USING AARRR METRICS TO GUIDE PRODUCT 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 Machine 10% off with code: “LeanCircle” Register Now: february-17/

What is AARRR? AcquisitionUsers come to the site from various channels ActivationUsers enjoy 1st happy visit RetentionUsers come back, visit multiple times ReferralUsers like product enough to refer others RevenueUsers conduct some monetization behavior Dave McClure, creator of “Pirate

Why is AARRR important? Creates a Common Language

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

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

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

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  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 with activation code Sign-up Activate Account Check out

New User Growth in First Month

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 StageMetric Snapshot on July 7 AcquisitionVisits Knovio homepage 100% ActivationSigns up for Knovio private beta 40% ActivationActivates Knovio account (of signups) 58% ActivationCreates at least 1 Knovio (of signups) 11%

Acquisition Metrics StageMetric Snapshot on July 7 Snapshot on July 31 AcquisitionVisits Knovio homepage 100% ActivationSigns up for Knovio private beta 40% 20% ActivationActivates Knovio account (of signups) 58% 59% ActivationCreates at least 1 Knovio (of signups) 11%12% Initial sign-ups were biased by friends & family

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

Acquisition Metrics StageMetricJulAug AcquisitionVisits Knovio homepage 100% ActivationSigns up for Knovio private beta 20% 6% ActivationActivates Knovio account (of signups) 59% 63% ActivationCreates at least 1 Knovio (of signups) 12%19% New acquisition strategies were not producing positive results Some positive signs of improvement

A/B Testing – Swap buttons 14% Check out

A/B Testing – One button 26%

A/B Testing – New Concept 27%

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

Acquisition Metrics MetricJulAugSepOct Visits Knovio homepage 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 MetricJulAugSepOctNovDec Visits Knovio homepage 100% Signs up for Knovio 20% 6%7%18%16%18% Activates Knovio account 59% 63%68%73%100% Creates at least 1 Knovio 12%19% 27%36%37%44% Much better activation metrics across the board

Knovio User Growth Avoid “feel-good” vanity Metrics

Initial Retention Metrics MetricJulAugSep Creates 2 or more presentations5%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  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 MetricJulAugSepOctNovDec Creates 2 or more presentations5%7%10%17%12%15% Returns to create presentation (following months) 5%6%8%7%14%TBD Logs in 3 times or more35%55% Rolled out alerts upon viewing Began tracking login history

Cohort Report for Retention Analysis

Cohort Report – A better view

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

Hypothesis: Viral features will fuel growth User creates 1 Knovio presentation s 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 = 1.9 David Skok Matrix Partners ForEntrepreneurs.com

Referrals - Sharing built into app  Link  Embed   Social Media

deliverability Check out 57% open rate 94% deliverability

Metrics for Sharing Options Get Embed Get Link Check out

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

New Feature: “Spaces”

Knovio “Spaces”

Spaces – Invite Users

Metrics for Sharing Options Get Embed Get Link Check out Spaces

Idea: Entice users to try Spaces

Referral Metrics MetricJulAugSepOctNovDec Share via 7%11%14%23%16%21% Invite via Spaces1.8%2.9%2.4% Better, but not exactly what we were hoping for Good improvement but unpredictable

Revenue Hypothesis KVStudio Power Tools for rich content producers Lead generation

Revenue Metrics MetricJulAugSepOctNovDec Leads 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 – engagement  SendGrid – Transactional  Amazon SimpleDB – Error logs

Thank you! Matt Alex Kieft

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