Full Width 
Shortcuts 
Sign Up 
Log In 
Articles 
Reading List More from alexwlchan
Consider the following JSON object: { "sides": 4, "colour": "red", "sides": 5, "colour": "blue" } Notice that sides and colour both appear twice. This looks invalid, but I learnt recently that this is actually legal JSON syntax! It’s unusual and discouraged, but it’s not completely forbidden. This was a big surprise to me. I think of JSON objects as key/value pairs, and I associate them with data structures like a dict in Python or a Hash in Ruby – both of which only allow unique keys. JSON has no such restriction, and I started thinking about how to handle it. What does the JSON spec say about duplicate names? JSON is described by several standards, which Wikipedia helpfully explains for us: After RFC 4627 had been available as its “informational” specification since 2006, JSON was first standardized in 2013, as ECMA‑404. RFC 8259, published in 2017, is the current version of the Internet Standard STD 90, and it remains consistent with ECMA‑404. That same year, JSON was also standardized as ISO/IEC 21778:2017. The ECMA and ISO/IEC standards describe only the allowed syntax, whereas the RFC covers some security and interoperability considerations. All three of these standards explicitly allow the use of duplicate names in objects. ECMA‑404 and ISO/IEC 21778:2017 have identical text to describe the syntax of JSON objects, and they say (emphasis mine): An object structure is represented as a pair of curly bracket tokens surrounding zero or more name/value pairs. […] The JSON syntax does not impose any restrictions on the strings used as names, does not require that name strings be unique, and does not assign any significance to the ordering of name/value pairs. These are all semantic considerations that may be defined by JSON processors or in specifications defining specific uses of JSON for data interchange. RFC 8259 goes further and strongly recommends against duplicate names, but the use of SHOULD means it isn’t completely forbidden: The names within an object SHOULD be unique. The same document warns about the consequences of ignoring this recommendation: An object whose names are all unique is interoperable in the sense that all software implementations receiving that object will agree on the name-value mappings. When the names within an object are not unique, the behavior of software that receives such an object is unpredictable. Many implementations report the last name/value pair only. Other implementations report an error or fail to parse the object, and some implementations report all of the name/value pairs, including duplicates. So it’s technically valid, but it’s unusual and discouraged. I’ve never heard of a use case for JSON objects with duplicate names. I’m sure there was a good reason for it being allowed by the spec, but I can’t think of it. Most JSON parsers – including jq, JavaScript, and Python – will silently discard all but the last instance of a duplicate name. Here’s an example in Python: >>> import json >>> json.loads('{"sides": 4, "colour": "red", "sides": 5, "colour": "blue"}') {'colour': 'blue', 'sides': 5} What if I wanted to decode the whole object, or throw an exception if I see duplicate names? This happened to me recently. I was editing a JSON file by hand, and I’d copy/paste objects to update the data. I also had scripts which could update the file. I forgot to update the name on one of the JSON objects, so there were two name/value pairs with the same name. When I ran the script, it silently erased the first value. I was able to recover the deleted value from the Git history, but I wondered how I could prevent this happening again. How could I make the script fail, rather than silently delete data? Decoding duplicate names in Python When Python decodes a JSON object, it first parses the object as a list of name/value pairs, then it turns that list of name value pairs into a dictionary. We can see this by looking at the JSONObject function in the CPython source code: it builds a list pairs, and at the end of the function, it calls dict(pairs) to turn the list into a dictionary. This relies on the fact that dict() can take an iterable of key/value tuples and create a dictionary: >>> dict([('sides', 4), ('colour', 'red')]) {'colour': 'red', 'sides': 4} The docs for dict() tell us that it` will discard duplicate keys: “if a key occurs more than once, the last value for that key becomes the corresponding value in the new dictionary”. >>> dict([('sides', 4), ('colour', 'red'), ('sides', 5), ('colour', 'blue')]) {'colour': 'blue', 'sides': 5} We can customise what Python does with the list of name/value pairs. Rather than calling dict(), we can pass our own function to the object_pairs_hook parameter of json.loads(), and Python will call that function on the list of pairs. This allows us to parse objects in a different way. For example, we can just return the literal list of name/value pairs: >>> import json >>> json.loads( ... '{"sides": 4, "colour": "red", "sides": 5, "colour": "blue"}', ... object_pairs_hook=lambda pairs: pairs ... ) ... [('sides', 4), ('colour', 'red'), ('sides', 5), ('colour', 'blue')] We could also use the multidict library to get a dict-like data structure which supports multiple values per key. This is based on HTTP headers and URL query strings, two environments where it’s common to have multiple values for a single key: >>> from multidict import MultiDict >>> md = json.loads( ... '{"sides": 4, "colour": "red", "sides": 5, "colour": "blue"}', ... object_pairs_hook=lambda pairs: MultiDict(pairs) ... ) ... >>> md <MultiDict('sides': 4, 'colour': 'red', 'sides': 5, 'colour': 'blue')> >>> md['sides'] 4 >>> md.getall('sides') [4, 5] Preventing silent data loss If we want to throw an exception when we see duplicate names, we need a longer function. Here’s the code I wrote: import collections import typing def dict_with_unique_names(pairs: list[tuple[str, typing.Any]]) -> dict[str, typing.Any]: """ Convert a list of name/value pairs to a dict, but only if the names are unique. If there are non-unique names, this function throws a ValueError. """ # First try to parse the object as a dictionary; if it's the same # length as the pairs, then we know all the names were unique and # we can return immediately. pairs_as_dict = dict(pairs) if len(pairs_as_dict) == len(pairs): return pairs_as_dict # Otherwise, let's work out what the repeated name(s) were, so we # can throw an appropriate error message for the user. name_tally = collections.Counter(n for n, _ in pairs) repeated_names = [n for n, count in name_tally.items() if count > 1] assert len(repeated_names) > 0 if len(repeated_names) == 1: raise ValueError(f"Found repeated name in JSON object: {repeated_names[0]}") else: raise ValueError( f"Found repeated names in JSON object: {', '.join(repeated_names)}" ) If I use this as my object_pairs_hook when parsing an object which has all unique names, it returns the normal dict I’d expect: >>> json.loads( ... '{"sides": 4, "colour": "red"}', ... object_pairs_hook=dict_with_unique_names ... ) ... {'colour': 'red', 'sides': 4} But if I’m parsing an object with one or more repeated names, the parsing fails and throws a ValueError: >>> json.loads( ... '{"sides": 4, "colour": "red", "sides": 5}', ... object_pairs_hook=dict_with_unique_names ... ) Traceback (most recent call last): […] ValueError: Found repeated name in JSON object: sides >>> json.loads( ... '{"sides": 4, "colour": "red", "sides": 5, "colour": "blue"}', ... object_pairs_hook=dict_with_unique_names ... ) Traceback (most recent call last): […] ValueError: Found repeated names in JSON object: