Advice on Registration Approaches (Matt Denton)

[Matt Denton]

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