Case Study: Blend reduces mobile app churn and boosts user logins with Mixpanel

How user analytics helped us reduce mobile app churn

A mobile CRM app for real estate agents aimed to become an indispensable tool—earning revenue from subscriptions and a cut of agents’ commissions—but faced high churn: many agents registered, used the app a few times, then left, harming growth and word-of-mouth. Product leads needed to understand why engagement varied so widely and how to convert casual users into active, productive agents.

Using Mixpanel-style analytics to segment the top and bottom engagement quartiles, paired with 1:1 interviews, the team discovered power users frequently rejected or reassigned leads and used a vacation mode, while disengaged users overused slow in‑app feedback. The team simplified vacation and reject flows, added an archived view, experimented with algorithmic lead prioritization, and replaced in‑app feedback with a one‑tap support hotline. Median logins rose from 10.6 to 12.3 per month, churn and support costs fell, referrals increased, and both revenue and profits improved.

Blend

Clement Kao

Product Manager