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AARRR | Pirate Metrics

Start-up Metrics for Product Marketing & Product Management


AARRR | Pirate Metrics | www.GetStandingOvation.com
AARRR | Pirate Metrics | www.GetStandingOvation.com

AARRR| Pirate Metrics | Start-up metrics for Product Marketing & Product Management


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AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups
AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups

AARRR

Originally presented by Dave McClure | Billionaire Investor | Founding Partner 500 Startups


AARRR is about how to develop (1) A model of your customer behaviour,and then (2) Use conversion metrics/web analytics to assist your (3) Internet marketing & product management efforts


Customer Lifecycle | Acquisition | Activation | Retention | Referral | Revenue
Customer Lifecycle | Acquisition | Activation | Retention | Referral | Revenue

Customer Lifecycle | 5 steps to Success

Acquisition | Activation | Retention | Referral | Revenue

Offline shopping example


Acquisition | Get users to come to the site/product through various channels
Acquisition | Get users to come to the site/product through various channels

Acquisition |Get users to come to the site/product through various channels


Activation | Users enjoy 1st visit “happy” user experience
Activation | Users enjoy 1st visit “happy” user experience

Activation | Users enjoy 1st visit “happy” user experience


Activation criteria: User completes some key actions on your site/product | 10-to-30+ seconds usage | 2-to-3+ page views | 3-to-5+ clicks | 1 key feature usage


Retention | Users come back, use the site/productmultiple times. They get the value proposition
Retention | Users come back, use the site/productmultiple times. They get the value proposition

Retention |Userscome back, use the site/productmultiple times. They get the value proposition



Referral | Users like your site/product enough to refer others
Referral | Users like your site/product enough to refer others

Referral | Users like your site/product enough to refer others


Only encourage users to refer *after* they have had a “happy” user experience; avgscore >= 8 out of 10 |


Tactics: Campaigns, Contests, Emails & Widgets



Revenue | Users conduct some monetization behavior
Revenue | Users conduct some monetization behavior

Revenue| Users conduct somemonetization behavior


AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups
AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups

AARRR

It’s about how to develop

(1) A model of your customer behaviour,and then

(2) Use conversion metrics/web analytics to assist your

(3) Internet marketing & product management efforts


4 types of Metrics & Measurement | Qualitative | Quantitative | Comparative | Competitive
4 types of Metrics & Measurement | Qualitative | Quantitative | Comparative | Competitive

4 types of Metrics & Measurement |

  1. Qualitative

  2. Quantitative

  3. Comparative

  4. Competitive


Qualitative | Watch what users do, figure out problems & solutions from small number of users
Qualitative | Watch what users do, figure out problems & solutions from small number of users

1) Qualitative | Watch what users do, figure out problems & solutions from small number of users


Quantitative | Report what users do, track usage & conversion % for all or empirical sample number of users. Traffic analysis. User engagement
Quantitative | Report what users do, track usage & conversion % for all or empirical sample number of users. Traffic analysis. User engagement

2. Quantitative | Report what users do, track usage & conversion % for all or empirical sample number of users. Traffic analysis. User engagement


Comparative | Compare what users do in one scenario vs another, see which copy/graphics/UI is most effective. A/B, Multivariate testing
Comparative | Compare what users do in one scenario vs another, see which copy/graphics/UI is most effective. A/B, Multivariate testing

3. Comparative | Compare what users do in one scenario vs another, see which copy/graphics/UI is most effective. A/B, Multivariate testing


Competitive | Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.
Competitive | Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.


Competitive | Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.

AARRR | Acquisition | Case Study
AARRR | Acquisition | Case Study

AARRR | Activation | Case Study
AARRR | Activation | Case Study

AARRR | Retention | Case Study
AARRR | Retention | Case Study

AARRR | Referral | Case Study
AARRR | Referral | Case Study

AARRR | Revenue | Case Study
AARRR | Revenue | Case Study

AARRR | Summary | Case Study
AARRR | Summary | Case Study

AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups
AARRR | Dave McClure | Billionaire Investor | Founding Partner 500 Startups

AARRR

It’s about how to develop

(1) A model of your customer behaviour,and then

(2) Use conversion metrics/web analytics to assist your

(3) Internet marketing & product management efforts


Marketing Question | What channels/who do you market to?
Marketing Question | What channels/who do you market to?


Marketing question | What channels/who do you market to?

Measure channel effectiveness *deeper* down the conversion funnel, and not just to website/landing page. Conversion @ deepest possible level (ideally $$$)


Product Question | How do you choose what feature to build?
Product Question | How do you choose what feature to build?

Product question | How do you choose what feature to build?

Just guess, then A/B test a lot. Measure conversion improvement. Rinse & repeat

Founder/CEO question | What metrics do you choose to watch?
Founder/CEO question | What metrics do you choose to watch?

Founder/CEO question | What metrics do you choose to watch?

Hypothesize customer lifecycle & refine.Choose5–10 conversion steps. Less, not more is better. But measure & iterate. Focus on conversion improvement. Delegate each metric to someone to own

Originally presented by Dave McClure | 500 Startups
Originally presented by Dave McClure | 500 Startups

Credits | Originally presented by Dave McClure | 500 Startups

“AARRR” — The Pirate metrics | View Slides | Video | Blog



How to implement AARRR for your product or startup? Few Reference Tools
How to implement AARRR for your product or startup? Few Reference Tools


How to implement AARRR for your product/ or startup? Few Reference Tools

Qualitative | UXCam | ethnio |Try my UI | UsabilityHub

Quantitative | Amplitude | Mixpanel | Localytics | Google Analytics

Comparative | Optimizely | VWO — Visual Website Optimizer

Competitive | Mention | Alexa | SimilarWeb | Google Alerts

Referral | Viral loops | Kickofflabs | Referral Candy

Lifecycle Emails | Rejoiner | CleverReach





Credits & References
Credits & References


Credits & References

Thank you!

Cover photo byuna.knipsolina/ photocase.com | E-Commerce lifecycle emails www.rejoiner.com | Ecommerce Dashboard www.geckoboard.com | Funnels mixpanel.com/funnels/ | Heatmaps inapptics.com | Dropbox referrals http://ui-patterns.com/patterns/invite-friends/examples/17083 | RevenueOleg Andrianovhttp://anoff.ru | AshMauryawww.slideshare.net/ashmaurya/pirate-metrics-20-aarrr | YAROSLAVLEHENCHUK producttribe.com/revenue-amp-growth/aarrr-framework-best-guide










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