Case Study: Betabrand
“Mixpanel has helped us build the product the right way”
— Elena Patra, Betabrand PM
San Francisco-based Betabrand is a fresh model for e-commerce: part retail, part inventor community, and part crowdfunding platform. Betabrand’s website sells limited-edition clothing, some of which comes from designers on their crowdfunding platform, Think Tank. Visitors to the site can submit ideas, vote, and purchase items — think Kickstarter crossed with your neighborhood boutique, if your neighborhood boutique sold disco pants and sweatpants designed to look like formal wear.
Given the multifaceted nature of their business model, the product team at Betabrand naturally had a lot of questions about their users. Think Tank in particular raised some questions: Was user behavior on that platform any different than it was elsewhere on the site? Did displaying specific product information have an impact on conversion? And most importantly, with whom were users engaging most on Think Tank?
Betabrand’s secret weapons:
Funnels: Betabrand built out a number of funnels to track user behavior across feature roll-outs for their various categories: ready-to-wear, pre-order items, and products from Think Tank. Recently, Betabrand added Paypal as a payment option for their customers. As soon as Paypal was added to the checkout page, they saw in Funnels that a healthy percentage of people were using Paypal as their payment method of choice — and the conversion rate was increasing. This opened up the site to a new audience and new segment of customers, and they were able to directly trace back to the source of decreased drop-off.
Notifications: Betabrand uses Notifications to get customer feedback on new products and features as soon as they’re rolled out. Betabrand specifically wanted to get in touch with people who bought Think Tank items; they use Notifications to target specific users directly, and see in their user profiles when they bought things (and, of course, what items were bought). The team also wanted to conduct user interviews, and got the ball rolling by conducting outreach through Mixpanel.
Segmentation: Betabrand’s product team had a hunch that the photographs selected for their products had an impact on customer experience and conversion, but they wanted a more systematic and quantitative way of learning how people viewed the photos on their site. They began to track this behavior in Mixpanel (tracking scroll depth and the aggregate number of people who viewed photos), and discovered that people were heavily interacting with photos: about 75% of users would scroll an entire product gallery. Anecdotally, Betabrand had heard through customer support that photos helped customers make purchasing decisions; tracking this behavior in Mixpanel helped them confirm this hypothesis. What they learned in Segmentation about user interaction with photographs later factored into product decisions and the next site redesign.
From this targeted approach, Betabrand’s team was able to answer questions about the real value behind Think Tank’s products. They discovered that the rationale was twofold: people wanted to have a hand in shaping a brand (by having a say in the products Betabrand was making), and they wanted to be able to buy a product with a peer discount. Betabrand’s design and product teams then revamped the Think Tank product pages to share information about the peer discount. Once the product pages were changed, the team saw an increase in conversion and revenue.