An insightful and simple introduction to Dave McClure's Startup Metrics for Pirates (AARRR).
An overall perspective on the importance of measurements and optimization for startups.
@rafaeldahis
34. AARRR
1. ACQUISITION HOW DO THESE GUYS GET THERE?
WHAT TO DO?
Ads, SEO, Email, Social Media, Blogs, Biz Dev, PR…
WHAT TO MEASURE?
Costs/Visit, Conversions (visit quality).
CPA
35. AARRR
2. ACTIVATION WHAT DO THEY PERFORM AFTER THAT?
WHAT TO DO?
Landing Page Optimization, lots of UX iterations, value proposition review
WHAT TO MEASURE?
Conversions, bouce-rate, time on page.
“In God we trust, for everything else: A/B TEST”
CPA
36. AARRR
3. RETENTION DO THESE GUYS COME BACK?
WHAT TO DO?
Newsletter/Digest, Event-based messages, Push-notifications, life-
cycle emails
WHAT TO MEASURE?
Open-Rate, Click-Rate, WAU/MAU
LTV
37. AARRR
4. REFERRAL DO THEY INVITE FRIENDS?
WHAT TO DO?
Create/Optimize your Viral Loop, Contests, Social Media Campaigns
WHAT TO MEASURE?
Viral Loop Conversions, K-factor
CPA LTV
(If there is network effect)
38. AARRR
5. REVENUE DO THEY F*ING PAY???
WHAT TO DO?
Figure it out, bro.
WHAT TO MEASURE?
Revenue per user/source/medium
LTV
39. QUIZ AARRR
• high number of visits, high bounce rate, low time on site?
• high number of visits, few signups?
• steady visits, high % of new users?
• CPA (cost per signup) = CPC * signup-conversion ?
• low traffic from reference, search, direct?
• few premium users?
41. TIPS
Stop. Is it time to grow?
(don’t waste money / time,
go out and find that delicious product-market-fit)
42. TIPS
vanity metrics is for TechCrunch
(and your Facebook friends)
(and your grandma)
Easy to spot: say no to absolute metrics
i.e.: visits, pageviews, signups…