For years I’ve wanted software companies to show their screens on their sites. It should be Rule #1 in any guide on “How to Market Software.” Instead, they get in the way—with lots of words . . . cute graphics . . . faceless-people illustrations . . . and stock photos. But we are buying a tool—and a quick glance at the screen will tell us almost immediately if we want to start using the software. Right? Right!
So I was very, very pleased to see what Nimble is doing on their site. They are selling software the right way.
First, look at this home page.
The first question people ask when they come to your site is, “Have I come to the right place?” It’s almost a subconscious question, asked in a fraction of a second.
This banner is brilliant. The copy doesn’t beat around the bush or bore us with stock photos. It says: “This is what we’re selling and these are the two environments it works with.”
The customer’s buying process is a series of questions. We should be answering the most important questions first. But we often don’t; instead, we show off our snappy slogan or breast-beating claim.
Too many software sellers bury the most important answer (which environments this software works with) somewhere deep down in the copy. Much like manufacturers of physical objects do when selling products online; the dimensions are always ridiculously difficult to find.
Asking for the order
So the first question is answered right away: Will this work with my current systems? Now what’s the next thing a software buyer wants to know? Whether they can get their hands on the program and try it for themselves.
Nimble gets it right again. Just below the headline on this banner is a wonderful green button that says: “Try Nimble Free.” And, just below the “Enter your email” box, two other important questions are answered: “Immediate access. No credit card needed.”
How many times have you been frustrated when clicking on a “Try It” button, only to find that you have to fill out a long form giving the company all sorts of information about yourself, and, even worse, after hitting the “Submit” button, the next screen that says you will be contacted by a salesperson?
Promise made, promise broken.
Now you’re sorry you gave them all that information, and you still haven’t seen what the software can do. They are herding you down their selling process and ignoring your buying process. They are getting what they want without giving you what you want. When that salesperson does call, she’s going to have a very hard time engaging with you, because you’ve already been disappointed and misled.
Back to Nimble. Yes, you can try it free right after you arrive at the home page, if you want to, which is really great. Nimble is asking for the order without asking for the order. They are giving you the chance to try this software now, if you want.
However, if you aren’t quite ready to take that …read more
Read more here:: B2CMarketingInsider