sides, colour This is precisely the behaviour I want – throwing an exception, not silently dropping data. Encoding non-unique names in Python It’s hard to think of a use case, but this post feels incomplete without at least a brief mention. If you want to encode custom data structures with Python’s JSON library, you can subclass JSONEncoder and define how those structures should be serialised. Here’s a rudimentary attempt at doing that for a MultiDict: class MultiDictEncoder(json.JSONEncoder): def encode(self, o: typing.Any) -> str: # If this is a MultiDict, we need to construct the JSON string # manually -- first encode each name/value pair, then construct # the JSON object literal. if isinstance(o, MultiDict): name_value_pairs = [ f'{super().encode(str(name))}: {self.encode(value)}' for name, value in o.items() ] return '{' + ', '.join(name_value_pairs) + '}' return super().encode(o) and here’s how you use it: >>> md = MultiDict([('sides', 4), ('colour', 'red'), ('sides', 5), ('colour', 'blue')]) >>> json.dumps(md, cls=MultiDictEncoder) {"sides": 4, "colour": "red", "sides": 5, "colour": "blue"} This is rough code, and you shouldn’t use it – it’s only an example. I’m constructing the JSON string manually, so it doesn’t handle edge cases like indentation or special characters. There are almost certainly bugs, and you’d need to be more careful if you wanted to use this for real. In practice, if I had to encode a multi-dict as JSON, I’d encode it as a list of objects which each have a key and a value field. For example: [ {"key": "sides", "value": 4 }, {"key": "colour", "value": "red" }, {"key": "sides", "value": 5 }, {"key": "colour", "value": "blue"}, ] This is a pretty standard pattern, and it won’t trip up JSON parsers which aren’t expecting duplicate names. Do you need to worry about this? This isn’t a big deal. JSON objects with duplicate names are pretty unusual – this is the first time I’ve ever encountered one, and it was a mistake. Trying to account for this edge case in every project that uses JSON would be overkill. It would add complexity to my code and probably never catch a single error. This started when I made a copy/paste error that introduced the initial duplication, and then a script modified the JSON file and caused some data loss. That’s a somewhat unusual workflow, because most JSON files are exclusively modified by computers, and this wouldn’t be an issue. I’ve added this error handling to my javascript-data-files library, but I don’t anticipate adding it to other projects. I use that library for my static website archives, which is where I had this issue. Although I won’t use this code exactly, it’s been good practice at writing custom encoders/decoders in Python. That is something I do all the time – I’m often encoding native Python types as JSON, and I want to get the same type back when I decode later. I’ve been writing my own subclasses of JSONEncoder and JSONDecoder for a while. Now I know a bit more about how Python decodes JSON, and object_pairs_hook is another tool I can consider using. This was a fun deep dive for me, and I hope you found it helpful too. [If the formatting of this post looks odd in your feed reader, visit the original article]
I store a lot of data in SQLite databases on remote servers, and I often want to copy them to my local machine for analysis or backup. When I’m starting a new project and the database is near-empty, this is a simple rsync operation: $ rsync --progress username@server:my_remote_database.db my_local_database.db As the project matures and the database grows, this gets slower and less reliable. Downloading a 250MB database from my web server takes about a minute over my home Internet connection, and that’s pretty small – most of my databases are multiple gigabytes in size. I’ve been trying to make these copies go faster, and I recently discovered a neat trick. What really slows me down is my indexes. I have a lot of indexes in my SQLite databases, which dramatically speed up my queries, but also make the database file larger and slower to copy. (In one database, there’s an index which single-handedly accounts for half the size on disk!) The indexes don’t store anything unique – they just duplicate data from other tables to make queries faster. Copying the indexes makes the transfer less efficient, because I’m copying the same data multiple times. I was thinking about ways to skip copying the indexes, and I realised that SQLite has built-in tools to make this easy. Dumping a database as a text file SQLite allows you to dump a database as a text file. If you use the .dump command, it prints the entire database as a series of SQL statements. This text file can often be significantly smaller than the original database. Here’s the command: $ sqlite3 my_database.db .dump > my_database.db.txt And here’s what the beginning of that file looks like: PRAGMA foreign_keys=OFF; BEGIN TRANSACTION; CREATE TABLE IF NOT EXISTS "tags" ( [name] TEXT PRIMARY KEY, [count_uses] INTEGER NOT NULL ); INSERT INTO tags VALUES('carving',260); INSERT INTO tags VALUES('grass',743); … Crucially, this reduces the large and disk-heavy indexes into a single line of text – it’s an instruction to create an index, not the index itself. CREATE INDEX [idx_photo_locations] ON [photos] ([longitude], [latitude]); This means that I’m only storing each value once, rather than the many times it may be stored across the original table and my indexes. This is how the text file can be smaller than the original database. If you want to reconstruct the database, you pipe this text file back to SQLite: $ cat my_database.db.txt | sqlite3 my_reconstructed_database.db Because the SQL statements are very repetitive, this text responds well to compression: $ sqlite3 explorer.db .dump | gzip -c > explorer.db.txt.gz To give you an idea of the potential savings, here’s the relative disk size for one of my databases. File Size on disk original SQLite database 3.4 GB text file (sqlite3 my_database.db .dump) 1.3 GB gzip-compressed text (sqlite3 my_database.db .dump | gzip -c) 240 MB The gzip-compressed text file is 14× smaller than the original SQLite database – that makes downloading the database much faster. My new ssh+rsync command Rather than copying the database directly, now I create a gzip-compressed text file on the server, copy that to my local machine, and reconstruct the database. Like so: # Create a gzip-compressed text file on the server ssh username@server "sqlite3 my_remote_database.db .dump | gzip -c > my_remote_database.db.txt.gz" # Copy the gzip-compressed text file to my local machine rsync --progress username@server:my_remote_database.db.txt.gz my_local_database.db.txt.gz # Remove the gzip-compressed text file from my server ssh username@server "rm my_remote_database.db.txt.gz" # Uncompress the text file gunzip my_local_database.db.txt.gz # Reconstruct the database from the text file cat my_local_database.db.txt | sqlite3 my_local_database.db # Remove the local text file rm my_local_database.db.txt A database dump is a stable copy source This approach fixes another issue I’ve had when copying SQLite databases. If it takes a long time to copy a database and it gets updated midway through, rsync may give me an invalid database file. The first half of the file is pre-update, the second half file is post-update, and they don’t match. When I try to open the database locally, I get an error: database disk image is malformed By creating a text dump before I start the copy operation, I’m giving rsync a stable copy source. That text dump isn’t going to change midway through the copy, so I’ll always get a complete and consistent text file. This approach has saved me hours when working with large databases, and made my downloads both faster and more reliable. If you have to copy around large SQLite databases, give it a try. [If the formatting of this post looks odd in your feed reader, visit the original article]
