Software
1st edition — by Patrick McNeil — Oct. 30, 2007
The Site Type
Considering the vast amount of software packages available this small set of sites only represents a tiny fraction of the market. As such it certainly doesn't cover every style that can be used. Despite this limited set, we can still easily identify some of the traits which make these interactive sales tools effective.
In order of significance (as I see it anyway), the first thing a software site must do is tell you what the heck the software does! I know that if I land on a site selling software and I can't instantly tell what the heck it does, I bail. This is pretty basic stuff, but incredibly important all the same. I see two main ways one can make this happen. First you can create a design which speaks to the topic. A great example of this is PRO Landscapes. This software lets you easily design a landscape plan. One glance at the design and you instantly know it has something to do with plants. Again, this is very obvious, but critical. Secondly the site has a clear explanation of the product at the top of the page telling the visitor this is "landscape design software." There is no fuzz on it, and I can instantly know what I am looking at.
One of the next most significant elements when it comes to marketing a software package is ease of use. Users are becoming more and more demanding, and ease of use is a huge factor. This is especially true when it comes to more complex problems, such as point of sale software. Take one look at Checkout and you not only know what the software does, but you instantly see that they have embraced the easy to use philosophy of Apple products. The uber clean design aesthetic connects the site with other Apple products, and yet retains a distinct enough appearance so as not to be forgotten. This nice clean wrapper shows that they give great attention to detail, and one can conclude that they must do so with their actual software. Simplicity and ease of use are clearly something they have embraced. Sure, visitors don't sit there and think these things, but they are certainly the subtle messages sent to users, and they most certainly impact conversion.
Finally, any software package (especially nonfree ones) will require some sort of call to action. To be successful a software site must convert casual browsers into paying customers. Prominent calls to action can be found on almost all of these sites. Some solicit free demos, others highlight their low price. The common thread seems to be to either highlight a free way for visitors to take another step towards being a paying client, or to highlight an attractive price point that will entice users into conversion. Sometimes you get both. Sites like WisePixel have done just that.
Sample Usage
