How important is clear positioning

When we started a cloud software project at Rowisoft four years ago, we had a clear goal in mind: to develop a simple invoicing program that meets the needs of small businesses. Our slogan “perhaps the easiest invoicing program in the world” reflected exactly what our product stood for — simplicity and ease of use.

Over time, our project grew and became a comprehensive ERP system that went far beyond the initial functions. We were proud of the versatility and extensive capabilities of our software. But when we changed our website and slogan to reflect our expanded offerings, we noticed a drastic drop in conversion figures. The new slogan “the all-in-one solution for all companies” no longer seemed to appeal to visitors to our website.

We tried many different approaches to solve the problem, but nothing seemed to work. We finally realized that changing our slogan and all communication on the website had undermined the core of our original success. Our potential customers no longer knew what we were actually offering.

In a last attempt, we returned to our roots and changed the slogan back to “perhaps the simplest accounting program in the world.” The effect was impressive: Conversion figures rose again and registrations for our demo version increased. This experience taught us an important lesson about the power of clear and precise communication.

In the meantime, we have sold our original software project to a large German corporation and are now developing CRM software. The findings from our past experience are incorporated into our new product development. With our CRM software, we place particular emphasis on usability and clear communication. We now know how important it is to understand the needs and expectations of our customers and to provide them with a simple and understandable solution.

Our goal is to develop CRM software that is as intuitive and user-friendly as our original invoicing program. And we want to help our customers effectively manage and strengthen their customer relationships — without complicated processes and unnecessary ballast. Customers of our CRM software should also benefit from our experience.

If you want to learn more about our CRM solution, try out our free demo version right away! We're excited to show you how easy CRM can be.