Mar 09, 2016 Communicating Value — The Parallels Case. Parallels makes a popular software that lets customers run Windows applications on Macs. Their free trial is a major channel for attracting new users to their product. And when a customer begins a free trial, Parallels launches an email nurturing campaign that runs until the trial expires. Parallels Desktop 14 for MacまたはParallels Desktop 15 for Macの有効なライセンスキーをお持ちのユーザー様に限り、アップグレード版をご利用いただけます。 また、2020年8月1日～9月30日の期間内にParallels Desktop 15 for Macをご購入、かつ製品登録をされたお客様は無償アップグレードプログラム.
1) What payment methods do you accept?
Your order can be fulfilled immediately if you pay by credit or debit card (Visa, MasterCard, American Express, JCB, Maestro (UK), SOLO (UK)) or by PayPal. In addition, we accept cheques / money orders, wire transfers, cash and, for well established companies, purchase orders.
2) How secure is my online order?
Your online order is secure. Our online payments processing is handled by cleverbridge AG, an online payments specialist who use Secure Socket Layer (SSL*) encryption and industry leading security measures to secure every transaction and protect your information. (*SSL encrypts the transmissions from cleverbridge’s e-commerce servers as well as from your computer ensuring that your order is secure).
Free upgrades to future Parallels Desktop versions at no additional charge. Once a new version is released, you will simply need to download it from the Parallels website. A subscription needs to be updated at the end of the subscription period. Home Forums Parallels Desktop for Mac Installation and Configuration Parallels sales support link at Cleverbridge doesn't seem to work. Discussion in ' Installation and Configuration ' started by Sven G, Aug 27, 2020.
3) Why does online purchasing go through cleverbridge?
Because cleverbridge are experts in online payments. They handle e-commerce for a lot of software companies providing a secure, safe and efficient service for payments over the web or over the phone. This provides you with a secure payment route, and allows us to focus on creating and supporting great software.
4) How quickly should I expect a response to my online order?
You will receive an e-mail confirmation of your order and another email with your license key, in most cases within fifteen minutes. If you do not receive these emails, please allow up to twenty-four hours for them to be delivered before contacting cleverbridge. Please also check your SPAM folder, as in some cases the emails may have been blocked and moved into your SPAM or Junk Mail folder instead of being sent to your inbox.
5) Who should I contact if I have a question about my order?
If you have a question relating to your online order, you should contact cleverbridge (see the email they sent you, or click here for contact details). If you have a product related question (e.g. about Swiftlight’s functionality), please contact us at support@torridonsolutions.com
6) What support can I get?
We are committed to providing you with the help you need, and offer support over email and phone, as well as providing self-help resources on the website. You automatically get 30 days of free support with the purchase of Swiftlight, and in addition have the option to purchase an annual Support and Maintenance Plan. Click here for more information from our support centre.
7) I’ve lost my license key.
If you have already installed and activated Swiftlight look in the menu Help > About … and the licence key will be there. Otherwise, please email support@torridonsolutions.com with your details and we will look into it and get back to you.
8) How do I get updates?
You are entitled to receive updates / patches / fixes for the version of Swiftlight that you have purchased, and you will be advised automatically when updates are available – provided we have your up-to-date details. You can also check to see if you have the most recent version of Swiftlight by using the menu item Help > Check for Updates …
9) Do you provide training?
We do provide training, both online and in-person. Click here for more details.
10) Does Swiftlight work on a MAC?
There is no Apple / MAC version of Swiftlight, but we are aware of customers who have installed and used it successfully in the Parallels Desktop® operating system on a MAC. Please note that we have not tested and do not specifically support Swiftlight on MACs.
11) Where can I get the latest release of Swiftlight?
If you are a customer or current trialist of Swiftlight, please use this link to get the latest release of Swiftlight. If you are not a customer or current trialist, please register for free 30 day trial.
If you provide access to a service or software online, it is likely you have free users. This is simply a reality in today’s world: many consumers and businesses are reluctant to pay for things they haven’t had the opportunity to try first.
You’ve done the hard work of implementing subscription billing and attracting users to your website through SEO, affiliate marketing or social media marketing. But a visit or two to your site may not be enough motivation for a customer to pay for your service. They need to experience its value directly, and free trials help them do that.
First, let’s look a little deeper at free trials to see what they are and how they work. Then, we will explore an actual marketing campaign to see how a company encourages free users to become paying subscribers.
Free Trials
Free trials give customers full access to your service for a limited time. Once the trial expires, the customer has to pay for a subscription to continue using the service. Companies that use free trials as a marketing tactic include Moz (B2B), Ancestry.com (B2C) and Nitro Software (B2C + B2B).
When free users sign up, they provide their contact information. This is an opportunity for you to establish a direct relationship with customers and communicate the benefits of your service.
But what does effective value messaging look like? And how does it motivate free users to convert to paid subscribers?
Communicating Value — The Parallels Case
Parallels makes a popular software that lets customers run Windows applications on Macs. Their free trial is a major channel for attracting new users to their product. And when a customer begins a free trial, Parallels launches an email nurturing campaign that runs until the trial expires.
It’s a 14-day trial, and the messaging campaign sends touches:
- On the day of the trial signup
- The day after the signup
- Halfway through the trial
- 2 days before the end of the trial
- One day after the trial expires
Set users up for success
In their welcome email, Parallels sets customers up for success. Depending on the user’s technical prowess, they may need assistance to set up the product. As we can see in this image from a 2015 campaign, the welcome email immediately points them to helpful resources. Parallels combines their prominent resource center CTA with language communicating its value to the customer.
The first 48 hours are crucial
The first 48 hours after the user decides to sign up for a free trial are the most crucial hours for capturing their attention. Knowing this, Parallels sends their free users an email on the day after their signup as well. Here they provide the same information, but delivered differently. They provide two ways to access the resource center. The first way is through linked text touting the “valuable resource to make the most of your trial experience.” The second path to the resource center in this email is through a CTA button offering the customer the chance to learn more.
Parallels also shows the publications that laud their product. This practice, known as including trust elements, helps communicate the consistency and trustworthiness of their brand.
Mid-trial messaging — give ’em a reason
The subject line for Parallels’ mid-trial message says it all, “Top reasons to choose Parallels Desktop 10 for Mac!” The split CTA at the bottom of the message provides an avenue for free trial users to buy the program and an option to watch the video Parallels created to support the campaign.
Reinforce the deadline
As the trial runs out, it is important to emphasize its expiration. Ideally, the free users are so enthralled with the product, they’ve forgotten about the free trial altogether and are simply using the service like they would as full, paying subscribers.
Parallels does a great job of balancing the urgency of their message with a personal touch. They include a customer quote with which the user can empathize and their reiterate the publications that have praised their product.
Messaging after trial expiration
After the trial expires, Parallels’ messaging emphasizes the features and award-winning recognition their service has already garnered. They also emphasize their differentiators, noting they are the fastest and most intuitive product in their class. Finally, they put the decision firmly in the customer’s hands, noting that accessing their high performing service is “up to you.”
Keystone
Engaging users today goes beyond simply closing a sale. It requires attracting them to your site and providing opportunities to experience the value of your services. Along the way, establishing clear messaging around the value customers can expect from the product is essential. By balancing a top-notch user experience with well-timed, powerful messages, your company can nurture a relationship with customers that provides ongoing value to them, and revenue to your business.
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Explore more tactics for attracting and acquiring new subscribers in our complimentary subscription billing guide today.