Do you want to know about the AARRR model of operation?

After we have worked hard to create a product, we naturally hope to bring it to the market, gain public recognition, and get rewards from it. Operations focus on a series of links after the product is launched.

Today we will learn about the AARRR model in operations . A AR RR is the abbreviation of Acquisition, Activation, Retention, Revenue, and Referral, which correspond to the five important links in the product life cycle .

Acquisition

The first step after a product is launched is to acquire users. Without users, the subsequent steps are out of the question. There are many ways to acquire users. The traditional way is to spend money on a large number of advertisements to let the target users know about the existence of the product through high coverage.

In the Internet age, we will build our own websites, optimize SEO , write official blogs, send advertising emails, open social network accounts, spread through self-media and other means to acquire users.

Increase activity

After users start using the product, how to keep them active is the second step in product operation . We generally observe user activity by monitoring data such as daily activity rate, weekly activity rate, and monthly activity rate.

Therefore, all operational activities at this stage are carried out around these data. In order to maintain user activity, you can attract users to continue using the product by signing in to earn points, holding lucky draws, and pushing information that users care about every day, but the premise is that the product is indeed valuable to users.

Improve retention

After a new user uses the product for the first time, will they continue to use it in the future? This is what retention rate data reflects. Generally, we are more concerned about the next-day retention rate and the 7-day retention rate, which are used to reflect whether the users acquired through a certain channel can be converted into long-term users.

In order to improve retention rate, we can remind users to come back and continue to use our products by sending regular coupons, greeting emails or text messages, etc.

Revenue

The ultimate goal of making products is to generate revenue, and the revenue indicator is usually more concerned with the ARPU (average revenue per user) value. However, different product strategies have different definitions of revenue indicators.

For example, use the free version to attract a large number of users, and then generate revenue with the paid version. At this time, what you need to care about is the conversion rate from the free version to the paid version.

Referral

Self-propagation refers to users spontaneously spreading the product after experiencing the product. This is usually because the product provides certain value to users, or provides certain loopholes that stimulate users' curiosity or sense of superiority.

Or it can bring benefits to users, allowing them to actively spread the word and achieve viral marketing effects. Events like the recent "Chinese Koi" campaign, Pinduoduo's price-cutting, Qutoutiao 's apprentice-recruiting model, etc., can all trigger users' active sharing and dissemination.

Summarize

Whether it is an app, an Internet service, or a traditional offline product or service, we need to dig deep into user pain points and understand human needs, so that we can better control the user life cycle and serve our products.

Therefore, in-depth research on the AARRR model is a necessary basic skill for good operations. By applying what you have learned and using corresponding strategies in actual work based on the characteristics and application scenarios of your own products, you will definitely be able to win users and achieve product goals.

Source: Code Language Life