I hated the name Piehole. As a nerdy tech guy, I had a vision of one day running a company called CyberStar or maybe BlueSoft. But no. My partner, Prsicilla, had other ideas. She came up with the name, and the obtuse pink colour scheme. I grumbled but gave in.
Despite complaints – “Your logo is disgusting, it should be taken off the internet”, we persevered.” – the name has been a great success. It makes us stand out from the crowd and while some people hate it, the people who love it, really love it.
Now, six years later, I find myself partnering up with an old friend, Richard, on a new opportunity. He runs a IT support business in Dublin, and he had two clients in the one week ask for an online purchase order system. Some googling later, he discovered there wasn’t really a great fit for his clients unless they wanted to implement thousands of euro worth of SAP.
We decided, together with another partner, to write and market the software ourselves.
This was my chance to at last put a reasonable looking tech name on my LinkedIn profile. Some keyword research later, I found and registered simplepo.com.
Of course, Richard had other ideas. He came up with the clearly ridiculous rubberstamp.io as a name for our new venture. I smiled, thought to myself “over my dead body”.
A few weeks into the project, the question of selecting a name came onto the agenda. The temporary rubberstamp.io was being used for our belly to belly sales while I marketed simplepo.com online.
We needed a way to decide which to go, and I came up with one which I was sure would get the right result:
I set up two ad groups in adwords. Each with identical ad copy and landing pages, save for the name of the url. One had rubberstamp.io and one had simplepo.com.
You can see where this is going.
Completely not the answer I was gunning for. The rubberstamp.io ad came to $26 a lead while simplepo.com came to $101 per lead. Of course, what really matters is sales, not leads.
Interestingly I also ran a poll, which ran against what adwords is telling me. 7 out of 8 people preferred SimplePO.com yet rubberstamp seems to be 5 times cheaper in terms of acquiring leads.
So tell me. Is there a flaw in my “experiment”?