AB Tasty, a best-in-class Experience Optimization leader, uses Mixpanel to improve product utilization and identify product-qualified leads.

<h2>Company 123</h2>
<p>Founded in 2012, <a href="https://www.abtasty.com">AB Tasty</a> is a global leader in experimentation, personalization, and feature management &#8211; enabling companies to validate ideas while maximizing impact, minimizing risk, and accelerating time to market. Enterprises use The AB Tasty Experience Optimization Platform to align product, marketing, and engineering teams and ensure efficiency, reduced costs, and optimal end-user experiences for 1,000+ customers from 10 offices around the world.</p>
<h2>Challenge</h2>
<p><span style="font-weight: 400;">AB Tasty shifted to a product-led growth strategy and required a tool that allowed teams to easily self-serve insights to see points of friction within the product and easily track utilization. Before implementing Mixpanel, their legacy tool didn’t provide all the analysis required. </span></p>
<h2>Solution</h2>
<p>AB Tasty selected Mixpanel to bring its product-led growth strategy to life and optimize the product development lifecycle. Since using Mixpanel, they’ve identified their leader, killer, and filler product features, enabling them to identify and act on product-qualified leads (PQL). AB Tasty continues to enhance its product tour based on understanding where users are dropping off or converting to a free trial.</p>
<h2>Results</h2>
<ul>
<li>40% improvement in started product tours</li>
<li>5x improvement in product tour completion</li>
<li>Reached goal of converting 20% free trial registrations to product-qualified leads</li>
</ul>
<p>&nbsp;</p>


Aaron Stillman

<h2><b>How they did it:</b></h2>
<p><b>Why was Mixpanel selected for product analytics? What else did the team consider? </b></p>
<p>When the team was looking for a best-in-class product analytics platform, Mixpanel checked all the boxes. The team at AB Tasty wanted an intuitive and easy-to-use interface that would give Product Management, Product Marketing, and others autonomy to pull data. Additionally, we wanted a tool that integrated with tools in our tech stack like Appcues and Segment so data from other sources could be received.<br />
We needed a tool that allowed us to focus on the most relevant KPIs with dashboards tailored for different stakeholders. The team was already utilizing Grafana and considered sticking with this open-source web application, but it didn’t offer all the insights required for product analytics, such as funnel reports.</p>
<p><b>What’s the culture around data at AB Tasty? Which teams/roles use Mixpanel?</b></p>
<p>When moving from the USA to Europe for work, I enjoyed hearing my new colleagues talk about “drinking your own champagne” as I had grown up with “eat your own dog food”. I mention this because AB Tasty doesn’t just evangelize the power a data-focused culture can have on growing a business, we also use our platform to “drink our own champagne” by running experiments and managing features throughout the product development lifecycle based on insights gleaned from Mixpanel. Today, the primary teams using Mixpanel are the Product Managers and Product Marketers, however, we’re looking to extend this to other groups such as our Customer Success colleagues. The Customer Success team has a KPI connected to product utilization and will greatly benefit from accessing Mixpanel.</p>
<p><b>How is Mixpanel used alongside your internal tools? Why do people rely on Mixpanel if there is an internal tool that already exists? </b></p>
<p><span style="font-weight: 400;">We have a robust tech stack based on customer data platforms (CDPs), behavioral analytics, data visualization software, and product analytics. Segment is used alongside Mixpanel to ensure we have all the data from our internal tools, such as Clearbit. Clearbit is leveraged to help identify a product-qualified lead (PQL).</span></p>
<p><span style="font-weight: 400;">At AB Tasty we define a PQL based on firmographics and product utilization. Clearbit captures the firmographic data part of the equation and Segment pipes that data into Mixpanel. We combine these sources with the product utilization data to bring visibility and automate the reporting of PQLs. Simply put, we rely on Mixpanel because we needed a best-in-class product utilization platform to continue meeting market expectations and customer demand.<br />
</span></p>
<p><b>What are some of the questions you and the team are using Mixpanel reports to answer? What metrics do you care about most? </b></p>
<p>We have predominantly leveraged two types of Mixpanel reports:</p>
<ul>
<li>Funnel reports for product tours and customer journeys in the product to help identify points of friction, drop-off points, and if/where we need to focus our efforts.</li>
<li>Insight reports tracking product utilization, time to value, PQL, and monitoring trends or behavior like number of connections, DAU/MAU/WAU</li>
</ul>
<p>The metrics we care about most are PQL, Time to Value, MAU/WAU/DAU, product tour funnel analysis/completion rate, specific features utilization, and adoption.</p>
<p><b>What changes or improvements have you/the team made to the product based on the insights you&#8217;ve uncovered in Mixpanel?</b></p>
<p>At the beginning of our PLG journey and still today, Mixpanel has helped us identify our leader, killer, and filler features as well as identify the quota we associated with certain features during the free trial. For example, Mixpanel helped validate our hypothesis based on qualitative customer interviews that one of our features should be considered a Leader. Importantly, Mixpanel also helped us understand the utilization which informed our decisions around setting the quota.</p>
<p>The product tour continues to evolve based on the funnel analysis and understanding of where users are dropping off. Another Product Manager recognized a call-to-action (CTA) was not being utilized during the early adopter phase, triggering qualitative user interviews and product improvements before General Availability (GA).</p>
<p><b>Is Mixpanel nice to have or need to have? How would your job be different if you/the team didn&#8217;t have Mixpanel? </b></p>
<p>Mixpanel is a need to have. As we experience hypergrowth and need to scale based on customer demands and market expectations, we would be less efficient in making our data actionable without Mixpanel. From our product-led growth go-to-market strategy to our product development life cycle and strategic roadmap planning, Mixpanel is critical to our success.</p>
<p><b>What’s your favorite new feature release that Mixpanel made in the past year? </b></p>
<p>In July, Mixpanel released the ability to view users contributing to any event, at any point in time, across Insights, Funnels, and Retention reports. The list of users could also be saved as a cohort. Not only has it saved us time, but it’s also unlocked a lot of potential as we use AB Tasty products to run experiments, personalize, and manage our features which support the ability to create audiences with Mixpanel cohorts.</p>
<p>We have already been enjoying the ability to view users thanks to this feature release but have also started ideating on the further use of cohorts within AB Tasty products as we continue to “drink our own champagne.”</p>
<p><b>What have been some of the results of using Mixpanel?</b></p>
<p><span style="font-weight: 400;">In the very early days of our product-led growth journey, we experienced significant friction with our Product Tour with only a 2% product tour completion rate. Mixpanel and Appcues played a major role in influencing product tour changes. The subsequent version improved to a 15% completion rate. At the same time, we reduced the number of users skipping the product tour by 40%. Although it took a few quarters, we reached the goal of converting 20% of free trial registrations to a PQL. </span></p>
<p><span style="font-weight: 400;">A Product Manager was able to see a feature within reporting was not being utilized or valued. After following up with some qualitative work, they ultimately decided to kill the feature, which was celebrated. Mixpanel also helped the Product Management team understand a use case associated with targeting a large number of IDs. That has resulted in improved roadmap/future work to ensure the use case is supported more elegantly. </span></p>
<p><b>Advice to others looking at a product analytics tool? </b></p>
<p>The events being generated are critical and a prerequisite to achieving value with a product analytics tool. No matter how good the product analytics tool is, you will not find value without generating clean events. Additionally, give some thought to the business-critical data living in other systems like a Salesforce/Hubspot CRM and make sure the product analytics tool can easily ingest data.</p>


<p><em><span style="font-weight: 400;">Thousands of companies use Mixpanel to build better products. See what Mixpanel can do for your team. <a href="https://mixpanel.com/register/">Create your free account today</a>.</span></em></p>


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How AB Tasty adopted a product-led growth strategy to drive free trial conversions<br />


AB Tasty

ab-tasty-dark

ab-tasty-white

<p>Founded in 2012, <a href="https://www.abtasty.com/">AB Tasty</a> is a global leader in experimentation, personalization, and feature management – enabling companies to validate ideas while maximizing impact, minimizing risk, and accelerating time to market. Enterprises use The AB Tasty Experience Optimization Platform to align product, marketing, and engineering teams and ensure efficiency, reduced costs, and optimal end-user experiences for 1,000+ customers from 10 offices around the world.</p>


