How Mixpanel Product Analytics Can Unlock Your Dating App Growth Potential
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We're happy to unveil a game-changing tool for your dating business—SkaDate's new Mixpanel integration. Mixpanel is a powerful product analytics tool, integration with which is coming in a month for clients subscribed to our Managed Support Service.
What Is Mixpanel and Why Do You Need It?
Understanding and managing your users' behavior is pivotal for the growth of your dating business. This is where Mixpanel comes in, serving as a crucial tool that offers real-time insights into user interactions on your dating site. The two key advantages of Mixpanel are its ease of use and advanced analysis algorithms. So, Mixpanel is your key to users’ minds and hearts and hence higher user retention and more return on investment on your dating site.
SkaDate's new plugin empowers you to easily send user data to Mixpanel for deep analysis, helping you grasp what your users enjoy or dislike about your site's functionality. With Mixpanel's advanced analytics, including insights, funnels, and retention reports, you can pinpoint both valuable and underperforming features of your site, identify improvement areas, and discover how to convert users into long-term advocates.
Though SkaDate has an in-built analytical module, the features included in it are mostly result-oriented and show you how well your product performs. Such metrics are crucial for sure but they are not enough for your business growth. If you want to evolve faster than your competitors, and this is extremely important in the dating app market, you need to analyze your dating app and users’ behavior, which is exactly what Mixpanel can assist you with.
Analyze Your Users’ Behavior: Get Insights and Grow
Retention strategies are notably more cost-effective than acquiring new users, with the latter being up to 25 times more expensive. This disparity highlights the efficiency of retention strategies in optimizing marketing budgets and maximizing return on investment. In addition, retained customers tend to increase their spending over time, explained by their growing loyalty and trust in the dating site. And satisfied customers are the most credible advocates for a brand, often sharing their positive experiences through word-of-mouth.
That is why it is so important to collect feedback from the users of your dating app and find areas for growth faster than your competitors do. And this task is exactly what product analytics, including Mixpanel, is used for.
Product analytics plays a crucial role in the success of your business by providing insights into user interactions with your product. It helps answer the question of how to change the product experience to reach business goals.
Product analytics typically includes:
- The analysis of the paths that users take (funnels). Funnels can be used to analyze user journeys and identify drop-off points for optimization.
- The segmentation of users by various criteria (by platforms, by gender, paid/free).
- The analysis of conversions (conversion from visitor to user, conversion from free users to paid ones).
- The analysis of user engagement or retention analysis.
To give a few examples, a powerful product analytics tool, like Mixpanel, can provide insights into user engagement with your dating app, revealing the speed at which users return after an action or the duration new users stay active.
In all, a smart product analytics app is a powerful tool to understand your customers. It collects and analyzes quantitative data on how your product is used, offering a clear picture of your user base and their engagement patterns.
With capabilities such as identifying bottlenecks, analyzing user behavior, evaluating A/B test performance, and pinpointing top customers, product analytics enables you to pinpoint opportunities to refine the user experience, thereby enhancing customer loyalty and boosting conversion rates. Ultimately, it empowers informed, data-driven decisions that elevate your product’s performance and drive your business objectives.
Learn How to Improve Your Product with Product Analytics
How does a product analytics tool work? Product analytics tools use events, event properties, and user properties to track user interactions and gather actionable insights. Later you can use this data to achieve some key goals: improve retention, conversion, and referrals.
If you are interested in growing your business with the insights from product analytics, we recommend you watch the video below, which will help you understand what product analytics is; how product analytics works in detail; and how product analytics can help you build a better product and improve your business.
Product Analytics in Online Dating Business: Case Study
Tune2Love, a successful online dating site, kindly allowed us to share the ways they use Mixpanel and product analytics to enhance their dating app and grow their business. Here are some of the questions that they answer with Mixpanel:
- What is the conversion rate from visitors to registrants across desktop, Progressive Web App (PWA), and Android Native App platforms?
- How many individuals engaged in search activities, accessed profiles, expressed interest through likes, and achieved matches with other profiles?
