Why Customers Stop Using Marketing Software (And How To Fix It)

Whether you’re going to be creating your own marketing software or recommending it as an affiliate, it’s important that you know a little bit about churn.

In case you’re not familiar with the term churn, it’s simply the rate at which customers stop doing business with a particular business. So if you’d like to make more recurring sales over the months, be sure to keep reading to see why customers stop using marketing software and how to fix it.

Too Big Of A Price Tag

Plain and simple, one of the biggest reasons why customers are going to cancel using a specific software is because the price is just too high for them. Now keep in mind, there’s going to be many software tools out there that have a wide spectrum of prices, and not everyone is going to be able to afford specific software. Nevertheless, you need to make sure that your marketing is going to be on point when it comes to who needs it the most.

For example, you’re probably not going to sell software to beginner marketers when it costs almost $200 monthly to use. On the other hand, software that costs only $10 per month is going to be much easier to financially manage, even for beginners. So keep that in mind when it comes to the pricing of software. Whether you’re creating it yourself, or you’re recommending it as an affiliate, you need to make sure that the price tag isn’t going to be an objection for your targeted audience.

Not Enough Value

The next reason why customers might cancel when it comes to using software is simply that it does not come with enough value. While the word value is very subjective, value is mostly going to be about what the customers get and how it can help them out. For example, does the software have features that no other tool out there has yet? Another example could be, how much are they having to pay for all of the value that they are getting?

This ties in with what we previously talked about and is obviously a very important part of keeping customers around for the long term duration. Remember, if a customer believes that the software doesn’t provide enough value, then there’s a good chance that they’ll look elsewhere to get it.

Stronger Competitors

Speaking of looking elsewhere, sometimes there are just going to be much stronger options when it comes to the competition. Even when it comes to recommending software as an affiliate, you need to make sure that whatever it is that you’re recommending, has some of the highest value possible.

Every day new software tools get launched, and many of them you will never hear about simply because they weren’t strong enough to make it in the market. So how do you fix this? You need to do some research and take a look at what some of the stronger competitors are doing. Then you need to ask yourself, is there any type of software that can do this better? Or, is there any type of software that can not only do this but do it more effectively? This is how software tools start to become bigger and better, simply by modeling and improving upon what other tools are currently doing in the market

Lack Of Customer Support

This is a big one. Even as an affiliate, if you’re recommending a software tool that others can use, and it doesn’t come with great customer support? Then there’s a good chance that you’re probably going to be getting a lot of customers who will cancel. After all, software usually comes with some type of learning curve and there’s no doubt about it that customers are going to need some type of support eventually.

So what happens if they put in a ticket and they don’t hear back from support after a week already? There’s a good chance that they’ve already put in a separate support ticket for canceling and getting their money back. It’s a shame that there are so many great software companies out there, but many of them just lack the quality of support that customers they truly deserve and desire.

So how do you solve this? Make sure that specific software comes around with some type of support portal. It could be through a few different modalities of support.

  • Skype.
  • Email
  • Live chat.
  • Or even telephone.

Regardless of what it is, make sure that the support not only responds quickly but also effective as well.

Another great way to offer customer support is simply by having many types of different tutorials. As software companies grow bigger, they’re going to realize that many people are going to start asking some of the same questions. So what a software company can do, is simply start creating tutorial videos or blog posts that walk customers through specific questions that need answering. That way, if someone still asks for help when it comes to a specific question, they can take a look at the blog post and videos that have already been created to help them. It’s little things like this that can really help a software company stand out in the long-term, especially when it comes to keeping customers happy for months and even years at a time.

Conclusion

So there you have it, that’s four big reasons why customers tend to cancel when it comes to using online marketing software. Even if you don’t ever plan on creating a software company, this information can be really helpful when it comes to affiliate marketing and recommending tools to other online business owners.

If you noticed that a software company is priced right, comes with a lot of value, and is great when it comes to helping customers get what they need? Then there’s a good chance the specific tool you’re recommending is eventually going to be one of the biggest competitors in their space. Remember, preventing churn means keeping more money in your pocket, even as an affiliate marketer.

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