Software Business

What is the Verdict: Trial Periods Better for your Sales?

The idea of software trial is as old as the idea of shareware in its essence and has become quite a polemical issue nowadays especially with regards to its length: some say that shorter trial periods are better for more sales. Others say it is the opposite. We try to offer a response in this article:

• which periods are better for more sales, longer periods or shorter?
• which type of software needs functionality limitations?

Try before you buy

Trial versions are generally referred as shareware, software developers offering evaluation periods in order to improve the marketing of their products. The main advantage that the clients have is the possibility of assessment for that certain software program prior to the purchase decision.

What is worth mentioning is that according to the definitions given by the Association of Shareware Professionals, shareware is not exactly a synonym of trial; it is a marketing and a software distribution method. Nevertheless, the distinction between trial and shareware is worth adding. Shareware are known as the expression "try before you buy" and are accompanied by a request for payment.

Relevant associations in the software industry like the Association of Shareware Professionals, the Software Industry Professionals group and PC Shareware clearly assert that any software program that is advertised with the expression 'try before you buy' could be easily defined as shareware.

Also, while some of those trial versions are shareware, some aren't. Shareware can be identified as software that is released by authors in the attempt to improve their word-of-mouth advertising. We also developed some time ago a brief review on the history of shareware. Trial versions in contrast refer more to the product itself. In a nut-shell, while shareware is the method of distribution, trial refers to the product.

With regards to distribution, shareware can be obtained by the user by means of internet or by means of the software magazines CDs that encourage users to try out their products before purchasing the full version of the program.

Software with Disabled Functionalities

Some people say that that software programs with disabled functionality are better out of selling reasons since they will encourage users to purchase the program, like the ones behind this article called “Use Trial Versions to Sell”. In my opinion, I think that most of the time the feature-disabled software programs come out of their typology.

I think in this case for instance of most video editors/converters which come with a time limitation in editing the video or with the addition of different titles or annoying adds to the video content so that the user cannot enjoy the full functionality of the product and just get a hint of what the product can do.

Other common examples of feature limits but for other products are: watermarking graphics or audio files, disabled printing, limiting users in network versions or even the impossibility to save project.

Example:

Xilisoft Video Converter is a powerful video converter, transforming video file and supporting various different formats and popular multimedia devices such as PSP, iPod, iPhone, Archos, mobile phone, Zune, etc. Its trial policy includes the encoding of 5 minutes out the entire length of the media files converted. Also, if the video is shorter than 5 minutes, the trial version of the product will convert only half of the multimedia file. Apparently, there is no time limitation.

In conclusion, the purpose o this limitation is to stop the user benefiting from the "results" of the program he uses; so, in this respect the limitations come out of typology of the program. People might just want to edit or convert only one video for instance.

Therefore, the time limitation policy solely is not effective in this particular case and in the other cases previously mentioned since the user might have already taken advantage of the functionality of the product and might not need to purchase the product anymore.

Time Limited Software

Usually, software that is used on a regular basis is often limited by time: software stops working after a given period. The most at hand example that comes to my mind is that of antivirus software programs which are running for a one-month period generally, more specifically a 30-day trial.

The approach that the developers have is to let the users see the full "abilities" of their product. At the same time we cannot talk in this respect of a software program that actually does some special tasks that the end-user could take advantage of.

Example:

As already mentioned, the most common example that comes to my mind for this category is that of antivirus software products. For example, BitDefender Total Security, an antivirus offering PC protection against known viruses, spyware and other malware has a 30 – day evaluation period, a period of time in which user’s computer is completely protected receiving updates on an hourly basis.

Usage Limited Software

Software that has this kind of limitation is provided with a limited amount of times to be used. It seems that this kind of limitation works well with software that is used on a frequent basis. We might go as far as to assert that for administrative software, this type of trial might be recommended. This is not a rule though.

So, you should strongly take into account the kind of software trial to adopt basing on the type of software you develop. It is very important to see the exact needs of the customers and how they can better observe the capacities of your software. Relevant researches revealed that disabled software or feature limited will actually encourage users to purchase the product they are trying.

The bottom line is to decide on the trial policy to adopt, whether it is a disabled functionality, time limited or usage limited software. On the contrary, it seems that software programs that are fully functional do not offer much purchase incentive. In other words, if you offer an unlimited fully functional trial, users will employ the software but not have any incentive to purchase.

Sometimes, software trial versions need a combination of time and feature limitations in order to make users purchase a product; nevertheless this combination should be very carefully applied, although researches have shown that trial software versions encourage the acquisition of the product.

Tips to keep in mind when using shareware

Besides the obvious aspects software authors should take care of to ensure healthy sales, like putting time and functionality limits, there are several other tips they should keep in mind:

• Ensure that the program presents all its features, so that customers are fully aware of what it does.
• Don't ask for too much information from clients for the initial download. It's usually okay to ask for full name and e-mail address, but asking for phone or office/home address may get on their nerves.
• Follow up with "thank you" e-mails or with small questionnaires. It's also a good idea to present a questionnaire when the user accesses uninstall.
• Include "buy" buttons in the program and on their website.

Conclusion

To conclude with, the verdict is: indeed trial versions and restrictions in general in the evaluation versions of different software programs will encourage users to purchase the full version. You need to be careful though at the type of program you develop and sell since different software program types require different trial types.

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