Choosing items from a website can feel impersonal, even if it is convenient. One thing that’s felt like it’s missing from the online wedding registry process though is the experience. And not only that, but modern on-the-go types are flocking to the convenience of online registering far more than taking the time to browse in-store to pick out everything they want. Modern couples aren’t registering for as much fine china or expensive tchotchkes, but are instead focusing on experiences and more fun things they might not get themselves. But today’s couples are registering in ways that are much different than their preceding generations. Then we saw the acquisition work for us.These days, there’s more options than ever for creating a wedding registry. We scaled up the marketing aspect and started doing paid social media in 2015. To answer your question, we didn’t do anything in 2014 on the acquisition side. It was like, “This creative works better because they convert better.” That has a better impact. Understanding those metrics and numbers became an eye-opener to us.

Understanding the e-commerce conversion funnel was not only an eye-opener but also rewarding because you can apply it to basically everything. Which creative worked? Which copy worked? I had never even heard of a conversion funnel before. We did learn very quickly which platforms were better for us. Once we raised a little bit of capital, we started to do a little bit more on paid marketing. Nevin Shetty: In 2014, it was all organic. Sramana Mitra: Did you switch from doing brute force to actually some sort of a paid promo? How were you leveraging social media for your purpose? Nevin Shetty: All we tried was social media and referrals. What did you learn about customer acquisition strategy?

Sramana Mitra: I’m asking a very specific question, which is customer acquisition. Here are our features.” We wanted to make buying home goods and furnitures a much more seamless and thoughtful process. Our whole thesis to investors was, “We don’t need a million users to make this site profitable. The cart value per user was incredibly high – over $2,000. In that first year, we had around 85 users. Nevin Shetty: The unit economics is an amazing part of the business. Sramana Mitra: The year that you were raising money, what were the highlights on the business side? What did you learn? Did you learn about repeatable customer acquisition strategy? Did you learn anything about unit economics? How many customers were you able to generate? We had a little bit of traction to show friends and family in the Fall of 2014. The product went live in February of 2014. You were able to experiment with customer acquisition strategy. Sramana Mitra: During this period, you had a working product. From across the nation, Lizzie had moved at this point. It was just the two of us working part-time. Sramana Mitra: One clarification, both you and Liz kept your jobs while you were raising this convertible note round.

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