I support dark mode on this site, and as part of the dark theme, I have a colour-inverted copy of the default background texture. I like giving my website a subtle bit of texture, which I think makes it stand out from a web which is mostly solid-colour backgrounds. Both my textures are based on the “White Waves” pattern made by Stas Pimenov. I was setting these images as my background with two CSS rules, using the prefers-color-scheme: dark media feature to use the alternate image in dark mode: body { background: url('https://alexwlchan.net/theme/white-waves-transparent.png'); } @media (prefers-color-scheme: dark) { body { background: url('https://alexwlchan.net/theme/black-waves-transparent.png'); } } This works, mostly. But I prefer light mode, so while I wrote this CSS and I do some brief testing whenever I make changes, I’m not using the site in dark mode. I know how dark mode works in my local development environment, not how it feels as a day-to-day user. Late last night I was using my phone in dark mode to avoid waking the other people in the house, and I opened my site. I saw a brief flash of white, and then the dark background texture appeared. That flash of bright white is precisely what you don’t want when you’re using dark mode, but it happened anyway. I made a note to work it out in the morning, then I went to bed. Now I’m fully awake, it’s obvious what happened. Because my only background is the image URL, there’s a brief gap between the CSS being parsed and the background image being loaded. In that time, the browser doesn’t have anything to put in the background, so you just get pure white. This was briefly annoying in the moment, but it would be even more worse if the background texture never loaded. I have light text on black in dark mode, but without the background image it’s just light text on white, which is barely readable: I never noticed this in local development, because I’m usually working in a well-lit room where that white flash would be far less obvious. I’m also using a local version of the site, which loads near-instantly and where the background image is almost certainly saved in my browser cache. I’ve made two changes to prevent this happening again. I’ve added a colour to use as a fallback until the image loads. The CSS background property supports adding a colour, which is used until the image loads, or as a fallback if it doesn’t. I already use this in a few places, and now I’ve added it to my body background. body { background: url('https://…/white-waves-transparent.png') #fafafa; } @media (prefers-color-scheme: dark) { body { background: url('https://…/black-waves-transparent.png') #0d0d0d; } } This avoids the flash of unstyled background before the image loads – the browser will use a solid dark background until it gets the texture. I’ve added rel="preload" elements to the head of the page, so the browser will start loading the background textures faster. These elements are a clue to the browser that these resources are going to be useful when it renders the page, so it should start loading them as soon as possible: <link rel="preload" href="https://alexwlchan.net/theme/white-waves-transparent.png" as="image" type="image/png" media="(prefers-color-scheme: light)" /> <link rel="preload" href="https://alexwlchan.net/theme/black-waves-transparent.png" as="image" type="image/png" media="(prefers-color-scheme: dark)" /> This means the browser is downloading the appropriate texture at the same time as it’s downloading the CSS file. Previously it had to download the CSS file, parse it, and only then would it know to start downloading the texture. With the preload, it’s a bit faster! The difference is probably imperceptible if you’re on a fast connection, but it’s a small win and I can’t see any downside (as long as I scope the preload correctly, and don’t preload resources I don’t end up using). I’ve seen a lot of sites using <link rel="preload"> and I’ve only half-understood what it is and why it’s useful – I’m glad to have a chance to use it myself, so I can understand it better. This bug reminds me of a phenomenon called flash of unstyled text. Back when custom fonts were fairly new, you’d often see web pages appear briefly with the default font before custom fonts finished loading. There are well-understood techniques for preventing this, so it’s unusual to see that brief unstyled text on modern web pages – but the same issue is affecting me in dark mode I avoided using custom fonts on the web to avoid tackling this issue, but it got me anyway! In these dark times for the web, old bugs are new again. [If the formatting of this post looks odd in your feed reader, visit the original article]
I’m a big fan of keyring, a Python module made by Jason R. Coombs for storing secrets in the system keyring. It works on multiple operating systems, and it knows what password store to use for each of them. For example, if you’re using macOS it puts secrets in the Keychain, but if you’re on Windows it uses Credential Locker. The keyring module is a safe and portable way to store passwords, more secure than using a plaintext config file or an environment variable. The same code will work on different platforms, because keyring handles the hard work of choosing which password store to use. It has a straightforward API: the keyring.set_password and keyring.get_password functions will handle a lot of use cases. >>> import keyring >>> keyring.set_password("xkcd", "alexwlchan", "correct-horse-battery-staple") >>> keyring.get_password("xkcd", "alexwlchan") "correct-horse-battery-staple" Although this API is simple, it’s not perfect – I have some frustrations with the get_password function. In a lot of my projects, I’m now using a small function that wraps get_password. What do I find frustrating about keyring.get_password? If you look up a password that isn’t in the system keyring, get_password returns None rather than throwing an exception: >>> print(keyring.get_password("xkcd", "the_invisible_man")) None I can see why this makes sense for the library overall – a non-existent password is very normal, and not exceptional behaviour – but in my projects, None is rarely a usable value. I normally use keyring to retrieve secrets that I need to access protected resources – for example, an API key to call an API that requires authentication. If I can’t get the right secrets, I know I can’t continue. Indeed, continuing often leads to more confusing errors when some other function unexpectedly gets None, rather than a string. For a while, I wrapped get_password in a function that would throw an exception if it couldn’t find the password: def get_required_password(service_name: str, username: str) -> str: """ Get password from the specified service. If a matching password is not found in the system keyring, this function will throw an exception. """ password = keyring.get_password(service_name, username) if password is None: raise RuntimeError(f"Could not retrieve password {(service_name, username)}") return password When I use this function, my code will fail as soon as it fails to retrieve a password, rather than when it tries to use None as the password. This worked well enough for my personal projects, but it wasn’t a great fit for shared projects. I could make sense of the error, but not everyone could do the same. What’s that password meant to be? A good error message explains what’s gone wrong, and gives the reader