conversion - A search engine marketing (SEM) term for getting your website visitors to do something that your site coaxed them to do.
For most software developers, converting prospects into customers is the ultimate conversion. For other mISVs, conversion means getting people to download your trial version or sign up for your newsletter.
conversion rate - The percentage of website visitors who do what you want them to do.
For software developers whose websites try to encourage people to buy their software, the conversion rate is the percentage of website visitors who purchase software.
For software developers whose web sites try to encourage people to download the trial versions of their software, the conversion rate is the percentage of downloads that result in sales. This latter strategy - encouraging downloads - is a fine backup plan. But the real purpose of a software developer's website is to sell software.
Other important conversion rates are the percentage of people who sign up for your newsletter, and the percentage of people who subscribe to your blog feed.
cookies - Information that website designers place on visitors' hard drives.
Cookies are used to track buying patterns, enable users to return to the members-only portion of the site even if they've forgotten their password, and generally keep track of how users navigate the website.
copy editing - The process of reading every word of your website, slowly, out loud, and considering how it sounds.
Copy editing means finding and eliminating all errors in grammar, spelling, sense, and usage.
copyright notification - A line of text that should appear at the bottom of every page of every mISV's website.
State that the contents of that page are copyrighted by you or your company. There are specific rules for the format of the notice. These rules include the use of punctuation, and the problems with using the plain-text "(c)" instead of the typographical copyright symbol.
copywriting - Composing your software sales presentation.
Copywriting is the task of writing effective sales copy for your web site, the text for your press release, or the persuasive message for the upgrade notification to your customers. Too often, software developers spend weeks designing their websites, and minutes cutting and pasting their sales message from their PAD files.
Copywriting is what turns prospects into customers. You may be able to attract prospects' attention by dangling bright, shiny objects in front of their eyes. But it's the words on your web pages that will get prospects to reach for their credit cards and buy your software.
cost-based pricing - Setting the price of your software to your costs plus a markup.
See also value-based pricing.
counter - A programming device that keeps track of the number of visitors to your website.
Visible counters are designed to impress prospects and customers by showing the huge number of people who visit your site. Hidden counters are designed to collect information without alerting your website visitors.
Poorly-designed counters are widespread, and make websites load very, very slowly, resulting in annoyed visitors and lost sales.
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