How to use the AARRR framework for your WEB project?

What can you do with the AARRR framework?
Dave McClure, the founder of over 500 startups, presented the AARRR framework at a conference called “Startup Metrics for Pirates: AARRR! Five essential metrics were summarised to track the growth of the business.
Since then, the AARRR framework has found its way into many digital strategies. In fact, with the help of these five metrics, you can monitor the performance of your website but also optimize its conversion rate and, ultimately, the turnover it generates.
Five keywords.
Get
Activate
Retain
referral
Revenue
Easy to remember. Now let’s see what they mean and how they can be measured to improve the performance of your Web project.

How to use the AARRR framework for your WEB project?

A for Acquisition


If you deal with web projects, the word ‘acquisition’ must already resonate with you. At this stage of the AARRR framework, you will be trying to measure how you attract targets to your site.
You probably know that the best way to do this is to bet on multiple channels. By activating various acquisition sources, you can attract visitors who are prospects and leads. In particular, if they are relevant to you, make sure you include them in your acquisition strategy.
SEO, i.e., SEO on search engines such as Google
Social media, i.e., communication on social networks
Paid online channels, such as SEA (AdWords or display advertising) and social media advertising
To measure the performance of your acquisition leverage, several KPIs are relevant, depending on the channel you choose. The most important and inevitable ones remain the traffic to your website (number of visitors per month), the click-through rate of your ads, and the click-through rate of your social network publications.

An Activation


The second step in the AARRR framework: is activation. In other words, it is about converting visitors into users in a language that is often communicated to digital project managers.
Depending on the type of Web project, activation can be measured in different ways.
If you offer an online service, it will be your users’ registration on your platform.
If you sell physical products, it will be an e-commerce purchase
To activate visitors, many elements are vital.
The content of your website must be optimal to make the offer easy to understand and attractive
The landing page, in particular, is essential for activating visitors
The call-to-action (or call-to-action button) must be clickable
contact, download, or subscription forms (e.g., newsletters) must be smooth and optimized
To improve this phase of the framework, the user experience of your website is critical. Thanks to the straightforward customer journey on your website, you have made navigation intuitive, which provides your visitors with all the means to convert.
You are probably familiar with this KPI to measure activation: it is the conversion rate, whether it is a registration for a webinar or a purchase of a product in the e-shop.

How to use the AARRR framework for your WEB project?

R Retention


Is your conversion rate optimization? Congratulations; however, your website will not generate sustainable business if you do not continue with the third step of the AARRR framework.
This is the retention step: it is then a question of ensuring that your contacts (visitors gained in the previous step) return to your platform. However, any competent project manager knows the saying: the cost of acquiring new customers is much lower than retaining existing ones.
Again, there is no shortage of ways to perform this operation, and depending on the habits of your target: the
Newsletters allow you to keep your customers informed of your news, promotions, and trends in their sector …… to keep better them coming back to you.
Push notifications, especially on mobile devices, are a clever way to get your contacts to want to revisit you.
Emails sent by marketing automation, based on lead nurturing principles, are particularly suitable for longer purchasing cycles, such as BtoB.
Again, it is essential to define and track the right KPIs to measure the performance of your retention strategy.
If you have a newsletter, the click-through rates can be a good indicator of its performance. You can also measure churn, i.e., the loss of users over time: it is ultimately an acronym for “retention” and proves that you need to work on this axis.

How to use the AARRR framework for your WEB project?

R Recommended


It’s a fact: customers who talk about your website with people close to them always have more influence than online ads or blog posts (suitable as they are). Word-of-mouth is a critical factor in the success of any web project.
This is why the AARRR framework is interested in the fourth step of “referrals”: it is a question of knowing how many customers have recommended you to others.
To activate this lever, a very effective business generator, you can.
Ask your customers for their opinion, primarily through a verified opinion platform or on your “Google My Business” page.
Get your customers talking about you on social networks, mentioning your brand (for example, when they open a product ordered on your e-commerce site)
Create a referral system where customers can recommend you in exchange for loyalty benefits ……
To measure this essential step, look at the total score you give on customer review platforms or the number of backlinks (incoming links) your site has. You can also launch an NPS (net referral value) survey to measure the probability that a customer will have to refer you to a relative.

How to use the AARRR framework for your WEB project?

R is for Revenue


Finally, we come to the last pillar of the AARRR framework: revenue. It’s all about how you make a profit from your website.
For some websites, this may seem obvious: an e-commerce shop generates business when it sells its products effectively.
Other web projects may be different ways of monetizing: traffic generated on affiliated sites, YouTube views (and the number of monetized ads viewed on them), clicks on advertising banners ……

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