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.
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?
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Jay’s Answer: 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. 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).