This error means that you have the wrong product installed for what your license number is for. If you look at the top of the activation window asking for the license number, it will say the product name. If this is not the same product as you purchased a license for, you will receive this error.
Please uninstall and reinstall the correct version of your software, it should resolve the issue.
Once you have uninstalled, you can reinstall the correct version from the Downloads for Owners Page Here.
* NOTE: Please download the exact product your license number is for. (i.e.: a license number that is specific for ON1 Effects 10 will NOT work with ON1 Photo 10)