<p>AB Tasty shifted to a product-led growth strategy and required a tool that allowed teams to easily self-serve insights to see points of friction within the product and easily track utilization. Before implementing Mixpanel, their legacy tool didn’t provide all the analysis required.</p>


<p>AB Tasty selected Mixpanel to bring its product-led growth strategy to life and optimize the product development lifecycle. Since using Mixpanel, they’ve identified their leader, killer, and filler product features, enabling them to identify and act on product-qualified leads (PQL). AB Tasty continues to enhance its product tour based on understanding where users are dropping off or converting to a free trial.</p>


<ul>
<li>40% improvement in started product tours</li>
<li>5x improvement in product tour completion</li>
<li>Reached goal of converting 20% free trial registrations to product-qualified leads</li>
</ul>


flagship-1

Flagship 1

<h3>Why was Mixpanel selected for product analytics? What else did the team consider?</h3>
<p>When the team was looking for a best-in-class product analytics platform, Mixpanel checked all the boxes. The team at AB Tasty wanted an intuitive and easy-to-use interface that would give Product Management, Product Marketing, and others autonomy to pull data. Additionally, we wanted a tool that integrated with tools in our tech stack like Appcues and Segment so data from other sources could be received.<br />
We needed a tool that allowed us to focus on the most relevant KPIs with dashboards tailored for different stakeholders. The team was already utilizing Grafana and considered sticking with this open-source web application, but it didn’t offer all the insights required for product analytics, such as funnel reports.</p>
<h3>What’s the culture around data at AB Tasty? Which teams/roles use Mixpanel?</h3>
<p>When moving from the USA to Europe for work, I enjoyed hearing my new colleagues talk about “drinking your own champagne” as I had grown up with “eat your own dog food”. I mention this because AB Tasty doesn’t just evangelize the power a data-focused culture can have on growing a business, we also use our platform to “drink our own champagne” by running experiments and managing features throughout the product development lifecycle based on insights gleaned from Mixpanel. Today, the primary teams using Mixpanel are the Product Managers and Product Marketers, however, we’re looking to extend this to other groups such as our Customer Success colleagues. The Customer Success team has a KPI connected to product utilization and will greatly benefit from accessing Mixpanel.</p>
<h3>How is Mixpanel used alongside your internal tools? Why do people rely on Mixpanel if there is an internal tool that already exists?</h3>
<p><span style="font-weight: 400;">We have a robust tech stack based on customer data platforms (CDPs), behavioral analytics, data visualization software, and product analytics. Segment is used alongside Mixpanel to ensure we have all the data from our internal tools, such as Clearbit. Clearbit is leveraged to help identify a product-qualified lead (PQL).</span></p>
<p><span style="font-weight: 400;">At AB Tasty we define a PQL based on firmographics and product utilization. Clearbit captures the firmographic data part of the equation and Segment pipes that data into Mixpanel. We combine these sources with the product utilization data to bring visibility and automate the reporting of PQLs. Simply put, we rely on Mixpanel because we needed a best-in-class product utilization platform to continue meeting market expectations and customer demand.<br />
</span></p>
<h3>What are some of the questions you and the team are using Mixpanel reports to answer? What metrics do you care about most?</h3>
<p>We have predominantly leveraged two types of Mixpanel reports:</p>
<ul>
<li>Funnel reports for product tours and customer journeys in the product to help identify points of friction, drop-off points, and if/where we need to focus our efforts.</li>
<li>Insight reports tracking product utilization, time to value, PQL, and monitoring trends or behavior like number of connections, DAU/MAU/WAU</li>
</ul>
<p>The metrics we care about most are PQL, Time to Value, MAU/WAU/DAU, product tour funnel analysis/completion rate, specific features utilization, and adoption.</p>
<h3>What changes or improvements have you/the team made to the product based on the insights you&#8217;ve uncovered in Mixpanel?</h3>
<p>At the beginning of our PLG journey and still today, Mixpanel has helped us identify our leader, killer, and filler features as well as identify the quota we associated with certain features during the free trial. For example, Mixpanel helped validate our hypothesis based on qualitative customer interviews that one of our features should be considered a Leader. Importantly, Mixpanel also helped us understand the utilization which informed our decisions around setting the quota.</p>
<p>The product tour continues to evolve based on the funnel analysis and understanding of where users are dropping off. Another Product Manager recognized a call-to-action (CTA) was not being utilized during the early adopter phase, triggering qualitative user interviews and product improvements before General Availability (GA).</p>
<h3>Is Mixpanel nice to have or need to have? How would your job be different if you/the team didn&#8217;t have Mixpanel?</h3>
<p>Mixpanel is a need to have. As we experience hypergrowth and need to scale based on customer demands and market expectations, we would be less efficient in making our data actionable without Mixpanel. From our product-led growth go-to-market strategy to our product development life cycle and strategic roadmap planning, Mixpanel is critical to our success.</p>
<h3>What’s your favorite new feature release that Mixpanel made in the past year?</h3>
<p>In July, Mixpanel released the ability to view users contributing to any event, at any point in time, across Insights, Funnels, and Retention reports. The list of users could also be saved as a cohort. Not only has it saved us time, but it’s also unlocked a lot of potential as we use AB Tasty products to run experiments, personalize, and manage our features which support the ability to create audiences with Mixpanel cohorts.</p>
<p>We have already been enjoying the ability to view users thanks to this feature release but have also started ideating on the further use of cohorts within AB Tasty products as we continue to “drink our own champagne.”</p>
<h3>What have been some of the results of using Mixpanel?</h3>
<p><span style="font-weight: 400;">In the very early days of our product-led growth journey, we experienced significant friction with our Product Tour with only a 2% product tour completion rate. Mixpanel and Appcues played a major role in influencing product tour changes. The subsequent version improved to a 15% completion rate. At the same time, we reduced the number of users skipping the product tour by 40%. Although it took a few quarters, we reached the goal of converting 20% of free trial registrations to a PQL. </span></p>
<p><span style="font-weight: 400;">A Product Manager was able to see a feature within reporting was not being utilized or valued. After following up with some qualitative work, they ultimately decided to kill the feature, which was celebrated. Mixpanel also helped the Product Management team understand a use case associated with targeting a large number of IDs. That has resulted in improved roadmap/future work to ensure the use case is supported more elegantly. </span></p>
<h3>Advice to others looking at a product analytics tool?</h3>
<p>The events being generated are critical and a prerequisite to achieving value with a product analytics tool. No matter how good the product analytics tool is, you will not find value without generating clean events. Additionally, give some thought to the business-critical data living in other systems like a Salesforce/Hubspot CRM and make sure the product analytics tool can easily ingest data.</p>


flagship-2-2

Flagship 2

<p><em>Thousands of companies use Mixpanel to build better products. See what Mixpanel can do for your team. <a href="https://mixpanel.com/register/">Create your free account today</a>.</em></p>


How AB Tasty adopted a product-led growth strategy to drive free trial conversions

APAC

EMEA

Funnels

Insights

Marketing

Product

SaaS

Boll & Branch drove online purchases by using data to improve its website.

