Carrd

What was the growth strategy for Carrd and how did they scale?

Twitter Launch

AJ began by announcing Carrd to his existing followers on Twitter, where he had built a substantial audience through his previous projects, HTML5 UP and Pixelarity. His followers were already familiar with his work and trusted his expertise in web design, making them a primed audience for Carrd.

This initial announcement helped generate immediate interest and sign-ups from his existing network, showcasing the importance of building and engaging with a dedicated follower base over time.

Product Hunt Launch

The real breakthrough in customer acquisition came from Carrd's launch on Product Hunt. Despite an early, unintended posting by a follower when Carrd was still in a "coming soon" state, AJ managed to officially launch it on the platform shortly after its public release.

This launch was meticulously planned to capitalize on Product Hunt's vast community of tech enthusiasts, early adopters, and influencers. The visibility from being featured on Product Hunt led to a significant surge in user sign-ups, site creations, and even Pro plan upgrades, far exceeding the traction generated from the Twitter announcement alone.

Even now, AJ’s recipe for awareness and distribution is very organic and very product-led. He hasn’t really done any marketing, relying instead on word of mouth and low-key viral elements within the experience like the branded URL and a “Made with Carrd” link that appears in each free website footer.

Carrd Growth Channels

Affiliate program

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Word of mouth

Referral Program

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