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Wireless Access: Connect to Cambridge “st0126”. Using AARRR METRICS to GUIDE Product Decisions @ knowledgevision. Matt Kaplan & Alex Kieft. Lean Startup Circle Boston, Jan 2012. Wireless Access: Connect to Cambridge “st0126” Feb 17: Lean Startup Machine 10% off with code: “ LeanCircle ” - PowerPoint PPT Presentation
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USING AARRR METRICS TO GUIDE PRODUCT DECISIONS
@KNOWLEDGEVISION
Matt Kaplan & Alex Kieft
Wireless Access: Connect to Cambridge “st0126”
Lean Startup Circle Boston, Jan 2012
Wireless Access: Connect to Cambridge “st0126”
Feb 17: Lean Startup Machine10% off with code: “LeanCircle”
Register Now:http://theleanstartupmachine.com/
events/boston-february-17/
What is AARRR?
Acquisition Users come to the site from various channelsActivation Users enjoy 1st happy visitRetention Users come back, visit multiple timesReferral Users like product enough to refer othersRevenue Users conduct some monetization behavior
Dave McClure, creator of “Pirate Metrics”@davemcclurehttp://500hats.typepad.com
Why is AARRR important?
Creates a Common Language
Why is AARRR important?
Creates a Common LanguageProvides
Meaningful Feedback
Why is AARRR important?
Creates a Common LanguageProvides
Meaningful Feedback
Guides Decision Making
Why is AARRR important?
Creates a Common LanguageProvides
Meaningful Feedback
Guides Decision Making
ResolvesConflict
About KnowledgeVision
New Product Initiative Objectives:
Easy enough for any user Using only webcam and PowerPoint Web only, no software to download
MVP Register/Login Upload PowerPoint Record presentation Save presentation Email link
Knovio – Born 6/30/11, 11:55pm
Knovio – Upload Slides
Knovio – Record Video
Knovio Presentation
Launch Strategy Private beta program Friends & family
seeding Leverage educators
and students for testing
Outreach to influential bloggers in Education
Get email with activation code
Sign-up
ActivateAccount
1
23
Check out
New User Growth in First Month
6/30/1
17/2
/117/4
/117/6
/117/8
/11
7/10/1
17/1
2/117/1
4/117/1
6/117/1
8/117/2
0/117/2
2/117/2
4/117/2
6/117/2
8/117/3
0/11
8/1/11
0
20
40
60
80
100
120
140
0
100
200
300
400
500
600
700
800
900
1000
Knovio User Growth
New UsersTotal Users
Date
Use
rs
Knovio Traffic
Global Interest in Knovio
From zero to 29,400 results in 30 days
“…one of the best Web 2.0 applications of the year.”
Acquisition Metrics
Stage Metric
Snapshot on July 7
Acquisition Visits Knovio homepage 100%Activation
Signs up for Knovio private beta 40%
Activation
Activates Knovio account (of signups) 58%
Activation
Creates at least 1 Knovio (of signups) 11%
Acquisition Metrics
Stage Metric
Snapshot on July 7
Snapshot on July
31Acquisition Visits Knovio homepage 100% 100%
Activation
Signs up for Knovio private beta 40% 20%
Activation
Activates Knovio account (of signups) 58% 59%
Activation
Creates at least 1 Knovio (of signups) 11% 12%
Initial sign-ups were biased
by friends & family
Other Acquisition StrategiesInitial
Friends & Family
Blogger Outreac
h Pay per click
Organic
Acquisition Metrics
Stage Metric Jul AugAcquisition Visits Knovio homepage 100% 100%
Activation
Signs up for Knovio private beta 20% 6%
Activation
Activates Knovio account (of signups) 59% 63%
Activation
Creates at least 1 Knovio (of signups) 12% 19%
New acquisition strategies were not producing positive
resultsSome positive
signs of improvement
A/B Testing – Swap buttons14%
Check out
A/B Testing – One button26%
A/B Testing – New Concept 27%
Stimulate User Activity
Fun, camp-themed email newsletter
Weekly, personalized activities
Specific recommendations and targets
Testing limits and game mechanicsCheck out
35%Open Rate
Acquisition Metrics
Metric Jul Aug Sep OctVisits Knovio homepage 100% 100% 100% 100%
Signs up for Knovio 20% 6% 7% 18%
Activates Knovio account 59% 63% 68% 73%
Creates at least 1 Knovio 12% 19% 26% 36%
Improved activation
Product Improvements Most requested features
Delete presentation Embed code for sharing Audio-only presentations Shorter URLs Re-recording slides Editing presentations Check out
Involved users in feature design
Public Beta – Nov 15, 2011 Redesigned homepage Removed extra step in
registration process Targeted business user Improved messaging Aligned with core
product 200+ Bloggers
Acquisition Metrics
Metric Jul Aug Sep Oct Nov DecVisits Knovio homepage
100%
100%
100%
100%
100%
100%
Signs up for Knovio 20% 6% 7% 18% 16% 18%
Activates Knovio account 59% 63% 68% 73% 100
%100%
Creates at least 1 Knovio 12% 19% 27% 36% 37% 44%
Much better activation metrics across the board
Knovio User Growth
Jul Aug Sep Oct Nov Dec0
500
1000
1500
2000
2500
3000
3500
Use
rs
Avoid “feel-good” vanity Metrics
Initial Retention Metrics
Metric Jul Aug SepCreates 2 or more presentations 5% 7% 10%Returns to create presentation (following months) 5% 6% 8%
Logs in 3 times or more ? ? ?
