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Post on 04-Sep-2020
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Measuring on Mobile Making the most of analytics
@aliisahodges
• The sign-up process is front and center
• The invitation flow must be carefully managed
• A/B testing is harder but more vital with smaller real estate
• Retention is a crucial metric
Lessons from the Battlefield
The Signup: Your new landing page
@aliisahodges
• Your authentication process should happen immediately
• Make the sign-up process very simple
• Say yes to social auth!
Why Social Auth matters
@aliisahodges
• Targeting more users
• PIXLR: serve in-app ads based on demographic data
• Sending relevant offers/rewards
• Increasing engagement
@aliisahodges
Managing the invitation funnel
• Venmo users who download app through invite are 20% more likely to signup
• Yet conversion decreases as invites per user increases
@aliisahodges
A/B Testing
Venmo activity feed boosted signups by 20%
@aliisahodges
A/B Testing: Duolingo
• With hundreds of A/B tests, Duolingo increased 1-day retention by 2x
• Run ~13 A/B tests concurrently at any time
• “Heart Test” – 4 hearts had the greatest impact on tutorial completion
@aliisahodges
A/B Testing: Why not?
-We don’t need to -Feedback takes too long -Complicates codebase
@aliisahodges
Retention: different on mobile
• 2 years ago, Fred Wilson
set the bar with 30/10/10
• But at Mixpanel we’ve found that retention varies tremendously across industries
• Social industries that use Facebook auth have the highest rates of retention
@aliisahodges
Retention: different on mobile
@aliisahodges
Retention: different on mobile
Push notifications can have a huge impact on retention – Firefly found that push notifications had more than a 20% increase on their retention numbers
Retention: different on mobile
@aliisahodges
In Summary
• The Signup funnel is the most important part of your app to obsess over
• Test, test, test!
• Keep your eyes on retention as you push new app versions, and compare across your industry benchmark
@aliisahodges
[Oh hey, we’re hiring]
• Data scientist
• Operations engineer
• Machine learning engineer
• Data analyst
• Content strategist
• Customer success
….aliisa@mixpanel.com
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