We are creating a social media metrics application at http://www.twentyfeet.com that will centralize all your web stats in one place. We only have twitter, facebook and bit.ly so far. But I would love to get feedback from you guys about it, as soon as it gets live in the next weeks.3 years ago
Matthew Ogston, CEO at PageDo.comEvent better than the last one! Some of the colours are a little hard to read though on the black background.3 years ago
Startup Metrics for Pirates: AARRR! (Startonomics SF 2008)Presentation Transcript
Startup Metrics for Pirates AARRR! Dave McClure, Master of 500 Hats http://500hats.typepad.com/ http://www.500hats.com/ http://slideshare.net/dmc500hats/
AAARR genda
Measure Stuff. Keep It Simple.
5 Steps. Pirates. AARRR !*
Don’t Be Teh FAIL . Conversion Matters .
Biz Model WTF? 3 Q’s for Pirates & Founders.
One Step at a Time: The Ass/Face Issue.
* with some gusto, please
Web 2.0: What’s So Special?
Startup Costs = Lower
# Users, Bandwidth = Bigger
Online Adv / E-Com = Still Growing*
Collect Usage Metrics in Real-Time
Make Decisions Based on User Behavior
* up until 2 weeks ago, anyway.
Just Gimme the GOOD Metrics. Users, Pages, Clicks, Emails, $$$...?
Q: Which of these is best? How do you know?
1,000,000 one-time, unregistered unique visitors
500,000 visitors who view 2+ pages / stay 10+ sec
200,000 visitors who clicked on a link or button
20,000 registered users w/ email address
2,000 passionate fans who refer 5+ users / mo.
1,000 monthly subscribers @ $35/mo
the good stuff.
Passion vs. Precision
“ Solve a Problem” = Passion
“ Optimize the Solution” = Precision
However…
“ Precision” is Illusion; “data” is fuzzy
Collecting & Interpreting data takes time & effort
Keep Metrics Simple & Actionable
AARRR!: 5-Step Startup Metrics Model Website.com R evenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, ECommerce A CQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains R etention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
Startup Metrics for Pirates
A cquisition: users come to site from various channels
A ctivation: users enjoy 1 st visit: " happy ” experience
R etention: users come back , visit site multiple times
R eferral: users like product enough to refer others
R evenue: users conduct some monetization behavior
AARRR !
Don’t Be Teh FAIL .
Business Plans are BULLSHIT
Revenue Projections are Hockey Stick Delusions
Features Don’t Matter… Usability + [Measured] Conversion Matters
Offline PR, “Big-Bang” Launches are Stupid & Expensive
Investors Don’t Know Your Business Any Better Than You Do
FAIL .
Be Bold. Be Humble.
Stuff That Matters:
Passion for Problem/Solution + Hypothesis of Customer Lifecycle
1-page Business Model : Prioritized List of (Users + Conversions)
Critical, Few, Actionable Metrics + Dashboard of Measured User Behavior
Example Marketing Channels disclaimer: estimates of vol, cost/user, time & effort are subjective – actual costs are dependent on your specific business
One Step at a Time.
Make a Good Product : Activation & Retention
Market the Product : Acquisition & Referral
Make Money : Revenue & Profitability
“ You probably can’t save your Ass and your Face at the same time… choose carefully .” – me
STARTonomics Sessions
AARRR!
Product 101: Killer Apps
Startup Scalability
Fun => Fun ctional
Designr ❤ Developr
Sit, Stay, Click! = Activation & Retention
Internet Marketing 101
SEO Kung Fu
Social Media, Social Objects
Arch Viral : Loops & Apps
Getting PAID .
Customer Service = Hot Sexy
Funding Secret $
Links & Resources
Additional References:
“ Influence: The Psychology of Persuasion ”, Robert Cialdini (book)
“ Putting the Fun in Functional ”, Amy Jo Kim (etech 2006 preso)
“ Futuristic Play ”, Andrew Chen (blog)
“ Don’t Make Me Think ”, Steve Krug (book)
“ A Theory of Fun ”, Raph Koster (book, website)
“ Designing for the Social Web ”, Joshua Porter (book, website)
Appendix
500 Startups (500=13)
Disclaimer
I’m not rich
I’m lazy
I’m easily distracted (ADD)
I’ve failed more than succeeded
I’m a crappy (but entertaining) blogger
I’m often wrong (but never in doubt)
Startup Metrics Activation
Website.com
Activation Criteria:
10-30+ seconds
2-3+ page views
3-5+ clicks
1 key feature usage
do LOTS of landing page & A/B tests – make lots of dumb guesses & iterate FAST Activation SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Activation What do users do on their first visit?
Example Activation Goals
Click on something!
Account sign up / Emails
Referrals / Tell a friend
Widgets / Embeds
Low Bounce Rate
Activation Tips
Less is more
Focus on user experience / usability
Provide incentives & call to actions
Test and iterate continuously
Activation What do users do on their first visit?
Key Metrics to Track
Pages per visit
Time on site
Conversions
Activation
Tools
Crazy Egg (Visual Click Mapping)
crazyegg.com
Google Website Optimizer (A/B & Multivariate Testing)
Retention SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
Website.com Focus on driving referrals * after * users have a “ happy ” experience; avg score >= 8 out of 10 Referral Acquisition SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Retention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
Referral How do users refer others?
Referral Methods
Send to Friend: Email / IM
Social Media
Widgets / Embeds
Affiliates
Referral Viral Growth Factor
Viral Growth Factor = X * Y * Z
X = % of users who invite other people
Y = average # of people that they invited
Z = % of users who accepted an invitation
A viral growth factor > 1 means an exponential organic user acquisition.
Website.com Revenue This is the part *you* still have to figure out… (we don’t know jack about your business) R evenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, ECommerce Acquisition SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Retention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
Revenue How do you make money?
Revenue Tips
Don’t Rely on AdSense (only)
Start Free => 2% “ Freemium ”
Subscription / Recurring transactions
Qualify your customers -> Lead generation (arbitrage)
Sell something! (physical or virtual)
The 1-Page Business Model (Users + Conversions + Priorities)
Q1: What types of people use your website?
Visitor = Average User / Buyer
Contributor = Content Contributor / Seller
Distributor = Passionate Fan (unpaid) / Affiliate (paid)
1 2 3
The 1-Page Business Model (Users + Conversions + Priorities) Q2: What actions could they take to help you or them ? 1 2 3 1 2 3 1 3 2 1 3 2
Thanks for sharing.
Parcel delivery from http://www.clickandsendparcel.com 1 year ago
We are creating a social media metrics application at http://www.twentyfeet.com that will centralize all your web stats in one place. We only have twitter, facebook and bit.ly so far. But I would love to get feedback from you guys about it, as soon as it gets live in the next weeks. 3 years ago
-------
http://shine.yahoo.com/channel/health/allergy-treatment-2362863/
http://www.genericdruglist.net/ 3 years ago
Regards
Teisha
http://winkhealth.com
http://financewink.com
http://www.fakhriramley.com 3 years ago