Advice on Registration Approaches (Matt Denton)
Matt Denton
matt.denton at limelight.com.au
Mon Jan 13 11:16:01 EST 2003
On Sunday, January 12, 2003, at 07:47 PM, Igor de Oliveira Couto wrote:
> I had a look at eSellerate after reading your post - it does sound
> very interesting. How do you integrate their code into Rev stacks?
> Does the SDK include a Rev-compatible external or plug-in? - probably
> wishing for too much here...
Hi Igor an all,
I've had a quick hack at running eSellerate SDK through OSX. Needs a
work and one day I hope to get a clever programmer onto it who has the
time...
The eSellerate model is perfect for a number of reasons:
* Immediate registration lowers the 'purchase resistance' for your
customers;
* Registering software is actually a 'negative' experience. You pay
money,
maybe you log-on, you enter your details and credit card
codes,
you wait for emails, then you enter more codes, you waste
time,
then *maybe* there is a small reward as the software
uncripples itself.
The point is having the last part of this process automated hugely
reduces the 'purchase resistance' for many customers. That's why we
NEED a Rev version of this great online transaction model. Anyone?
If you are dealing with rego codes, sure try and make them as
complicated as possible to crack. However keep the following in mind:
your customer is your most important asset, much more than the techie
that wants to crack codes for the challenge. It has been said before:
you will never really stop a smart programmer from tapping in and
building codes.
For your customer, make the registration process (and the code that
goes with it) as simple and forgiving as possible. If possible:
* Use only digits (if you can);
* If you do use alphas, avoid possible confusing number character
sequences: 0 or 0 I or 1 2 or Z.
You would be surprised at how many fonts have numbers that look just
like the letters;
* Keep the code as short! as possible;
* Use separating dashes. Most people can handle groups of thee or
four numbers at a time;
* Make sure your decoding code strips out spaces, dashes etc so the
customer can make it easy to type
and read back for checking;
* Enable copy and paste. Most users will copy their serial number out
of the email, and yes, hackers can
write a script to auto copy-paste variations, but disabling this
hurts the people that really matter;
* Use smarts, like smart copy-paste. Rev use this in their rego
process: copy your details out of the email
and 'paste'. It handles juggling the info into fields.
* Use language that encourages the customer, and thank them for their
support (without being condescending).
Remember up until the last 'pay' click, they can exit out!
* If you are not using a Kagi or eSellerate system, make sure you
offer security, multiple registration paths
(fax/phone etc), and make sure your site looks professional, as in
"trust us, we know what we are doing";
* Try not to capture too much marketing garbage, this will turn away
potential customers and often makes
them feel like they are being analyzed.
In short you will end up with more customers if you can make this
process easy a no brainer for your paying friends. Elaborate encoding
techniques that don't consider the customer will leave them with a
negative feeling on an already arduous process. Remember how you
feel/felt when you purchased some complicated registration software
online.
If you want to see your customers to boomerang, give them a small
reward or gift at the end, something they may not have expected.
"Thanks for supporting us, with your help we will continue to develop
more fun software. To show our thanks we would like to give you a
small utility "xyz", click on the link below and use the same serial
number". Alternatively give them some additional skins or plug-ins for
the software etc. or even email them a nicely designed 'Thanks' JPEG
image. Keep it simple and small.
Finally (and this has been said on the thread before) give your
customers SUPPORT! Prompt e-mail support is one of the strongest ways
to build a community around your product. Suddenly, a customer who is
having problems with your software, has an answer and a personalized
response. You can have a mini database of common answers (even ones
from your own FAQ) and copy paste them into the email, quite often you
will find customers asking the same ol' questions, often finding
interface flaws in your own product (take note for next time). You get
some annoying customers that suddenly think you are best buddies for
life but prudent handling can keep them on side without wasting huge
amounts of time.
Of course this is only my 2c worth, hope you don't mind the rave...
M@
Matt Denton
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