I would be really interested in the opinions of people here - especially non-Europeans on something that has been revealed as we dug into some of the data around who buys licenses of our CMS product, Perch.
A bit of back story. Perch was launched May 2009. It now is profitable enough that by January of this year we stopped doing consultancy work and Perch is all we do. So we’re doing reasonably well. When we launched we priced the product in GBP per license. In July 2012 we added pricing (and taking of multicurrency payments) in USD and EUR. The received wisdom being that a US audience are put off by pricing in GBP.
So we now have a fair bit of data in terms of our growth, and where customers come from. It looks as if adding USD has had essentially no effect at all on increasing the proportion of US customers, we’re still as UK-centric as we were. What I initially thought was an increase in US customers was just an increase in people using dollars, which is of interest but not the same thing. We do have American customers, currently at around a third of our customer base, however it is relatively flat and the disparity between growth of our UK and European and the US base is marked and the gap is growing.
There is more digging to do in the data but we’re now wondering if there are obvious things about our site and how we market Perch that is making it appeal much more to a European audience. We’re Brits but our personal reach (in terms of the people we have following us on Twitter and so on) is well spread across the world. The traffic to the Perch site is a similar split to our license sales but a lot of visitors are already customers as they update license information on the site. I’d need to do a bit more work on the data to look at where new traffic is coming from.
I’ve got a few ideas on possible reasons we do so much better in the comparatively small market that is the UK, but I’ll not post them as it is likely to skew the responses and I’d love just quick opinions really.
The site is at http://grabaperch.com and I’d love any thoughts - at the moment we very rarely do specific landing pages, so most traffic comes to that homepage.
We’re currently doing a bunch of behind the scenes work, and one of the aims is to make it easier to gather data about things we are trying in terms of converting traffic, so anything we try I will try and gather information to share in terms of the success or otherwise.