Generally used when implementing a growth-hacking strategy, the AARRR framework gathers several techniques aimed at attracting, converting and retaining prospects.
Growth hacking is a marketing technique that involves obtaining rapid growth for a product, a service, or a company by using all possible means. These means, sometimes unconventional, can be at the limits of legality or ethics.
To achieve their goal, marketers can therefore rely on specific techniques and tools. Among these is the AARRR framework, also known as “Pirate Metrics,” the “Pirate Funnel,” or the “growth-hacking funnel.”
This framework, developed by the entrepreneur Dave McClure, presents the five stages of a customer's life cycle:
The AARRR framework is thus used to better understand the customer's buying path, build loyalty, and optimize the company's revenue. It’s also essential for calculating the customer lifetime value and for optimizing the conversion rate and the performance of a website or a store.
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