AARRR-Pirate Metrics | Designed by GetStandingOvation

Start-up metrics for Product Marketing & Product Management

AARRR –
"It's about how to develop a model of your customer behavior,
and then use conversion metrics/web analytics
to assist your internet marketing & product management efforts"

Dave McClure
500 Startups

Designed by www.GetStandingOvation.com
The presentation design studio trusted by CXOs & Founders

View Dave's original presentation slides
https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version/7-Customer_Lifecycle_Conversion_Behavior_Websitecom

Watch Dave's presentation video
https://www.youtube.com/watch?v=irjgfW0BIrw

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https://drive.google.com/open?id=1MO3rIps8w6PC844KUGhLPXT1ibGU9hlz

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Transcript

1. Metrics Pirate
2. a model of your customer behaviour, 1
3. Acquisition Activation Revenue A A R R R Customer Lifecycle Referral Retention A A R R R
4. Get people to your website & signup for your software Social Networks Email SEM/ SEO Campaigns Contests Biz Dev Other Channels Marketing Channels Target Audience Get users to come to the site/product through various channels 1 Acquisition A
5. 2 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 Homepage/Landing page/Product features Do lots of landing page & A/B tests - just make lots of dumb guesses & quickly iterate Activation A
6. Retention Users come back, use the site/product multiple times. They get the value proposition Emails & Alerts Automated emails are a simple & easy retention feature Lifecycle emails @ +3, +7, +30d Status emails weekly/monthly Event-based emails as they occur System events & time-based features, blogs, content Win Back New Customer Existing Lapsed Active Customers Declining activity Entering customer base Browser Abandonment Cart Abandonment New Subscriber First Purchase Review Request Cross Sell Replenishment Up Sell Lifecycle Emails E-Commerce Powered by www.rejoiner.com 3 R
7. Referral Only encourage users to refer *after* they have had a “happy” user experience; avg score >= 8 out of 10 Tactics: Campaigns, Contests, Emails & Widgets Users like your site/product enough to refer others SEND 4 R
8. Revenue Ads, Lead Gen, Subscriptions, etc. as per your business model Users conduct some monetization behavior 5 R
9. use conversion metrics/web analytics 2
10. Qualitative Quantitative Comparative Competitive Metrics & Measurement 4 Types of
11. Usability Testing Session Monitoring 1 Watch what users do, figure out problems & solutions from small number of users Users Reaching feature goal? Qualitative
12. Quantitative Report what users do, track usage & conversion % for all or empirical sample number of users. Traffic analysis. User engagement 650 243 565 37% Flight searched Viewed Listing Booked Ticket 43% 87% Conversion trend Conversion 2
13. Comparative Compare what users do in one scenario vs another, see which copy/graphics/UI is most effective. A/B, Multivariate testing A - Control B - Variation 37% 23% - VS - 3
14. Competitive Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc. Monitor news & websites Listen to social media conversations Track search rankings Track paid marketing 4
15. Acquisition 1 VisitSite or landing page, or external widget Doesn't Abandon Views 2+ pages, stays 10+ sec, 2+ clicks 100% Conversion $0.01 Estimated value 70% Conversion $0.05 Estimated value Case study HOME Search
16. Activation 2 Happy 1st Visit Views X pages, stays Y sec, Z clicks Account Signup includes profile data Something for returning Email/Blog/RSS/Widget Signup anything that could lead to repeat visit 30% Conversion $0.25 Estimated value 5% Conversion $1 Estimated value 2% Conversion $3 Estimated value Search Results Register Cart
17. Retention 3 Email/notifications Email Open/RSS view ⇥ Clickthru Repeat Visitor 3+ visits in first 30 days 3% Conversion $2 Estimated value 2% Conversion $5 Estimated value Product Email
18. referral 4 Referral to Visit Refer 1+ user who visits the site Referral to activation Refer 1+ user who activates 2% Conversion $3 Estimated value 1% Conversion $10 Estimated value Home Share Home Share Register
19. Cart Revenue 5 Minimum User generates minimum revenue Break-even User generates break-even revenue 2% Conversion $5 Estimated value 1% Conversion $25 Estimated value Cart Payment Payment
20. Visit ADD TO cart register Happy 1st visit Sale alert Re-marketing Email/notifications Break-even Revenue Minimum Revenue REVENUE ACTIVATION Acquisition Marketing 70% 5% Word-of-mouth Word-of-mouth Email/notifications Summary Case study Direct CHANNELS RETENTION Referral
21. internet marketing & product management efforts 3
22. Measure channel effectiveness *deeper* down the conversion funnel, and not just to website/landing page. Conversion @ deepest possible level (ideally $$$) what channels/who do you market to? Conversion % Volume Marketing channels Focus on low cost Design, Test & measure 1 2 Marketing question
23. Just guess, then A/B test a lot. Measure conversion improvement. Rinse & repeat how do you choose what to build? 80% Focus on Optimizing existing feature 20% Develop new features Product question
24. Hypothesize customer lifecycle & refine.Choose 5-10 conversion steps. Less, not more is better. But measure & iterate. Focus on conversion improvement. Delegate each metric to someone to own What metrics do you choose to watch? Ecommerce Dashboard Powered by Geckoboard Founder/CEO question
25. Dave McClure 500 Startups “AARRR” – the Pirate metrics Originally presented the
26. GetStandingOvation The presentation design studio trusted by CXOs & Founders #DESIGN Hello@GetStandingOvation.com
27. who craft persuasive presentations for CXOs Learn the secrets Directly from Experts #WORKSHOPS WORKSHOPS@GetStandingOvation.com schedule a workshop? Email us at
28. qualitative Quantitative comparative competitive analysis Referral Lifecycle emails
29. Cover photo by una.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 Revenue Oleg Andrianov http://anoff.ru Ash Maurya www.slideshare.net/ashmaurya/pirate-metrics-20-aarrr YAROSLAV LEHENCHUK producttribe.com/revenue-amp-growth/aarrr-framework-best-guide
30. Hello@GetStandingOvation.com GetStandingOvation The presentation design studio trusted by CXOs & Founders