<h2>Company</h2>
<p><span style="font-weight: 400;">There is a better way to make bedding. Since 2014, this has been the driving idea behind all of Boll &amp; Branch’s decisions. Boll &amp; Branch is a leading designer and retailer of luxury home textiles and is the first 100% organic Fair Trade Certified™ bedding company. Products can be purchased online, in brick-mortar locations, and at third-party retailers. The company counts millions of Americans, including U.S. Presidents and countless celebrities, as its customers.</span></p>
<h2>Challenge</h2>
<p><span style="font-weight: 400;">The previous product analytics provider, Amplitude, </span><span style="font-weight: 400;">lacked simplicity, usability, and clarity of visualizations. With Amplitude, Boll &amp; Branch spent more time trying to understand the data than using it to make product improvements. </span></p>
<h2>Solution</h2>
<p><span style="font-weight: 400;">The rapidly growing luxury eCommerce brand needed a tool they could rely on to build a web experience built on insights from their data. </span><span style="font-weight: 400;">Mixpanel allowed the team to move faster and innovate with a tool that was usable across all technical levels. </span></p>
<h2><b>Results</b></h2>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Increase in add-to-cart rate</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Improved conversion </span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Engagement rate with website content and image carousels</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Rate of selecting different variants, e.g. browsing different colors and options</span></li>
</ul>


Matt Kuo,

<h2><b>How they did it</b></h2>
<p><strong><b>Why was Mixpanel selected for product analytics? What else did the team consider? </b></strong></p>
<p><span style="font-weight: 400;">We had Amplitude for just under a year, and our contract was set to renew when we decided to churn after experiencing a few major roadblocks. It wasn&#8217;t quite as useful as we needed it to be, so we decided to look at competitors. Ultimately, Mixpanel was the most comparable to Amplitude and sufficiently met our existing use cases. We found that a lot of the inherent data analysis capabilities were roughly the same between the two tools. </span></p>
<p><span style="font-weight: 400;">However, Amplitude lacked simplicity, usability, and clarity of visualizations. With Amplitude, we had to export the data and spend more than twice the time reformatting the data to get any useful insights. Aside from a lack of data visualizations, Amplitude’s interface was more confusing to beginners. Our ultimate goal was to try and keep more of the data in the platform and get more non-technical users to use it. A benefit of Mixpanel is that we can keep more of our reporting within the platform.</span></p>
<p><b>Were there any specific differentiators between Mixpanel and Amplitude that led you to select Mixpanel?</b></p>
<p><span style="font-weight: 400;">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. </span></p>
<p><span style="font-weight: 400;">We preferred Mixpanel’s visualizations, especially the bar charts. In Amplitude, if you&#8217;re counting events over a period of time, it automatically breaks out the data by day. If I&#8217;m looking at the last month, I don&#8217;t want to see just the line over the last 30 days, I&#8217;d like to see how the data rolls up during that time period. The same went for the exports in Amplitude—their data exports would automatically break out the data by day, resulting in huge export files, especially when looking at longer time periods. Mixpanel’s visualizations and data exports were cleaner, allowing us to create legible reports in a fraction of the time of Amplitude. </span></p>
<p><span style="font-weight: 400;">My favorite feature in Mixpanel is the compare-to-baseline feature when doing a date comparison. The color-coded visualization makes comparative analysis easy and shows the team exactly what they want to see at a glance. That singular feature allows us to keep a lot more reporting in the platform instead of exporting it and really unlocks Mixpanel’s dashboards for us. These features are more intuitive to our workflows, helping our teams get to the “so what” more quickly.</span></p>
<p><b>What are your primary use cases?</b></p>
<p><span style="font-weight: 400;">We use Mixpanel for:</span></p>
<ul>
<li><b>Navigation: </b><span style="font-weight: 400;">How users are navigating the site, whether that&#8217;s through our navigation bar, search bar, category carousels, etc.</span></li>
<li><b>Content:</b><span style="font-weight: 400;"> How content changes affect which modules people click on. </span></li>
<li><b>Redesigns:</b><span style="font-weight: 400;"> During the design phase, understanding where customers are dropping off, and post-launch, assessing the impact of our redesign.</span></li>
</ul>
<p><b>What is something you’ve discovered using Mixpanel? </b></p>
<p><span style="font-weight: 400;">We discovered interesting usage patterns when our site visitors use the search bar. We determined users were often searching for related products immediately after being on a page with similar merchandise. </span></p>
<p><span style="font-weight: 400;">Currently, we&#8217;re trying to rework our product pages to expose users to a wider variety of products without leaving the actual page. The goal is to serve more products that users may be interested in on the product page so that our customers don&#8217;t have to manually search to find what they’re looking for. </span></p>
<p><b>Who are the primary users of Mixpanel across Boll &amp; Branch?</b></p>
<p><span style="font-weight: 400;">Our Analytics team are the primary users. We create reports and dashboards for other teams to leverage. However, the eCommerce and Engineering teams are also frequent users of Mixpanel. The eCommerce team uses the existing dashboards we&#8217;ve created for them and manipulates them based on ad-hoc needs, while our Engineering team uses the reports to understand bugs; for example, they&#8217;ve set up data alerts to ensure event-tracking is functioning as expected and to understand where bugs may be occurring.</span></p>
<p><b>What are the main KPIs the team keeps track of? </b></p>
<p><span style="font-weight: 400;">We track full-funnel site metrics in Mixpanel (i.e., clicks, product views, add-to-cart, conversion), not just one singular KPI. Using Mixpanel, we track overall funnel rates, the overall distribution of clicks to our navigation and product recommendations, and what homepage content people are engaging with. Moreover, we track product interactions, including which products customers are adding to their cart and checking out with. </span></p>


<p><b>How did the use of Segment make the implementation process easier for Mixpanel or did it even make it easier?</b></p>
<p><span style="font-weight: 400;">Given we had invested in a product analytics platform earlier, we already had done a lot of the tracking cleanup on our side. Once we onboarded Mixpanel, it was as simple as integrating Segment and Mixpanel and then “flipping the switch” to start accessing events tracking within Mixpanel. It was an easy, streamlined process. </span></p>
<p><b>What was the team using before having product analytics?  </b></p>
<p><span style="font-weight: 400;">From the eCommerce side of the business, we want to invest in a better site experience knowing that it would help drive more customers to conversion, which has a significant impact on revenue. As we were expanding our eCommerce team, we hired a new Product Analyst (Matt) to focus on understanding the site and user journey. That&#8217;s what prompted us to search for a product analytics platform. We initially went with Amplitude because it came recommended by someone on the team, but we&#8217;re glad that once our contract was up, we spent a little bit more time doing our due diligence and scoping out what else was in the market.</span></p>
<p><strong>What advice would you give to others looking at a product analytics tool? </strong></p>
<p><span style="font-weight: 400;">It&#8217;s a lot of work to onboard a new tool, and you have to get buy-in from your team. Usability will impact tool adoption. People are busy, and if the tool is too complicated and not user-friendly, other teams won’t take the time to learn. Take the time to find the right tool and make sure it’s usable for all technical levels.</span></p>
<p><b>Have there been any changes to the product (in this case your website) based on learnings from Mixpanel?</b></p>
<p><span style="font-weight: 400;">We recently redesigned our product pages based on our learnings from Mixpanel. Since making the updates we’ve seen an increase in:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Add to cart rate</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Conversion rate</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Engagement rate with website content and image carousels</span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Rate of selecting different variants, e.g. browsing different colors and options</span></li>
</ul>
<p><span style="font-weight: 400;">Today, we continue to use data from Mixpanel to optimize and evolve our website experience. </span></p>
<p><span style="font-weight: 400;"> </span></p>


Increase in the add-to-cart and conversion rate

Higher engagement with website content and image carousels

Improved rate of selecting different variants, e.g. colors

How Boll & Branch improved its website and increased online purchases using data

bollandbranch.com

boll-and-branch-dark

boll-and-branch-white

<p>There is a better way to make bedding. Since 2014, this has been the driving idea behind all of Boll &amp; Branch’s decisions. Boll &amp; Branch is a leading designer and retailer of luxury home textiles and is the first 100% organic Fair Trade Certified™ bedding company. Products can be purchased online, in brick-mortar locations, and at third-party retailers. The company counts millions of Americans, including U.S. Presidents and countless celebrities, as its customers.</p>


<p>The previous product analytics provider, Amplitude, lacked simplicity, usability, and clarity of visualizations. With Amplitude, Boll &amp; Branch spent more time trying to understand the data than using it to make product improvements.</p>


<p>The rapidly growing luxury eCommerce brand needed a tool they could rely on to build a web experience built on insights from their data. Mixpanel allowed the team to move faster and innovate with a tool that was usable across all technical levels.</p>


