What is the AARRR model?
Before going into the details of the AARRR methodology, it's worth explaining exactly what it stands for.
A definition of the AARRR framework
Framework: does the term mean anything to you? In programming language, a framework is a set of software components that can be reused. These components enable new applications to be developed more efficiently. In engineering, the reuse of development and research is strategic.
Theacronym AARRR stands for :
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Acquisition: acquiring new users
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Activation: identifying interesting prospects
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Retention: building user loyalty
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Recommendation: turning brand users into influencers
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Revenues: improve earnings per user
AARRR and growth hacking
AARRR deploys the Growth Hacking approach. Its inventor, Sean Elliot, defines it as follows: the growth hacker 's sole objective is growth. The effectiveness of his actions is measured by their impact on scalable growth.
AARRR is also known as the Pirate Framework. The strategy was developed by Dave McClure in 2007. He is a Silicon Valley entrepreneur and investor.
The five pillars of AARRR
The AARRR methodology is based on five pillars. Let's discover together what they mean for the development of a marketing project:
A for Acquisition
To acquire new customers, a company adopting the AARRR method must mobilize online channels:
- social networks ;
- Web marketing campaigns with SEA (Search Engine Advertising);
- Search Engine Optimization (SEO);
- newsletter and emailing campaigns;
- backlink campaigns, etc.
The acquisition phase enables us to identify the channels through which new customers will present themselves. It is essential before moving on to the next phase: activation.
What performance criteria should you be monitoring? SeDomicilier gives you the key performance indicators (KPIs) to keep an eye on:
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Cost per click is the final amount charged for each click on an ad.
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The conversion rate is the average number of conversions for the total number of interactions on an ad.
Google Analytics can help you identify trends in these key performance indicators. The "Acquisition" module enables you to visualize the origin of visitors to a website.
A for Activation
The second stage, Activation, is based on the need to determine an activation indicator corresponding to a user's precise action. This action demonstrates the user's genuine interest in one of your products or services. Depending on the nature of your business, there may be several activation indicators:
- number of pages visited by a surfer ;
- newsletter subscription ;
- number of clicks on a product or service ;
- create an account ;
- adding an item to the basket, etc.
To optimize activation rates, we need to find ways of improving a user's first successful experience, through customer onboarding designed to meet their expectations.
The A/B Testing methodology enables you to better understand the elements likely to develop your customer acquisition. A/B Testing is a marketing technique based on distributing two versions of the same content to two customer samples of identical size. The aim is to achieve a relevant comparison of the two samples. The next phase should lead to customer retention.
R for Retention
The retention stage is essential. It's the key to your company's long-term growth. Through retention, the challenge is to develop user loyalty so that they return to your site to request your services or buy your products.
In the retention phase, you need to focus on the frequency of your customers' activity. Implement targeted actions: posts on social networks, newsletters, blog articles, etc.
Optimizing your retention rate involves segmenting your audience. For example, this means targeting profiles that have not been active for over a year. Proposing a promotional offer is likely to reactivate them.
R for Recommendation
Customers are a brand's best ambassadors. It's essential to encourage your customers to talk about your products or services. How can you create recommendation offers? SeDomicilier offers a few suggestions:
- encourage sharing on social networks;
- introduce bonuses for recommendations ;
- create sponsorship offers.
The recommendation stage comes after the revenue stage when the product is paid for. Your customer can only recommend your product or service once he or she has already used it.
R for Revenue
The revenue phase is when the user pays for a service or product. This action generates sales for the company. To develop the revenue phase, it is strategic to work on optimizing the conversion rate of users into leads and then into customers, so that they generate sales.
Would you like to learn about several strategies for developing your income? Here are a few tips:
- offer promotions;
- work on product and service visuals;
- refine pricing policy;
- promote upmarket development, etc.
What are the five types of questions to ask with the AARRR process?
At each stage of the AARRR process, questions need to be asked:
The AARRR framework: setting up a marketing funnel
Funnel marketing is a strategy for developing sales and acquiring leads.
What is funnel marketing?
Funnel is an English term that translates as "funnel".
Funnel marketing is the process by which customers enter the purchase funnel. Some customers will leave the funnel before the final stage. The challenge for a company is to bring as many customers as possible to the end of the funnel.
Deploying a marketing funnel means facilitating sales and customer acquisition. The customer journey is divided into several stages. Each of these stages requires continuous improvement.
What is the AARRR method used for in marketing?
The AARRR method was originally designed to guide start-ups in their quest to find their break-even point. It has since been popularized in the digital marketing world as a tool for companies seeking to increase their sales.
The AARRR framework enables companies to rethink their operational strategy:
- Develop a growth-oriented model with the aim of generating more revenue.
- Promote the analysis of relevant data, in the service of business growth. Put aside data that does not serve objectives.
- Define consumer-focused key performance indicators.
- Optimize the customer journey along the AARRR funnel to improve operational efficiency.
AARRR is therefore a natural evolution in marketing. It influences business managers in their search for and analysis of data relevant to online customer conversion.
What data does AARRR measure?
Depending on the nature of its business and its customers, a company may have different data to measure.
Choose the evolution of the AAARRR framework for your marketing campaigns
The AARRR has evolved: the AAARRR. SeDomicilier reveals the secrets of this new version.
What is AAARRR evolution?
Choosing the AAARRR framework for your marketing campaigns is an excellent strategy. It's an evolution of AARRR. The third A stands for Awareness.
Awareness is positioned at the top of the funnel. The term refers to the awareness and power of a brand.
Building awareness means devising strategies to make yourself known.
When your prospects and customers are familiar with your brand image, it's easier to develop your sales. Brand image involves several elements:
- logo and graphic guidelines ;
- slogan ;
- products or services ;
- communication ;
- corporate values, etc.
Awareness is linked to brand content.
What is brand content?
Brand content consists in highlighting a product or brand through theart of storytelling. The strategy is based on conveying your company's values and vision. Through storytelling, you can intimately touch your customers. The aim is to create an emotional bond with your customers.
Why Awareness?
A company without a brand image will find it hard to grow sales. Even if you spend a large budget on your marketing campaigns, without brand content, you risk missing out on any return on investment. Brand awareness is key to achieving your development objectives. So it's essential to look for levers to develop it. Storytelling is one of these levers.
What is storytelling?
Storytelling is the way to touch your customers' hearts. It's the art of narrative communication:
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Story: history
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Telling: from the verb "to tell".
This method is ideal for promoting your brand. Through storytelling, the challenge is to get people talking about your brand thanks to the power of its image.
The quality of your products and services takes a back seat. Your world must be imprinted in the minds of your consumers.
Telling a story captures the attention of your customers and prospects. Storytelling sets you apart from the competition. It arouses pleasure, empathy, sympathy and imagination in your customers.
Successful storytelling means knowing your target audience and knowing how to speak to them. The story you tell must meet their expectations and touch their sensibilities. Take care to find the right story to tell. The staging must be creative and not too formal. Well-written storytelling creates relevant images in the minds of your customers and prospects.
What content strategy should you use to develop your Awareness?
To develop your Awareness, you need to select a content strategy. What type of content do you want to deploy to enhance your brand image? There are several areas to work on:
- content writing ;
- photo and video design ;
- recording podcasts ;
- newsletter writing.
Choosing the right format for your content is crucial to the success of your strategy.
The AARRR framework is a must in growth marketing. It's a method for developing your business over the medium to long term. Results can only be appreciated over time. Patience is therefore essential throughout its deployment.
