How We Grew Crazy Egg to 100,000 Users With A $10,000 Marketing Budget

crazyegg

When my co-founder and I started Crazy Egg, we had barely enough cash to support the business. We didn’t have a ton of paying customers, and the business was losing roughly $30,000 a month.

Although that doesn’t seem like a lot of cash, when you are self-funded and living in your parent’s house, it all adds up.

So, how did we grow the business to over 100,000 customers? For starters, we used to have a free plan, which helped a lot. You probably see advertisements for Crazy Egg all over the web although we’ve had over 100,000 customers for years. Before that point, we didn’t have a big marketing budget… all we had was $10,000.

So, how did we do it?

CSS galleries

Before we launched Crazy Egg, we made our homepage a landing page that collected your name and email address so you could be notified when we launched. On that landing page, we also included a screenshot of our beta product so that you could see what the application looked like.

The only issue was that no one was coming to the site, which meant we weren’t collecting any emails.

What we decided to do was to go to all of the CSS galleries and spend $10,000 on one-time ad buys. These sites were getting hundreds of thousands, if not millions, of visitors a month from web designers who were our ideal customers.

Through the CSS galleries, we were able to collect almost 20,000 emails so that when we launched the product, we could do a blast to everyone.

In addition to that, when we launched the site, we coded it using CSS standards. This allowed us to submit our design to each gallery. Many of them showcased our design, which drove 23,294 visitors and helped drive new users.

If you are looking to drive traffic to your site, be creative. There are always sites out there in your vertical that have traffic but aren’t making too much money. Try to strike a deal with them so that they can promote your product or service at a low cost.

Press

When you are on a shoestring budget, you can’t afford to hire a PR firm. Instead of hiring a PR firm, we created a list of all of the popular news blogs in the tech space and offered the writers a free $99 Crazy Egg account.

We then helped them set up Crazy Egg on their blog so they could see how it worked. Because the product was so visual, they naturally wanted to share the heatmaps and other reports Crazy Egg provided.

Using this strategy, we were able to get TechCrunch, Mashable and other popular tech news blogs to cover Crazy Egg.

The key to our success was that we didn’t just give them a premium account to play with, we also helped them analyze the reports and gave them feedback on what they should change with their overall design.

If you follow this strategy, you’re going to get a lot of journalists who will ignore you, but if you continually follow up with them, some of them will eventually try your product. Expect 5 to 10% of the journalists to cover you using this approach if you have a decent product.

Business partnerships

Our biggest acquisition channel came from partnerships. That alone drove more than 40% of our signups when we started out. So, what exactly do I mean by partnerships?

There are a lot of businesses that have a large user base but don’t make much money from each user. In essence, their margins are low.

Those businesses are always looking for new ways to make more money from each of their users. If you can offer their users a special version of your product for free, or at a discounted price, they can typically drive you thousands of signups. All you have to do is to give them a 10 to 30% cut of the revenue that comes from their users.

A good example of this is hosting companies. They typically have thin margins and are looking for ways to make more money off their user base. This is the main reason why GoDaddy constantly upsells you when you are checking out.

By attending hosting conferences like HostingCon, I was able to meet companies like Lunar Pages. Although they may seem small, they have thousands of customers and, more importantly, they are getting hundreds, if not thousands, of new customers each day.

So, we made deals with companies like Lunar Pages and offered every one of their new customers a free Crazy Egg account. This provided us with thousands of new users for each partner we signed up. Eventually, a percentage of those users converted into paid customers. We ended up keeping 70% of the revenue and paid 30% to our partners.

In addition to partnerships with hosting companies, we started to create partnerships with SEO agencies. By networking at events like Pubcon, Search Engine Strategies and SMX, I met hundreds of agencies. I offered them a free “premium” account that normally costs $99 a month. I did this because each agency had a nice book of business, and if they started using my product, I knew they would eventually recommend it to some of their customers.

By partnering with SEO agencies, we were also able to drive over 4,000 signups to Crazy Egg.

Business development is the fastest way to grow any business. Going to networking events and conferences and just meeting random people is a great way to expand your network. You should always focus on growing your network as it will open up doors for potential partnerships.

Speak at conferences

If someone can pay to attend a conference, it means they have money. If you can afford to buy a conference ticket for $500, you can afford to buy software that costs less than $100 a month.