clear steps for fixing the issue. The error message above is only doing half the job. It tells you what’s gone wrong (it couldn’t get the password) but it doesn’t tell you how to fix it. As I started using this snippet in codebases that I work on with other developers, I got questions when other people hit this error. They could guess that they needed to set a password, but the error message doesn’t explain how, or what password they should be setting. For example, is this a secret they should pick themselves? Is it a password in our shared password vault? Or do they need an API key for a third-party service? If so, where do they find it? I still think my initial error was an improvement over letting None be used in the rest of the codebase, but I realised I could go further. This is my extended wrapper: def get_required_password(service_name: str, username: str, explanation: str) -> str: """ Get password from the specified service. If a matching password is not found in the system keyring, this function will throw an exception and explain to the user how to set the required password. """ password = keyring.get_password(service_name, username) if password is None: raise RuntimeError( "Unable to retrieve required password from the system keyring!\n" "\n" "You need to:\n" "\n" f"1/ Get the password. Here's how: {explanation}\n" "\n" "2/ Save the new password in the system keyring:\n" "\n" f" keyring set {service_name} {username}\n" ) return password The explanation argument allows me to explain what the password is for to a future reader, and what value it should have. That information can often be found in a code comment or in documentation, but putting it in an error message makes it more visible. Here’s one example: get_required_password( "flask_app", "secret_key", explanation=( "Pick a random value, e.g. with\n" "\n" " python3 -c 'import secrets; print(secrets.token_hex())'\n" "\n" "This password is used to securely sign the Flask session cookie. " "See https://flask.palletsprojects.com/en/stable/config/#SECRET_KEY" ), ) If you call this function and there’s no keyring entry for flask_app/secret_key, you get the following error: Unable to retrieve required password from the system keyring! You need to: 1/ Get the password. Here's how: Pick a random value, e.g. with python3 -c 'import secrets; print(secrets.token_hex())' This password is used to securely sign the Flask session cookie. See https://flask.palletsprojects.com/en/stable/config/#SECRET_KEY 2/ Save the new password in the system keyring: keyring set flask_app secret_key It’s longer, but this error message is far more informative. It tells you what’s wrong, how to save a password, and what the password should be. This is based on a real example where the previous error message led to a misunderstanding. A co-worker saw a missing password called “secret key” and thought it referred to a secret key for calling an API, and didn’t realise it was actually for signing Flask session cookies. Now I can write a more informative error message, I can prevent that misunderstanding happening again. (We also renamed the secret, for additional clarity.) It takes time to write this explanation, which will only ever be seen by a handful of people, but I think it’s important. If somebody sees it at all, it’ll be when they’re setting up the project for the first time. I want that setup process to be smooth and straightforward. I don’t use this wrapper in all my code, particularly small or throwaway toys that won’t last long enough for this to be an issue. But in larger codebases that will be used by other developers, and which I expect to last a long time, I use it extensively. Writing a good explanation now can avoid frustration later. [If the formatting of this post looks odd in your feed reader, visit the original article]
I’ve been writing some internal dashboards recently, and one hard part is displaying timestamps. Our server does everything in UTC, but the team is split across four different timezones, so the server timestamps aren’t always easy to read. For most people, it’s harder to understand a UTC timestamp than a timestamp in your local timezone. Did that event happen just now, an hour ago, or much further back? Was that at the beginning of your working day? Or at the end? Then I remembered that I tried to solve this five years ago at a previous job. I wrote a JavaScript snippet that converts UTC timestamps into human-friendly text. It displays times in your local time zone, and adds a short suffix if the time happened recently. For example: today @ 12:00 BST (1 hour ago) In my old project, I was using writing timestamps in a <div> and I had to opt into the human-readable text for every date on the page. It worked, but it was a bit fiddly. Doing it again, I thought of a more elegant solution. HTML has a <time> element for expressing datetimes, which is a more meaningful wrapper than a <div>. When I render the dashboard on the server, I don’t know the user’s timezone, so I include the UTC timestamp in the page like so: <time datetime="2025-04-15 19:45:00Z"> Tue, 15 Apr 2025 at 19:45 UTC </time> I put a machine-readable date and time string with a timezone offset string in the datetime attribute, and then a more human-readable string in the text of the element. Then I add this JavaScript snippet to the page: window.addEventListener("DOMContentLoaded", function() { document.querySelectorAll("time").forEach(function(timeElem) { // Set the `title` attribute to the original text, so a user // can hover over a timestamp to see the UTC time. timeElem.setAttribute("title", timeElem.innerText); // Replace the display text with a human-friendly date string // which is localised to the user's timezone. timeElem.innerText = getHumanFriendlyDateString( timeElem.getAttribute("datetime") ); }) }); This updates any <time> element on the page to use a human friendly date string, which is localised to the user’s timezone. For example, I’m in the UK so that becomes: <time datetime="2025-04-15 19:45:00Z" title="Tue, 15 Apr 2025 at 19:45 UTC"> Tue, 15 Apr 2025 at 20:45 BST </time> In my experience, these timestamps are easier and more intuitive for people to read. I always include a timezone string (e.g. BST, EST, PDT) so it’s obvious that I’m showing a localised timestamp. If you really need the UTC timestamp, it’s in the title attribute, so you can see it by hovering over it. (Sorry, mouseless users, but I don’t think any of my team are browsing our dashboards from their phone or tablet.) If the JavaScript doesn’t load, you see the plain old UTC timestamp. It’s not ideal, but the page still loads and you can see all the information – this behaviour is an enhancement, not an essential. To me, this is the unfulfilled promise of the <time> element. In my fantasy world, web page authors would write the time in a machine-readable format, and browsers would show it in a way that makes sense for the reader. They’d take into account their language, locale, and time zone. I understand why that hasn’t happened – it’s much easier said than done. You need so much context to know what’s the “right” thing to do when dealing with datetimes, and guessing without that context is at the heart of many datetime bugs. These sort of human-friendly, localised timestamps are very handy sometimes, and a complete mess at other times. In my staff-only dashboards, I have that context. I know what these timestamps mean, who’s going to be reading them, and I think they’re a helpful addition that makes the data easier to read. [If the formatting of this post looks odd in your feed reader, visit the original article]
More in programming
