Rob Walling makes the following point about websites that sell software:
The #1 goal of your website is not to sell software. Not unless your purchase price is less than the "impulse" price point of around $20. If it's above this mark then most people will not buy on their first visit to your website.
(...)
Your goal should be to get first-time visitors to come back.
And not just come back, but have repeated, "confidence building" contact with your company or product. It's not your job to shove your $300 product down their throat on their first visit, but it is your job to convince them that coming back is worthwhile, and to help them overcome the four objections I listed above during the process.
Rob uses data from his own products to support this thesis, and suggests the following methods of getting first-time visitors to come back: get them to give you their email:
- Have a killer landing page that builds enough trust that they might give you their email.
- Give something away to entice them.
- Automate the follow-up