To gain exposure for Crazy Egg, I would apply to speak at conferences and discuss whatever topic the conference organizer wanted me to talk about… even if it wasn’t related to analytics.

Instead of asking the organizer to pay for my travel expenses or to provide me with a speaking fee, I would kindly ask them to make Crazy Egg a sponsor of their event.

Sponsorships didn’t cost the conference a dime, and it provided us with additional exposure that we wouldn’t have had otherwise.

When using this strategy, you’ll have to first start speaking at events and build up your conference resume. Once you’ve spoken at over fifteen events, you can start asking them if they will give you a free sponsorship. It’s unlikely to happen until you have spoken at least at a handful of conferences. Conferences don’t want to give away free sponsorships to unproven speakers.

Bloggers

There are millions of blogs out there, and many of them have a strong following. To boost our brand recognition, we compiled a list of all the popular bloggers using Technorati and offered them a free $99 Crazy Egg account.

We didn’t create any restrictions on the account, and we didn’t require them to blog on Crazy Egg. We just hoped that they would use our product.

The result was that many of the bloggers would show off their heatmaps on their blogs, which resulted in more signups for us.

Once we realized that bloggers loved our product, we hit the blog networks such as 9rules and offered all of their members a free premium Crazy Egg account. This again caused more people to blog about Crazy Egg, which helped drive signups.

Although a lot of people are on Twitter and Facebook these days, blogs are still a big part of the social web. Don’t take them for granted. Consider offering bloggers a free version of your product or service. Most bloggers don’t make money and love freebies.

Leverage your product

Once we learned that people love showing off their heatmaps, we decided to make the process easier.

As silly as this may sound, we created an export feature, which allowed the users to pull their pretty heatmaps and show them off to their visitors. We provided multiple export options to make this easy for any user, no matter what type of device they were using.

This helped us boost our traffic from image sites like Google image search as everyone was posting their heatmaps on image galleries like Flickr.

Marketing doesn’t just exist outside of your product. Leverage your product to help boost your signup rate… a good example of this is Dropbox. If you want more storage space, you have to invite friends and tell your Twitter followers about Dropbox. Your web app is a powerful marketing tool, so leverage it.

SEO

Although my background is in SEO, we didn’t leverage it the conventional way with Crazy Egg. Instead, we did keyword research to figure out what people searched for that was related to our product or service.

We then created a list of all of the potential keywords we wanted to target and created pages around them. For example, we have a whole support section that addressed many of the things you may do a Google search on when looking for answers about our product.

If you don’t have a budget to build links or hire some top-rate SEO consultant, there are ways you can do things yourself. There is always the Beginner’s Guide to SEO and the Advanced Guide to SEO that can teach you the ropes.

When you start your SEO efforts, don’t go for the conventional strategies that most people use such as link building. Try the unconventional methods like content marketing.

Conclusion

My co-founder and I were able to grow Crazy Egg to over 100,000 users with very little cash to spend on marketing. To make things tougher, we had to spend the majority of our time consulting so we could make enough cash to support Crazy Egg.

You have no excuse… go out there and get more users. You don’t need a big budget or a marketing background… you just need to be willing to work hard and think outside the box.

Creativity is what makes great marketing campaigns, not dollars.

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Comments

  1. Hey Neil, great post. I know you’ve recommended PR Service multiple times, I should try it out. I try to get connected through press outlets myself but I think if I could get affordable professionals to do it, it might help me out a lot. I like that you pay for results with them too.

    -Amir

  2. Awesome post Neil, thanks for sharing your experience when it comes to our of the box marketing. My biggest take away is > be creative. If you were to just stick to conventional marketing techniques, Crazy Egg would’ve probably seen a slower growth.

    • Justin, exactly! It’s important to always think outside of the box and use new and innovative techniques as they come.

    • The book buzz marketing is all about creative marketing strategies. It illustrates how the website Half.com literally put themselves “on the map” by changing the name of a town to Half.com for a limited period! The branding they got couldn’t have been achieved with a huge marketing budget.

  3. Great post! Strategic business partnerships is one that gets overlooked but can build huge business!

  4. None of this could be achieved if you didn’t have an amazing product. It is one of the key rule of marketing cycle – Fulfillment otherwise customers stop paying eventually when they don’t get value.