This is re-post of How to Permanently Increase Your Sales by 50% or More in Only One Day article by Steve Pavlina Of all the things you can do to increase your sales, one of the highest leverage activities is attempting to increase your products’ registration rate. Increasing your registration rate from 1.0% to 1.5% means that you simply convince one more downloader out of every 200 to make the decision to buy. Yet that same tiny increase will literally increase your sales by a full 50%. If you’re one of those developers who simply slapped the ubiquitous 30-day trial incentive on your shareware products without going any further than that, then I think a 50% increase in your registration rate is a very attainable goal you can achieve if you spend just one full day of concentrated effort on improving your product’s ability to sell. My hope is that this article will get you off to a good start and get you thinking more creatively. And even if you fail, your result might be that you achieve only a 25% or a 10% increase. How much additional money would that represent to you over the next five years of sales? What influence, if any, did the title of this article have on your decision to read it? If I had titled this article, “Registration Incentives,” would you have been more or less likely to read it now? Note that the title expresses a specific and clear benefit to you. It tells you exactly what you can expect to gain by reading it. Effective registration incentives work the same way. They offer clear, specific benefits to the user if a purchase is made. In order to improve your registration incentives, the first thing you need to do is to adopt some new beliefs that will change your perspective. I’m going to introduce you to what I call the “lies of success” in the shareware industry. These are statements that are not true at all, but if you accept them as true anyway, you’ll achieve far better results than if you don’t. Rule 1: What you are selling is merely the difference between the shareware and the registered versions, not the registered version itself. Note that this is not a true statement, but if you accept it as true, you’ll immediately begin to see the weaknesses in your registration incentives. If there are few additional benefits for buying the full version vs. using the shareware version, then you aren’t offering the user strong enough incentives to make the full purchase. Rule 2: The sole purpose of the shareware version is to close the sale. This is our second lie of success. Note the emphasis on the word “close.” Your shareware version needs to act as a direct sales vehicle. It must be able to take the user all the way to the point of purchase, i.e. your online order form, ideally with nothing more than a few mouse clicks. Anything that detracts from achieving a quick sale is likely to hurt sales. Rule 3: The customer’s perspective is the only one that matters. Defy this rule at your peril. Customers don’t care that you spent 2000 hours creating your product. Customers don’t care that you deserve the money for your hard work. Customers don’t care that you need to do certain things to prevent piracy. All that matters to them are their own personal wants and needs. Yes, these are lies of success. Some customers will care, but if you design your registration incentives assuming they only care about their own self-interests, your motivation to buy will be much stronger than if you merely appeal to their sense of honesty, loyalty, or honor. Assume your customers are all asking, “What’s in it for me if I choose to buy? What will I get? How will this help me?” I don’t care if you’re selling to Fortune 500 companies. At some point there will be an individual responsible for causing the purchase to happen, and that individual is going to consider how the purchase will affect him/her personally: “Will this purchase get me fired? Will it make me look good in front of my peers? Will this make my job easier or harder?” Many shareware developers get caught in the trap of discriminating between honest and dishonest users, believing that honest users will register and dishonest ones won’t. This line of thinking will ultimately get you nowhere, and it violates the third lie of success. When you make a purchase decision, how often do you use honesty as the deciding factor? Do you ever say, “I will buy this because I’m honest?” Or do you consider other more selfish factors first, such as how it will make you feel to purchase the software? The truth is that every user believes s/he is honest, so no user applies the honesty criterion when making a purchase decision. Thinking of your users in terms of honest ones vs. dishonest ones is a complete waste of time because that’s not how users primarily view themselves. Rule 4: Customers buy on emotion and justify with fact. If you’re honest with yourself, you’ll see that this is how you make most purchase decisions. Remember the last time you bought a computer. Is it fair to say that you first became emotionally attached to the idea of owning a new machine? For me, it’s the feeling of working faster, owning the latest technology, and being more productive that motivates me to go computer shopping. Once I’ve become emotionally committed, the justifications follow: “It’s been two years since I’ve upgraded, it will pay for itself with the productivity boost I gain, I can easily afford it, I’ve worked hard and I deserve a new machine, etc.” You use facts to justify the purchase. Once you understand how purchase decisions are made, you can see that your shareware products need to first get the user emotionally invested in the purchase, and then you give them all the facts they need to justify it. Now that we’ve gotten these four lies of success out of the way, let’s see how we might apply them to create some compelling registration incentives. Let’s start with Rule 1. What incentives can be spawned from this rule? The common 30-day trial is one obvious derivative. If you are only selling the difference between the shareware and registered versions, then a 30-day trial implies that you are selling unlimited future days of usage of the program after the trial period expires. This is a powerful incentive, and it’s been proven effective for products that users will continue to use month after month. 30-day trials are easy for users to understand, and they’re also easy to implement. You could also experiment with other time periods such as 10 days, 14 days, or 90 days. The only way of truly knowing which will work best for your products is to experiment. But let’s see if we can move a bit beyond the basic 30-day trial here by mixing in a little of Rule 3. How would the customer perceive a 30-day trial? In most cases 30 days is plenty of time to evaluate a product. But in what situations would a 30-day trial have a negative effect? A good example is when the user downloads, installs, and briefly checks out a product s/he may not have time to evaluate right away. By the time the user gets around to fully evaluating it, the shareware version has already expired, and a sale may be lost as a result. To get around this limitation, many shareware developers have started offering 30 days of actual program usage instead of 30 consecutive days. This allows the user plenty of time to try out the program at his/her convenience. Another possibility would be to limit the number of times the program can be run. The basic idea is that you are giving away limited usage and selling unlimited usage of the program. This incentive definitely works if your product is one that will be used frequently over a long period of time (much longer than the trial period). The flip side of usage limitation is