Heap vs Amplitude vs Mixpanel for Churn Analytics

What is churn analytics

Churn analytics entails determining how many customers a business loses over time to develop solutions to keep more people engaged and satisfied. It focuses on improving relationships by analyzing your product and how people engage with it — all with the goal of providing a positive experience for customers.

Heap for churn analytics

With Heap’s powerful user behavior analytics and product usage insights, performing churn analysis is fairly straightforward. Here’s how you can do it:

• Select Retention Analysis under the Retention chart and select the Start and Return events.
• For churn analysis, you can analyze events like Pageview and Signup. Or you can compare actions like starting a free trial and purchasing a paid plan. You’ll have to label the required events, though.
• Next, you can filter the results using one of the parameters under “Active Usage Properties.” These properties can help you segment the results for different user groups, such as ones who stopped engaging with your product. It can help you find users who are about to churn.

• Besides Retention Analysis, you can use charts like Engagement and Funnel to support insights collected from churn analysis.

Heap pros

As a cutting-edge digital insights platform, Heap offers several valuable features for product developers, marketers, and customer success teams. Let’s take a closer look at its benefits.

• Automated data capture – Heap’s Autocapture feature lets you automatically track user actions, such as clicks, swipes, page views, and form submissions. That means you don’t have to worry about setting up custom tracking for each event. Also, you can track events retroactively.
• Easy setup – Getting started with Heap is as easy as installing a code snippet into your product. In other words, you don’t need a lot of technical knowledge or expertise.
• Advanced analytics – Besides Autocapture, Heap also lets you track custom events and services-side events to help you build a comprehensive user behavior data set. With features like Heatmaps and Session Replays, it results in unparalleled insights into how users navigate your product and the paths that lead to desired outcomes.
• Real-time insights – With the Live data feed, you get a chronological and real time view of all Heap events (raw and labeled). That means you can track and analyze user interactions as they happen.
• Seamless collaboration – Features like Shared Spaces facilitate collaboration and reporting among cross-functional teams. Similarly, you can share Session Replays with other team members.
• Web and mobile support – Heap works on all kinds of products, be it websites, web applications, or mobile apps.
• Extensive integrations – Heap supports integrations with more than 100 platforms, including customer engagement tools, data warehouses, product adoption tools, etc.
• Emphasis on customer education – Heap provides a variety of helpful resources to get you get started with the platform and use it to the fullest. These include Heap University (video tutorials), Heap Plays (how-to guides), Help Center, and a comprehensive blog and content library.

Heap cons

Heap comes with an impressive set of features that provide you with a 360-degree view of how users navigate your product and interact with various elements. But the product analytics platform isn’t without limitations.

Here are a few drawbacks of Heap worth mentioning:

• Steep learning curve – While the setup is a cakewalk, Heap involves a fairly steep learning curve due to its vast array of features. As a new user, it’ll take you a while to get a grip on all its features.
• Data storage requirements – Heap’s Autocapture feature requires you to collect and store a ton of data. Things can get expensive quickly as your product attracts new users.
• Lack of an engagement layer – While Heap offers an in-depth overview of user behavior and product usage, it doesn’t let you act on these insights. You’ll need other customer engagement tools to trigger targeted in-app experiences based on data and insights from Heap.
• Limited segmentation capabilities – Heap lets you segment users based on events and properties. It can be restrictive when you want to build hyper-personalized user journeys.

Heap pricing

Pricing for Heap is available on request. You’ll have to contact the sales team for a quote. The final price will depend on various factors, including the number of sessions and integrations you need.

That said, Heap offers a free plan that lets you track up to 10,000 user sessions per month and stores your data for 6 months. Review platforms like G2 say that paid plans start at $3,600 per year. All paid plans come with a 14-day free trial, too.

You can choose from the following plans:

• Free – Ideal for teams looking to establish product-market fit.
• Starter – Suitable for startups looking to scale their business.
• Growth – Useful for companies that need advanced features, such as account analytics and report alerts.
• Pro – Tailored for enterprise businesses with robust security and compliance requirements.

It’s worth mentioning here that Heap offers a handy ROI calculator to help you get a clearer picture of whether it’s worth the investment.

