Pirate metric mechanisms - Patterns for better Products


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Patterns in UX and Engineering are reusable elements that provide inspiration for solving common problems.

Product Patterns extend this concept by looking at the various mechanisms at a more abstract level then lines of code or those drawn on wireframes.

The following are examples of common patterns used in some of the best web products and are organised according to Dave McClure's pirate metrics (http://500hats.typepad.com/500blogs/2007/06/internet-market.html).

Use this as a way to inspire conversation. Ask if any of these patterns could be used in the context of your product?

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Pirate metric mechanisms - Patterns for better Products

  1. 1. patterns for better products
  2. 2. 2Pirate Metric MechanismsV1.0 – 28 May 2013Anh Hananh@savantdegrees.com
  3. 3. 3• Patterns in UX and Engineering are reusable elementsthat provide inspiration for solving common problems• Product Patterns extend this concept by looking at thevarious mechanisms at a more abstract level then linesof code or wires• The following are examples of common patterns used insome of the best web products.• Use these to inspire conversation. Ask if any of thesepatterns could be used in the context of your product?
  4. 4. 4AARRR
  5. 5. 5• Pirate metrics provide a framework for analysingperformance of product. There are 5 areas:– Acquisition – How you get users to visit– Activation – How you get them to sign up– Retention – How you get them to come back– Referral – How you get them to spread the word– Revenue – How you’ll make money• Find more info on google!
  6. 6. 6Acquisition Activation RetentionReferralRevenue
  7. 7. 7ACQUISITIONHow do users get to your site?
  8. 8. SEO (Search EngineOptimisation)is a wayto get you atthe top of Googlesearch engines usingvarious on andoff producttactics.8
  9. 9. SEM (Search Engine Marketing)is a wayto get a paid foradvert seen by peoplewhosearch certain keywords9
  10. 10. AdWords displays your ads on relevant sites.Relevancy is based on page contentas wellas pastbrowsingdata.10
  11. 11. Ads on Social Networksoffer targetingbased onaffiliationand interest. These ads are often morerelevant but provide a lowerconversion then GoogleAds as user’s are “not activley lookingfor a solution”11
  12. 12. 12Media Buying is the process of buying dedicatedadspace on a websitethat is relevant to your targetaudience
  13. 13. Articles in relevant media (on and offline)provide a wayto introduceyour productto a relevant audience.13
  14. 14. Leveraging a mailinglist (yours or someone else’s)provides a channel to distributecontent about your app.14
  15. 15. SocialBookmarkingSites (e.g. Hacker News,Reddit,StumbleUpon,etc) allow the communityto decidewhat’shot15
  16. 16. Viral Content can be used to raise awarenessof yourproductto mass audiences.16
  17. 17. Mailboxon iOS used scarcity to drive massive amountsof hype for their product.17
  18. 18. 18ACTIVATIONWhat will get users to create an account?
  19. 19. 19500px lets the user try the product with a temporaryaccount that can be upgraded
  20. 20. 20Houzz forces a user to login or sign up beforeallowing access to more features
  21. 21. 21Basecamp articulates their user proposition as soonas the user lands on their homepage.
  22. 22. 22Mailchimp offers a free sign up and a video of theirproduct in action
  23. 23. SSO (singlesign on) makes logina breeze23
  24. 24. Padiactoffers a fullyfeatured free trial withoutthe needfor a credit card, removing a large barrier for sign up.24
  25. 25. Feedlypromises seamless integrationwithGooglereader to reduce switchingcosts.25
  26. 26. Trellouses a video to show examples of how theproductcan be used. It’s about conveying the contextsand use cases of the product.26
  27. 27. 27Kissmetrics uses different versions of their landingpageaccordingto the channeland persona that visits the site.
  28. 28. Wooprauses a single field to startthe sign up process.Because of consistency, peopleare likelycontinuefillingout a more detailedform on the next page.28
  29. 29. 29RETENTIONWhat keeps users coming back?
  30. 30. 30Gmail offers a tour of new features
  31. 31. 31Quora uses notifications to show users what newvalue the product can provide since
  32. 32. 32Facebook will send a user an email prompt if theyhaven’t logged in for a while
  33. 33. Evernote makes it hard for users to leave. As users putmore effort into a product,the cost to switchincreases.33
  34. 34. Facebookprovides the user withmore value whentheuser increases their number of in-appconnections34
  35. 35. Hunchgets better for the individual and the communitythe more it is used. The user gets better personalisationand from that, the overall algorithmimproves.35
  36. 36. The communityat Reddit willusually provide as muchvalue for users as the contentitself.36
  37. 37. Superbetteruses elements of gamificationto increaseuser engagement.37
  38. 38. 38Asana uses a blog to announce new product features.A flash message is displayed to the user to notifythem of updates when they log in.
  39. 39. Eventbrite uses email to provide a personalisedrecommendationon future events39
  40. 40. Tripitwillkeep workingfor the user withouthaving tovisit the product. Auto-magic email integrationkeepsthe product valuable whilstallowingpassive behaviour.40
  41. 41. REFERRALHow will your users spread the word?41
  42. 42. 42Dropbox incentivises users to spread the word withextra space (utility)
  43. 43. 43Soundcloud provides easy access to popular socialsharing site
  44. 44. 44User actions within Soundcloud are automaticallyposted on a user’s wall
  45. 45. Pinterestwillask users as soon as they connect to sharethe product withtheir Facebook friends45
  46. 46. 46REVENUEHow will people pay you?
  47. 47. 47card.io uses a mobile camera to easily insert creditcard details. This enables others to remove thefriction in mobile payment.
  48. 48. 48Evernote offers a free and premium service. Thepremium service provides more features
  49. 49. 49Dropbox gives a full featured free service. Proaccounts give you more utility of the same feature set
  50. 50. 50Mailchimp provides multiple payment tiers includingFree, monthly and pay as you go
  51. 51. 51Facebook provides an advertising platform. Theycharge advertisers per click (ppc) or per impression(ppm) to distribute their message to their user base
  52. 52. Dedicatedad space allowsmedia partners to buy adistributionchannel to your users.52
  53. 53. GoogleAdSense allowsyou to serve ads from theGooglenetworkon your site. Ads are targeted based onyour site content and the browsinghistoryof yourvisitor.53
  54. 54. 54META PATTERNSOther good stuff that’s not related to the pirate metrics
  55. 55. Cohortanalysis means lookingat analytics from usersgroupedby date signed up. This gives you a wayto seeif you are gettingbetter at Productvs Marketing55
  56. 56. FunnelAnalysis lets you track analyse and diagnosewhereusers are having difficultieswithyour task flows.56
  57. 57. A/B Testinglets you run live experiments withyour userbase. Compare a new approachwiththe old,and if youget better steps, move forward.57
  58. 58. API’s offer a wayfor others to make your productmorevaluable. Platformsoffer more value then products.58