Measuring on Mobile Making the most of analytics

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•  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

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•  Your authentication process should happen immediately

•  Make the sign-up process very simple

•  Say yes to social auth!

Why Social Auth matters

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•  Targeting more users

•  PIXLR: serve in-app ads based on demographic data

•  Sending relevant offers/rewards

•  Increasing engagement

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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

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A/B Testing

Venmo activity feed boosted signups by 20%

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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

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A/B Testing: Why not?

-We don’t need to -Feedback takes too long -Complicates codebase

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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

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Retention: different on mobile

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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

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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

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[Oh hey, we’re hiring]

•  Data scientist

•  Operations engineer

•  Machine learning engineer

•  Data analyst

•  Content strategist

•  Customer success

….aliisa@mixpanel.com