Aliisa Hodges, Growth Manager, Mixpanel

1. Measuring on Mobile
Making the most of analytics
@aliisahodges

2. • 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

3. 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!

4. Why Social Auth matters
@aliisahodges
• Targeting more users
• PIXLR: serve in-app ads based on
demographic data
• Sending relevant offers/rewards
• Increasing engagement

5. @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

6. @aliisahodges
A/B Testing
Venmo activity feed boosted signups by 20%

7. @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

8. @aliisahodges
A/B Testing: Why not?
-We don’t need to
-Feedback takes too long
-Complicates codebase

9. @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

10. @aliisahodges
Retention: different on mobile

11. @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

12. Retention: different on mobile

13. @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

14. @aliisahodges
[Oh hey, we’re hiring]
• Data scientist
• Operations engineer
• Machine learning engineer
• Data analyst
• Content strategist
• Customer success
….aliisa@mixpanel.com