How to Get Prospects to Become Devoted Users

Software companies today live in a try-before-you-buy universe.

Customers very rarely invest in expensive technology on impulse and it’s become the norm for potential users to request a trial version of the software before taking the leap.

That’s particularly true in the web-based SaaS application sector, where software can be readily delivered online via a web browser and a trial instance can be given away to almost any prospect. Those trials and the opportunities they present can be exhilarating for marketers and management teams, who have always found it difficult to convert the product experience in to marketing collateral.

Now, to support their marketing content, companies can offer up the actual product. It costs a company very little to execute a trial program and there is already a lot of research and analysis on improving the conversion from visitor to trial sign-ups.

But the process of provisioning and controlling the trial process is just one component. Much of the development in managing self-service user trials has focused on that execution, neglecting the subsequent “trial experience” and how it might affect the conversion rate from trial to paying user.

Making certain that the trial user experience is optimal is essential to that conversion. The typical trial user experience is mostly identical to that of a paying user, but applying the same tactics isn’t necessarily the best approach. The trial has to go further than simply servicing a very particular set of goals for that particular set of users. If you simply provide a carbon copy of the product, it may not have the effect you’re hoping for.

Here are three principles to follow in designing a trial experience that will be usable and effective:

•   The trial needs to provide an easy-to-use, back-to-basics experience with the product.

•   The trial should be practically purposed so that the user can see immediate value in using the product within a limited time frame.

•   The trial experience must expose the key interaction models between the user and the product. That will ensure that the user — after completing the trial — is comfortable with the interaction metaphor, understands the user interface, and has a satisfactory user experience.

Your trial offering must address those goals, which will help attract the right types of users. The more trial users you bring in that have legitimate curiosity and the potential to ultimately invest in your product, the better your conversion rate will be.

Those users are likely looking to answer a specific set of questions before they buy. They want to know how the product works, if it accomplishes what it promises, and whether or not it’s usable. There are, of course, trial prospects that are more or less tire kickers, but you shouldn’t worry about them as much. Those trial users will not turn in to a potential opportunity quickly enough anyway.

Recently, we conducted trial user experience research for one of our portfolio companies. We found that there are a number of quick fixes in the product management process that can enhance the trialing experience and address the three goals above quite effectively.

•   Immediate Provisioning of the trial instance to sustain a user’s interests and seamlessly transition them from the “interested web visitor” stage to “active trial user” stage.

•   Use Template Data to allow a user to see how the product works immediately.

•   Prominently Feature set-up wizards to ease the setting-up process.

•   Follow-Up and check in with e-mails and personal interaction to help users along the way.

 

•   Make the Trial End Date very clear so that there is a true sense of urgency as the prospect uses and experiences the product.

While all of these goals and lessons were extremely helpful for our portfolio companies, they’ve also helped numerous other companies. They were culled from the move innovative software vendors in the world, including Salesforce.com, Atlassian and companies like them.

We believe that these pointers practical enough to employ and those lessons will help software vendors enhance their product trial process and win many more customers through their trial program. Ultimately, the great trial experience offered will create a unique competitive advantage that will contribute to competitive positioning, growth and profitability.