E-commerce · Software and digital products
People download your trial and never open it a second time.
A software buyer cannot pick the product up. The decision rests on a feature list, a screenshot, a demonstration video, a comparison page and one afternoon of trial. If the trial starts badly, the buyer has already moved on to the next tab.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Selling software online means a buyer finds your product, tries it or watches a demonstration, and then pays for a licence or a subscription. GullySales works on the pages that get you found, the trial that gets used, and the follow-up that turns a trial into a paid plan and a paid plan into a renewal.
Sign-ups are the part sellers watch, because it is the number that moves first. The cost sits further along: the trial that was never used, the paid plan that was cancelled after one billing, the renewal nobody asked for. Each of those is a sales problem, not an engineering one.
Software also splits into very different sales. A tool that a freelancer buys with a card in two minutes needs a clear page and a short sign-up. A tool a finance head buys for forty people needs a demonstration, a security answer and an approval. We start by working out which of those you are running.
Last updated 7 Oct 2026.
5 types of product
Each kind of software sells differently, so each has its own page.
Open the one that matches what you sell. It covers who buys it, where the sale is lost and what we would do.
- Business SoftwareThe owner wants billing and stock in one place, and the demonstration turned into a feature tour.
- Productivity SoftwareEveryone already has a free tool for this, so why would they switch to yours?
- Security SoftwareThe buyer does not understand the threat, so they buy on whether they trust you.
- Creative SoftwareDesigners watch one tutorial, try a cracked copy and never come to your checkout.
- Software SubscriptionsCustomers sign up on a Tuesday and cancel before the second invoice.
Who it is for
This is written for you if you sell software online.
- Indian software companies selling a product or SaaS plan to Indian and overseas buyers
- Authorised resellers and distributors of other companies' licences
- Founders of a first product who have users on a free plan but few paying
- Vertical software sellers, for example billing for clinics or ERP for small factories
- Sellers of plug-ins, add-ons and templates for another platform's users
Not for
It is not the right fit if.
- Products still being built, with no working trial or demonstration to send a buyer to. Marketing a product that cannot be tried only collects names.
- Sellers who want a large share of the market by spending on advertising alone. If the product does not hold users after the first week, advertising makes the leak bigger.
How buyers choose
What decides who wins in software.
Search by problem, then by name
The first search is the job: GST billing for a small shop, a way to track site visits, a PDF editor that works offline. Your product name is searched only after the buyer has seen it somewhere else.
The comparison tab
Every serious buyer has your competitor open next to you. They compare plan limits, what is locked behind the higher plan, where the data is stored and what happens to it if they leave.
Trial or demonstration
A low-cost tool is bought on a trial. A tool that needs data brought in, or several people to use it, is bought on a demonstration. Which one you offer decides how the lead is handled.
Who pays, who uses
In a company the person who tries the product is rarely the person who signs. The second person asks about price, invoice, GST and support, and has not seen the product at all.
Where sales are lost
What usually goes wrong when you sell software online.
In the words sellers use on the first call.
“Lots of sign-ups, very few paying”
Either the wrong people are arriving, or the right people cannot reach the useful part of the product before they lose interest. The fix starts by finding which.
“Customers cancel after the first renewal”
The buyer paid in the first excitement and then did not use it. Churn is usually decided in the first few sessions, so the work starts at onboarding, not at the cancellation page.
“We ask for a demonstration and get a no-show”
Booked demonstrations that nobody attends cost your sales person an hour each. Reminders, a rescheduling link and a short question beforehand about what the buyer wants to see change this.
“Reseller leads and our own leads look the same in the report”
A lead from your site, one from a marketplace listing and one from a channel partner are handled differently and close at different rates. If they are not kept apart, you cannot tell what is working.
The scope
The work we would propose for software.
Measured on trials, paid conversions, retention and churn. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Product and comparison pagesA page for each job the software does, written in the words buyers search, plus honest comparison pages against the products they are weighing you with.
- Trial and demonstration flowThe sign-up form, the demonstration request and the confirmation message, cut down to the fields you really need and checked on a phone.
- Onboarding messagesThe first few emails and WhatsApp messages a new trial user gets, each pointing to one action that shows the product's worth, and a prompt to a person when a trial goes quiet.
- Trial-to-paid follow-upTrial users grouped by what they did inside the product and followed up differently: those who stalled at set-up, those who used it and have not paid, those who asked about price.
- Renewal and win-backA list of renewals coming up with the usage behind each, a call or message before the date, and a reason recorded whenever someone leaves.
- Paid search and retargetingSearch ads on the problem terms and on competitor comparisons, with retargeting for people who started a trial and left. Whether ads suit the product is decided in the audit.
What we do
What you get for software.
Each deliverable and what it is there to change.
A trial funnel map
Every step from the advertisement or search result to the first useful action in the product, with the point where people drop out marked. It tells you what to fix first.
Comparison pages
One page for each product buyers weigh you against, with a plain table of plans and limits. It stops the buyer building the comparison on a competitor's page.
An onboarding message set
The written emails and WhatsApp messages for a new user, with the action each one asks for. It replaces silence between sign-up and first use.
A renewal and churn sheet
Customers by renewal date, usage and plan, with a recorded reason for every cancellation. It shows who to call before the date and what to fix in the product.
How the result is measured
- Trial sign-ups
- Trials that reached the first useful action
- Paid conversions
- Retention
- Churn
- Renewals
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What the work involves for software
- 1
Audit the funnel from search to renewal
We look at how buyers find you, what happens on sign-up, how trials are followed, and who handles renewals. The free audit call and the scored report that follows start here.
- 2
Find where paying customers come from
Sign-ups are traced back to source and compared with who paid. That decides which pages and channels get the effort first.
- 3
Fix the pages and the sign-up
Product pages, comparison pages, the trial or demonstration form and tracking are built or repaired, in the order the audit ranked them.
- 4
Put onboarding and follow-up in place
New-user messages, trial follow-up and demonstration reminders are written and agreed with whoever answers your leads.
- 5
Measure against the baseline
Sign-ups, paid conversions, retention and renewals are reported against the baseline recorded before work began. How often you are reported to is put in writing once the audit is done.
- 6
Work on renewals and the next segment
Cancellation reasons feed back into the pages and the onboarding. Then we add the next type of buyer or the next channel.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Links to your website, pricing page and the trial sign-up
- A short tour of the product, live or recorded
- Your plans and what each includes
- The last fifty sign-ups and which became paying customers
- Any cancellation reasons you have collected
Selling in India and abroad
Selling software beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Where the buyers already are
Your sign-up and payment data show which countries already try and pay. We begin there. The languages and markets come from that, not from a guess.
Currency, invoices and tax
An overseas buyer wants the price in a currency they know and an invoice their accountant accepts. How tax is handled on a foreign sale is for your chartered accountant to confirm, not for us.
Data location and support hours
Buyers abroad ask where their data is kept and when a person will answer. Pages state both plainly, because a business that has to wait a day for support moves to another product.
FAQ
Questions about selling software online.
Not here? More answers, or ask on WhatsApp.
Should I offer a free trial or a free plan?
How do I get my software to rank above the big names?
Do I need a demonstration or can the product sell itself?
Can you help us sell through resellers in other cities?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Sellers of software also need
Also selling from a shop, a workshop or a warehouse? See the page for saas and software companies.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your software sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.