3 months after launch of https://ondemand.lewagon.org, let's talk about AARRR

1. Le Wagon On
Demand
(behind the scenes)
@ssaunier

2. Genesis
(June 2014)

3. www.cetetejecode.fr

5. Branding

6. Landing Page

7. Payment

8. AARRR
(the pirate framework)

9. Acquisition

10. Coupons

11. Email

12. Twitter / Facebook
- Direct Message
- Partnership
- Influencers

13. Activation
Revenue

14. Referral

16. Retention

18. 👍

19. Lean

21. Product
Market
Fit

23. 👎

24. No tracking

25. On Demand

28. Usability Test

29. No Freemium
https://blog.capitainetrain.com/6726-inscription-obligatoire-eternel-debat

30. GitHub Account

31. Define
Before
You
Track

32. Acquisition
Track when a user visits
- The home, or
- The track “Go” page
Where do they come from?

33. Activation
Track each sign up
- from the purchase form on the “Go”
- directly from GitHub
Are they interested?

34. Revenue
Track each Stripe charge
Did they purchase?

35. Referral
Did they purchase with a coupon?
16% of purchased used a buddy referrer
Track each Stripe charge

36. Retention
Do people use the product?

37. Retention
Do people buy a second track?

38. Retention
13% of paying users bought 2+ tracks
Do people buy a second track?

39. What do we track?

40. Track page views
- Home
- Go

41. Track events
- Sign up
- Purchase
- Referee Purchase
- Start course
- Finish quiz
- Partial Refund

43. Track sources
https://github.com/lewagon/www-sinatra/wiki/utm_*-Tags
https://ondemand.lewagon.org/
?utm_medium=social
&utm_source=facebook
&utm_campaign=launch

44. Tools

62. Thanks!
https://ondemand.lewagon.org/
@ssaunier