to offer an additional bonus for buying within a certain period of time. For instance, in my game Dweep, I offer an extra 5 free bonus levels to everyone who buys within the first 10 days. In truth I give the bonus levels to everyone who buys, but the incentive is real from the customer’s point of view. Remember Rule 3 - it doesn’t matter what happens on my end; it only matters what the customer perceives. Any customer that buys after the first 10 days will be delighted anyway to receive a bonus they thought they missed. So if your product has no time-based incentives at all, this is the first place to start. When would you pay your bills if they were never due, and no interest was charged on late payments? Use time pressure to your advantage, either by disabling features in the shareware version after a certain time or by offering additional bonuses for buying sooner rather than later. If nothing else and if it’s legal in your area, offer a free entry in a random monthly drawing for a small prize, such as one of your other products, for anyone who buys within the first X days. Another logical derivative of Rule 1 is the concept of feature limitation. On the crippling side, you can start with the registered version and begin disabling functionality to create the shareware version. Disabling printing in a shareware text editor is a common strategy. So is corrupting your program’s output with a simple watermark. For instance, your shareware editor could print every page with your logo in the background. Years ago the Association of Shareware Professionals had a strict policy against crippling, but that policy was abandoned, and crippling has been recognized as an effective registration incentive. It is certainly possible to apply feature limitation without having it perceived as crippling. This is especially easy for games, which commonly offer a limited number of playable levels in the shareware version with many more levels available only in the registered version. In this situation you offer the user a seemingly complete experience of your product in the shareware version, and you provide additional features on top of that for the registered version. Time-based incentives and feature-based incentives are perhaps the two most common strategies used by shareware developers for enticing users to buy. Which will work best for you? You will probably see the best results if you use both at the same time. Imagine you’re the end user for a moment. Would you be more likely to buy if you were promised additional features and given a deadline to make the decision? I’ve seen several developers who were using only one of these two strategies increase their registration rates dramatically by applying the second strategy on top of the first. If you only use time-based limitations, how could you apply feature limitation as well? Giving the user more reasons to buy will translate to more sales per download. One you have both time-based and feature-based incentives to buy, the next step is to address the user’s perceived risk by applying a risk-reversal strategy. Fortunately, the shareware model already reduces the perceived risk of purchasing significantly, since the user is able to try before buying. But let’s go a little further, keeping Rule 3 in mind. What else might be a perceived risk to the user? What if the user reaches the end of the trial period and still isn’t certain the product will do what s/he needs? What if the additional features in the registered version don’t work as the user expects? What can we do to make the decision to purchase safer for the user? One approach is to offer a money-back guarantee. I’ve been offering a 60-day unconditional money-back guarantee on all my products since January 2000. If someone asks for their money back for any reason, I give them a full refund right away. So what is my return rate? Well, it’s about 8%. Just kidding! Would it surprise you to learn that my return rate at the time of this writing is less than 0.2%? Could you handle two returns out of every 1000 sales? My best estimate is that this one technique increased my sales by 5-10%, and it only took a few minutes to implement. When I suggest this strategy to other shareware developers, the usual reaction is fear. “But everyone would rip me off,” is a common response. I suggest trying it for yourself on an experimental basis; a few brave souls have already tried it and are now offering money-back guarantees prominently. Try putting it up on your web site for a while just to convince yourself it works. You can take it down at any time. After a few months, if you’re happy with the results, add the guarantee to your shareware products as well. I haven’t heard of one bad outcome yet from those who’ve tried it. If you use feature limitation in your shareware products, another important component of risk reversal is to show the user exactly what s/he will get in the full version. In Dweep I give away the first five levels in the demo version, and purchasing the full version gets you 147 more levels. When I thought about this from the customer’s perspective (Rule 3), I realized that a perceived risk is that s/he doesn’t know if the registered version levels will be as fun as the demo levels. So I released a new demo where you can see every level but only play the first five. This lets the customer see all the fun that awaits them. So if you have a feature-limited product, show the customer how the feature will work. For instance, if your shareware version has printing disabled, the customer could be worried that the full version’s print capability won’t work with his/her printer or that the output quality will be poor. A better strategy is to allow printing, but to watermark the output. This way the customer can still test and verify the feature, and it doesn’t take much imagination to realize what the output will look like without the watermark. Our next step is to consider Rule 2 and include the ability close the sale. It is imperative that you include an “instant gratification” button in your shareware products, so the customer can click to launch their default web browser and go directly to your online order form. If you already have a “buy now” button in your products, go a step further. A small group of us have been finding that the more liberally these buttons are used, the better. If you only have one or two of these buttons in your shareware program, you should increase the count by at least an order of magnitude. The current Dweep demo now has over 100 of these buttons scattered throughout the menus and dialogs. This makes it extremely easy for the customer to buy, since s/he never has to hunt around for the ordering link. What should you label these buttons? “Buy now” or “Register now” are popular, so feel free to use one of those. I took a slightly different approach by trying to think like a customer (Rule 3 again). As a customer the word “buy” has a slightly negative association for me. It makes me think of parting with my cash, and it brings up feelings of sacrifice and pressure. The words “buy now” imply that I have to give away something. So instead, I use the words, “Get now.” As a customer I feel much better about getting something than buying something, since “getting” brings up only positive associations. This is the psychology I use, but at present, I don’t know of any hard data showing which is better. Unless you have a strong preference, trust your intuition. Make it as easy as possible for the willing customer to buy. The more methods of payment you accept, the better your sales will be. Allow the customer to click a button to print an order form directly from your