    One more thing which I would suggest is to leverage social media.
    Facebook Fanpage in combination with Ads, Facebook and Linkedin Groups and really give you traction and eyeball which you need early on.

    • Salmaan, great points. Thanks for reading through, glad you enjoyed the post :)

    • I’m with you on this one Salmann:

      “None of this could be achieved if you didn’t have an amazing product. ”

      Bill Gates said “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”

      Same principle.

      The positive momentum was fueled by the great product.. It just as easily could have been a whole lot of chatter about a crappy product (if that had been the case) that eventually would have died down to nothing.

      Good “behind the scenes” read.

      ~ darlene :)

  5. I think there should be totally free plan – like forever free ;)

  6. All of that was achieved because you had something great to offer. If you didn’t had a nice product, than none of the popular tech blogs had ever promoted it!
    You had a strong product, a great marketing plan, and a beautiful approach and that’s why Crazy Egg is doing so great today.
    Awesome post and congratulations and all the best for your future adventures :)

  7. afford to higher a PR firm. ” higher ” should be hire if not wrong.

    Overall it was a great read. Considering Crazy Egg, I too use it and must say it really rocks.

  8. Good Tips, But Your Crazy Eggs is a great product

    Thanks @Neil

  9. Great post! But, I was wondering – is that 100K users, or 100K paying users? Big difference there.

  10. Some great tips you have there Neil.
    Getting enough traffic is always the hardest part
    and after creating a product and sales page there is never enough time to find some good partners or to get good advertising going.

    Giving away free products is a great idea that I will certainly use and creating a list of possible interested blogs is something I’ll certainly work on in my next downtime.. or just any time :)

  11. Hi Neil,

    Thanks for a great post. I believe the driving force behind the successes and failures in our lives is how hard we are willing to work for it. If you are prepared to do whatever it takes, you can usually eventually get whatever outcome you desire. You just have to believe.

    Thanks again,
    Thomas

  12. I like the idea of creating articles around questions people have on your product and put them in the support section.

    But why is your support section in the subdomain (support.crazyegg.com) and not in a subfolder (crazyegg.com/support)? For SEO, I thought it would be better to put the content in the sub folder?

  13. Thanks for the insight, Neil. That actually sounds like an awesome time doing all that bootstrap marketing. Going to conferences, speaking, and promoting a product that you know is great is the fun part. I can’t wait until my product is done so I can use these strategies.

  14. I think you forgot to mention the most important thing you did to grow crazy egg:

    That Crazy Egg was an incredible product.

  15. Good one Neil.. Reaching out to bloggers is a great idea and as you rightly mentioned, most bloggers don’t make enough money, majority of the bloggers would accept your offer and shall help you spread a word about your product.

    My question is, what if it’s a physical product (i.e. clothing, shoes etc) and not a web app, how would you reach out to bloggers to promote physical product..? As I think giving them a free tee wouldn’t be a good Idea. !

    Would love to hear your thoughts on that.

    Thanks again for sharing.

    • Giving them free clothes is a great idea. It works well… I’ve seen other clothing companies do that.

    • You could offer bloggers a discount code for a certain value so they can choose which products to buy.

      Also if you made the discount code time related ie code good for 3 days you could find out quickly which bloggers would be worth contacting again.

  16. Neil, this is a great attack plan. It sure beats the “wishful thinking” marketing strategy many businesses operate under.

    The heatmap observation (knowing that others want to post and share it) is great …. it can be adapted by many other businesses. By simply implementing some sort of “score board” for progress through a software, service or course or other “stats” that’s specific to the user, and turning that into an image they can share.

    Great stuff here. As always.

    – Rob Toth

    • Rob, thanks for reading through. Great points, glad you found the post helpful :)

    • Good point Rob, somewhat of a subtle gamification aspect in that people were motivated to share their results.

      We do something similar with Help Scout by letting people access reports on how quickly they are responding to customers — it’s primarily to visualize the data but it often gets shared, like on the BufferApp blog.