Amplitude for churn analytics

Preempting and mitigating customer churn is a crucial aspect of building digital products. Amplitude facilitates churn analysis by helping you identify points of friction in the user journey. Additionally, it provides you with a 360-degree overview of user behavior and engagement, helping you predict whether a customer is about to churn.

Such information can play a critical role in helping you retain customers.

From user activity and feature adoption data to funnel analytics, Amplitude offers various tools to analyze customer churn. The most helpful ones include:

• Journeys dashboard – It helps you take a closer look at how users move through your product before a target outcome. Monitoring user paths can help you identify points where they’re likely to drop off.

Amplitude journeys.

• Funnel analysis dashboard – It helps you identify users who performed a series of events that led to a conversion. Through it, you can measure conversion rates and devise ways to reduce churn.
• Cohort retention analysis – It enables you to drill down into the causes that lead to churn. You can invert the retention cohorts to identify behaviors that cause churn. It enables you to find out how you can rectify the issue and retain customers. If you have a user base larger than 100K users, you can also use predictive cohorts to find ones that are most likely to churn and take preventive measures.

Amplitude inverted cohort retention view.

Amplitude pros

Amplitude is one of the most feature-packed stand alone product analytics platforms for digital products at the moment. It’s designed to meet the needs of modern product and growth teams that want to embrace data-driven decision-making.

Let’s take a closer look at the benefits of Amplitude:

• Advanced product analytics – Amplitude enables you to dig deep into user behavior, including how they interact with your product and where they convert or drop off.
• Cross-platform analytics – Amplitude lets you track product usage across native apps, web apps, and web pages. It can help you understand how users move between these platforms.
• Designed for collaboration – It enables you to easily share dashboards and reports with other team members. Amplitude also facilitates collaboration among different teams, including product, marketing, and customer success.
• Powerful integrations – Amplitude connects with more than a hundred platforms, including data warehouses, marketing automation tools, ad networks, and customer data platforms. This helps you harness the full potential of product and user behavior data.
• Customer education – Amplitude offers an extensive resource center and a community where you can connect with product analytics experts. Moreover, you get easy access to a chatbot and help center from your dashboard.

Amplitude cons

Despite its impressive suite of features, Amplitude comes with a few drawbacks. These include:

• Steep learning curve – Amplitude’s fully customizable dashboards can be intimidating for new users. You’ll need basic technical knowledge to set up and track events using Amplitude. It may not be particularly suitable for teams without in-house analysts.
• No user engagement functionalities While Amplitude offers a ton of user behavior data, it doesn’t provide any tools to act on these insights. In contrast, a product adoption platform like Userpilot lets you harness usage and behavior data to optimize in-app experiences.
• Lack of automated event tracking – Amplitude doesn’t automatically track events like clicks, page views, and swipes. You have to define the events you want to track before getting started.

Amplitude pricing

Amplitude offers three distinct pricing tiers:

• Starter – A free plan suitable for small teams.
• Growth – Suitable for teams that need to scale fast; pricing is available on request and depends on your requirements.
• Enterprise – Includes advanced governance and security features; pricing is available on request.

Amplitude pricing plans.

Both Growth and Enterprise plans come with a 14-day free trial. Amplitude also offers a free annual subscription to the Growth plan under the following programs:

• Scholarship Program for startups with under $5 million in funding and fewer than 20 employees.
• Black Founders Program for US startups with a Black co-founder, fewer than 150 employees, and under $30 million funding.

However, it’s worth noting that Amplitude’s pricing plans are complex because they’re based on the number of monthly events or features. Other tools like Mixpanel and Userpilot offer more transparent pricing based on the number of monthly active users.

Mixpanel for churn analytics

Churn analysis helps companies figure out how many customers they lose and why. Deliveroo, for instance, used Mixpanel to look at retention rates after one and three weeks. The goal was to find out what restaurants thought about their platform and its value proposition. This research led to higher retention rates and less churn.