program and mail it with a check or money order. On your web order form, include a link to a printable text order form for those who are afraid to use their credit cards online. If you only accept two or three major credit cards, sign up with a registration service to handle orders for those you don’t accept. So far we’ve given the customer some good incentives to buy, minimized perceived risk, and made it easy to make the purchase. But we haven’t yet gotten the customer emotionally invested in making the purchase decision. That’s where Rule 4 comes in. First, we must recognize the difference between benefits and features. We need to sell the sizzle, not the steak. Features describe your product, while benefits describe what the user will get by using your product. For instance, a personal information manager (PIM) program may have features such as daily, weekly, and monthly views; task and event timers; and a contact database. However, the benefits of the program might be that it helps the user be more organized, earn more money, and enjoy more free time. For a game, the main benefit might be fun. For a nature screensaver, it could be relaxation, beauty appreciation, or peace. Features are logical; benefits are emotional. Logical features are an important part of the sale, but only after we’ve engaged the customer’s emotions. Many products do a fair job of getting the customer emotionally invested during the trial period. If you have an addictive program or one that’s fun to use, such as a game, you may have an easy time getting the customer emotionally attached to using it because the experience is already emotional in nature. But whatever your product is, you can increase your sales by clearly illustrating the benefits of making the purchase. A good place to do this is in your nag screens. I use nag screens both before and after the program runs to remind the user of the benefits of buying the full version. At the very least, include a nag screen when the customer exits the program, so the last thing s/he sees will be a reminder of the product’s benefits. Take this opportunity to sell the user on the product. Don’t expect features like “customizable colors” to motivate anyone to buy. Paint a picture of what benefits the user will obtain with the full version. Will I save time? Will I have more fun? Will I live longer, save money, or feel better? The simple change from feature-oriented selling to benefit-oriented selling can easily double or triple your sales. Be sure to use this approach on your web site as well if you don’t already. Developers who’ve recently made the switch have been reporting some amazing results. If you’re drawing a blank when trying to come up with benefits for your products, the best thing you can do is to email some of your old customers and ask them why they bought your program. What did it do for them? I’ve done this and was amazed at the answers I got back. People were buying my games for reasons I’d never anticipated, and that told me which benefits I needed to emphasize in my sales pitch. The next key is to make your offer irresistible to potential customers. Find ways to offer the customer so much value that it would be harder to say no than to say yes. Take a look at your shareware product as if you were a potential customer who’d never seen it before. Being totally honest with yourself, would you buy this program if someone else had written it? If not, don’t stop here. As a potential customer, what additional benefits or features would put you over the top and convince you to buy? More is always better than less. In the original version of Dweep, I offered ten levels in the demo and thirty in the registered version. Now I offer only five demo levels and 152 in the full version, plus a built-in level editor. Originally, I offered the player twice the value of the demo; now I’m offering over thirty times the value. I also offer free hints and solutions to every level; the benefit here is that it minimizes player frustration. As I keep adding bonuses for purchasing, the offer becomes harder and harder to resist. What clever bonuses can you throw in for registering? Take the time to watch an infomercial. Notice that there is always at least one “FREE” bonus thrown in. Consider offering a few extra filters for an image editor, ten extra images for a screensaver, or extra levels for a game. What else might appeal to your customers? Be creative. Your bonus doesn’t even have to be software-based. Offer a free report about building site traffic with your HTML editor, include an essay on effective time management with your scheduling program, or throw in a small business success guide with your billing program. If you make such programs, you shouldn’t have too much trouble coming up with a few pages of text that would benefit your customers. Keep working at it until your offer even looks irresistible to you. If all the bonuses you offer can be delivered electronically, how many can you afford to include? If each one only gains one more customer in a thousand (0.1%), would it be worth the effort over the lifetime of your sales? So how do you know if your registration incentives are strong enough? And how do you know if your product is over-crippled? Where do you draw the line? These are tough issues, but there is a good way to handle them if your product is likely to be used over a long period of time, particularly if it’s used on a daily basis. Simply make your program gradually increase its registration incentives over time. One easy way to do this is with a delay timer on your nag screens that increases each time the program is run. Another approach is to disable certain features at set intervals. You begin by disabling non-critical features and gradually move up to disabling key functionality. The program becomes harder and harder to continue using for free, so the benefits of registering become more and more compelling. Instead of having your program completely disable itself after your trial period, you gradually degrade its usability with additional usage. This approach can be superior to a strict 30-day trial, since it allows your program to still be used for a while, but after prolonged usage it becomes effectively unusable. However, you don’t simply shock the user by taking away all the benefits s/he has become accustomed to on a particular day. Instead, you begin with a gentle reminder that becomes harder and harder to ignore. There may be times when your 30-day trial shuts off at an inconvenient time for the user, and you may lose a sale as a result. For instance, the user may not have the money at the time, or s/he may be busy at the trial’s end and forget to register. In that case s/he may quickly replace what was lost with a competitor’s trial version. The gradual degradation approach allows the user to continue using your product, but with increasing difficulty over time. Eventually, there is a breaking point where the user either decides to buy or to stop using the program completely, but this can be done within a window of time at the user’s convenience. Hopefully this article has gotten you thinking creatively about all the overlooked ways you can entice people to buy your shareware products. The most important thing you can do is to begin seeing your products through your customers’ eyes. What additional motivation would convince you to buy? What would represent an irresistible offer to you? There is no limit to how many incentives you can add. Don’t stop at just one or two; instead, give the customer a half dozen or more reasons to buy, and you’ll see your registration rate soar. Is it worth spending a day to do this? I think so.