  17. Excellent post. I think contacting bloggers, Guest posts and SEO can increase traffic and visitors. Press releases is also a good option but Neil you are awesome. you know how to get much more then investment in website. :)
    Thanks

  18. Thanks, Neil, for always being so generous with your advice. I’m curious how Crazy Egg was losing $30K per month… How long did it take to reach 100,000 users?

  19. when u just had a site with only couple of pages…and u used it pretty well keeping in mind for your future marketing purposes…

    ok..how did u lose 30k/month ?.do u come to say..crazy egg costed u 30k to make it ?

    or u and partner had quit a job that paid u that much and u add it for the loss :-)

    anyway…its nice that u keep coming up with some interesting stuff and u gradually built a reliable audience..i like that :-)

  20. Neil –
    I’m curious . . . you say that you gave away free $99 accounts. Were you giving one month free? 6 months free? 1 year free? OR forever free?

    I can’t imagine it is the last option or you would never be able to convert them. What did you do?

    Thanks for sharing your strategies . . . awesome ideas!

  21. Thanks for the share, Neil. I really like the idea of creating a FAQ section that is optimized for search. I have seen ancilliary traffic on some of my sites going to the help section that was really intended only for subscribers.

    Sincerely,
    Vi

  22. really effective tips , i will use them to grow my online business, thanks

  23. Last week i run with my blog about cracks, hacks to games and other gifts. Beginning was difficult, but with your tips my positioning can be easy! WordPress is very helpful for beginner bloggers. ‘Now playing games will be easier’!

  24. Neil,
    thank you for sharing this inspiring story.
    It is so great, that you provide your working methods for optimization to your audience.
    Just like you said in Pat Flynns podcast and have stated it in other occasions as well: You need to create content with HUGE value for the reader and blow them away with the help they may get.

    Thanks!

  25. Wow, Neil!! Thank you so much for sharing this. All is is very inspirational and actionable.

    I have a few questions tough.

    – How long did you provide the free accounts for? Lifetime, a year, a few months?

    Would you do the same thing if what you were offering was a service (e.i. web design or social media management) instead of a product?

    Thank you in advance,

    Steven

  26. Wow, Neil. Really inspiring for me. What hustle. And what relentlessness.

    Thanks for the insights. I’m asking me what my parallels are to the actions you took.

  27. Amazing Post. Neil you are the best.

  28. Vincent Polisi :

    I, too, am confused as to how you could have been losing $30k per month on a SaaS website.

    What was that $30k/mo spent on?……salaries?

    There was no brick and mortar expense so that seems to leave only salaries for developers, server expense and ineffective ad campaigns like Adwords or something.

    How many months did it lose $30k before you reached critical mass and how was that loss funded if you only had $10k?

    I’m a little fuzzy on the math here because there are some missing components.

  29. I love the inspiration in this article. Every business hits difficulties. The dips are constantly coming and going each month. The key is to stay creative and find ways to connect that encourage people to share your business’ awesomeness.

    I’m inspired to do more website reviews to show people how they can improve their sales funnel. The hard part is dealing with rejection. People do reject you because of time, not understanding your value, etc.

    When you believe in what you do and the value you bring you have to be willing to push through the dip (thanks for this visual Seth Godin).

    In the end it’s you working your butt off that’s going to allow you to shine.

  30. Hi Neil
    Thanks for sharing your own experience. By the way I’m a user of crazyegg and would like to add that you guys have created a great product. I have a question for you. The above approach would work for a company selling a product. But what about companies providing services. At most they can come up with free consulting and that is not the most impressive tactic now a days. So what would you recommend for such a company?

  31. Hey Neil,

    What was your strategy with Social Media CRO that time?

  32. Another great post Neil. People love what you are doing. That’s the reason why you achieve that huge number of users. :)

    Content marketing you said is really an effective strategy to show off your expertise and engage your target audience.

  33. Wow, really great list Neil. I took notes and made a list of things I’m going to start implementing. (I also have quite a list from your interview with Pat Flynn on Smart Passive Income. Thanks for all that info!) Excited to dig into your SEO guides.

  34. Thanks for this Neil! The blogger outreach and PR stuff really hits home for me as i’m gearing up to launch a new retail product.

    One thing I wanted to as about are social ads – I see you are using some Facebook ads. Clearly your targeting is pretty solid as you are showing up on feed.

