AARRR Model for Beginners: Line Up Headcounts Across Five Stages and Fix the Biggest Drop-Off

Marketing & Sales

AARRR Model for Beginners: Line Up Headcounts Across Five Stages and Fix the Biggest Drop-Off

Use this AARRR model template for beginners at the start of a month, when sign-ups come in but people do not stay, to line up headcounts across five stages and pick one fix. It suits a small web service or app one to three months after launch, with five stages: found us, started using, came back, recommended, paid. On four whiteboard pages, page 1 sets the period and what counts as one person, page 2 lines up the numbers for this month with a worked example, page 3 narrows fixes to one by effect and effort, and page 4 sets owners and a re-measure date. The task board has five columns, from Decide how to count to Done, with four parent tasks and 12 subtasks. Even if AARRR is new to you, follow the formula (next stage ÷ this stage × 100) and you see in numbers where people drop off. Steps to recount next month are included, so you can compare with last month. A stage your service lacks can stay empty. Use it alone or with limited-visibility team members.

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AARRR growth metrics funnel analysis retention improvement small web service
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① Period and your worry (start here) ② The five AARRR stages (order of use... ③ The action that counts as one perso... ④ Before counting with the method in ... ⑤ Headcount per stage and share who m... ⑥ The stage with the lowest share ⑦ Why people drop (user side) ⑧ Why people drop (service side) ⑩ Place ideas by effect and effort, a... Big effect × much effort Big effect × little effort Small effect × much effort Small effect × little effort ⑪ Decide the one idea to try ⑫ Plan to try the idea from ⑪ ⑭ Next step if it did not work AARRR Model: Pick... How to use (4 pag... Chosen idea or goal How to count, owner Stage losing peop... Insight, possible... 1/4 Set stages and ho... Ctrl+F / ⌘F : 2/4... → 2/4 2/4 Line up numbers b... ↙ 3/4 Period to reviewe.g. 1 month, Oct 1 to Oct 31 Your worrye.g. 120 people a month sign up and start,but few use it again the next week Who reviews it, where the data livese.g. Review alone / write with limited-visibility team memberse.g. Analytics and the admin screen Found usOriginal term: AcquisitionPeople who learned of the service and opened a page.e.g. Someone who viewed the intro page Started usingOriginal term: ActivationPeople who signed up and used a key feature once.e.g. Someone who saved a first entry Came backOriginal term: RetentionPeople who used it again on another day.e.g. Someone who used it again within 7 days RecommendedOriginal term: ReferralPeople who told others about it.e.g. Someone who sent an invite link PaidOriginal term: RevenuePeople who paid.e.g. Someone who made a first monthly payment Action that count... Where to count Found us e.g. Opened the intro page (same person counts once) e.g. Visitor count in analytics Started using e.g. Saved one entry after signing up e.g. The service admin screen Came back e.g. Used it again within 7 days of signing up e.g. Usage log in the admin screen Recommended e.g. Sent an invite link at least once e.g. Invite link send log Paid e.g. Completed a first payment e.g. Sales screen of the payment service How to work out the shareShare who moved to the next stage (%) = people in next stage ÷ people in this stage × 100e.g. 120 who started ÷ 400 who found us × 100 = 30% Day and person who countse.g. I count on the morning of Nov 1(same period as ①, the month of October) Ground rules for countingDo not change the way of counting in ③ midway.Count the same person once. This month Share who moved on Last month Insight Found us e.g. 400 people e.g. 120÷400×100 = 30% e.g. 32% e.g. Half came from social media Started using e.g. 120 people e.g. 24÷120×100 = 20% e.g. 26% e.g. Lowest, and down from last month Came back e.g. 24 people e.g. 9÷24×100 = 38% e.g. 35% e.g. People who came back recommend it more easily Recommended e.g. 9 people e.g. 6÷9×100 = 67% e.g. 60% e.g. Payers are not always the ones who recommended Paid e.g. 6 people None (last stage) None (last stage) e.g. All 6 who paid had come back e.g. Started using → came back (20%) e.g. Down 6 points from 26% last month Write the row with the lowest share in table ⑤ e.g. They did not know how to use it the first time e.g. Nothing prompts them to use it again A hunch is fine. Check it later e.g. No welcome notice is sent after sign-up e.g. We changed the wording of the first screen last month Mark the reasons you can check with numbers 3/4 Pick the stage an... → 4/4 4/4 Try it and measur... ⑨ Widen ideas to ... How can we raise the ⑥ stage? (from the reasons… Make the first use easy e.g. Show how to use it in three steps right after sign-up Show why to keep going e.g. Show a summary of 7 days of records Ask the users e.g. Ask three people who stopped using it why Give a reason to return e.g. Send a notice the next day about what to do next Cut the snags e.g. Cut input fields from five to two 縦軸: Effect (top =... Think about splitting it into small tests. e.g. Rebuild the first-use guide Candidates to try first. e.g. Send a notice the day after sign-up about what to do next Skip this time. e.g. Redo the whole look of the screens Fix when you have spare time. e.g. Reword a button to be clearer Idea to try (just one)e.g. Send a notice the day after sign-up about what to do next Why we chose ite.g. 4 circles in the top right of ⑩.It can be built in a week. Ideas to skip this timee.g. Rebuild the first-use guide(keep it as a candidate for next month) What to do Owner Due date Rate to watch Build the fix e.g. Write the text of the next-day notice Owner: ____ e.g. Nov 7 e.g. Started using → came back Launch it e.g. Start sending to everyone who newly signs up Owner: ____ e.g. Nov 10 e.g. The same rate (now 20%) Recount e.g. Count one month from launch the same way as ③ Owner: ____ e.g. Dec 10 e.g. Goal is to move 20% to 25% Share the result e.g. Add it to table ⑤ and share Owner: ____ e.g. Dec 12 e.g. Whether other rates have fallen ⑬ Steps to recoun... Open ③ Check the one-person action and where to count in ③ Count the people Count from launch over the same length as ① Compare the rates Compare with the rates (before) in table ⑤ Decide to go on If you hit the goal, keep going. If not, go to ⑭ Sign that it did not worke.g. The started using → came back ratestays under the 25% goal Next stepe.g. Try the idea with the second most circles in ⑩ Next date to review togethere.g. 30 minutes on Dec 12 → 2/4 Line up numbers b... ↙ 3/4 Pick the stage an... → 4/4 Try it and measur...
100%

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Task board contents

Decide how to count 16 items

Set up the counting
Lay out the numbers
Choose one fix
Test and measure
Note period, worry
Read the 5 stages
Define what counts
Check the formula
Fill in the table
List why they drop
Widen the ideas
Plot on the matrix
Pick one idea
Set owners, dates
Recount next month
Plan the next step

Count and line up 0 items

Try the fix 0 items

Waiting to re-measure 0 items

Done 0 items

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