Give something so that people will notice you. Everyone loves freebies (yeah I do! ;)), giving out free stuff helps you build more demand. It’s like luring people to your product. For software companies, they usually provide free trials. If the users like your product, they will definitely buy a licensed one and what’s great is that, most of the time, customers will also buy your other products. 🙂
“From sign-up to login in just 1 minute!” Provide a user-friendly application that allows any user to sign-up, log-in, and log-out in a breeze.
When providing a free trial and allowing account cancellation, minimize the information that you will ask from the client. As much as possible during cancellation, don’t ask for anything (though I think, a survey will help). Also, allow the users to get their data. This control allows them to build their trust to you (company). If they will be happy with this kind of options they have, they will come back and try other stuffs that your company offers because they know that you offer a good service. 🙂
Earn money by working for it. Avoid having too many fees. Give importance to your long-time clients so tha they will feel that you really care for them.