Today I’m trying something new as part of Preceden’s overall marketing strategy and I’d like to share my thought process because I think other web developers might benefit from it too.
As I noted above, Preceden is a web app let’s you create simple, multilayered timelines.
For example, here’s a screenshot showing the timeline of the events leading up to the crash of the Costa Cordia (you play around with the actual timeline here: Costa Concordia Timeline.)
Preceden is popular with students, teachers, researches, and genealogy buffs, to name a few groups.
I love building tools, but I don’t love marketing them. By marketing I mean things other than building that contribute to getting new people to your site.
Marketing, however, is a huge huge HUGE piece of the puzzle and if you neglect it you’re going to be missing out on a tremendous amount of value. As Rob Walling notes in Start Small Stay Small: A Developers Guide to Launching a Startup, “Market comes first, marketing second, aesthetics third, and functionality a distant fourth.” In terms of how I’ve worked in the past, I almost reverse it: function first, aesthetics second, market third, and marketing a distance fourth. And I’ve learned the hard way how wrong I am.
Preceden has grown steadily with little effort on my part thanks to two things:
1) Word of mouth. People like it. They tell each other. On blogs, in class, etc.
2) Content generation. When people create timelines on Preceden, they can keep them private or, like the Costa Concordia example above, share them. The shared timelines get indexed by Google and over time the number of Google queries that Preceden ranks for has steadily grown:
So I started thinking about it: how else can I get more people to the site?
There’s definitely a lot of room for improvement with respect to making Preceden easier to share (word of mouth) and SEO (content generation), but today I’m trying something new out that I think will be a big win.
Here’s the idea: Build free time-related tools on Preceden that attract the type of people who might convert into paying Preceden users.
A picture is worth a thousand words.
Google Adwords Tool tells me that upwards of 800K people search for date to date calculator per month:
The top result for date to date calculator is from DateAndTime.com:
The DateAndTime.com date calculator is garbage:
In my eyes, the things it does poorly are:
- Different fields for the month/day/year
- It asks me whether I want to include the end date in the calculation (why not just show me both results?)
- If you want to include the time in the calculation, you have to go to another calculator that is even more complicated than this one
- When you submit the data, it takes you to a different page with the results (why no Ajax?):
I spent today building a better version of this.
Here’s the result:
You can play with it here: Date to Date Calculator.
You can use the date picker to pick a date or enter one manually (optionally including a time) and it will Ajaximagically show you the result:
- The page title and the H1 are “Date to Date Calculator” (go go SEO)
- The start and end dates support a wide variety of formats (and I didn’t have to do any extra work for this because I had already written the necessary modules for Preceden itself)
- The results are fetched via Ajax and rendered below the inputs
- Below the calculator are a Facebook like button (which points to Preceden.com) and FAQs to answer folk’s questions
- And if you enter a date as the end date, it shows you the results including and not including that date:
Basically, I built a better mousetrap. And I hope people find it and like it better than the existing tools and some of them convert to paid Preceden users.
And there’s a lot more tools I can add to Preceden’s new Calendar Calculators page down the road too: Add and subtract from a date/time, countdown timer, etc.
How much of a difference will these tools make to my bottom line? Subscribe to this blog or follow me on Twitter @mhmazur to find out :)
One final note: As software developers, I think a lot of us tend to get caught up on solving complicated technical problems. Lean Designs, an HTML5-based web design tool that I’ve also been working on, is just one example. While these pursuits may be intellectually rewarding, let’s not forget that there are thousands of simple, real world problems that we could eliminate if we only applied ourselves to them. More than 800,000 people search for date to date calculators each month. Think about that. It’s mind-blowing.
Update: As Simon points out below, the 800K number is for broad match. The number of people who search exactly for “date to date calculator” is closer to 2,900. I decided to change the page from “Date To Date Calculator” to “Date Duration Calculator” which I think is more meaningful.