Column · first customer value
Curiosity, combined with the cost of a form. It requires no commitment and creates no obligation. A list of a thousand signups can coexist with zero willingness to pay, and often does.
That the promise was understood, that the price was judged worth it, and that the person preferred this over keeping the money. Three judgments in one act, none of which a signup tests.
Because they are abundant and produce a pleasant curve. Payment counts are small and often zero, which is uncomfortable — and discomfort is exactly the information you are avoiding.
Never report signups as traction. Report payments, with the date of the first one. If there are none, say so; that is the most useful sentence you can write.
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