The list below offers tips on what you should do:
• Have real users test your software product. You may think you have created an easy-to-use intuitive piece of software, yet in the end it is not you who decides this. If you plan on selling software online successfully, you need to have real people test it to see how quick they understand how it works and learn how to use it. Not to mention their help in squashing the bugs you might have never noticed on your own, thus making your product as error free as possible.
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• Provide an accurate description of the software product. You need a clear and short description of what the software is and what it is used for, so that people can see whether they need it or not. Additional details should be provided somewhere else for those who really wish to know more.
• Make screen shots available. They say a picture makes a thousand words, so screen shots are a very helpful tool when selling software online. The screen shots tell the users if the software product has a well designed interface and let them get a good look at the menu bars and toolbars, for instance, which helps them quickly assess whether the required functionality is there.
• Use a try before you buy approach. Don’t just say your software is easy to use. If your software product is as easy to use as you say it is, then why not let people see that for themselves? Offer them the option to download of a copy of your software and try it before asking them to pay for it.
• Specify supported OS-es and licensing type. A list of supported operating systems is as necessary when selling software online as when selling it in a box in a traditional store. It has to be put in an easy to spot place for potential customers to find out at a glance whether the product will work on their computers or not. Adding other system requirements would be a good idea, too. Do specify the type of licensing for your software product (i.e. freeware, shareware etc).
• Include a help file and support details. Your software product has to have some documentation explaining users how to use it, be it in form of a help file or an online manual either included with the product or that can be downloaded separately. People also need to know where to reach you in case they need support, so do not forget to include such details (an e-mail address, and maybe a phone number, too).

Letting people see the product (by screen shots) and try it before they buy, providing help files with your software and support when necessary, properly testing it with real users to make sure it is easy to use are the things that you should have on your to-do list if you plan on selling software online and be successful at it.

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Selling software online is not an easy task. How do you make the client truly understand your product and trust it and your company enough to pay the price? Like it or not, it’s very similar to selling face to face: the first impression may be decisive for the client’s future actions. Online, the website is your face.
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It has to be comprehensible and easy to use. Here are a few tips on how your website should be to sell software better:
• It has to look professional and attractive at the same time

You don’t have to show off your web designer skills. Too many colours, graphics, flash animations or drop-down boxes can only tire the visitors and make them leave faster. Fewer graphic will also make the site load faster. At the same time, it shouldn’t be dull, so it needs to be somewhere in the middle.
• Make sure your message comes across loud and clear.
In order to sell more software, information about software products must be easy to find, easy to follow and the same goes for the order process. Since most information is in the text, make it easy to read. Some coloured backgrounds make the text difficult to read, like purples, orange and reds. On the other hand, dark backgrounds may have a depressing effect on the visitor’s mood. The text colour is very important. Keep in mind that different browsers show colours differently, so don’t go crazy with it. It’s better to use Plain fonts, like Arial, Times New Roman, Verdana and Courier, because they’re easier to read. Fancier fonts may be used for headlines, but not full text. Remember though that sans serif fonts are easier to read on screen.
• Easy navigation is law.
Make sure there’s a link to the homepage at the top left of every page, except the homepage itself. Be careful not to have dead end from which the visitor can’t find their way back to where they came from. Place the most important links in the top part of each page. Clearly mark read and unread links, preferably using standard colours.
• Base the site’s hierarchy on your customers needs.
Don’t make them search the entire site before they find information about products, prices and payment methods.
• Don’t make pages too long.
A web shouldn’t be more than 23 normal pages lengths, as no one likes an endless scrolling. If you have information for more than that, divide it into several pages with short information clips on the main index page leading to the second page.
• Check all the links on your website to make sure they lead to a page.
Tags from the navigation menu must be representative for what that page is about.
• Serve friendly error messages.
Don’t let the visitors see a page with 404 not found written on it. Put your creativity to good use. Error messages may include navigation to documents that do exist, a search box or a contact email address.
• Have a privacy statement and testimonials.
Potential clients must feel confident dealing with you. Having a separate page to express your policy towards their email addresses, how you accept orders and gather information, who has access to information and how you use that information will help you sell more software. Also make a separate page for comments from satisfied customers. Offer to include links to the customers websites in return for using their comments.
• Contact information or a link to it should be on every page.
If customers need additional information about the product, contact information like a phone number and an email address should be easy to find on the website. Let people know the hours and days of operation and the time needed to answer their requests. Give a contact name; it makes people have more faith that someone will actually read their message.
• Set up a frequently-asked-questions (FAQ) page.
Base it on real questions your customers had in the past.

This may come as a surprise to some, but we make very little money selling software licenses. The vast majority of our revenue comes through consulting services writing code for hire. Having now done this for several years, we’ve learned some hard lessons. On a few projects the lessons were so hard we actually lost money.
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A few months ago I put together somewhat of a manifesto-type document intended to address the difficulties we’ve faced in developing software for clients. I’m pleased to say that it’s made a noticeable difference so far for us. My hope is that this blog entry will be read by others who develop software on a consulting basis, so that they can learn these lessons the easy way rather than the way we learned them.

What follows in this article is a summary of one of the main principles we now follow in developing software the 15% rule. If you’d like, you’re welcome to read the full Our Approach to Software Development document.

For the impatient, the 15% rule goes like this
Before undertaking a development project we create a statement of work (which acts as a contract and a specification) that outlines what we’ll do, how many hours it will require, and how much it will cost the client. As part of the contract we commit to invest up to the amount of time outlined in the document plus 15%. That is, if the statement of work says that the project will take us 100 hours to complete, we’ll spend up to 115 hours (but no more). As to where-fores and why-tos on how this works, read on.

Those that have developed software for hire know that the end product almost never ends up exactly as the client had pictured. There are invariably tweaks that will need to be made (that may or may not have been discussed up front) in order to get the thing to at least resemble what the client has in mind. And, yes, this can happen even if you spend hours upon hour’s fine tuning the specification to reflect the client’s wishes. Additionally, technical issues can crop up that weren’t anticipated by the programming team. In theory, the better the programming team the less likely this should be, but it doesn’t always end up that way (Microsoft’s Vista operating system is a sterling example). These two factors, among others, equate to the risk that is inherent in the project. Something isn’t going to go right, and that will almost always mean someone pays or loses more money than originally anticipated. The question is who should be responsible to account for those extra dollars?

Up until relatively recently, we would shoulder almost all of the risk in our projects. If the app didn’t do what the client had in mind, or if unforeseen technical issues cropped up, it generally came out of our pockets. For the most part it wasn’t a huge problem, but always seemed to have at least some effect (the extreme cases obviously being when we lost money on a project).

This seems kind of unfair, doesn’t it? The risk inherent to the project isn’t necessarily the fault of either party. It’s just there. We didn’t put it there, and neither did the client. As such, it shouldn’t be the case that one party shoulders it all. That’s where the 15% rule comes in.

The 15% rule allows both parties to share the risk. By following this rule, we’re acknowledging that something probably won’t go as either party intended, so we need a buffer to handle the stuff that spills over. By capping it at a specific amount, though, we’re also ensuring that the buffer isn’t so big that it devours the profits of the developers.

For the most part, the clients with whom we’ve used the 15% rule are just fine with it. It is a pretty reasonable arrangement, after all. We have had the occasional party that squirms and wiggles about it, but, in the end, they’ve gone along with it and I think everyone has benefited as a result.