Online demos: "make sure users experience success." (advice from demo developer Tom McLaren) (Internet/Web/Online Service Information)

The Web is an ideal channel for distributing software demos and trial versions, says demo developer Tom McLaren. But many of the demos he sees are glitzy and over-produced, especially for products aimed at novice and impulse buyers. "A demo is an opportunity for software to sell itself," he says. "Anything that gets in the way of that goal is counterproductive."

The real challenge of creating an online demo, says McLaren, is "to make sure users experience success." Good demos guide the user with cue cards, wizards, and other tutorial content; they showcase competitive features and explain in detail how the product "meets the prospect's needs."

McLaren recently offered the following advice on how to create successful online demos:

* Be cautious about using plug-ins: Shockwave and other browser plug-ins can produce powerful multimedia effects, McLaren argues, "but novices don't like downloading and configuring plug-ins. Even when prospects are willing to try them, the success rate is not good. As of today, interactive multimedia on the Web is not reliable." Animated GIFs and even simple slide shows are often just as effective at selling the product, he notes.

* Let users try out the full product: The best demo, McLaren argues, is often a "timelocked" product that dies after a reasonable trial period. Trial versions usually omit key functions--such as printing and saving--to encourage users to buy the complete product. A better approach, he suggests, is to cripple these functions after the trial period expires. "If people have been doing real work with the software, they're more likely to buy it."

* Include a mini-tutorial: To make sure trial users achieve rapid success, McLaren suggests, the developer should "bolt on" a few segments of the standard tutorial content it provides for new users. "Make sure the tutorial stresses the top three or four features, not just the basics," he adds.

* Don't forget to include a text file: For complex products, it's usually helpful to include a good chunk of explanatory copy--such as a reviewer's guide or a product white paper--with the downloadable demo. "Text files don't have much impact on download times, so you can actually say a lot in this kind of document," McLaren points out.

* Watch out for browser obsolescence: Every time a new browser appears, there's a risk that it won't correctly support an older downloadable demo. McLaren warns that it's critical to test browser upgrades promptly, because new browsers can take over the market almost overnight. "Suddenly, half the people who are visiting your site can't download your demo."

Tom McLaren, principal, McLaren Associates, 437 NE Hazelfern Pl., Portland, Ore. 97232-3327; 503/230-6939. E-mail: [e-mail].