Optimizing the Funnel
Jun 13 2010 :: by Alex
If you think of it - everything that a startup does (except for the actual software development part) is "optimizing the funnel".
It's all about making it easy for the customer to find, try
Designing a nice website and writing a definitive description for your product. Promoting and SEOing the website. Buying AdWords and sending out news hoping to attract the buzz - it's all about shortening that path: finding, trying
Here are some tips on how a mISV can improve the conversion rate:
- Describe your product carefully. Work on the "bounce rate". Your product description has two tasks: a) - a visitor should be able to tell what your product does just by glancing at the text. And b) - tell what makes it different from similar products.
- Offer .EXE not .ZIP downloads Not everyone is familiar with archiving.
- Have a "launch me" checkbox at the end or your installer. This is a must.
- Have this checkbox CHECKED by default!
- All "download" links on your website should point to the actual file. Not some download page.
- Don's ask for the user's email on the download page. Only if its a web-based product sign-up.
- Keep your "sign-up" page neat (for web-based products), requiring as few details as possible. Have your friends and colleagues look at it.
- "Buy" links should point to the actual order form, where users enter their payment info. But also keep in mind that this page is a place to slow down a bit and stay delicate - let users review the order, change the quantity.
by Alex. CEO, founder