Measuring on Mobile Making the most of analytics @aliisahodges

The sign-up process is front and center The invitation ow must be carefully managed A/B testing is harder but more vital with smaller real estate Retention is a crucial metric Lessons from the Battleeld

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 oers/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 dont need to -Feedback takes too long -Complicates codebase

@aliisahodges Retention: dierent on mobile 2 years ago, Fred Wilson set the bar with 30/10/10 But at Mixpanel weve found that retention varies tremendously across industries Social industries that use Facebook auth have the highest rates of retention

@aliisahodges Retention: dierent on mobile

@aliisahodges Retention: dierent on mobile Push notications can have a huge impact on retention Firey found that push notications had more than a 20% increase on their retention numbers

Retention: dierent 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, were hiring] Data scientist Operations engineer Machine learning engineer Data analyst Content strategist Customer success .aliisa@mixpanel.com