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Measuring on Mobile Making the most of analytics @aliisahodges

[500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

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Aliisa Hodges, Growth Manager, Mixpanel

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Page 1: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

Measuring on Mobile Making the most of analytics

@aliisahodges

Page 2: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

•  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

Page 3: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

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!

Page 4: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

Why Social Auth matters

@aliisahodges

•  Targeting more users

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

•  Sending relevant offers/rewards

•  Increasing engagement

Page 5: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@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

Page 6: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@aliisahodges

A/B Testing

Venmo activity feed boosted signups by 20%

Page 7: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@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

Page 8: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@aliisahodges

A/B Testing: Why not?

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

Page 9: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@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

Page 10: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@aliisahodges

Retention: different on mobile

Page 11: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@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

Page 12: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

Retention: different on mobile

Page 13: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@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

Page 14: [500DISTRO] Measuring on Mobile: Making the Most of the Signup Funnel & Other Analytic Hot Spots

@aliisahodges

[Oh hey, we’re hiring]

•  Data scientist

•  Operations engineer

•  Machine learning engineer

•  Data analyst

•  Content strategist

•  Customer success

[email protected]