- What is the average number of profiles viewed by a user (including a breakdown by platform and gender)?
- What search criteria were employed by users?
- How many instances of zero search results were recorded? What percentage of users encountered no user profiles in the Tinder mode? What is the average number of right swipes per user?
- How many users initiated conversations with other users? What is the conversation reply rate (i.e., the proportion of initiated conversations that received replies)?
- On average, how many new conversations does a user initiate daily?
- What percentage of messages sent were read by recipients?
- What percentage of male users encountered the Paywall?
- What percentage of male users purchased a subscription? What is the breakdown by platform and payment method (Stripe vs. PayPal)?
- What are the 1st-day and 30th-day retention rates? (i.e., the percentage of users who remain active on your site one day and thirty days post-registration, respectively).
Answers to these and many other questions can help you to get valuable insights into your dating app performance. And such continuous effort to improve your dating app functionality can’t be left unattended by your users.
How Does Mixpanel Work?
So, Mixpanel is a powerful product analytics tool, that will be available in a month through the SkaDate integration plugin. The SkaDate plugin safely sends data about events happening on your dating site to Mixpanel. An event is the information that a user performed such-and-such an action. In Mixpanel, this data is further analyzed and delivered to you in clear, visually understandable reports.
Here are the events you can track thanks to the Skadate plugin and Mixpanel:
Join Form Opened | The user opened the registration form |
Auth Completed | The user added email/Google SSO/etc. |
Join Completed | The user registration was completed successfully |
Login Opened | The user opened the login form |
Logged In | The user logged in (this user was registered before) |
Search View | The user initiated a search |
Profile View | The user opened someone else's profile (not their own) |
Profile Liked | The user liked someone else's profile |
Profiles Matched | Mutual match between users |
Profile Bookmarked | The user added another user to Bookmarks |
Profile Flagged | The user marked another profile with a flag |
Profile Blocked | The user blocked another user |
Page View | The user opened a page (Search, Tinder, Hot List, Messages, Chat, My Profile Menu, My Guests, Bookmarks, etc.) |
Conversation Started | The user initiated a conversation with another user (i.e., sent the first message) |
Conversation Replied | The user received a reply to their first message |
Message Sent | This event is tracked for all messages, not just the first one in a conversation |
Message Read | The message was read |
Credits Earned | The user earned credits |
Credits Purchased | The user purchased a credit package |
Credits Spent | The user spent credits on something |
Membership Purchased | The user purchased a membership |
Subscription Payment Processed | You charged the user for their recurring subscription |
Photo Rated | The user rated a photo |
Photo Commented | The user left a comment on a photo |
Suspended | The user was suspended |
Deleted Themselves | The user deleted their own account |
Deleted By Admin | The user’s account was deleted by the admin |
Each tracked event has specific parameters. For example, the event “Membership Purchased” includes such event properties as:
- Duration: 1 month or 10 days
- Trial: True (and duration of the trial period) or False
- Payment Type: Stripe, PayPal, CCBill, or other payment method
- Amount
- Sales ID: Skadate Transaction ID
- Transaction ID: Payment Gateway Transaction ID
In addition, all the users in the Mixpanel user database can have their properties. The SkaDate product analytics plugin exchanges the following user properties with Mixpanel:
- Join date (the date of registration)
- Username
- Gender
- Looking for
- City
- Country
- Date of birth
- Social login (Google/Facebook/Apple)
- Profile questions
- Membership type: free or paid
- Membership purchase date
- First credits purchase date
- Join platform (iOS-web, Android-web, desktop-web, Android-app, iOS-app)
This data is invaluable for analyzing conversion funnels and segmenting users based on various criteria. To gain a deeper understanding of using the Mixpanel plugin on actual data, you can explore further through this demo video tutorial:
Want to Try Mixpanel?
If you are tired of marketing videos, you can also try Mixpanel live with our demo project. Just contact us, and you will be able to check how exactly product analytics can work using our demo installation and test data. You don't have to rely solely on our words; using the demo, you will see for yourself how easy it is to get insights into your product performance. To try the demo, please, request access to demo data.
