Some time back, we identified an issue where customers were hitting product pages for our digital media content, but then abandoning the site immediately after. After seeing this, we dug in a bit further and saw that the majority of this was from customers coming directly to the site via Google or other search engines.
The best way to get to the bottom of this behavior, we decided, was to put together a survey and ask customers why they were leaving. After gathering quite a bit of feedback, the reason became abundantly clear: roughly 75% of respondents said they “decided not to purchase” because they “wanted the product for free.” (And that doesn’t include the people who would be too embarrassed to admit such a thing!)
Well, obviously making product free wasn’t an option – at least not if we actually wanted to retain licenses, continue to exist as a company, or follow any sort of ethical standards we have in place. So we struggled a bit – was this group of visitors simply a lost cause? Were they people who just weren’t going to be converted to customers? Continue reading →