Gett is revolutionizing the taxi experience for both consumers and drivers by reducing the time to value of getting a taxi or black car. Gett uses Mixpanel’s event based Engagement Analytics and actionable People Analytics to help make product decisions and reach their customers on both their iOS and Android apps. The app is already up and running in 32 cities globally including New York, London, Edinburgh, Manchester, Birmingham, Glasgow, Moscow, St. Petersburg, Jerusalem, and Tel Aviv.
In peeling back multiple layers of this Mixpanel Customer Story, we spoke with Gett’s Anatoly Volovik, Product Manager, and Libby Alpert, Global Marketing Operations, about their experiences using Mixpanel. Areas of focus include features such as 1) Funnels 2) Retention 3) A/B Testing and 4) Notifications. What we quickly realized was that not only are they using these Mixpanel features, but they have also become very adept at combining these reporting and actionable data capabilities. But we’ll get to that in a moment. Let’s first start with some basics!
What Gett tracks
What to track in Mixpanel typically begins with your app’s Key Performance Indicators, or KPIs. In terms of Gett’s KPI’s, Anatoly noted:
We have 3 KPIs at Gett
- Placing an order
- Completing rides
Understanding what’s critical to success allows you to implement Mixpanel intuitively. For example, Anatoly and his team created a Mixpanel funnel to track the registration flow. As a result, Anatoly added, “Mixpanel was very helpful in the optimization of the welcome tour to registration funnel, and we’ve had a 10% increase in conversion.”
Funnels + Retention
We know already that Gett uses Funnels. Let’s look at how they use Funnels combined with Mixpanel Retention. Libby described their approach, “We took our main funnel events which are: Registration, Order Creation, Ride Complete and added engagement points to them. Per event, we played with the timing of the engagement point. For example, for registered users with no order creation, we’d contact them with an email after two days, one week, two weeks, and four weeks. We were thus able to determine which time interval is the most effective to contact the users to get them to convert.
She added, “We use cohort analysis to understand the typical user behaviour. For example, if 50% of the users are making an order within one day after registration, we know how to target our messaging.”
At which point, they’ve added another Mixpanel layer, Mixpanel Notifications, to their analysis.
Funnels + Retention + Notifications
Libby and team recognized via the Retention analysis the ideal time to reach out to non-activated users. “If, for example, the Retention analysis indicated that the Mixpanel email notification for “registration no ride” should go out two days after registration, two weeks would probably be a bit too late in the game,” Libby pointed out.
Mixpanel has Push, In App, email, and SMS notifications. So, we asked which type of Notification they send and why? Libby noted, “We tried out different messaging, pushes and emails, to see which users like more. For example, we noticed in Russia users react well to push messages, while in Israel it led to bad reviews in the app store when abused and not segmented enough.”
“Pure testing and trying will help determine which is the best per target audience,” Libby added.
As an example of using In App messaging, she noted, “The In App messages helped us with creative campaigns. During the holiday season, we put up an Advent calendar for the UK. Each calendar day showed a different pop up with links to relevant social channels so users could reach them directly and participate in the Advent give-a-way. We saw increased engagement on our social channels during these days and our posts had more reach than usual. It was a nice use case of the In App messages.”
Funnels + Retention + Notifications + Mobile A/B Testing
In its app analysis, Gett then added yet another layer: A/B Testing. While using mobile A/B Testing for their iOS app, with Android capability on the way soon, Anatoly noted, “A/B testing is great. We can’t wait until we have capability for Android. Additionally, using Funnels to measure results of our A/B tests was essential. Funnels provided all the data we needed to compare variant conversions and their effects on the funnels.”
Asking users to enter their direct contact information is sometimes very difficult to accomplish. A/B Testing provided a critical way for Gett to test out various different Header copies and Call-To-Action (CTA for short) buttons in order to get to the most effective conversion rate to capture user phone numbers. Anatoly elaborated, “We tried different copy requesting from users to enter their phone number, additionally we tried out different CTA buttons on the same screen. After a few trials and combinations, we came up with the copy and CTA that converted the best for the registration screen.”
Where to begin?
We of course wanted to know if Libby and Anatoly have advice for others thinking about using Mixpanel, and they had some helpful points. Libby noted, “Any new company that wants to use Mixpanel should think and define the integration before running to start using it … the integration is key and I would recommend to any new company to spend time and define it well before moving to the actual integration.”
We at Mixpanel couldn’t agree more that a clean implementation is critical.
Now let us ask you: What are your KPIs and how might using Mixpanel reports help you understand how to achieve them? We’re here to help. Reach out to firstname.lastname@example.org to speak to someone smart, quickly.