<ul>
<li aria-level="1">Increase in add-to-cart rate</li>
<li aria-level="1">Improved conversion</li>
<li aria-level="1">Engagement rate with website content and image carousels</li>
<li aria-level="1">Rate of selecting different variants, e.g. browsing different colors and options</li>
</ul>


Matt Kuo

homepage-shop-by-category-module-before-2

Homepage Shop by Category Module - Before

homepage-shop-by-category-module-after-2

Homepage Shop by Category Module - After

<h2 id="how-they-did-it"><b>How they did it</b></h2>
<h3>Why was Mixpanel selected for product analytics? What else did the team consider?</h3>
<p>We had Amplitude for just under a year, and our contract was set to renew when we decided to churn after experiencing a few major roadblocks. It wasn’t quite as useful as we needed it to be, so we decided to look at competitors. Ultimately, Mixpanel was the most comparable to Amplitude and sufficiently met our existing use cases. We found that a lot of the inherent data analysis capabilities were roughly the same between the two tools.</p>
<p>However, Amplitude lacked simplicity, usability, and clarity of visualizations. With Amplitude, we had to export the data and spend more than twice the time reformatting the data to get any useful insights. Aside from a lack of data visualizations, Amplitude’s interface was more confusing to beginners. Our ultimate goal was to try and keep more of the data in the platform and get more non-technical users to use it. A benefit of Mixpanel is that we can keep more of our reporting within the platform.</p>
<h3>Were there any specific differentiators between Mixpanel and Amplitude that led you to select Mixpanel?</h3>
<p>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.</p>
<p>We preferred Mixpanel’s visualizations, especially the bar charts. In Amplitude, if you’re counting events over a period of time, it automatically breaks out the data by day. If I’m looking at the last month, I don’t want to see just the line over the last 30 days, I’d like to see how the data rolls up during that time period. The same went for the exports in Amplitude—their data exports would automatically break out the data by day, resulting in huge export files, especially when looking at longer time periods. Mixpanel’s visualizations and data exports were cleaner, allowing us to create legible reports in a fraction of the time of Amplitude.</p>
<p>My favorite feature in Mixpanel is the compare-to-baseline feature when doing a date comparison. The color-coded visualization makes comparative analysis easy and shows the team exactly what they want to see at a glance. That singular feature allows us to keep a lot more reporting in the platform instead of exporting it and really unlocks Mixpanel’s dashboards for us. These features are more intuitive to our workflows, helping our teams get to the “so what” more quickly.</p>
<h3>What are your primary use cases?</h3>
<p>We use Mixpanel for:</p>
<ul>
<li>Navigation: How users are navigating the site, whether that’s through our navigation bar, search bar, category carousels, etc.</li>
<li>Content: How content changes affect which modules people click on.</li>
<li>Redesigns: During the design phase, understanding where customers are dropping off, and post-launch, assessing the impact of our redesign.</li>
</ul>
<h3>What is something you’ve discovered using Mixpanel?</h3>
<p>We discovered interesting usage patterns when our site visitors use the search bar. We determined users were often searching for related products immediately after being on a page with similar merchandise.</p>
<p>Currently, we’re trying to rework our product pages to expose users to a wider variety of products without leaving the actual page. The goal is to serve more products that users may be interested in on the product page so that our customers don’t have to manually search to find what they’re looking for.</p>
<h3>Who are the primary users of Mixpanel across Boll &amp; Branch?</h3>
<p>Our Analytics team are the primary users. We create reports and dashboards for other teams to leverage. However, the eCommerce and Engineering teams are also frequent users of Mixpanel. The eCommerce team uses the existing dashboards we’ve created for them and manipulates them based on ad-hoc needs, while our Engineering team uses the reports to understand bugs; for example, they’ve set up data alerts to ensure event-tracking is functioning as expected and to understand where bugs may be occurring.</p>
<h3>What are the main KPIs the team keeps track of?</h3>
<p>We track full-funnel site metrics in Mixpanel (i.e., clicks, product views, add-to-cart, conversion), not just one singular KPI. Using Mixpanel, we track overall funnel rates, the overall distribution of clicks to our navigation and product recommendations, and what homepage content people are engaging with. Moreover, we track product interactions, including which products customers are adding to their cart and checking out with.</p>


<h3>How did the use of Segment make the implementation process easier for Mixpanel or did it even make it easier?</h3>
<p>Given we had invested in a product analytics platform earlier, we already had done a lot of the tracking cleanup on our side. Once we onboarded Mixpanel, it was as simple as integrating Segment and Mixpanel and then “flipping the switch” to start accessing events tracking within Mixpanel. It was an easy, streamlined process.</p>
<h3>What was the team using before having product analytics?</h3>
<p>From the eCommerce side of the business, we want to invest in a better site experience knowing that it would help drive more customers to conversion, which has a significant impact on revenue. As we were expanding our eCommerce team, we hired a new Product Analyst (Matt) to focus on understanding the site and user journey. That’s what prompted us to search for a product analytics platform. We initially went with Amplitude because it came recommended by someone on the team, but we’re glad that once our contract was up, we spent a little bit more time doing our due diligence and scoping out what else was in the market.</p>
<h3>What advice would you give to others looking at a product analytics tool?</h3>
<p>It’s a lot of work to onboard a new tool, and you have to get buy-in from your team. Usability will impact tool adoption. People are busy, and if the tool is too complicated and not user-friendly, other teams won’t take the time to learn. Take the time to find the right tool and make sure it’s usable for all technical levels.</p>
<h3>Have there been any changes to the product (in this case your website) based on learnings from Mixpanel?</h3>
<p>We recently redesigned our product pages based on our learnings from Mixpanel. Since making the updates we’ve seen an increase in:</p>
<ul>
<li aria-level="1">Add to cart rate</li>
<li aria-level="1">Conversion rate</li>
<li aria-level="1">Engagement rate with website content and image carousels</li>
<li aria-level="1">Rate of selecting different variants, e.g. browsing different colors and options</li>
</ul>
<p>Today, we continue to use data from Mixpanel to optimize and evolve our website experience.</p>


redesigned-product-page-2

Redesigned Product Page

Analytics

Dashboards

Retail &amp; E-commerce

DocuSign uses Mixpanel to increase conversions, onboarding, and upgrades. 

Drew Ashlock, Senior Product Manager, DocuSign

Company 

Goals 

Solution

Results 

SIGN UP FOR MIXPANEL

<p data-transition-delay="0.3s">Understand your users better.</p>


What will your data teach you?

<h2>Company</h2>
<p><a href="https://www.docusign.com/">DocuSign</a> is the global standard for Digital Transaction Management (DTM) and eSignature, with more than 100M users globally. Working with 250K companies in 188 countries, DocuSign helps individuals and companies go fully digital to help them keep life and business moving forward.</p>
<p>DocuSign prides itself on offering a world-class experience for organizations of every size, industry, and geography. It’s one of the few companies whose technology touches its customers’ customers. Called “Signers” by DocuSign, many of them have never electronically signed anything before experiencing DocuSign.</p>
<p>“Making sure that DocuSign is easy to use so that our customers’ agreements get returned completed and signed as fast as possible is key to our customers’ success,” says Drew Ashlock, Senior Product Manager. “We want our customers and their customers to love the experience of DocuSigning because that’s what fuels the network effect and virality.”</p>
<h2>Goals</h2>
<p>The more people who send out documents, the more people are exposed to DocuSign. In fact, this network effect of its core product flow brings in 130,000 new unique users every day. Key to scaling for this massive growth is having fast, easy, and targeted product analytics.</p>
<p>“We measure our success by our customers’ success,” Drew notes. “Successful Transactions — the number of documents that our customers successfully complete using DocuSign — is our one key metric. It ensures that every employee is aligned to making it as easy and fast as possible for customers to complete their transactions on the DocuSign Global Trust Network.”</p>
<p>&nbsp;</p>


