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Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing, software merchandising, and website layout

from chapters 6 and 17 of the book Why We Buy - The Science of Shopping by Paco Underhill, the March, 2009 Educational Software Cooperative Software Marketing Book Club selection.


Store layout and web page layout

merchandising and website layout

When people enter a store, they tend to bear to the right. That's where you should put the things that you really want to sell.

How does it work on web sites? On your web site in particular? It has to be worth measuring and changing and measuring again.

Sell more software with better merchandising

The location of a product on the shelf matters. Similarly, no doubt, the location of each element on your web site matters. It's our responsibility to figure out where the "hot spots" are on our web sites, and make sure we fill those spaces with our most important messages.

Chevronning is a merchandising technique that results in additional sales. It involves placing shelves or racks at an angle, like a sergeant's stripes. Is there an online way to do something similar - to place text or images at an angle to attract attention?

People tend to walk around a bit more in a store than they do on the Internet. Perhaps scrolling and paging are the parallel to walking through the aisles in a store.

Web page layout and software sales

software merchandising and website layout According to Underhill, even the tiniest changes can make a big difference in sales. So we all need to experiment with how we guide visitors when they walk through our web sites.

Shopping for software online versus brick-and-mortar shopping

In the late 1990's, when Underhill wrote this book, he believed that the Internet would never replace hands-on shopping.

He mentions the advantages of the Internet -

  • limitless selection of goods and services
  • price comparisons
  • convenience
  • speed
  • lots of information.

Even back then, many people would go online to find what they wanted to buy, and then make the purchase from a physical store.

The author talks about the four main functions that a brick-and-mortar retailer can do online:

  • Promote company identification and image
  • Give lots of information
  • Sell some of the items offered in your brick-and-mortar store
  • Sell everything that you offer online

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