behalf. They will tell their friends, blog about it and tag you on Delicious etc. Word of mouth on steroids!

    How does this help convert free users into paying ones? Having a community of prominent advocates promoting your paid services.

    In terms of free vs. paid, I think you should always have some basic level of free service available. It shouldn't be as feature-rich as the full deal, but it shouldn't be so stripped down it's not useful either.

    There will always be a percentage of users who will use the free version and never upgrade, but they are an important part of this formula. They provide site traffic, tell friends and improve your rankings on Google. And the more traffic they bring, the more visitors you have to convert; even though your conversion rate might remain the same, the volume is there.

    Three percent of 100 people is three, now imagine 3% of a million.

    Best of luck!


  • Posted by Billd724 on 7/11/2008 at 11:26 PM Author
    Gentlemen, great input. Thank you.

    Marcus -- you're spot on about clarity of our offer and staying close to each client. Jay -- your comment to limit the number of initial users, allow them to 'play' with the system and make the offer ever-present nicely dovetails with Marcus' comments. Again, very sound advice. Thank you, too. Eric -- I like your suggestion to utilize 'lead dog' types to help us create buzz and demand. We're already rewarding our beta users as you suggest but with an overwhelming bundle of valued and related services.

    You input has been insightful, confirms some things we're already doing and it suggests specific options we hadn't considered.

    Thank you . . . each and every one of you . . . ;-)

    Bill
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