Drew Ashlock,

<h2>Solution</h2>
<p>DocuSign uses Mixpanel in a variety of ways across the company. As DocuSign’s needs have grown over time, Mixpanel has easily grown with them. “When we originally started using Mixpanel in 2013, it was just for marketing,” says Drew. “We wanted to better understand how many users were actually converting to paid customers.”</p>
<p>“Then we wanted to ensure Signers were able to be successful and complete documents,” Drew continues, “because increasing successful Signers helps grow use of DocuSign and the total number of Successful Transactions.”</p>
<p>Today, DocuSign uses Mixpanel at every step of the customer journey, from acquiring new users to converting those users into paid customers. “As long as our Successful Transactions are growing, that means continued success for our customers and continued growth for our company.”</p>
<p>“With Mixpanel, everybody can see who made it through the funnel.&#8221;</p>
<h3>Using Funnels to test features</h3>
<p>Most users are accustomed to DocuSign’s generous freemium features, so Drew and his product team knew there were numerous opportunities to encourage free users towards upgrading as they used DocuSign more.</p>
<p>They reasoned that by exposing certain gated premium features, they would incentivize more free users to upgrade. “When we decided to expose some premium features to our free users,” says Drew, “we used super properties and Funnels to track which features drove conversions for our free users.”</p>
<p>The team’s <a href="https://mixpanel.com/funnels/">Funnels</a> demonstrated that feature walls resulted in a 5% lift in upgrade conversions. “Given that we see 130,000 new unique users every day, this is a significant boost for us,” says Drew.</p>
<h3>Improving account creation with A/B testing</h3>
<p>DocuSign used Mixpanel to monitor an A/B test to see if it could increase another important metric: New Signer Accounts.</p>
<p>New Signers are able to create a free account after signing a document. The free account retains a copy of the signed document and allows Signers to use DocuSign as a Sender.</p>
<p>Using Mixpanel to monitor this essential funnel, DocuSign increased free account creation by 15%.</p>
<p>“Where the value of Mixpanel comes in is in being able to monitor that viral funnel to ensure New Signer success,” says Drew.</p>
<h3>Boosting first-time user conversions</h3>
<p>Prior to Mixpanel, DocuSign didn’t have a clear window into new user behavior. When the team noted a significant drop off in conversions immediately after the initial sign up, they turned to Mixpanel to understand why.</p>
<p>DocuSign suspected it was missing a step in the onboarding process and decided to test the impact of a separate user experience for new users.</p>
<p>“Initially, we were leaning on our UI and let new users explore our web app on their own,” says Drew. “But with Mixpanel, we could monitor how users interact with the web app as we test and launch new features.”</p>
<p>“Now, we walk customers through sending a document when they log into our web app for the first time,” says Drew. By adding this curated “first user” experience, DocuSign boosted Signer-to-Sender conversions by 10%.</p>
<h2>Results</h2>
<p>With the help of Mixpanel, Drew and his team were able to boost conversions, improve onboarding completion, and get more paid customers to upgrade. Going forward, DocuSign is using Mixpanel to make its overall data more impactful.</p>
<p>As DocuSign grows, it continues to accumulate a massive quantity of data across data stores old and new. “We’re building a data ecosystem now, gradually adding more data that we want people to have easier access to,” says Drew.</p>
<p>“We’re integrating all the data that actually powers DocuSign into a data warehouse, adding event-based user tracking across all our different applications, and syncing up with billing data, back end data, and email data. It’s going to be great to have all of that disparate data available in a single place where we can query it,” Drew says.</p>
<p>“Being able to then tie Mixpanel events to our backend data is going to be big for us. Mixpanel helps make our data more valuable.”</p>
<p>&nbsp;</p>


Helping companies automate documents, DocuSign, uses Mixpanel to track key metrics to improve its customer experience, resulting in more conversions, onboarding completions, and paid upgrades. 

DocuSign leverages Mixpanel to track key metrics, resulting in more conversions, onboarding completions, and paid upgrades.

docusign.com

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<p><a href="https://www.docusign.com/" target="_blank" rel="noopener noreferrer">DocuSign</a> is the global standard for Digital Transaction Management (DTM) and eSignature, with more than 100 million users globally. Working with 250,000 companies in 188 countries, DocuSign helps individuals and companies go fully digital to help them keep life and business moving forward.</p>
<p>DocuSign prides itself on offering a world-class experience for organizations of every size, industry and geography. It’s one of the few companies whose technology touches its customers’ customers. Called “Signers” by DocuSign, many of them have never electronically signed anything before experiencing DocuSign.</p>
<p>“Making sure that DocuSign is easy to use so that our customers’ agreements get returned completed and signed as fast as possible is key to our customers’ success,” says Drew Ashlock, Senior Product Manager. “We want our customers and their customers to love the experience of DocuSigning because that’s what fuels the network effect and virality.”</p>
<p>The more people who send out documents, the more people are exposed to DocuSign: in fact, this network effect of its core product flow brings in 130,000 new unique users every day. Key to scaling for this massive growth is having fast, easy, and targeted product analytics.</p>
<p>“We measure our success by our customers’ success,” Ashlock notes. “Successful Transactions — the number of documents that our customers successfully complete using DocuSign — is our one key metric. It ensures that every employee is aligned to making it as easy and fast as possible for customers to complete their transactions on the DocuSign Global Trust Network.”</p>
<p><iframe loading="lazy" title="DocuSign makes its teams data-driven with Mixpanel" width="500" height="281" src="https://www.youtube.com/embed/drljh1j76os?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe></p>
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<p>DocuSign uses Mixpanel in a variety of ways across the company. As DocuSign’s needs have grown over time, Mixpanel has easily grown with them.</p>
<p>“When we originally started using Mixpanel in 2013, it was just for marketing,” says Ashlock. “We wanted to better understand how many users were actually converting to paid customers.”</p>
<p>“Then we wanted to ensure Signers were able to be successful and complete documents,” Ashlock continues, “because increasing successful Signers helps grow use of DocuSign and the total number of Successful Transactions.”</p>
<p>Today, DocuSign uses Mixpanel at every step of the customer journey, from acquiring new users to converting those users into paid customers.</p>
<p>“As long as our Successful Transactions are growing, that means continued success for our customers and continued growth for our company.”</p>
</div>
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<p><strong>Using Funnels to test features increased upgrade rates by 5%</strong></p>
<p>Most users are accustomed to DocuSign’s generous freemium features, and so Drew Ashlock and his product team knew there were numerous opportunities to encourage free users towards upgrading as they used DocuSign more.</p>
<p>They reasoned that by exposing certain gated premium features, they would incentivize more free users to upgrade.</p>
<p>“When we decided to expose some premium features to our free users,” says Ashlock, “we used super properties and Funnels to track which features drove conversions for our free users.”</p>
<p>Their <a href="https://mixpanel.com/funnels/" target="_blank" rel="noopener noreferrer">Funnels</a> demonstrated that feature walls resulted in a 5% lift in upgrade conversions. “Given that we see 130,000 new unique users every day, this is a significant boost for us,” says Ashlock.</p>
<p><strong>A/B testing for a 15% jump in account creation</strong></p>
<p>DocuSign used Mixpanel to monitor an <a href="https://mixpanel.com/mobile-ab-testing/" target="_blank" rel="noopener noreferrer">A/B test</a> to see if they could increase another important metric: New Signer Accounts.</p>
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<p>New Signers are able to create a free account after signing a document. The free account retains a copy of the signed document and allow Signers to use DocuSign as a Sender.</p>
<p>Using Mixpanel to monitor this essential funnel, DocuSign increased free account creation by 15%.</p>
<p>“Where the value of Mixpanel comes in is in being able to monitor that viral funnel to ensure New Signer success,” says Ashlock.</p>
<p><strong>First user conversion rate boosted by 10%</strong></p>
<p>Prior to Mixpanel, DocuSign didn&#8217;t have a clear window into new user behavior. When the team noted a significant drop off in conversions immediately after the initial sign up, they turned to Mixpanel to understand why.</p>
<p>DocuSign suspected they were missing a step in the onboarding process and decided to test the impact of a first user experience for new users.</p>
<p>“Initially, we were leaning on our UI and let new users explore our web app on their own,” says Ashlock. “But with Mixpanel, we could monitor how users interact with the web app as we test and launch new features.”</p>
<p>“Now, we walk customers through sending a document when they log into our web app for the first time,” says Ashlock. By adding this curated &#8220;first user” experience, DocuSign boosted Signer-to-Sender conversions by 10%.</p>
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<p>As DocuSign has grown, it has accumulated a massive quantity of data across data stores old and new.</p>
<p>“We&#8217;re building a data ecosystem now, gradually adding more data that we want people to have easier access to,” says Ashlock.</p>
<p>“We&#8217;re integrating all the data that actually powers DocuSign into a data warehouse, adding event-based user tracking across all our different applications, and syncing up with billing data, back end data, and email data. It’s going to be great to have all of that disparate data available in a single place where we can query it,” Ashlock says.</p>
<p>“Being able to then tie Mixpanel events to our backend data is going to be big for us. <strong>Mixpanel helps makes our data more valuable.</strong>”</p>
</div>
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Industry