    My question to you is where do Facebook ads fit into the landscape if you were to ‘do it again.’ Would Facebook ads be a part of your initial spend if you have 10k?

    thanks!

    • It wouldn’t as Facebook ads are too expensive. I would go the route of trying to build a fan page and try to get people involved within the community.

  35. This is great action plan for anyone that want more business. I personally love the post, great ways to get more exposure. – ‘Think out of the box’.

  36. Congratulations both wth CrazyEgg which I have never tried but I am now intrigued and with your article. At some point, not right now, as this idea is still in the germination stage I am going to have a FB page and blog entitled “Become a Giveaway Millionaire” This will be blossoming in the next month or so and I would love the opportunity then to feature this article as the site and FB page gain maturity.

  37. I sometimes actually wonder, how can a person like Neil just get this much of success with businesses like CrazyEgg, KISSMetrics and QuickSprout and others not get any success even with so much of effort…i ain’t in that group…of course i can’t start a business at 13 years of age

  38. Beatrix Willius :

    Great article, but the product is so odd. Had a question regarding an important part of my website not showing up at Crazyegg. After contacting support I never got a reply.

  39. Very good tips you shared here, Neil. It’s all about creativity and for one to just keep going on. Some people would give up after losing $30,000 a month but you guys kept at it and found ways to turn a profit. Good one!

  40. Thanks for this article Neil.

    It’s a very inspirational piece of writing. You are very generous with the information you share.

    Cheers,

    Stu

  41. Thanks for writing about your experience Neil! You are totally right – there is no excuse for hard work; just get out there and do it!

    I noticed that a common theme you employed was to give away your software in the hopes that it would come back to your later with new customers. This really works, and I’ve used it in my web design business to help gain exposure.

    Thanks again – Caleb.

  42. Umesh Gupta :

    Great stuff Neil, I liked Thanks for sharing

  43. Excellent post, I feel vastly inferior reading through all of this! Content marketing’s always a good bet these days, though, what with Google’s latest changes. You can’t rule out your competitiors, of course, as they’re doing exactly the same thing as you are. Thinking “outside of the box” isn’t guaranteed to work in every possible sector, but the hard work factor is certainly something to adhere to.

  44. Neil, It’s been always a pleasure to read your posts. I greatly support the fact that with little bit of smart work, one can really get a good exposure of their product or services. It’s not always about dollars you spend. It’s all about being there where the action is.

  45. Very insightful Neil. Ever since I was referred to your site from a friend, I’ve been consistently pleased with the quality and value in your posts. All the CTA’s are a bit much, but it’s a small price to pay for your insights. Thank you for sharing and someday I hope to have the opportunity to hear you speak and possibly get an engagement of my own as my career matures.
    -@MrRyanConnors

  46. I like your sharing so much Neil. It helps me refresh my mind and the strategy to get more traffic. Building a great product likes Crazy Egg is already overwhelming, but you also mange the marketing so awesome. The best part i think is that your inspire other including me to think different and not to take the conventional way to success. This is really great sharing Neil.

    Thanks so much for sharing this

  47. Thanks for sharing your experience about Crazy Egg.
    Can you tell me how to do keyword research ?

  48. Hey Neil, If you did the content marketing then what type of content marketing it was ?

    And please name some big referrals you got from the content marketing for Crazy Egg.

    • Our version of content marketing was answering people’s support questions are putting it live on the web.

      We did it ourselves… didn’t really use someone else to do it.

  49. It’s easy to build a brand with a great product in hands and with massive advertising across the world.

    Best regards from I. C. Daniel

  50. Thanks for the details Neil. I really appreciate the way you share with us your knowledge.

  51. You hit the nail on the head, nothing comes close to being creative, unique and different. The value lies there.

  52. Hi Neil,

    Great post. Thanks giving these tips away. Hopefully we can write a post like this one day:)

    Marvin
    seogroup.com

  53. Great Idea neil hats off hope we will also able to derive ourself to such a point where where we can aleast think of these types of topics .

  54. Neil,
    thanks for a great post. I’m always learning from you.
    warmly,
    Marc
    http://www.theparentsunion.org

  55. Awesome we read such marketing strategy in our business books and here i saw practically proof on your blog.Lot of things to learn.Thanks for sharing sir.

