The AARRR model, first mentioned by Dave McClure, is now the basis of Growth Hacking. Marketing Hunting , you will notice that the AARRR model is in fact very similar to the standard marketing funnel. Growth Hacking is not just about bringing customers to your website. Growth Hacking is actually managing the customer's lifetime purchase cycle. Growth Hacking processes should be examined under this definition. What is the AARRR model that makes up the backbone?
Although the AARRR model is difficult to pronounce, it is a model that should not be memorized anymore. In short, it includes your customer's buying cycle. First, we take the user who is not yet a user to our web site, then we make him a customer, we make him a regular customer and bring his friends. To take a step-by-step look;
We achieve our first handshake with Acquisition users. You can think of it as the activities we have done with classic marketing channels. So through social media, Adwords, programmatic channels, users are the right page trailer on our site. This is the most important part. The important thing to note here is not the quantity of users we acquire but the quality. For this reason, it is very important that we make the right targeting by making use of the blessings of digital. Another important point is where we take the user. It is absolutely necessary for us to attract our users to a special page. This page is called landing page. The landing page should be fully focused on transformation and serve one purpose. This is the first area where we are putting the user into marketing our honeymoon, so the landing page should be really perfect. If you can do it, it is the house that is specially designed for the person.
As you can see in the bottom image, whether marketing activities are digital or traditional, it brings you up and down in this cycle. The growth cycle also includes the invisible parts of the funnel.
When we pass to the second part, we encounter Activation. This is the point where we turn the user into a customer. We are looking for an answer to this question which will turn the customer into a customer after which the customer (depending on the situation) comes to our site with marketing activities. Did you find out what the user was looking for on the page you came from? CTA suits the product? Is the purchase happening? Why is not it happening? At what stage is the user hanging? Why is it bounce? We are looking for answers like these at this stage. At this point, Google Analytics's Coach Analysis really works. The recurring user is the user who has been actively engaged in the editing process, and in the sites that require the membership system, we look at the increase in the number of memberships. We push the user back to my site with push notifications, e-mails or SMSs.
The third and most challenging part is Retention. We turned the customer into a customer and made the purchase. Then what? Then we want this user to make purchases again and again. We use our e-commerce site to customize our email campaigns so that we can get the product again, or we can try to make the purchase again by removing custom pop-ups and banners. You can think of this part as a customer loyalty. We are approaching a growth or sales focus rather than a branding activity that we try to make our mark indispensable.
Referral, that is, the reference system is the part that we now call friends. Airbnb or Dropbox is doing so well. When you invite a friend to Airbnb, your friend earns you money, and in Dropbox you earn MB each new member. There are numerous e-commerce sites and tools that implement similar affiliate programs, but only some of them are popular. This, in my opinion, is the design of the first leading affiliate program page and the fact that it offers a good user experience. In the second row, the awards are given. Many e-commerce site 10TL discount coupon is not attracting much interest.
It is a bit complicated, but we can say that the whole flow is visualized below.
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