Products used

Platforms

Goal

Customer success story

DocuSign uses Mixpanel to accelerate the growth of its 100 million-strong user base

docusign-dark

docusign-white

DocuSign uses Mixpanel to accelerate the growth of its 100 million-strong user base.

increase in account creation due to A/B tests

instances of Mixpanel across Engineering, Product, and Marketing

<p><a href="https://www.docusign.com/">DocuSign</a> is the global standard for Digital Transaction Management (DTM) and eSignature, with more than 100M users globally. Working with 250K companies in 188 countries, DocuSign helps individuals and companies go fully digital to help them keep life and business moving forward.</p>
<p>DocuSign prides itself on offering a world-class experience for organizations of every size, industry, and geography. It’s one of the few companies whose technology touches its customers’ customers. Called “Signers” by DocuSign, many of them have never electronically signed anything before experiencing DocuSign.</p>
<p>“Making sure that DocuSign is easy to use so that our customers’ agreements get returned completed and signed as fast as possible is key to our customers’ success,” says Drew Ashlock, Senior Product Manager. “We want our customers and their customers to love the experience of DocuSigning because that’s what fuels the network effect and virality.”</p>


<p>The more people who send out documents, the more people are exposed to DocuSign. In fact, this network effect of its core product flow brings in 130,000 new unique users every day. Key to scaling for this massive growth is having fast, easy, and targeted product analytics.</p>
<p>“We measure our success by our customers’ success,” Drew notes. “Successful Transactions — the number of documents that our customers successfully complete using DocuSign — is our one key metric. It ensures that every employee is aligned to making it as easy and fast as possible for customers to complete their transactions on the DocuSign Global Trust Network.”</p>


Drew Ashlock

<p>DocuSign uses Mixpanel in a variety of ways across the company. As DocuSign’s needs have grown over time, Mixpanel has easily grown with them. “When we originally started using Mixpanel in 2013, it was just for marketing,” says Drew. “We wanted to better understand how many users were actually converting to paid customers.”</p>
<p>“Then we wanted to ensure Signers were able to be successful and complete documents,” Drew continues, “because increasing successful Signers helps grow use of DocuSign and the total number of Successful Transactions.”</p>
<p>Today, DocuSign uses Mixpanel at every step of the customer journey, from acquiring new users to converting those users into paid customers. “As long as our Successful Transactions are growing, that means continued success for our customers and continued growth for our company.”</p>
<p>“With Mixpanel, everybody can see who made it through the funnel.”</p>
<h3>Using Funnels to test features</h3>
<p>Most users are accustomed to DocuSign’s generous freemium features, so Drew and his product team knew there were numerous opportunities to encourage free users towards upgrading as they used DocuSign more.</p>
<p>They reasoned that by exposing certain gated premium features, they would incentivize more free users to upgrade. “When we decided to expose some premium features to our free users,” says Drew, “we used super properties and Funnels to track which features drove conversions for our free users.”</p>
<p>The team’s <a href="https://mixpanel.com/funnels/">Funnels</a> demonstrated that feature walls resulted in a 5% lift in upgrade conversions. “Given that we see 130,000 new unique users every day, this is a significant boost for us,” says Drew.</p>
<h3>Improving account creation with A/B testing</h3>
<p>DocuSign used Mixpanel to monitor an A/B test to see if it could increase another important metric: New Signer Accounts.</p>
<p>New Signers are able to create a free account after signing a document. The free account retains a copy of the signed document and allows Signers to use DocuSign as a Sender.</p>
<p>Using Mixpanel to monitor this essential funnel, DocuSign increased free account creation by 15%.</p>
<p>“Where the value of Mixpanel comes in is in being able to monitor that viral funnel to ensure New Signer success,” says Drew.</p>
<h3>Boosting first-time user conversions</h3>
<p>Prior to Mixpanel, DocuSign didn’t have a clear window into new user behavior. When the team noted a significant drop off in conversions immediately after the initial sign up, they turned to Mixpanel to understand why.</p>
<p>DocuSign suspected it was missing a step in the onboarding process and decided to test the impact of a separate user experience for new users.</p>
<p>“Initially, we were leaning on our UI and let new users explore our web app on their own,” says Drew. “But with Mixpanel, we could monitor how users interact with the web app as we test and launch new features.”</p>
<p>“Now, we walk customers through sending a document when they log into our web app for the first time,” says Drew. By adding this curated “first user” experience, DocuSign boosted Signer-to-Sender conversions by 10%.</p>


<p>With the help of Mixpanel, Drew and his team were able to boost conversions, improve onboarding completion, and get more paid customers to upgrade. Going forward, DocuSign is using Mixpanel to make its overall data more impactful.</p>
<p>As DocuSign grows, it continues to accumulate a massive quantity of data across data stores old and new. “We’re building a data ecosystem now, gradually adding more data that we want people to have easier access to,” says Drew.</p>
<p>“We’re integrating all the data that actually powers DocuSign into a data warehouse, adding event-based user tracking across all our different applications, and syncing up with billing data, back end data, and email data. It’s going to be great to have all of that disparate data available in a single place where we can query it,” Drew says.</p>
<p>“Being able to then tie Mixpanel events to our backend data is going to be big for us. Mixpanel helps make our data more valuable.”</p>


DocuSign leverages Mixpanel to accelerate the growth of its 100 million-strong user base

KKday makes user behaviour data accessible to employees, building a culture of analytics to drive better user experiences

