In May, Forrester Research will include WorkXpress in its "Wave report on Platform as a Service." We’re excited because senior IT leaders all over the world will read it.
We hope the result of this will be significant additional traffic to our website.
Our model for handling that traffic is simple: First, we try to present a clear message explaining what we do, what our value proposition is and how we are positioned against competitors. Then we offer free credits toward a trial sign-up.
Ideally, trial sign-ups are successful and convert to paying customers.
We've found the first conversion to a free trial happens at a very high rate. We’re excited about this and assume we’ve done a good job with our messaging, positioning and with the offer of free credits.
However, the conversion rate to paid customers is not nearly as exciting.
We spent the last year and a half talking to those customers about why they weren't converting and the answer was always basically the same: At some point in their experience they couldn't figure out what to do next.
As a company that has spent many developer years on that problem, it can be a bit frustrating at times. However, a great interface is a process. To coincide with the release of the Forrester report, we are unveiling a new website and what we think is a radically improved interface called "project click."
Project click was different for us in that we didn't assume we knew what to build; we spent more than five months doing design, focus group testing, redesign and retesting.
It can be an agonizing experience, but I keep telling myself that Rome wasn't built in day.
Building a great interface involves patience, trial and error, and lots of investment. And unfortunately, if you don't do those things you’re not likely to be successful with your Web-based business.
What challenges have you experienced building a consumable user interface?
Treff LaPlante is president and CEO of Harrisburg-based WorkXpress.