Lasso

We built Lasso for our two content websites: listenmoneymatters.com and giftlab.co. They're very specific sites, and they were both built by me.

I thought it would be easy to launch our plugin into the world; we had tested it relentlessly. So, we launched.

For four months, we struggled with supporting the sheer diversity of the WordPress ecosystem.

Who has what weird old plugin that's outdated or an old PHP version. It's the wild west out there, and there are many sites that are... wild.

Growth was insane, but so was Churn. Our whole value proposition is not "give us everything upfront and hope we're good," which is typical of a pay-first plugin. We have to earn our customers every month; we need to be worth the premium price.

We were lucky and really hit the ground running. For our soft-launch in January, the site had 1.9k total page views. Last month, November, we hit 31.4k. We're growing quickly.

But, our conversion rate was low when we started, and our Churn was as high as 14%.

Well, I'm happy to say that both are no longer true.

We now Churn at ~7%, and our conversion rate is 65% (credit-card first trial). And we're profitable!