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Web Strategy for Pirates: AARRR !!! (Startup Metrics for Internet Marketing & Product Mgmt)

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/. PR. Blogs/ Affiliates. Campaigns, Contests. SEM. Biz Dev. 1. ACQUISITION. SEO. 4. REFERRAL.

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Web Strategy for Pirates: AARRR !!! (Startup Metrics for Internet Marketing & Product Mgmt)

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  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. PR Blogs/ Affiliates Campaigns, Contests SEM Biz Dev 1. ACQUISITION SEO 4. REFERRAL Direct, Tel, TV Widgets Campaigns, Contests Email Newsletter 2. Activation Product Features Emails & Alerts 3. RETENTION Emails & widgets Blogs, Content Biz Dev 5. Revenue $$$ Ads, Lead Gen, Subscriptions, etc Customer Lifecycle / Conversion Behavior Website.com

  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…)

  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.

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