Mixpanel's Director of Sales Aliisa Hidges shares 5 Tips on Acquiring Loyal Customers. Visit: http://tractionconf.io

1. Grow + Tell
5 Tips on Acquiring Loyal
Customers
Aliisa Hodges
Director of Sales / First Sales Hire

2. Mobile App + Web Analytics.
Seed. Angel. Seed. Series A. Series B.
$15k $500k $1.3M $10.3M $65M
$

3. Events Tracked
Customers
Employees
5B 51B
8 240
992 3457
Growth since 2012.

4. Diverse customers to keep happy.

5. 1. Pay extra attention to the sign up funnel.

6. 1. Pay extra attention to the sign up funnel.
Experiment with different variations of
the sign up funnel (copy, graphics, #
of fields required, etc).
Allow sales and product to both own
the sign up process. Compromise on
removing friction while gathering
crucial info on your prospects.

7. 1. Pay extra attention to the sign up funnel.
Customer Lesson - Facebook Auth
Require authentication or sign up fields
immediately.
Experiment with adding Facebook
Auth, it gives you more data on your
customers.

8. 2. Focus first on quality, not quantity.

9. 2. Focus first on quality, not quantity.
Focus on what type of user comes back
every day, not the total number of
sign ups.
Create a role (or team) to manage
customer success and happiness,
separate from the sales org.
Don’t ignore churn!

10. 2. Focus first on quality, not quantity.
Customer Lesson - Retention is key.
Instead of obsessing over MAU, obsess
over loyalty.
Understand your industry benchmark
The 30/10/10 rule doesn't apply across
the board.

11. 3. Ask for referrals.

12. 3. Ask for referrals.
Mixpanel Lesson - Badge Program
Incentivize your users to promote your
brand in exchange for credit or free
services.
Promote this offer in multiple locations,
not just via email.

13. 3. Ask for referrals.
20%More Likely To
Sign Up
Customer Lesson - Venmo
Offer credit to your user to invite
quality users.
TEST + OPTIMIZE to determine the
right number of invites and
incentives.

14. 4. A/B test your messages, and your medium.

15. 4. A/B test your messages, and your medium.
Email
Mixpanel Lesson
Test every customer touch point for optimum conversion.
Display

16. 4. A/B test your messages, and your medium.
Customer Lesson - Hinge
Churned users are valuable.
Re-engage.
A/B test your timing.

17. 5. Don’t waste marketing real estate.

18. 5. Don’t waste marketing real estate.
Mixpanel Lesson
All messaging matters - even
transactional emails.
Test your content across mediums
(web in-app).
Find opportunities to engage.

19. 5. Don’t waste marketing real estate.
Customer Lesson - Cozi
Emails are a great place to
A/B test before rolling out
to the actual product.

20. 1. Pay extra attention to the sign up funnel
2. Focus first on quality, not quantity
3. Ask for referrals
4. A/B test your messages, and your medium
5. Don’t waste marketing real estate
In summary:

21. Thank you!
aliisa@mixpanel.com