8 event analytics use cases from our best customer stories
Mixpanel’s core value has always been to unlock growth for digital products and the companies behind them. The way we provide it is by arming our customers with powerful and easy-to-use behavioral analytics that can help them reach:
- New-user acquisition growth or increases in the number of prospects signing up to be a new user of a product
- Existing-user engagement growth or increases in the number of current users regularly re-engaging with a product to find value
Historically, a lot of these analytics use cases were needed purely by product teams, but nowadays this goal of growth has become a shared priority for product, engineering, design, marketing, and beyond. At Mixpanel, we live this in our cross-functional product-led growth (PLG) strategy, where we use data and self-serve analysis to better understand the full customer journey from discovering and trying the product to finding value and success with it.
In this post, we’re spotlighting eight of our best customer use-case stories where companies leveraged Mixpanel to make informed decisions toward driving growth and customer retention—while saving time and resources along the way.
Yelp: Making product decisions faster
Yelp’s Local Business team can get pretty busy. Understanding user behavior is an ongoing priority, but they needed a more efficient way to discover areas for improvement. The team began using Mixpanel to take the heavy lifting out of learning what features weren’t working and quickly discovered its business listing claim process needed some enhancements.
Yelp’s PMs now incorporate event analytics directly into all product enhancement proposals, which is where they generate hypotheses and ultimately launch experiments and projects. Because of this, teams across Yelp can now zero in on the most relevant user actions for their particular inquiry or analysis.
- Measurable outcomes: Yelp reduced the time it took to conduct product analysis from weeks down to a few days and decreased the time between ideation and launch for critical features.
“Mixpanel is a valuable analytics partner that helps our teams at Yelp make more informed product decisions for our customers and advertisers.”
Sid Arora – Head of Data Products, Analytics, and Experimentation @ Yelp
Read Yelp’s full customer story here.
Immobiliare: Democratizing data access across product, engineering, and design teams
As Immobiliare’s real estate app matured, its teams remained lean. This included the data analysis team. With product development areas multiplying, it became more difficult to rely on manual analysis for decision-making insights. The answer: Immobiliare brought on Mixpanel.
With self-serve event analytics, Immobiliare’s product, engineering, and design teams were given the autonomy to gather quick data and analysis that could be applied toward product improvements and the new feature roadmap. The results were lifts in user traffic, engagement, and conversion.
- Measurable outcomes: Immobiliare reached a 40% increase in real estate listings, 26% increase in mobile app traffic, and 50k users converted in-app.
“Mixpanel is a gold mine. It is a must-have for organizations developing data-informed cultures. It allows our teams to work from one data source, speak the same language, and see clearly what makes sense to build – and especially what doesn’t.”
Paolo Sabatinelli – Chief Product Officer @ Immobiliare
Read Immobiliare’s full customer story here.
Boll & Branch: Growing engagement and conversion for e-commerce customers
Boll & Branch’s event analytics journey began with simple goals: boost engagement, retention, and conversion for its online luxury home textiles store. The problem? They had previously implemented Amplitude for analytics but found it to be too hard to use and understand.
Boll& Branch’s homepage category module before Mixpanel.
Boll & Branch’s homepage category module after Mixpanel.
After switching to Mixpanel, the Boll & Branch team was able to easily build readable reports and visuals to track things like overall customer funnel rates for the site (from first click to purchase), the effectiveness of product recommendations, and what homepage content people were engaging with the most. They also began tracking a variety of layered product interactions, including image carousel clicks and which items customers were adding to their cart but not buying.
- Measurable outcomes: Boll & Branch saw an increase in add-to-cart rate, improved checkout conversion, and the marketing team saw growth in overall website engagement.
“The data visualizations Amplitude displayed were often useless, particularly when layering segmentation components on reports. Adding filters, breakdowns, and date comparisons in Amplitude reports would render them incomprehensible.”
Matt Kuo – Product Analyst @ Boll & Branch
Read Boll & Branch’s full customer story here.
Bolt: Deciding to cut or keep features to prioritize engineering efforts
Bolt, the first European super-app for things like ride-hailing and deliveries, has plenty of product features to keep track of. Traditional business intelligence (BI) tools were leaving holes in its user behavior analysis, so the company turned to Mixpanel. The switch gave Bolt’s product team access to richer data that’s paramount for deciding what features to build, cut, or keep.
An analysis of Bolt Android users, for example, showed the company could comfortably cut app support for mobile phones operating on Android 4.0 or older and apply those engineering resources elsewhere.