Hypothesis: If users could get analytics and feedback on presentations, they would use it more
New Feedback Features Email alerts upon viewing Built in feedback
“A user from Concord, MA just watched your Knovio presentation”
Mary M. said “This is a great presentation, please make more!”
Retention Metrics
Metric JulAug
Sep Oct
Nov
Dec
Creates 2 or more presentations 5% 7% 10
%17%
12%
15%
Returns to create presentation (following months)
5% 6% 8% 7% 14%
TBD
Logs in 3 times or more 35%
55%
Rolled out email alerts
upon viewingBegan tracking
login history
Cohort Report for Retention Analysis
Jul Aug Sep Oct Nov Dec0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Born in JulBorn in AugBorn in SepBorn in OctBorn in NovBorn in Dec
Activ
e U
ser
%
Cohort Report – A better view
Jul Aug Sep Oct Nov Dec0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Month BornMonth +1Month +2Month +3Month +4Month +5
Knovio User Types
44%
34%
22%Note: Beware of
otherfactors effecting
metrics
Hypothesis: Viral features will fuel growth
User creates 1 Knovio
presentation
Emails presentation
Posts presentation
to FB, Twitter, LinkedIn
Invites friend to
use Knovio
20 viewers x 2% = .4
50 viewers x 1% = .5
5 invites x 20% = 1
Viral Coefficient = 1.9David SkokMatrix PartnersForEntrepreneurs.com
Referrals - Sharing built into app
Link Embed Email Social Media
Email deliverability
Check out
57% open rate
94% deliverability
Metrics for Sharing Options
Get Embed
Get LinkEmail
Check out
SelfFeedback
PrivateSharing &Feedback
PublicSharing
& Feedback
Referrals - Sharing Hypothesis
Requires Registration
New Feature: “Spaces”
Knovio “Spaces”
Spaces – Invite Users
Metrics for Sharing Options
Get Embed
Get LinkEmail
Check out
Spaces
Idea: Entice users to try Spaces
Referral Metrics
Metric Jul Aug Sep Oct Nov DecShare via Email 7% 11% 14% 23% 16% 21%Invite via Spaces 1.8% 2.9% 2.4%
Better, but not exactly what we were hoping for
Good improvement but unpredictable
Revenue Hypothesis
KVStudioPower Tools for
rich content producers
Lead generation
Revenue Metrics
Metric Jul Aug Sep Oct Nov DecLeads for KVStudio .2% .5% 0% .6% 1.4%
Ugh
AARRR Lessons Learned Create your AARRR dashboard before
MVP Build metrics capture into product Measure only what you think you’ll need Don’t change too many variables at once Know who your target is and only listen
to them Get entire company on board (not easy!)
Too many metrics
Tools for capturing metrics/feedback
Prefinery – Private beta management Mixpanel – Tracking user events Unbounce – A/B testing Wufoo – User feedback MailChimp – Email engagement SendGrid – Transactional email Amazon SimpleDB – Error logs
Lean Startup Circle Boston, Jan 2012
Wireless Access: Connect to Cambridge “st0126”
Feb 17: Lean Startup Machine10% off with code: “LeanCircle”
Register Now:http://theleanstartupmachine.com/
events/boston-february-17/