You can use the following reports and features in Mixpanel for churn analysis:

• Retention report: This report examines user engagement over a specific timeframe, providing insights into how long users remain engaged and find value. To figure out the churn rate, you can choose up to two events and assess how many individuals come back to perform those same actions.
• Funnel report: With Mixpanel, product teams can track user behavior throughout their journey. The tool tracks how many people move from one event to another within a certain time frame. The goal is to examine these funnels and pinpoint where users are dropping off.
• Cohort analysis: Mixpanel allows you to group and monitor user groups. And over time. identify churn-prone groups and work to keep them engaged.

Mixpanel pros

Let’s have a look at the pros of using Mixpanel:

• Sophisticated features that enable granular data analysis are a significant advantage of using Mixpanel because they allow you to gain deeper insights into user behavior, interactions, and trends. For example, with the event tracking feature, you can track user sign-ups, product purchases, clicks on specific buttons, and more.
• Unlimited segmentation capabilities: It offers unlimited segmentation capabilities on attributes, user properties, and cohorts. This level of segmentation gives you a more detailed view of your consumers and their engagement level.
• Easy-to-navigate UI patterns: The user interface of this platform is simple and has a wide variety of functions and resources to help you work in the most organized way, have better team coordination, and keep efficiency high.
• Seamless onboarding for your product team: Getting started on Mixpanel is easy and without stress. Register, choose a plan, or hop on for a free trial.
• A free plan that is sufficient for small SaaS companies: This free plan offers valuable features and resources — unlimited integrations, unlimited collaborators, templates, and essentials to get started quickly — that can help you gain insights into user behavior and make data-driven decisions, even when operating with limited budgets.
• Powerful interactive and easily accessible visuals: For quicker decision-making to beat analysis paralysis.

Mixpanel cons

While Mixpanel is a powerful product analytics tool with many great features, there are still some downsides. Here are the main cons of the tool:

• The free plan works well for small SaaS businesses, but enterprise-grade features can be expensive depending on your needs.
• You will need the help of your engineering team to set up and configure the tool — The platform’s advanced functionalities, custom event tracking and segmentation, might require a steeper learning curve, especially for those without a strong background in data analysis.
• Limited Attribution Models: While Mixpanel offers various analytics features, its attribution modeling capabilities might be more limited.
• There is no user feedback or engagement functionality, so you need third-party tools.

Mixpanel pricing

Mixpanel’s pricing plan is divided into 3 plans; the starter plan, the enterprise plan, and the growth plan.

Here’s an overview of the pricing plans and features of each plan:

• Starter plan: This plan features essentials to find product-market fit. It is free and allows up to 20M monthly events. In addition, you get access to all core reports for user journey analysis, templates to get started easily, unlimited integrations, and unlimited collaborators.
• Growth plan: This plan costs $20+ per month for up to 100M monthly events. You get all features in the starter plan plus unlimited saved reports to monitor, update, and iterate on KPIs, Mixpanel modeling layer, and group analytics and data pipeline add-ons.
• Enterprise plan: This plan empowers your team, especially if you have a large organization. It costs $833+ per month for up to 5M-100M+ monthly events. This plan features all the benefits of the growth plan plus advanced access controls, shared data views for collaboration, automated provisioning and SSO, and prioritized support.

Better alternative to Heap, Amplitude, and Mixpanel

We have discussed Heap, Amplitude, and Mixpanel for churn analytics with their pros, cons, and pricing. Let’s take a look at a better alternative – Userpilot.

Userpilot for churn analytics

Churn analysis is crucial to figuring out why customers churn and preventing further losses. Userpilot lets you generate detailed funnel reports, survey your users, and track NPS trends over time to find out why churn is occurring, then take steps to counteract it.

Here are the Userpilot features you can use to track and interpret churn analytics:

• Funnel Reports: Userpilot’s funnel reports help you track and visualize the drop-off in user activity between each stage. This can show you where most users get stuck and highlight friction points that may be leading to customer churn so you can repair the leak.
• In-App Surveys: Userpilot survey templates help you gather satisfaction metrics like NPS, CSAT, and CES data that can predict churn. You can also use Userpilot to build an in-app churn survey that asks users why they’re leaving and offers them alternatives to canceling their subscriptions.
• NPS Dashboard: The dedicated Net Promoter Score dashboard compiles response data from all your NPS surveys, calculates response rates, and shows you how the score has been trending over time so you can sort through qualitative responses to find the root cause(s) behind churn.
• Cohort analysis: Analyze retention trends using cohort tables. This functionality will be available in Q4 of 2023.

