How do you do it? I was racking my brain trying to think of the perfect, targeted, most helpful and least annoying method…but then I though, “Why don’t I have the readers do my work for me?”
Well, I should ask this question in context.
We offer a free, 30-day trial for our Easy-Bill and Easy-Book products. This is standard procedure for many smbiz. Without big-name brand recognition, we want to try it before we buy it and a free trial is a great way to strut your stuff. But what happens after those 30 days? What happens during those 30 days?
A quick walk around the Internet reveals a 1 percent trial-to-purchase conversion rate – the arbitrary industry average for software. Unless the product is outrageously priced, 1 percent can be disheartening.
Some firms are pretty tactful. I signed up for a free trial at an e-mail marketing site and I received a non-automated phone call the next day (talk about one-on-one customer service)! Other smbiz send regular e-mail updates with “What other people are saying about our product” and “How to…” tips. The key seems to be beginning a conversation as a first step. But how much is too much?
For example, I signed up to receive some e-mail information about classes at the University of Phoenix. This company has certainly ramped up its advertising and moved closer to the front of our minds in general. I received the information, but for some reason, they call me at least three times a day. I haven’t answered my phone since the first time, just to see how long they’ll keep up their customer retention strategy
So how do you keep your customers from leaving after that trial period? E-mails? Surveys? Demos? Phone-calls? Those deceiving letters in the mail that looks
like someone handwrote the address in beautiful cursive, but it’s really junk mail? Let us know!