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Conversion Rate for a Free Trial Download
B2B conversion rates for a trial software download
tfanelli

10+ Year Member



 
Msg#: 449 posted 4:42 pm on Jan 30, 2004 (gmt 0)

We have been advertising on PPCSE's for some time and we are always trying to increase the amount of leads our site generates. We consider a lead when people download our free 30 day trial version of our software. I was wondering if anyone had any other figures they could share as to whether these are good numbers or not? We get approximately 8-9% conversion of PPC visitors to leads. This is different than some of the past posts on conversions since it doesnt cost them anything to download it, so I would expect a higher conversion than an online sales model. Any thoughts?

 

eWhisper

WebmasterWorld Administrator ewhisper us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 449 posted 4:34 pm on Jan 31, 2004 (gmt 0)

Conversion rates are only part of the formula (if that is your defination of conversion rate, then that's a good rate - many only consider it a conversion when the person buys the program).

You need to determine your overall ROI. If very few people buy the program, and your KW costs are high, you could be losing a lot of money. On the other hand, if you sell quite a few of them or its really expensive, then you could be making a lot of money.

You need to determine your overall ROI to see the effectiveness of your advertising endevors.

tfanelli

10+ Year Member



 
Msg#: 449 posted 3:13 am on Feb 1, 2004 (gmt 0)

Dear eWhisper

I realize that ROI is another topic and I have a good hanfle on that, I was wondering just about conversion to leads. Any input on that?

Thanks

eWhisper

WebmasterWorld Administrator ewhisper us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 449 posted 6:13 pm on Feb 1, 2004 (gmt 0)

Convesion percentage is a tricky issue as it does vary significently across various industries and products.

These are very estimated numbers, but it's a starting point. When a company has no idea about what conversion rate to expect, and has a paid product, then 2-3% is a 'usual' estimate for products under $100.

As the product price goes up, the conversion rates go down. Also, when there are more than two steps to buy a product (i.e. download, register later. Partial free subscription, full paid subscription) the conversions rates go down as as well.

The inmeasurable number associated with trial and full versions is branding. While someone may dl your program for free, if they liked it - used it, they may recomend it to others who will buy the product, but because they didn't come through PPC - the PPC will not get credit for the conversion, but in reality, that sale was directly influenced by the PPC.

8-9% download of a product I think it a pretty healthy number. If 25% of the trial products were later registered, then you'd run around a 2% conversion rate.

Hope this helps a little.

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