Product Marketing for Pirates: AARRR!
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How to develop a model of your customer behavior, and then use conversion metrics/web analytics to assist your internet marketing & product management efforts. Slide deck by Dave McClure (https://twitter.com/davemcclure?lang=en) Source: http://500hats.typepad.com/500blogs/2007/06/internet-market.html **I DID NOT CREATE THIS PRESENTATION, JUST SHARING IT**
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Startup Metrics 4 Pirates (Montreal, May 2010)
The document provides an overview of startup metrics for measuring user acquisition, activation, retention, referral, and revenue (AARRR). It discusses focusing metrics on key conversion events and prioritizing the top 3-5 metrics. Various marketing channels are outlined for driving acquisition cost-effectively. Retention strategies include automated emails, system events, and engaging content. An ideal startup moves users through the stages of the AARRR model to maximize long-term value.
Startup Metrics for Pirates (Twiistup, Jan 2010)
slides from my talk at Twiistup (LA, Jan 2010). note these slides are almost exactly the same as my previous talk earlier this week in San Francisco... so yes, i'm stealing my own shit.
whatEVer.
Startup Metrics for Pirates (Chicago, Aug 2010)
The document provides an overview of startup metrics for evaluating different stages of a startup. It discusses the AARRR framework which focuses on Acquisition, Activation, Retention, Referral, and Revenue. For each stage, it recommends key metrics to track, tools to use, and tips for optimization, such as testing different landing pages and marketing channels to improve conversion rates at each stage of the customer lifecycle.
Startup Metrics for Pirates (Startonomics Beijing, June 2009)
Updated "Startup Metrics for Pirates" presentation, Startonomics Beijing (June 2009). Also included a few slides from Eric Ries, Lean Startup.
Startup Metrics for Pirates (SF, Jan 2010)
The document discusses metrics for startups, focusing on the AARRR framework of Acquisition, Activation, Retention, Referral, and Revenue. It provides examples and recommendations for measuring key metrics at each stage, including number of visitors, time on site, page views, and conversions. The document emphasizes testing marketing channels and optimizing for user experience and conversion rates through iteration and A/B testing.
Startup Metrics for Pirates (Startonomics Hawaii Nov 2009)
The document discusses startup metrics and provides a 5-step model called AARRR for measuring key metrics. The model focuses on Acquisition, Activation, Retention, Referral, and Revenue. It emphasizes measuring user behavior, testing features and marketing channels, optimizing for conversions, and iterating quickly based on data. The overall message is that startups should focus on measuring the right metrics and using data to continuously improve the product, user experience and business model.
Marketing Metrics 4 Pirates (July 2010)
Dave McClure discusses startup marketing metrics and focuses on the AARRR framework: Acquisition, Activation, Retention, Referral, and Revenue. He emphasizes measuring key metrics like conversion rates at different stages to optimize the customer journey from first visit to monetization. McClure also provides examples of marketing channels and tools to track metrics like volume, cost and conversions.
Startupmetrics 4 Pirates (Haas April, 2010)
modestly updated presentation on "Startup Metrics for Pirates", Steve Blank's Customer Development class (Berkeley Haas, April 2010)
Startup metrics-for-pirates
The document discusses metrics for tracking customer acquisition, activation, retention, referral, and revenue (AARRR) in startup product marketing. It presents the customer lifecycle in 5 steps and provides examples of conversion metrics to measure at each step, such as conversion rates and estimated customer lifetime value. Key recommendations include testing marketing channels and focusing on those with high volume, conversion and low cost, and measuring conversion deeper in the funnel such as to revenue rather than just website visits.
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Product Marketing for Pirates: AARRR!
- 1. Web Strategy for Pirates: AARRR!!! (Startup Metrics for Internet Marketing & Product Mgmt) Dave McClure Master of 500 Hats http://500hats.typepad.com/ http://www.500hats.com/
- 2. Customer Lifecycle / Conversion Behavior Website.com 3.RETENTION Emails & Alerts Blogs, Content 2.Activation Product Features 4.REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Widgets Blogs/ Affiliates Email Newsletter PR Biz Dev Campaigns, Contests Direct, Tel, TV 5.Revenue$$$ Biz DevAds, Lead Gen, Subscriptions, etc
- 3. Customer Lifecycle / Conversion Behavior • Acquisition: users from misc channels come to site – or landing page, or widget, etc • Activation: users enjoy 1st site visit, "happy" user experience – view X pages, spend Y seconds, make Z clicks • Retention: users re-visit site multiple times – ex: 3+ visits in first 30 days – type: cookied user, email / account, content / RSS, etc • Referral: users like product enough to refer others – referral happens via email, links, blogs, widgets, word-of-mouth, etc • Revenue: users conduct monetization behavior – if no monetization, choose next-best proxy (free download, etc)
- 4. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User 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 1st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
- 5. Conversion Measurement • Conversion Criteria: – best-performing (%) channels / campaigns / copy – largest-volume (#) channels / campaigns / copy – lowest-cost ($) channels / campaigns / copy • Measurement Components: – Audience Segment (young women, regional metro, older singles) – Channel Source (social network, SEM, organic, PR, etc) – Campaign Theme / Brand Promise (“find a job”, “learn to cook”) – Landing Page & CTA – Copy & Graphics
- 6. Types of Metrics & Measurement • Quantitative: Traffic Analysis / User Engagement – Report what users do, track usage & conversion %'s for all or empirical sample # of users • Qualitative: Usability Testing / Session Monitoring – Watch what users do, figure out problems & solutions from small # of users • Comparative: A/B, Multivariate Testing – Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective • Competitive: Monitoring & Tracking Competitors – Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.
- 7. Types of Metrics & Measurement • Quantitative: Traffic Analysis / User Engagement – Report what users do, track usage & conversion %'s for all or empirical sample # of users • Qualitative: Usability Testing / Session Monitoring – Watch what users do, figure out problems & solutions from small # of users • Comparative: A/B, Multivariate Testing – Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective • Competitive: Monitoring & Tracking Competitors – Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.