AARRR stands for the “Pirate Metrics” framework, which is a way of thinking about the different stages of the customer journey, from acquisition to retention and revenue. The five stages of the AARRR framework are:

  1. Acquisition: This is the stage where customers first discover and become aware of the product or service.
  2. Activation: This is the stage where customers start using the product or service.
  3. Retention: This is the stage where customers continue to use the product or service over time.
  4. Referral: This is the stage where customers tell others about the product or service.
  5. Revenue: This is the stage where customers generate revenue for the business, either through direct payment or through other means such as advertising or in-app purchases.

OKRs (objectives and key results) for AARRR metrics:

Acquisition

  • Objective: Increase the number of new users who discover and sign up for the product each week.
  • Key results:
    • Increase the number of new users who sign up for the product each week by 10%.
    • Increase the number of unique visitors to the product’s website by 20%.
    • Increase the number of impressions for the product’s ads on social media by 30%.

Activation

  • Objective: Improve the user experience for new users to increase the number of users who start using the product.
  • Key results:
    • Increase the percentage of new users who complete the onboarding process by 15%.
    • Increase the average number of sessions per user in the first week after sign-up by 20%.
    • Increase the percentage of users who add at least one item to their account within the first week by 25%.

Retention

  • Objective: Improve user engagement to increase the number of users who continue to use the product over time.
  • Key results:
    • Increase the average number of sessions per user per week by 10%.
    • Increase the percentage of users who use the product at least once per week by 15%.
    • Increase the average amount of time that users spend on the product each week by 20%.

Referral

  • Objective: Increase word-of-mouth referrals to grow the user base.
  • Key results:
    • Increase the number of referrals per user by 10%.
    • Increase the percentage of users who invite at least one friend to join the product by 15%.
    • Increase the percentage of users who share the product on social media by 20%.

Revenue

  • Objective: Increase revenue from existing users.
  • Key results:
    • Increase the average revenue per user per month by 10%.
    • Increase the percentage of users who make at least one purchase within the first month by 15%.
    • Increase the percentage of users who make at least one in-app purchase by 20%.

Initiatives for OKRs around AARRR metrics:

Here are some possible high-impact initiatives for each of the key results mentioned above:

  1. Increase the number of new users who sign up for the product each week by 10%.
  • Run a social media campaign to promote the product and drive traffic to the website.
  • Optimize the product’s website for search engines to improve its visibility and ranking.
  • Run a contest or giveaway to incentivize users to sign up and share the product with their friends.
  1. Increase the percentage of new users who complete the onboarding process by 15%.
  • Simplify and improve the onboarding process to make it easier for new users to get started.
  • Provide personalized support and guidance to help new users learn how to use the product.
  • Offer rewards or incentives to encourage new users to complete the onboarding process.
  1. Increase the average number of sessions per user per week by 10%.
  • Implement new features or updates to the product to make it more engaging and enjoyable for users.
  • Run promotions or events to encourage users to come back to the product regularly.
  • Provide personalized recommendations or suggestions to help users discover new content or features within the product.
  1. Increase the number of referrals per user by 10%.
  • Implement a referral program to reward users for inviting their friends to join the product.
  • Make it easy for users to share the product on social media and other platforms.
  • Provide high-quality content and resources (such as tutorials, tips, and case studies) that users can share with their friends to showcase the value of the product.
  1. Increase the average revenue per user per month by 10%.
  • Implement new pricing or subscription plans to increase the average amount that users pay for the product.
  • Offer premium features or services that users can upgrade to for an additional fee.
  • Run promotions or special offers to encourage users to make additional purchases or upgrades.

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