Archive for the ‘Goals’ Category

Add your photo instantly

December 17, 2007

To further drive the point that no membership is required, we are now letting your guests add their photo (and nickname) instantly right on your event page. This use to require sign-up but now we are making sign-up as a secondary option only – totally not required.

Why such low hurdles?

We don’t define our success by the number of page views because it leads down a path which conflicts with good user experience. This is why we avoided the ad-banner model of monetization. This is what lets us be “ajax”, keeping much of the experience all in one page. We even include all the core info in the invite mailers so you guests aren’t required to visit the site.

We don’t define success by number of members either because a big “sign up required” button before you get to know Crusher is just rude. We believe we offer something much better than the corporate competition, and you’ll see that right away. We want a long term relationship with our users so we make it really easy to adopt us into your already busy life.

Why sign-up ever?

Right now the benefits with sign-up is that you get a “Stuff” page which lets you manage all of your current/past events. Also lets you control notifications via email or SMS. To us, you as a member only means that we can send you a mailer every month that lets you know what we’ve been up to. And even that you can opt out of.

Yeah, we are so low-barrier to a fault 🙂



Protected: Full-on Crusher!

November 22, 2007

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A list of crusher NO’s

October 8, 2007

No annoying ad banners. Your page is your own.

No spamming. We don’t like it either.

No membership required. But it does have benefits.

No fee. Free to use.

No fancy marketing. We rely on word of mouth.

No revenue model (yet). Yeah, we’re working on that.

No social networking angle.

No salary for us. Ugh. See comment on revenue model.

High Google ranking of public pages

July 29, 2007

There’s generally two sides to Crusher. There’s the private events side, which is where we’ve focused most of the energy of our small team. Then there’s the public events side, pages made public by adding to Crusher’s Public Directory. Currently, this directory is mostly empty. We’ve been actively talking with some businesses, promoters, event bloggers, and such, about how publishing their events via Crusher could be better than what they’re currently doing. We’re learning. And the real idea behind the public directory is becoming pretty exciting.

One thing that we’ve succeeded in so far is in how published public Crusher pages rank in Google’s search results. Searching for “gnome trouble” or “dilettantes record release” puts crusher high up on the first page. Sweeet. Certainly a great incentive for event bloggers to publish in Crusher.


Defining Success in Kilometers

April 7, 2007

I could just be naive, or a direct result of never having gone to business school, but the way I’d like to define the success of this product is not by the usual metrics such as number of page views, unique visits, and signed up members, but rather by the cumulative height of published pages. Hence, the tag line “Success roughly measured in page length”. Yes, seriously |:


There are reasons. Ad banner revenue was strategically tossed out the window from the very beginning because it would put us in a position where we would want a lot of ad impressions generated by page views. Such a business model would not direct our particular product toward a good user experience, in fact it would the opposite. Without ads we’ve been able to design it in a way that tries to limit the number of pages you have to go to and eliminate browser refresh within the main page itself (as much as we can for now). I expect that we will continue and develop with this approach in mind.

It was also important that the product is easily adoptable, fitting nicely into your already cluttered life, with very low barriers to entry and use. If membership was a metric of success then it would get in the way, such as requiring sign-up up front. This is what most other products do out there and it sucks. At Crusher we have the opposite approach. Instead of a big “sign-up now” button we stress that there is “no membership required”. So explore freely to see what it is, use it freely to see if you’d like it, try it out first then sign-up if you think you’d continue to use it.

After we’ve designed and built much of the product I wondered how we can measure its success if we had to. Ultimately, how engaged our users are would be what’s important. Evidence of that takes on many forms, much of which can hardly be measured by the website itself. However, the vertical nature of Crusher would somewhat be telling since an engaged user would likely interact and participate more, thus extending the height of the page. Okay, it isn’t absolutely scientific. But it’s something.

First ever Ajax-safe web advertising

March 3, 2007

Key to any successful online campaign are attention-grabbing (annoying), attractive (repelling), appropriate (rarely relevant), award-winning ad banners. Available immediately on the Crusher website is this handsome favicon banner spot appearing on every single Crusher page at a prime location which never goes below the fold. Want your web advertising to be successful? Then you should start off by advertising with us. Price sheet available upon request (:


But seriously, aside from this we don’t have ad banners on Crusher. To me, the business goals of maximizing page hits just can’t really align with user experience and usability goals. I could be wrong. Nor does it align with programming goals of serving up information in a more dynamic ajax-ian-istic-tious approach. Advertisers pay on a cost-per-impression basis and ajax seeks to eliminate page refresh. This is perhaps one of the reasons why ajax-ian-ster-ization hasn’t been embraced as readily, until more recently, even though it is said to have been available for years. I could be wrong about that, too. Either way, everyone can agree that ad banners aren’t pretty. Even those most trained in banner-blindness will have a more pleasant time at Crusher and it will do wonders to our brand. And brand is everything.

About Crusher

February 7, 2007


Crusher is a simple web app’ on the electric internet which can help you showcase your event better than, say, if you were to do it all on your own. “Holy cow!” you say.

That’s right. Founded and hand built by a very small team of designer/developers in the Bay area, Crusher began in concept late last summer, development last fall, now almost ready to step out into the virtual world.

Yet, it’s not a big deal, really. There’s bigger stuff happening out there. But then again, that’s partly the point. Perhaps you might not be sitting here right now if those flyers and invites you keep passing off were a bit more engaging.

Well, maybe we can help change things a bit. Certainly, one of our goals is to make the offline more interesting online – and vice versa.