Rethink Commerce Blog

Marketing & Sales

3 crucial conversion rate elements: Trust, Confidence and Security

Posted on March 16th, 2010 by

How high is your shopping cart conversion rate? Is it 30 or less? 40? 60? One day a client asked me: what exactly makes a conversion rate to be smaller or higher? Is it the number of steps, the security logos, the product images, adding/removing cross selling? Unfortunately, there is no such thing as a secret formula to it. However, we have found that the absence of 3 elements can influence in a negative way your shopping cart conversion rate: trust, confidence and security. […]

New Year – New Google Realities

Posted on December 14th, 2009 by

When William Gibson said “The future is here. It’s just not evenly distributed yet“, he could have been talking about how Google is reinventing its search results right now and incidentally altering the likelihood your software company will be found in 2010 Q1 by prospective customers worldwide. […]

Breaking Google’s Glass Ceiling with a Microsite

Posted on December 7th, 2009 by

So you’ve tried endlessly tweaking your AdWords, starting a blog and even begun Twittering this year, and you’re still on the second or worse page of Google results for the keywords that matter most. How are you going to change this for 2010? Consider creating and maintaining a microsite.

A microsite (at least for the length of this post) isn’t a brochure-like static page about your product, or a shady way to generate inbound links. In fact, it only just touches your product and does everyone in your market a valuable service. A microsite is a way to monetize for reputation/attention a chunk of all that expertise you’ve built up, in the same way your software monetizes that expertise for money. […]

150+ Negative Keywords for Software Selling AdWords Campaigns

Posted on September 24th, 2009 by

Selling software over the Internet with Google AdWords has a lot of traps that we should learn to avoid as good as possible, so that our ads reach more targeted prospects every day. One of the trickiest aspects we should be in control of is the use of negative keywords, because they are the toughest candidate for wasting our money and for getting on the nerves of Google users, as it was eloquently explained by Linda Bustos on Get Elastic blog.

Negative keywords in your AdWords keyword list are those for which your ads will not show in search queries containing them.  You can get the general information about negative keywords directly from the AdWords blog.

When you’re trying to sell software through PPC campaigns, your goal is to obtain qualified leads to your software selling business, not to get as much and as untargeted traffic as possible. And that’s when negative keywords come in. Or out, actually:). […]

Increase Software Conversions Part 4

Posted on September 7th, 2009 by

Don’t Lose Users on the First Screen!

This is part 4 of a 5-part series: How to convert more software trials to purchases.

Nothing’s worse than opening new software and staring at a vast white screen with millions of toolbar buttons.  Now what? […]

Increasing Software Conversions Part 3

Posted on August 3rd, 2009 by

Use a “Tips” Newsletter to Follow Up on a Trial

Help users understand your software

This is part 3 of a 5-part series: How to convert more software trials to purchases.

What do you do with customer’s email addresses during their trial?

  • If the answer is “nothing“, then you’re wasting data.
  • If the answer is “follow up with ‘account management‘ stuff and ‘do you need anything‘ questions“, then you’re bothering most users.  Even at best, you’re not thrilling anyone.

You should be using it for a special, 3-emails-onlyTips Newsletter“. There are several goals of the newsletter.

Photo credit: blue out […]