DesignWithValue AARRR Worksheet Oskar Bader - www.designwithvalue.
com
Acquisition Activation Retention Referral Revenue
How can we make How can we turn acquired customers How can we keep customers How can we get customers How can we turn free
customers find us? into active customers? coming back to us? to recommend our service? customers into paying customers?
Ask yourself What keeps our customers up at night? How can we provide an exceptional How long are customers active? What incentives would customers need How many customers become paying
What motivates our customers to solve their customer experience? How fast can How long are customers using our service? to invite friends? What do customers like customers? What is the average order value
problem? What's the desired future state for customers find value in our service? What What does customer retention mean most about our service? At which point of per customer? How many repeated
our customers? How much are the CAC per do customers value most in our service? for our service? What is most valuable to their journey would customers most customers do we have and how often do
marketing channel? How many customers What steps would an ideal customer take? our customers? probably invite friends? they order?
can we reach with this marketing channel? What behaviors correlate with customer
Are we getting the right customers in this retention? What does activation mean for
marketing channel? our service?
Frameworks Personas = identify your target audience. Personas = identify what your target Kano Model = find out which features are Kano Model = find out which features are Kano Model = identify which features
audience values most. most valuable to customers & which most valuable to customers. make free customers paying customers.
Bullseye Framework = identify marketing features to implement next.
channels with traction and the best ROI. Journey Maps = identify the Journey Maps = identify at which point of PVP Index = identify the most promising
onboarding process. Journey Maps = identify the complete their journey customers would most market segmentation.
PVP Index = identify the most promising customer flow in your service. probably invite friends.
market segment.
Journey Maps = identify customer touch
points and the customer journey.
Metrics to measure Customer acquisition cost (per channel) Time to value Retention rate vs. churn rate Percentage of customers who refer friends Customer lifetime value
Conversion rate Visitors to registration ratio Open rate of emails Referred customers Customer acquisition cost
Recommended
Traffic driven to the website (per channel) Conversion rate Click trough rate of emails Percentage of total purchases by Monthly recurring revenue
Nice to have Click-through rate How many customers used a Customer churn referred customers Revenue churn
Cost per click crucial product feature? Month to recover CAC Lifetime value of referred customers Average order value per customer
Dwell time on website How many customers experienced Average customer retention length Viral coefficient & viral cycle time Repeated purchases
Bounce rates the AHA moment? (time people stay active customers) Social media shares Expansion revenue
Quality of leads Drop off rate Net promoter score Sent invitations & successful invitations How many free customers
Dwell time on website + viewed pages Infrequent logins Positive reviews become paying customers?
Net promoter score
Pro tip Focus channels with the lowest CAC and the Get people fast to the AHA moment. Valuable emails or push notifications Viral loops lead to massive growth & A good rule of thumb is a customer lifetime
highest return. can have significant improvements reduces customer acquisition cost. value to customer acquisition ratio of 3:1.
Measure the key actions successful on retention rate.
Create a mechanism for free acquisition. customers take. Use gamification and incentives to
It’s cheaper to retain customers than to push referrals.
Create an exceptional onboarding experience. acquire new customers.
More resources Personas: https://www.designwithvalue.com/blog/3-powerful-questions-to-get-to-know-your-customers
Bullseye Framework: https://www.designwithvalue.com/blog/you-are-wasting-money-on-random-marketing-how-to-change-this
PVP Index: https://www.designwithvalue.com/blog/how-to-know-if-you-are-focusing-the-right-target-group
Journey Maps: https://www.designwithvalue.com/blog/you-have-no-idea-why-you-lose-customers-find-out-why
Kano Model: https://www.designwithvalue.com/blog/how-to-increase-customer-satisfaction-and-customer-lifetime-value