  56. This is encouraging and discouraging all at the same time. While I’m very interested in taking advantage of the promotional benefits of the internet, I don’t have that much money to spend. Not sure I’d want to spend it that way if I did.

    But you gave me lots to think about marketing.

  57. That is Such a good way to deal with a startup website sir! Thank you very much for explaining the business strategies! I’m a newbie tech blogger and i feel that i’ve to concentrate on multitude of things and i think, once a start up is up and running, we have to expand it quickly interms of man power so that it can actually grow!

  58. “Although my background is in SEO, we didn’t leverage it the conventional way with Crazy Egg”.

    I learn a lot from this Neil. Thanks

  59. That Was Really Amazing, Good Marketing Tips I Got From Here,
    Thanks

  60. This is really a Informative Post! I like your tips. Thanks for shearing this wonder full article with us. :)

  61. Interesting post with a lot of great ideas! You’re absolutely right. It’s not about the dollars you throw at the problem, but rather coming up with the right solution for your business, at the right time.

  62. Hi Neil, you’re absolutely right in all your guidelines, but there is something really essential that your audience might miss – in order to be successful, you need to have a good, or even fantastic product – something that Crazy Egg clearly is :)

  63. Nice post,Thanks for such a great article

  64. Neil, this was a terrific post. Thanks for sharing it.

  65. Can’t believe such a small budget can travel so far and build such a community.

  66. Good points Neil, creative and sophisticated strategy

  67. Dear Neil,
    Thank you for sharing with everyone. All your posts have really gotten me to think more and given me many new ideas which I am planning on trying out. First things will be 9rules and getting some Business partnerships going.
    Thank you again.
    Dave

  68. Interesting post, Neil! Like Crazy Egg, design, service and especially free trial ;) Going to try it on right now!

  69. Hi Neil, I found your detailed and compelling post very useful as I’m preparing to launch a product .It’s amazing you can share those wonderful tips on a blog post. I’ll call your techniques “smart marketing” Thanks.

  70. I have came across to this site first time and I really like reading now. I am currently trying to establish my website with limited budget and I have gain some knowledge from this article. Thanks for posting it.

  71. Love the idea of offering bloggers something valuable for their audience.

    Giving it a shot tomorrow.

    Awesome Post ~ Mike

  72. Hey Neil,

    Great post! Do you think CSS galleries would help someone trying to start a professional networking website?

    I am sure the strategies above would help draw more traffic to a professional networking website, would you agree?

    Thanks,

    Adhithyaa

  73. The internet is the best business model. It is better than a brick and mortar store because you can reach a worldwide audience. There will be many new billionaires created in the next 20 years from the internet.

  74. Charlotte Ward :

    Hi,

    So now you’re larger and presumably have bigger budgets will you look into PR/marketing – which agency did you pick? -or will you keep using the methods stated here?

    Do you think that businesses of any size and of all maturities can manage their own marketing?

    • Charlotte, I think small business to well funded startups can definitely manage their own marketing. Once you get larger than that it all depends. I think picking an agency isn’t as cookie cutter as that. You have to really find out which agency fits your needs best based on their offerings and expertise.

  75. Hi Neal,
    great article!
    I have co-founded Clickheat, a CrazyEgg alternative product with with a few extra features.
    I will follow your suggestions to promote our startup.
    Thanks
    Andrea

  76. Hi Neil!

    Great for sharing your experience when it comes to our of the box marketing. Strategic business partnerships is one that gets overlooked but can build huge business!

    Thanks for excellent article!

  77. Crazy Egg is a wonderful software and I like this article, it is very informative.

  78. Neil (or anyone else)… question for you.

    I want to understand the best “plumbing” to use for a freemium model. Let’s say a company has a freemium model, where they try to get site visitors to download an extension, and presumably, if they find the extension valuable, when the free version expires, they’ll pay for it. Great.

    But what is the best method or platform(s) for tracking the all the sources of your traffic, then seeing not only which sources of traffic download the extension, but which of those people eventually convert into paying customers? Let’s assume this company is using Salesforce for CRM. Are there particular platforms/automation systems you’d recommend using that will allow this company to track all the conversions in a smart way?

  79. Awesome post! It’s incredible how you went about growth hacking to grow crazy egg. Some of the ideas you guys executed are priceless!

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