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AARRR | Pirate Metrics

Start-up Metrics for Product Marketing & Product Management


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

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 | 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


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 |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


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 somemonetization behavior


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 |

  1. Qualitative

  2. Quantitative

  3. Comparative

  4. Competitive


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

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

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.

AARRR | Acquisition | Case Study

AARRR | Activation | Case Study

AARRR | Retention | Case Study

AARRR | Referral | Case Study

AARRR | Revenue | Case Study

AARRR | Summary | Case Study

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?

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?

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?

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

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

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

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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