Metrics
AUG 18, 2024

Sunday Rewind: AARRR vs RARRA: Pirate metrics explained

In this week's Sunday Rewind, Ben Crouch explains what pirate metrics are with examples to show whether they lead to buried treasure

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Ben Crouch explains what pirate metrics are and takes us through some examples to see whether they lead to buried treasure in this week’s Sunday Rewind post from 2020.

AARRR is an acronym that describes five stages a person goes through on the path to becoming a paying customer:

  1. Acquisition. When someone visits your website for the very first time via a digital marketing channel.
  2. Activation. When that person has their first positive user experience with your site or marketing content.
  3. Retention. When that person revisits your website again in the future to consume other content.
  4. Referral. When that person enjoys your site/blog/etc. enough to share it with others either publicly or privately.
  5. Revenue. When that person makes a purchase and becomes a paying customer.

RARRA is the AARRR model tweaked and updated:

  1. Retention. Create incredible value to ensure everyone who visits your site is retained.
  2. Activation. Make sure new visitors see that value the very first time they visit your site.
  3. Referral. Get them talking about and sharing your site/business with others.
  4. Revenue. Convert some people into customers based on the value you provide.
  5. Acquisition. Use your paying customers to help you find more just like them.

The model you choose depends on the stage of your business, your industry, and your business goals, says Ben. He then runs through the leading indicators your business should look out for when thinking about adopting either model, and when to change that model at a time that will create business growth. He emphasises that you need to constantly be aware of your business performance and on the lookout for any shifts — small or large — within your product, your customers, industry, or market in order to implement the right strategies at the right time. He concludes: “You can use a framework like pirate metrics to help, but ultimately, you need to tailor your growth strategy to where your business is at and the outcomes you’re striving to achieve.”

Read the full article here: AARRR vs RARRA: Pirate metrics explained

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