Sherry Shih, Product Manager, KKday 

Overview

Improved search feature and quantified the impact of machine learning

Company

Challenges

Identifying the right product analytics platform

Results

Building alignment and a data-driven culture

Mike Chen, Chief Product Officer, KKday

Sherry Shih

<h2>Company</h2>
<p>Founded in 2014, <a href="https://www.kkday.com/en">KKday</a> is one of Asia&#8217;s leading innovative travel e-commerce platforms that seeks to offer its users the world&#8217;s most unique and local travel experiences. Headquartered in Taiwan, they have served over 1 million travelers in more than 500 cities. The company has offices across Asia, including Hong Kong, Indonesia, Japan, Korea, Singapore, and Thailand.</p>
<h2>Challenges</h2>
<p>KKday had been operating their websites since launch in 2014, but adapted to increased mobile traffic by launching a mobile website and app in 2017. With those launches, the product team found that they needed a way to track user behavior not just on each of their different digital assets, but also to connect the dots between the users&#8217; behavior across all three.</p>
<p>&#8220;Imagine if a user browses our website in the day using their work computer, then goes home at night to make a purchase using our mobile site, and then downloads our app to check their order and recommend it to their friends. There are many user journeys of this kind, and it is a pity if we cannot track this.&#8221; said Sherry Shih, Product Manager at KKday.</p>
<p>Unfortunately, their existing tools could not support this vision, and this became more urgent as more users started to leverage their new mobile website and app.</p>
<h2>Identifying the right product analytics platform</h2>
<p>This led the KKday product team to search for a new product analytics partner who could support their user-focused vision. In the course of their research, the team was impressed by Mixpanel&#8217;s powerful <a href="https://mixpanel.com/behavioral-analytics/">analytics capabilities</a> across different platforms.</p>
<p>Sherry explains, &#8220;We found that we can analyze user behaviors by embedding events and attributes, and then group users into <a href="https://mixpanel.com/blog/using-cohorts-to-better-understand-engage-with-your-customers/">cohorts</a> based on their behaviors. This would allow us to run targeted marketing campaigns on these cohorts to help us progress towards our revenue goals.&#8221;</p>
<h2>Results</h2>
<p><strong>Big wins, early on</strong></p>
<p>It wasn&#8217;t long before the improved visibility reaped benefits for KKday. One of the first things that they noticed through Mixpanel&#8217;s <a href="https://mixpanel.com/behavioral-analytics/">Insights report</a> was that 80% of the keywords searched by their users were city names. To help users find what they were looking for in a much shorter time, the KKday product team built a new feature in their search box.  The 20 most popular cities now show up as soon as users click in the search box.</p>
<div id="attachment_54385" style="width: 610px" class="wp-caption alignnone"><img aria-describedby="caption-attachment-54385" decoding="async" loading="lazy" class="wp-image-54385" src="https://mxpnlcms.wpengine.com/wp-content/uploads/2020/09/kkdayscreenshot1-1024x423.png" alt="" width="600" height="248" srcset="https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1-1024x423.png 1024w, https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1-300x124.png 300w, https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1-768x317.png 768w, https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1-100x41.png 100w, https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1-1100x455.png 1100w, https://mxpnlcms.wpenginepowered.com/wp-content/uploads/2020/09/kkdayscreenshot1.png 1297w" sizes="(max-width: 600px) 100vw, 600px" /><p id="caption-attachment-54385" class="wp-caption-text">The top 20 cities are shown in the search box before the user even starts to type the search terms, making the search experience faster for the majority of users.</p></div>
<p>The team also looked at their conversion <a href="https://mixpanel.com/solutions/conversion/">funnels</a> and successfully identified which functions on the checkout page were causing the most drop-off. This enabled them to make positive changes to the checkout experience and double their conversion rates to drive increased revenues.</p>
<p>&#8220;Before Mixpanel, we didn&#8217;t have the complete map of our user journey. Now that we have full visibility, we can segment our users according to their behavior and better target them. We used to think that our time to conversion was between one to three days but after looking at the data in Mixpanel, we realized that 85% of the time, people were completing their booking process within just 50 minutes. This informed us to better design our user engagement to fit within this time window, instead of optimizing it for one to three days,&#8221; said Sherry.</p>
<p><strong>Hitting the right notes with personalization</strong></p>
<p>KKday continued to dig into the data and experiment on their website to optimize the sorting/display of their products. By looking at the <a href="https://mixpanel.com/behavioral-analytics/">Insights</a> report in Mixpanel, the team realized that they could show more relevant products by sorting on a combination of the number of times a product was sold and the number of times they were viewed. This led to a 7.7% increase in click rates compared to sorting just on sales volume.</p>
<p>Mixpanel also helped to make it easy for KKday to understand the impact of their machine learning efforts. The team implemented machine learning to help personalize the product sorting for each user. By comparing the results with and without the personalization, they could see that personalization resulted in 4.4% more conversions via the <a href="https://mixpanel.com/solutions/conversion/">Funnels</a> report in Mixpanel. This helped them to decide to continue investing resources into machine learning to improve their customers’ experience and the performance of the KKday platforms.</p>
<p><strong>Building alignment and a data-driven culture</strong></p>
<p>One of the key goals for KKday was to build alignment across departments and to help foster a company-wide culture to be focused on their users. Here too, the team benefitted from their use of Mixpanel.</p>
<p>While different departments used to look at Google Analytics and other business intelligence tools separately, KKday now uses Mixpanel to serve the same view of user behavior insights and <a href="https://mixpanel.com/content/guide-to-product-metrics/full-report/">key metrics</a> to help the entire company to understand their users in the same way even if the different departments may use the insights differently.</p>
<p>&#8220;Now our entire company understands user behavior and values data analysis. Before making strategies, we first come up with hypotheses for our primary metrics. Being able to track our metrics helps us to determine which projects are important and reach our goals faster. This is important for us because time and resources are valuable,&#8221; shared Mike Chen, Chief Product Officer at KKday.</p>


Mike Chen

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KKday makes understanding user behavior central to their business as they work to delight customers with their offerings.

KKday makes user behaviour data accessible to employees, building a culture of analytics to drive better user experiences.

kkday.com

kkday-dark

kkday-white

<p>Founded in 2014, <a href="https://www.kkday.com/en">KKday</a> is one of Asia’s leading innovative travel e-commerce platforms that seeks to offer its users the world’s most unique and local travel experiences. Headquartered in Taiwan, they have served over 1 million travelers in more than 500 cities. The company has offices across Asia, including Hong Kong, Indonesia, Japan, Korea, Singapore, and Thailand.</p>


<p>KKday had been operating their websites since launch in 2014, but adapted to increased mobile traffic by launching a mobile website and app in 2017. With those launches, the product team found that they needed a way to track user behavior not just on each of their different digital assets, but also to connect the dots between the users’ behavior across all three.</p>
<p>“Imagine if a user browses our website in the day using their work computer, then goes home at night to make a purchase using our mobile site, and then downloads our app to check their order and recommend it to their friends. There are many user journeys of this kind, and it is a pity if we cannot track this.” said Sherry Shih, Product Manager at KKday.</p>
<p>Unfortunately, their existing tools could not support this vision, and this became more urgent as more users started to leverage their new mobile website and app.</p>
<h3>Identifying the right product analytics platform</h3>
<p>This led the KKday product team to search for a new product analytics partner who could support their user-focused vision. In the course of their research, the team was impressed by Mixpanel’s powerful <a href="https://mixpanel.com/behavioral-analytics/">analytics capabilities</a> across different platforms.</p>
<p>Sherry explains, “We found that we can analyze user behaviors by embedding events and attributes, and then group users into <a href="https://mixpanel.com/blog/using-cohorts-to-better-understand-engage-with-your-customers/">cohorts</a> based on their behaviors. This would allow us to run targeted marketing campaigns on these cohorts to help us progress towards our revenue goals.”</p>


<h3>Big wins, early on</h3>
<p>It wasn’t long before the improved visibility reaped benefits for KKday. One of the first things that they noticed through Mixpanel’s <a href="https://mixpanel.com/behavioral-analytics/">Insights report</a> was that 80% of the keywords searched by their users were city names. To help users find what they were looking for in a much shorter time, the KKday product team built a new feature in their search box.  The 20 most popular cities now show up as soon as users click in the search box.</p>


dde8736ca866464698485bb01af55366

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<p>The team also looked at their conversion <a href="https://mixpanel.com/solutions/conversion/">funnels</a> and successfully identified which functions on the checkout page were causing the most drop-off. This enabled them to make positive changes to the checkout experience and double their conversion rates to drive increased revenues.</p>
<p>“Before Mixpanel, we didn’t have the complete map of our user journey. Now that we have full visibility, we can segment our users according to their behavior and better target them. We used to think that our time to conversion was between one to three days but after looking at the data in Mixpanel, we realized that 85% of the time, people were completing their booking process within just 50 minutes. This informed us to better design our user engagement to fit within this time window, instead of optimizing it for one to three days,” said Sherry.</p>
<h3>Hitting the right notes with personalization</h3>
<p>KKday continued to dig into the data and experiment on their website to optimize the sorting/display of their products. By looking at the <a href="https://mixpanel.com/behavioral-analytics/">Insights</a> report in Mixpanel, the team realized that they could show more relevant products by sorting on a combination of the number of times a product was sold and the number of times they were viewed. This led to a 7.7% increase in click rates compared to sorting just on sales volume.</p>
<p>Mixpanel also helped to make it easy for KKday to understand the impact of their machine learning efforts. The team implemented machine learning to help personalize the product sorting for each user. By comparing the results with and without the personalization, they could see that personalization resulted in 4.4% more conversions via the <a href="https://mixpanel.com/solutions/conversion/">Funnels</a> report in Mixpanel. This helped them to decide to continue investing resources into machine learning to improve their customers’ experience and the performance of the KKday platforms.</p>
<h3>Building alignment and a data-driven culture</h3>
<p>One of the key goals for KKday was to build alignment across departments and to help foster a company-wide culture to be focused on their users. Here too, the team benefitted from their use of Mixpanel.</p>
<p>While different departments used to look at Google Analytics and other business intelligence tools separately, KKday now uses Mixpanel to serve the same view of user behavior insights and <a href="https://mixpanel.com/content/guide-to-product-metrics/full-report/">key metrics</a> to help the entire company to understand their users in the same way even if the different departments may use the insights differently.</p>
<p>“Now our entire company understands user behavior and values data analysis. Before making strategies, we first come up with hypotheses for our primary metrics. Being able to track our metrics helps us to determine which projects are important and reach our goals faster. This is important for us because time and resources are valuable,” shared Mike Chen, Chief Product Officer at KKday.</p>


