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Customer Lifecycle: 5 Steps to Success

• Acquisition: users come to the site from various channels

• Activation: users enjoy 1st visit: "happy" user experience

• Retention: users come back, visit site multiple times

• Referral: users like product enough to refer others

• Revenue: users conduct some monetization behavior

AARRR!

Customer Lifecycle / Conversion Behavior

Website.com

4. REFERRAL

Emails & widgets

Campaigns, Contests

5. Revenue $$$

Biz DevAds, Lead Gen, Subscriptions, etc

2. Activatio

n

Homepage / Landing Page

Product Features

1. A

CQ

UIS

ITIO

N

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

3. RETENTION

Emails & Alerts

Blogs, Content

System Events & Time-based Features