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Using AARRR METRICS to GUIDE Product Decisions @ knowledgevision

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 ”

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Using AARRR METRICS to GUIDE Product Decisions @ knowledgevision

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  1. Wireless Access: Connect to Cambridge “st0126” Using AARRR METRICS to GUIDE Product Decisions@knowledgevision Matt Kaplan & Alex Kieft

  2. Lean Startup Circle Boston, Jan 2012 Wireless Access: Connect to Cambridge “st0126” Feb 17: Lean Startup Machine 10% off with code: “LeanCircle” Register Now: http://theleanstartupmachine.com/events/boston-february-17/

  3. What is AARRR? Acquisition Users come to the site from various channels Activation Users enjoy 1st happy visit Retention Users come back, visit multiple times Referral Users like product enough to refer others Revenue Users conduct some monetization behavior Dave McClure, creator of “Pirate Metrics” @davemcclure http://500hats.typepad.com

  4. Why is AARRR important? Creates a Common Language

  5. Why is AARRR important? Creates a Common Language Provides Meaningful Feedback

  6. Why is AARRR important? Creates a Common Language Provides Meaningful Feedback Guides Decision Making

  7. Why is AARRR important? Creates a Common Language Provides Meaningful Feedback Guides Decision Making Resolves Conflict

  8. About KnowledgeVision

  9. 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

  10. Knovio – Born 6/30/11, 11:55pm

  11. Knovio – Upload Slides

  12. Knovio – Record Video

  13. Knovio Presentation

  14. Launch Strategy • Private beta program • Friends & family seeding • Leverage educators and students for testing • Outreach to influential bloggers in Education 1 Sign-up 3 Activate Account 2 Get email with activation code Check out

  15. New User Growth in First Month

  16. Knovio Traffic

  17. Global Interest in Knovio

  18. From zero to 29,400 results in 30 days

  19. “…one of the best Web 2.0 applications of the year.”

  20. Acquisition Metrics

  21. Acquisition Metrics Initial sign-ups were biased by friends & family

  22. Other Acquisition Strategies Initial Friends & Family Blogger Outreach Pay per click Organic

  23. Acquisition Metrics Some positive signs of improvement New acquisition strategies were not producing positive results

  24. A/B Testing – Swap buttons 14% Check out

  25. A/B Testing – One button 26%

  26. A/B Testing – New Concept 27%

  27. Stimulate User Activity 35% Open Rate • Fun, camp-themed email newsletter • Weekly, personalized activities • Specific recommendations and targets • Testing limits and game mechanics Check out

  28. Acquisition Metrics Improved activation

  29. Product Improvements • Most requested features • Delete presentation • Embed code for sharing • Audio-only presentations • Shorter URLs • Re-recording slides • Editing presentations Check out

  30. Involved users in feature design

  31. Public Beta – Nov 15, 2011 • Redesigned homepage • Removed extra step in registration process • Targeted business user • Improved messaging • Aligned with core product • 200+ Bloggers

  32. Acquisition Metrics Much better activation metrics across the board

  33. Knovio User Growth Avoid “feel-good” vanity Metrics

  34. Initial Retention Metrics Hypothesis: If users could get analytics and feedback on presentations, they would use it more

  35. 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!”

  36. Retention Metrics Rolled out email alerts upon viewing Began tracking login history

  37. Cohort Report for Retention Analysis

  38. Cohort Report – A better view

  39. Knovio User Types Note: Beware of other factors effecting metrics 22% 44% 34%

  40. Hypothesis: Viral features will fuel growth Emails presentation 20 viewers x 2% = .4 User creates 1 Knovio presentation Posts presentation to FB, Twitter, LinkedIn 50 viewers x 1% = .5 Invites friend to use Knovio 5 invites x 20% = 1 Viral Coefficient = 1.9 David Skok Matrix Partners ForEntrepreneurs.com

  41. Referrals - Sharing built into app • Link • Embed • Email • Social Media

  42. Email deliverability 94% deliverability 57% open rate Check out

  43. Metrics for Sharing Options Get Embed Get Link Email Check out

  44. Referrals - Sharing Hypothesis Public Sharing & Feedback Private Sharing & Feedback Self Feedback Requires Registration

  45. New Feature: “Spaces”

  46. Knovio “Spaces”

  47. Spaces – Invite Users

  48. Metrics for Sharing Options Spaces Get Embed Get Link Email Check out

  49. Idea: Entice users to try Spaces

  50. Referral Metrics Good improvement but unpredictable Better, but not exactly what we were hoping for

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