- Measurable outcomes: Bolt freed up Android engineering capacity by 15%. The company was also able to discover and prioritize critical cross-team efforts like reducing ride cancellations, which dropped by 3% once they acted on insights from Mixpanel.
“Mixpanel is a real secret sauce to the speed of decision-making at Bolt. Frankly, I fell in love with it at first sight.”
Nikita Strezhnev – Data Analytics Manager @ Bolt Food & Delivery
Read Bolt’s full customer story here.
Betterment: Building a full customer picture for product and marketing teams
Betterment wanted to better meet its customers where they are. By using Mixpanel with Hightouch (a reverse extract-transform-load data tool, or ETL), the company was able to combine customer behavior data with customer information data to develop meaningful tweaks to its product design and marketing strategies.
In just one example, when Betterment discovered its customers were converting much higher on its website compared to its mobile app, the company’s product and go-to-market teams quickly came up with solutions that fit its different user segments.
- Measurable outcomes: Betterment used richer data to improve its user journey knowledge, and it enhanced its customer experience by identifying and remediating friction points in signup and onboarding flows.
“Mixpanel is a universal language at Betterment. Without Mixpanel, bridging the gap between Product and Analytics would be challenging. Our collaboration with both Mixpanel and Hightouch is critical to support Betterment’s data-driven culture.”
Liz Chang – Director of Engineering @ Betterment
Read Betterment’s full customer story here.
ZipRecruiter: Using data in a product redesign
When ZipRecruiter approached the reimagining of its Job Seeker product, the company was already a long-time Mixpanel user. That meant it could take on the project with confidence. Tracking, A/B testing, and measuring every step of the building process without the need to write any SQL allowed the product team to make data-informed decisions and ship fast.
ZipRecruiter’s new Job Seeker design included an updated signed-in homepage with a more customized view of job matches, a post-apply experience that identifies weak areas in a job seeker’s profile, and a completely revamped search experience to better assist job seekers with their job search results.
- Measurable outcomes: ZipRecruiter used Mixpanel analysis to inform the redesign of its Job Seeker product, resulting in higher conversion rates for users getting matched to jobs.
“How likely are users to click on a job when they use the salary filter? Which variant drives a higher apply rate? For users who completed the onboarding flow, how likely are they going to be satisfied with their job matches versus those who don’t? These are the types of questions we’ve used Mixpanel to help us answer.”
Akio Bandle – Senior Product Manager @ ZipRecruiter
Read ZipRecruiter’s full customer story here.
May: Securing startup funding with strong product KPIs
May’s mission is to make it easier for new and expecting parents to connect digitally with the health experts and information they need. Providing a great user experience goes a long way in that effort, but so does raising additional funding to forge ahead. Mixpanel helped May on both fronts.
When May switched to Mixpanel for its app analytics, it was able to quickly discover how its users engaged with articles vs audio content. That helped it craft a content strategy plan to boost its overall product engagement. Best of all, May was able to quickly share their success with investors and other business partners through easily readable Mixpanel Boards reports.
- Measurable outcomes: May doubled its retention rate of users, reached double-digit growth of users per month, and then used readable Mixpanel reports to share these KPIs with VCs to capture more funding.
“We speak with our users often for feedback, but without Mixpanel, we would not have discovered this content finding which was glaringly obvious when we looked at the report. As a result, we were able to double our retention rate.”
Antoine Creuzet – Co-founder @ May
Read May’s full customer story here.
AB Tasty: Adopting a product-led growth strategy
As a leader in the product experimentation space, AB Tasty knows the importance of leveraging data. When the company wanted to go all in on a product-led strategy to grow its customer base, it tapped Mixpanel for its customer journey analysis.
The product and marketing teams at AB Tasty began using onboarding funnels and in-product behavior analysis to understand where users were falling off before converting from free trial to paid customers, or product-qualified leads (PQLs). With insights from Mixpanel, AB Tasty was able to quickly remove friction from its product tour experience, an important piece of its product-led motion.
- Measurable outcomes: AB Tasty’s automated product tour saw a user completion rate improvement from 2% to 15%. Changes to its free trial product experience also resulted in the company reaching a 20% conversion rate of free users to PQLs.
“Without Mixpanel we would be less efficient in making our data actionable, which would have all sorts of ramifications impacting our growth. From our product-led growth strategy to our product development lifecycle and strategic roadmap planning, Mixpanel is critical to our success.”
Aaron Stillman – Vice President of Product Marketing & Education @ AB Tasty
Read AB Tasty’s full customer story here.
For even more examples of how product, marketing, engineering, and design teams use Mixpanel to build with data, visit our Success Stories page.