Week 0 : Initial Progress Report
Where we are
We’re currently actively getting the first 10 users for xander.io – an automated multivariate testing framework.
What we’ve tried so far
We released an alpha version on the first week of December. This was our initial MVP. It included a github project and a signup waiting list. We received about 1000 views and roughly 100 signups. They were posted to hipchat as users signed up, which was exciting. I recommend this type of transparency. I will detail the sources of our traffic below.
As you can see, the holidays took a toll on xander.io marketing.
We’ve been experimenting with PPC ads at $100/week. This is a small amount of money, but allows us to experiment with marketing titles. So far the title ‘Better Than A/B Testing’ is getting us the largest amount of clickthrough. The conversion rate to signups is pretty bad however. This could be due to Christmas.
This actually got a couple of signups, and if I remember, 4 upvotes on reddit. Obviously our title wasn’t catchy enough. It was “Science in design. HTML5 split testing API.” I think it’s worth posting with a more clever title.
I just answered a few questions regarding multivariate testing. Spent less than 30 minutes here, and haven’t really seen any traffic from it yet.
I think we posted here at a bad time and many people who would be interested in our approach didn’t get a chance to see it.
This actually seemed to get us some press. It’s my opinion that Smashing Magazine saw my post on this site. This led to a less than flattering tweet about it.
xander: a another A/B testing and 90/10 tool for developers – http://www.xander.io #useful
Still, we love it that they posted about us. We need to work on our messaging a bit, to better convey how we differentiate from other A/B testing tools.
Overall traffic sources
Most of our referrals were from no referral – links passed around most likely. This was followed by Facebook – most likely due to the mention from the Smashing Magazine.
The first 10 paying customers
So all this leaves us with a question. How do we get our first 10 paying customers?
This week’s plan
Polish the UI and respond to the 100 people to see what the reaction to Xander is.
Responding to interest
It would be foolish to estimate our conversion rate, especially with such a small sample set. Below are our conversion points for those who designated interest and are on our waiting list.
Conversion Point 1: Opening The Email
We need an eye catching email title. Perhaps their api key in the first sentence. Our goal is to get the users to log into xander.io. Measuring this is trivial.
Conversion Point 2: Integrating Xander On One Or More Site(s)
We can measure this conversion rate. Our goal is to get the users to follow the installation instructions. We can measure this as a percentage api keys in use divided by the number that have been generated.
Conversion Point 3: Signing Up For A Paid Account
This will hopefully be the conversion point we focus on the most. It is also furthest in the conversion funnel and represents the goal line for acquiring a customer.
This is nicely represented as a percentage of users that have signed up for a paid account divided by the number who have installed xander.
We are still polishing things up, but plan to release xander.io to the 100 people who’ve signed up so far soon. This will hopefully get us closer to our goal of:
The First Ten
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