Userpilot pros

As a full-suite digital adoption platform, Userpilot has all the features you need to onboard users, track analytics, and gather feedback from customers without writing a single line of code. Here are a few pros of using Userpilot as your product growth solution:

• No-code builder: Userpilot’s Chrome extension lets you build flows, add UI elements, and tag features without writing a single line of code.
• UI patterns: There are plenty of UI patterns to choose from when using Userpilot, such as hotspots, tooltips, banners, slideouts, modals, and more!
• Startup-friendly: Userpilot’s entry-level plan gives you access to all available UI patterns so you can hit the ground running.
• Walkthroughs and flows: Build engaging interactive walkthroughs and personalized onboarding flows that target specific segments of your user base.
• Self-service support: Build an in-app resource center to help users solve problems, customize its appearance to align it with your brand, and insert various types of content (videos, flows, or chatbots) to keep your customers satisfied.
• A/B testing: Userpilot’s built-in A/B testing capabilities will help you split-test flows, iterate on the best-performing variants, and continually optimize based on user behavior.
• Feedback collection: Userpilot has built-in NPS surveys with its own unified analytics dashboard and response tagging to help you retarget users. There are other survey types to choose from and you can even create your own custom survey.
• Survey templates: There are 14 survey templates to choose from so you can gather feedback on specific features or run customer satisfaction benchmarking surveys like CSAT and CES.
• Advanced analytics: Userpilot lets you analyze product usage data, monitor engagement on all in-app flows, and use the data to create user segments that are based on behaviors instead of demographics.
• Event tracking: Userpilot’s no-code event tracking lets you tag UI interactions (hovers, clicks, or form fills) and group them into a custom event that reflects feature usage.
• Third-party integrations: Userpilot has built-in integrations with tools like Amplitude, Mixpanel, Kissmetrics, Segment, Heap, HubSpot, Intercom, Google Analytics, and Google Tag Manager so you can share data between all the solutions in your tech stack.

Userpilot cons

Of course, no tool is perfect and there are a few cons to consider before choosing Userpilot as your user onboarding or product growth solution:

• Employee onboarding: Currently, Userpilot only supports in-app customer onboarding.
• Mobile apps: Userpilot doesn’t have any mobile compatibility which could make it difficult for developers with cross-platform applications to create a consistent user experience for both versions of their product.
• Freemium plan: There’s no freemium Userpilot plan so those bootstrapping their startup and need sub-$100 solutions should consider more affordable onboarding platforms like UserGuiding or Product Fruits.

Userpilot pricing

Userpilot’s transparent pricing ranges from $249/month on the entry-level end to an Enterprise tier for larger companies.

Furthermore, Userpilot’s entry-level plan includes access to all UI patterns and should include everything that most mid-market SaaS businesses need to get started.

Userpilot has three paid plans to choose from:

• Starter: The entry-level Starter plan starts at $249/month and includes features like segmentation, product analytics, reporting, user engagement, NPS feedback, and customization.
• Growth: The Growth plan starts at $749/month and includes features like resource centers, advanced event-based triggers, unlimited feature tagging, AI-powered content localization, EU hosting options, and a dedicated customer success manager.
• Enterprise: The Enterprise plan uses custom pricing and includes all the features from Starter + Growth plus custom roles/permissions, access to premium integrations, priority support, custom contract, SLA, SAML SSO, activity logs, security audit, and compliance (SOC 2/GDPR).

Conclusion

In conclusion, as we’ve explored Heap, Amplitude, and Mixpanel for churn analytics, it becomes evident that there is a diverse landscape of solutions available to cater to your specific needs. Each of these tools brings its own set of features, advantages, and unique capabilities to the table. Whether you’re seeking enhanced functionality, cost-effectiveness, or a different approach to tackling your tasks, our guide has showcased a range of options.

Ultimately, the choice of the best alternative depends on your individual requirements and preferences. We hope that our exploration of these tools has provided you with valuable insights to help you make an informed decision.

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