August 14, 2017

Ask IH: How would you grow everydayCheck?

Hi!

For those who don't know about everydayCheck yet, it is a simple and beautiful habit tracker to help people form good habits.

It's now been 6 months since I started working on it and I think the product is mature enough to focus on strategies to grow it over a 1000 paid users.

After having validated the product a couple of months back and having gotten the first hundred paid users I decided to follow a long-term strategy, with content marketing and SEO. I've been working on it and will keep to do so, but since it has a long-term expected return, I'd like to find more immediate strategies to fuel the motivation and the amount of time I can devote to it.

Right now, I know that out of every 250 visits I'll get 30 signups and a paid subscription. Thus, the goal number one is to bring traffic.

My main strategies/ideas right now:

  • Guerrilla marketing: Try to get the link out there in every single place I can find talking about habits and productivity. Blogs, youtube, reddit, instagram, etc...

  • Get featured: Try to get featured on productivity blogs and similar sites. Places like lifehacker would work pretty well.

  • Target niches: Subreddits, productivity forums, etc

  • Growth hacks: One idea that's been around my head for quite long now is to allow users to share their boards. This way, people could 'show off' the great work they are doing with other people and these people might sign up for the app. The contras are that habits tend to be quite personal and people might not want to share them at all. Allowing users to share streaks on social media would also be an idea falling into this category.

  • PPC: Reddit/FB/Google ads. As a bootstrapped idea I'd be willing to invest only the money the app itself generates (which is more than plenty to start with). However, since my app has a very low price, charges annually and it has a 30-day free trial, it's hard to calculate the LTV at the moment and it makes it quite hard to figure out if it makes any sense to try it at all without stupidly burning money.

  • Referrals: Develop some sort of referral system and get in touch with influencers giving them 50% per subscribed user. It's quite a lot of work with an uncertain roi right now.

So, how would you grow everydayCheck?

Any ideas are welcome :-)


  1. 10

    From the way you write it seems like you've already locked down a few variables in your head that narrow the solution space, so before I parrot the world's most original advice let us look at those two variables:

    1. Price

    You say you want to "grow it over a 1000 paid users." Wrong. That's not what you want. What you want is to "grow it over $1000 MRR." You want to grow the dollars, not the users. If you double the price and lose less than half the users you have less users but more dollars. Unlock that variable.

    1. Conversion rate

    You seem pretty content with your 0.4% visitor-to-paying-customer conversion rate. "Thus, the goal number one is to bring traffic." You want to grow the money, not the visitors. If you get to 0.8% conversion rate you've effectively doubled your traffic. Forever. Unlock it.

    So allow me to repeat @patio11's advice:

    1. charge more

    2. A/B test

    Charging more is the easiest change you can make, and the results come in immediately. Charge 2 bucks a month for new users and see if your conversion rate drops below 0.2%. If it doesn't, you've got a winner. It if does, go back to 1/month, no biggie.

    You might think you need a ton of traffic for A/B tests to be worth it, but you've got plenty already. An improved conversion rate is the most evergreen traffic multiplier you can get. It takes much less effort than writing a bunch of content pieces and the "traffic" you get from it doesn't taper off over time.

    Low-hanging fruit: I bet you a lifetime everydayCheck subscription (;)) that you can double your conversion rate just by adding this quote to your landing page:

    "Yes! Great app"―Pieter Levels ([@levelsio](https://twitter.com/levelsio))

    Getting quotes from other happy users and showing them off like that is sure to get a lot more visitors over the fence into your trial. Social proof is crack, and so far you're showing none.

    (I wrote one on Product Hunt that I was particularly proud of but can't find right now. I'd be more than happy to craft another one though if you want it.)

    The strategies you mention seem to either require a lot of upfront work or give short-lived results. Charging more and CRO are gains that last forever and, in the case of CRO, compound over time.

    1. 2

      Thanks Helder!

      The problem with most of your answer is that it assumes I already have steady relevant traffic, which I don't. I have somewhere below 100 passive visits/day. Of course there are days I go much beyond that, but those are the ones where I actively share links. About 80% of my customers basically come from 3 "campaigns". The first time I shared the app on reddit, the time it got featured on BetaList, and the time it got featured on ProductHunt.

      My point is, yes, I definately need to play with the price and A/B test the landing (especially adding testimonials as you suggest), however, I first need to have relevant steady traffic to the site. I can't really base my metrics on 3 huge traffic spikes . I'm not sure I get my point through :p

      1. 3

        The problem with most of your answer is that it assumes I already have steady relevant traffic, which I don't. I have somewhere below 100 passive visits/day.

        Oops. You're right, I assumed wrong. You'd need a miracle to turn 3k visits/month into 1k usd MRR. I'll think a bit more see if I can come up with anything useful :)

        For now I stand by the testimonials. I bet a few users more than I love everydayCheck and would give you great testimonials if asked. That could help you not only on the landing page but also when trying to get featured. An email to a blogger with a "What our users say" section with a couple quotes would be a great credibility boost.

        1. 2

          Hehe exactly. 3k passive visits a month are around $150 MRR. If I am doubling that at the moment is only because of my actions, guerrilla marketing and the forementioned campaigns that brought huge traffic spikes! So yeah, I need to develop strategies to increase that passive MRR! :P

  2. 4

    Quora too, answer questions about productivity apps and habit building!!

  3. 2

    Reach out to Steve Pavlina (top productivity/personal development blogger/author) and see if he likes it. He is famous for setting up lucrative affiliate deals for himself for products that he believes in.

    edit: this kind of product is something that I would really like to use. Do you have a mobile app? I would prefer to use it via an app. I followed you on twitter so please tweet once your app is ready. Please make the UI really really nice, like Duolingo's.

    1. 1

      hey! thanks for the contact! I'll add him to the list of influencers I should get in touch with.

      Unfortunately, I don't have a mobile application yet. I decided to focus on marketing and growth before improving the product one step further with the mobile app. However, it really is #1 task product-wise. I hope I can grow the the web version enough so that I can focus on the app soon enough. I'll certainly tweet about it!

      1. 1

        good luck. UI is really important for things that you want people to use every day (consumer products). With our consumerist culture, people identify with what they use, so it's best if it's really attractive :) Duolingo's is a perfect role model. Indie Hackers, too.

  4. 1

    every single place I can find talking about habits and productivity.

    One thing I'd suggest is expanding the target audience to programming and "indie hacker"/bootstrapper/solofounder communities, not only "pure" productivity ones.

    I never go looking for or subscribe to productivity content by itself (because I find this unproductive) but I am drawn to it when related to the activities I do consider productive, like programming, building products, and making money.

    So consider writing "meta" posts about designing, coding, and growing everydayCheck, try to get featured on programming blogs, tweeted by programmers, etc., not just authorities on productivity or lifehackers.

    (Stole this from Amy Hoy, who recently talked about this in an email. She's building a product to solve a certain pain point (habit-related too), but built her initial list not by talking about that pain, but by drawing in programmers interested in building and launching their own products.)

    1. 1

      this is certainly good advise. I have to fight the generalistic vs specific approach. I have ideas on how to target specific niches "meditate" every day, "code" every day, "lose weight" every day, "eat no sugar" every day, etc Of course this expands a lot the targetpool. However, I need to do it smartly. I want to take the 5 biggest "habits" and make specific landings for each to target different audiences while always reminding that the app is generalistic. There surely are better apps for fitness out there, for example.