I'm a big (neo)vim buff. My config is over 1500 lines and I regularly write new scripts. I recently ported my neovim config to a new laptop. Before then, I was using VSCode to write, and when I switched back I immediately saw a big gain in productivity. People often pooh-pooh vim (and other assistive writing technologies) by saying that writing code isn't the bottleneck in software development. Reading, understanding, and thinking through code is! Now I don't know how true this actually is in practice, because empirical studies of time spent coding are all over the place. Most of them, like this study, track time spent in the editor but don't distinguish between time spent reading code and time spent writing code. The only one I found that separates them was this study. It finds that developers spend only 5% of their time editing. It also finds they spend 14% of their time moving or resizing editor windows, so I don't know how clean their data is. But I have a bigger problem with "writing is not the bottleneck": when I think of a bottleneck, I imagine that no amount of improvement will lead to productivity gains. Like if a program is bottlenecked on the network, it isn't going to get noticeably faster with 100x more ram or compute. But being able to type code 100x faster, even with without corresponding improvements to reading and imagining code, would be huge. We'll assume the average developer writes at 80 words per minute, at five characters a word, for 400 characters a minute.What could we do if we instead wrote at 8,000 words/40k characters a minute? Writing fast Boilerplate is trivial Why do people like type inference? Because writing all of the types manually is annoying. Why don't people like boilerplate? Because it's annoying to write every damn time. Programmers like features that help them write less! That's not a problem if you can write all of the boilerplate in 0.1 seconds. You still have the problem of reading boilerplate heavy code, but you can use the remaining 0.9 seconds to churn out an extension that parses the file and presents the boilerplate in a more legible fashion. We can write more tooling This is something I've noticed with LLMs: when I can churn out crappy code as a free action, I use that to write lots of tools that assist me in writing good code. Even if I'm bottlenecked on a large program, I can still quickly write a script that helps me with something. Most of these aren't things I would have written because they'd take too long to write! Again, not the best comparison, because LLMs also shortcut learning the relevant APIs, so also optimize the "understanding code" part. Then again, if I could type real fast I could more quickly whip up experiments on new apis to learn them faster. We can do practices that slow us down in the short-term Something like test-driven development significantly slows down how fast you write production code, because you have to spend a lot more time writing test code. Pair programming trades speed of writing code for speed of understanding code. A two-order-of-magnitude writing speedup makes both of them effectively free. Or, if you're not an eXtreme Programming fan, you can more easily follow the The Power of Ten Rules and blanket your code with contracts and assertions. We could do more speculative editing This is probably the biggest difference in how we'd work if we could write 100x faster: it'd be much easier to try changes to the code to see if they're good ideas in the first place. How often have I tried optimizing something, only to find out it didn't make a difference? How often have I done a refactoring only to end up with lower-quality code overall? Too often. Over time it makes me prefer to try things that I know will work, and only "speculatively edit" when I think it be a fast change. If I could code 100x faster it would absolutely lead to me trying more speculative edits. This is especially big because I believe that lots of speculative edits are high-risk, high-reward: given 50 things we could do to the code, 49 won't make a difference and one will be a major improvement. If I only have time to try five things, I have a 10% chance of hitting the jackpot. If I can try 500 things I will get that reward every single time. Processes are built off constraints There are just a few ideas I came up with; there are probably others. Most of them, I suspect, will share the same property in common: they change the process of writing code to leverage the speedup. I can totally believe that a large speedup would not remove a bottleneck in the processes we currently use to write code. But that's because those processes are developed work within our existing constraints. Remove a constraint and new processes become possible. The way I see it, if our current process produces 1 Utils of Software / day, a 100x writing speedup might lead to only 1.5 UoS/day. But there are other processes that produce only 0.5 UoS/d because they are bottlenecked on writing speed. A 100x speedup would lead to 10 UoS/day. The problem with all of this that 100x speedup isn't realistic, and it's not obvious whether a 2x improvement would lead to better processes. Then again, one of the first custom vim function scripts I wrote was an aid to writing unit tests in a particular codebase, and it lead to me writing a lot more tests. So maybe even a 2x speedup is going to be speed things up, too. Patreon Stuff I wrote a couple of TLA+ specs to show how to model fork-join algorithms. I'm planning on eventually writing them up for my blog/learntla but it'll be a while, so if you want to see them in the meantime I put them up on Patreon.
Here’s Jony Ive in his Stripe interview: What we make stands testament to who we are. What we make describes our values. It describes our preoccupations. It describes beautiful succinctly our preoccupation. I’d never really noticed the connection between these two words: occupation and preoccupation. What comes before occupation? Pre-occupation. What comes before what you do for a living? What you think about. What you’re preoccupied with. What you think about will drive you towards what you work on. So when you’re asking yourself, “What comes next? What should I work on?” Another way of asking that question is, “What occupies my thinking right now?” And if what you’re occupied with doesn’t align with what you’re preoccupied with, perhaps it's time for a change. Email · Mastodon · Bluesky
There's no country on earth that does hype better than America. It's one of the most appealing aspects about being here. People are genuinely excited about the future and never stop searching for better ways to work, live, entertain, and profit. There's a unique critical mass in the US accelerating and celebrating tomorrow. The contrast to Europe couldn't be greater. Most Europeans are allergic to anything that even smells like a commercial promise of a better tomorrow. "Hype" is universally used as a term to ridicule anyone who dares to be excited about something new, something different. Only a fool would believe that real progress is possible! This is cultural bedrock. The fault lines have been settling for generations. It'll take an earthquake to move them. You see this in AI, you saw it in the Internet. Europeans are just as smart, just as inventive as their American brethren, but they don't do hype, so they're rarely the ones able to sell the sizzle that public opinion requires to shift its vision for tomorrow. To say I have a complicated relationship with venture capital is putting it mildly. I've spent a career proving the counter narrative. Proving that you can build and bootstrap an incredible business without investor money, still leave a dent in the universe, while enjoying the spoils of capitalism. And yet... I must admit that the excesses of venture capital are integral to this uniquely American advantage on hype. The lavish overspending during the dot-com boom led directly to a spectacular bust, but it also built the foundation of the internet we all enjoy today. Pets.com and Webvan flamed out such that Amazon and Shopify could transform ecommerce out of the ashes. We're in the thick of peak hype on AI right now. Fantastical sums are chasing AGI along with every dumb derivative mirage along the way. The most outrageous claims are being put forth on the daily. It's easy to look at that spectacle with European eyes and roll them. Some of it is pretty cringe! But I think that would be a mistake. You don't have to throw away your critical reasoning to accept that in the face of unknown potential, optimism beats pessimism. We all have to believe in something, and you're much better off believing that things can get better than not. Americans fundamentally believe this. They believe the hype, so they make it come to fruition. Not every time, not all of them, but more of them, more of the time than any other country in the world. That really is exceptional.
I’m working on a Go library appendstore for append-only store of lots of things in a single file. To make things as robust as possible I was calling os.File.Sync() after each append. Sync() is waiting until the data is acknowledged as truly, really written to disk (as opposed to maybe floating somewhere in disk drive’s write buffer). Oh boy, is it slow. A test of appending 1000 records would take over 5 seconds. After removing the Sync() it would drop to 5 milliseconds. 1000x faster. I made sync optional - it’s now up to the user of the library to pick it, defaults to non-sync. Is it unsafe now? Well, the reality is that it probably doesn’t matter. I don’t think lots of software does the sync due to slowness and the world still runs.
