Yes, we’ve started our first LatAm tests. 100+ act in two weeks. Of course, I’m not going to try to market this as some huge success. We’re still at the very beginning. It’s not meaningful enough yet.
The purpose of our LatAm strategy was to complete the learning phase cheaply. That happened, and it was even shorter than expected. We found the creative language that gets people interested, built the landing page structure that takes them to sign-up, and completed the onboarding structure that gets people to create an act. These are important early-stage “signals.” And let’s not forget, getting an 8% CTR and landing page conversion rates going up to around 10%, despite the language barrier, is not exactly easy.
In the coming period, we need to keep improving. Sales is the most important link in the chain. Continuity is also very important. We need to put each of these into a stable system, one by one, so the growth engine can work in a healthy way.
The goal is to truly create value. Inflating numbers, making things look bigger than they are, and things like that are not attitudes that will work in the long run, in my opinion. The things that will really make a difference will come from every link in the chain working in a stable system.
Right now, there is only one metric left that I need to prove regarding whether the model works. Once I prove that too, the thesis that the product works at a basic level will become defensible. This matters, because defending a metric is easier than defending a narrative. Nobody can argue with math. Of course, whether we achieve this in one month or six months is hard to predict right now. Looking at our current learning speed, it feels almost certain that it won’t take six months, but still, it’s better to stay cautious.
As the wise ones say: “Signal vs Noise.” What matters is the signal, not the noise.
PS: How about that creative though… A car driving on an empty road takes a turn. As subtext, it’s quite abstract and deep, I know. All our creatives work through subtext. There are people who say they generally don’t understand them, but the click-through rates say the exact opposite. To understand why it works, you need to understand the psychology of the person who clicks. Trigger the emotion and watch what happens. It’s actually that simple. =D
