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Startup Metrics for Pirates: AARRR! Dave McClure, Master of 500 Hats @ SXSW, March 2008 blog:  http://500hats. typepad .com/ website:  http://www.500hats.com/ slides:  http: //slideshare .net/dmc500hats/ * reminder:  National Talk Like a Pirate Day  is Sept 19 th !
Panel o’  PIRATES! ,[object Object],[object Object],[object Object],[object Object],[object Object]
AARRR genda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pirate Warmups ,[object Object],[object Object],[object Object],[object Object]
Ship Ahoy!
Yo Ho Ho! Yo Ho Ho!
AARRR!
Why You Should Be A  Web 2.0 Entrepreneur Pirate!   AARRR! BOOTY!
Startup Metrics for Pirates:  5 Steps to Web 2.0  Booty ! ,[object Object],[object Object],[object Object],[object Object],[object Object],AARRR !
Customer Lifecycle & Conversion   Behavior Website.com 4. REFERRAL Emails & widgets Campaigns, Contests 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 2. Activation Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Q: Business Model? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Founder/CEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product / Engineering ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing / Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Lifecycle / Conversion Behavior Website.com ,[object Object],[object Object],[object Object],[object Object],SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Customer Lifecycle / Conversion Behavior Website.com ,[object Object],[object Object],[object Object],[object Object],[object Object],do LOTS of  landing  page tests & A/B tests –  make lots of dumb  guesses & iterate FAST 2. Activation Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Customer Lifecycle / Conversion Behavior Website.com ,[object Object],[object Object],[object Object],[object Object],[object Object],2. Activation Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Customer Lifecycle / Conversion Behavior Website.com Encourage users to  refer * after * they have  “ happy” user experience; avg score >= 8 out of 10 2. Activation Homepage / Landing Page Product Features 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Customer Lifecycle / Conversion Behavior Website.com This is the part * you *  have to figure out…  I don’t know  jack  about  your business 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 2. Activation Homepage / Landing Page Product Features 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
Example Conversion   Metrics (note:  *not* actuals … your mileage may vary.)  Category Conversion Status Conv % Est. Value Acquisition Visit Site  (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon  (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st  Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget/Acct Signup (anything that could lead to repeat visit) 5% $2 Retention Length of Session / # of Clicks (length/intensity of engaged visit, >180s) 10% $1 Retention Email Open/ RSS view -> Click/Repeat Visit (3+ visits in first 30 days) 3% $5 Referral Refer 1+ users who visit site 2% $1 Referral Refer 10+ users who activate 0.2% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
M AARRR keting Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example Marketing Channels disclaimer: estimates of vol, cost/user, time & effort are subjective – actual costs are dependent on your specific business
AARRR genda ,[object Object]
Marketing Initiative Feb ‘07 Goal: 2,000 New Registrants a Day ,[object Object],[object Object],[object Object],[object Object]
Meeee…. AARRR !
LANDING PAGE Daily Candy
LADING PAGE Dog Info
A Registrant is Not  Always a Member ,[object Object],[object Object]
REGISTRATION PAGE -Activate
Activants Aren’t Always  Members Either ,[object Object],[object Object]
AARRR !…(F)
HOMEPAGE - Current
CRAZY EGG Referring sites
CRAZY EGG Searchers
HOMEPAGE - Current
Tracking Tools ,[object Object],[object Object],[object Object],[object Object]
AARRR genda ,[object Object]
Old Signup Process ,[object Object],[object Object],[object Object],[object Object],[object Object],Signup Time ~ 15-20 min Conversion Rate ~ 0.1%
New  Process – Automate almost everything ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Change #1: Used MBL Widget to discover Blog URL ,[object Object]
Change #2:  Use Blog URL to inspect blog Lijit Networks, Inc. ,[object Object],[object Object]
Change #3 : Find other User Generated Content  ,[object Object],[object Object]
Validation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://ouriel.typepad.com/myblog/2007/08/execution-is--1.html
AARRR genda ,[object Object]
Retention
Before
Before
After
After
Results Before After
AARRR genda ,[object Object]
AAR R R! R  for  Referral
[object Object],The RockYou Mission
[object Object],[object Object],[object Object],(2) Registered Users (MM) RockYou Growth: Fastest Ever. Facebook platform launch
Referral traffic is key for viral growth ,[object Object],[object Object],[object Object]
Install flow example for Bumper Sticker
Engagement flow example for Friends for Sale
Metrics for viral loop User Call to action to invite friends x = invited friends Accept? No Yes y% = accept rate x * y > 1 gives you viral growth!
Typical viral numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Use multiple flows and channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0.5 + 0.3 + 0.3 = 1.1 VIRAL!!!
Important tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AARRR! Any Questions,   Ye Scurvy Dogs? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Startup Metrics for Pirates: AARRR! (SXSW March 2008)

  • 1. Startup Metrics for Pirates: AARRR! Dave McClure, Master of 500 Hats @ SXSW, March 2008 blog: http://500hats. typepad .com/ website: http://www.500hats.com/ slides: http: //slideshare .net/dmc500hats/ * reminder: National Talk Like a Pirate Day is Sept 19 th !
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  • 6. Yo Ho Ho! Yo Ho Ho!
  • 8. Why You Should Be A Web 2.0 Entrepreneur Pirate! AARRR! BOOTY!
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  • 10. Customer Lifecycle & Conversion Behavior Website.com 4. REFERRAL Emails & widgets Campaigns, Contests 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 2. Activation Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
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  • 18. Customer Lifecycle / Conversion Behavior Website.com Encourage users to refer * after * they have “ happy” user experience; avg score >= 8 out of 10 2. Activation Homepage / Landing Page Product Features 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
  • 19. Customer Lifecycle / Conversion Behavior Website.com This is the part * you * have to figure out… I don’t know jack about your business 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 2. Activation Homepage / Landing Page Product Features 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
  • 20. Example Conversion Metrics (note: *not* actuals … your mileage may vary.) Category Conversion Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget/Acct Signup (anything that could lead to repeat visit) 5% $2 Retention Length of Session / # of Clicks (length/intensity of engaged visit, >180s) 10% $1 Retention Email Open/ RSS view -> Click/Repeat Visit (3+ visits in first 30 days) 3% $5 Referral Refer 1+ users who visit site 2% $1 Referral Refer 10+ users who activate 0.2% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 21.
  • 22. Example Marketing Channels disclaimer: estimates of vol, cost/user, time & effort are subjective – actual costs are dependent on your specific business
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  • 48. After
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  • 52. AAR R R! R for Referral
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  • 56. Install flow example for Bumper Sticker
  • 57. Engagement flow example for Friends for Sale
  • 58. Metrics for viral loop User Call to action to invite friends x = invited friends Accept? No Yes y% = accept rate x * y > 1 gives you viral growth!
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