KKday makes understanding user behavior key to their business

Cohorts

Flows

Ticketmaster uses Mixpanel’s Insights, Funnels, and Retention to inform product decisions. 

Christopher Vezzuto, Senior Software Engineer at Ticketmaster

<p><strong>Understanding</strong><br />
usage patterns</p>


<p><strong>Solving</strong> larger,<br />
more strategic problems</p>


<p><strong>Finding</strong> peaks<br />
and valleys in data</p>


<h2>Company</h2>
<p><a href="https://www.ticketmaster.com/">Ticketmaster</a>, the world’s leading ticketing company and top ten eCommerce site, delivers 480 million tickets to fans in 28 countries. To service its portfolio of venues, artists, and promoters, the entertainment platform built Ticketmaster ONE, a suite of B2B products. This platform allows clients to manage events, create and execute effective marketing, and view sales and attendance reporting.</p>
<h2>Goal</h2>
<p>One of Ticketmaster ONE’s B2B applications is FanBuilder, a tool that finds, targets, and converts more customers. FanBuilder gives clients segmented data that provides valuable insights into what makes for an effective digital marketing campaign. Tapping into Mixpanel, Christopher Vezzuto, Senior Software Engineer at Ticketmaster wanted to measure FanBuilder’s adoption and get granular insight into the application.</p>
<p>&nbsp;</p>


Christopher Vezzuto

<h2>Solution</h2>
<p>Different from its eCommerce marketplace, Ticketmaster ONE’s product owners measure and build the platform like a business-to-business SaaS solution.</p>
<p>To understand its wide array of clients, Ticketmaster ONE implemented Mixpanel’s <a href="https://mixpanel.com/people/">user analytics</a> across all its business applications. The FanBuilder team has its own dedicated dashboards, which they use to measure the performance of the product and inform what they share with the executive team. “Ultimately we care about driving engagement, adoption, and increasing usage over time,” Christopher said.</p>
<p>Insights, Funnels, and Retention help the FanBuilder team understand engagement by user type and company so they can retain and grow the most profitable venues, artists, and promoters.</p>
<p>In addition, Ticketmaster ONE is able to help its customer-facing teams become more data-driven by connecting Salesforce data with Mixpanel, driving a better customer experience.</p>
<p>&nbsp;</p>
<h2>Results</h2>
<h3>Spotting points of improvement in the product</h3>
<p>“One of the most powerful things we track is any and all error cases that occur within FanBuilder,” Christopher said. “For example, if someone tries to export fan information to Facebook, or do whatever we allow in the tool, and the user only gets halfway through the process and receives an error, we’re able to measure and analyze those cases in Mixpanel.”</p>
<p>It’s also an opportunity to automate certain types of analysis with Machine Learning, saving time and engineering resources to focus on solving larger and more strategic problems. “Some of the most valuable information that I get from Mixpanel comes from the peaks and valleys in the data. If a user performs the same action 50 times in a row, there is probably something we can automate or improve,” Christopher continued.</p>
<h3>Inspiring suggested audiences</h3>
<p>When someone builds a campaign within FanBuilder, they have the option of employing the segmentation tool so that marketers can drive more ticket sales by targeting specific audiences. “For example, if a venue wants to drive attendees to its upcoming Metallica show, then a venue’s marketer would target the people who attended the latest concerts featuring metal bands, and get even more specific by selecting individual artists like, Ozzy Osbourne.”</p>
<p>“Using a data-driven development strategy, our team uses Mixpanel to find insightful usage trends,” continued Christopher. “Now, we can more easily recognize the strengths and weaknesses of our product and continue to deliver a great experience to our clients.”</p>
<p>Informed by insights found in Mixpanel, Suggested Audiences allows Ticketmaster ONE’s clients to query across all Ticketmaster data so that they can reach more relevant concert-goers. “According to some data we’ve collected, a large reason people don’t buy specific events relevant to them is that they don’t know about them.”</p>


World’s leading ticketing company, Ticketmaster, uses Mixpanel to understand its users’ behaviors to shape product decisions. 

ticketmaster.com

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<p><a href="https://www.ticketmaster.com/" target="_blank" rel="noopener noreferrer">Ticketmaster</a>, the world’s leading ticketing company and top ten e-commerce site, delivers 480 million tickets to fans in 28 countries.</p>
<p>To service its portfolio of venues, artists, and promoters, the entertainment platform built Ticketmaster ONE, a suite of B2B products. This platform allows clients to manage events, create and execute effective marketing, and view sales and attendance reporting.</p>
<p>One of Ticketmaster ONE’s B2B applications is FanBuilder, a tool that finds, targets, and converts more customers.</p>
<p>FanBuilder gives clients segmented data that provides valuable insights into what makes for an effective digital marketing campaign. Christopher Vezzuto, Senior Software Engineer at Ticketmaster, leads the data-driven development team there.</p>
</div>
</div>
</div>
</div>


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<p>Different from its e-commerce marketplace, Ticketmaster ONE’s product owners measure and build the platform like a business-to-business SaaS solution.</p>
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<p>To understand its wide array of clients, Ticketmaster ONE implemented Mixpanel’s <a href="https://mixpanel.com/people/" target="_blank" rel="noopener noreferrer">user analytics</a> across all its business applications.</p>
<p>The FanBuilder team has their own dedicated Dashboards, which they use to measure performance of their product and informs what they share with their Executive team.</p>
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<p>“Ultimately we care about driving engagement, adoption, and increasing usage over time,” Christopher said.</p>
<p>Insights, <a href="https://mixpanel.com/funnels/" target="_blank" rel="noopener noreferrer">Funnels</a>, and <a href="https://mixpanel.com/retention/" target="_blank" rel="noopener noreferrer">Retention</a> help the FanBuilder team understand engagement by user- type and company so they can retain and grow the most profitable venues, artists, and promoters.</p>
<p>In addition, the Ticketmaster ONE team is able to help their customer-facing teams become more data-driven by connecting Salesforce data with Mixpanel, driving a better customer experience.</p>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>


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<p><strong>Spotting points of improvement in the product</strong></p>
<p>“One of the most powerful things we track is any and all error cases that occur within FanBuilder,” Christopher said.</p>
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<p>“For example, if someone tries to export fan information to Facebook – or do whatever we allow in the tool – and the user only gets halfway through the process and receives an error, we’re able to measure and analyze those cases in Mixpanel.”</p>
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<p>It’s also an opportunity to automate certain types of analysis with <a href="https://mixpanel.com/machine-learning/" target="_blank" rel="noopener noreferrer">Machine Learning</a>, saving time and engineering resources to focus on solving larger and more strategic problems.</p>
<p>“Some of the most valuable information that I get from Mixpanel comes from the peaks and valleys in the data. If a user performs the same action 50 times in a row, there is probably something we can automate or improve,” Christopher continued.</p>
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<p><strong>How user analytics inspired Suggested Audiences</strong></p>
<p>When someone builds a campaign within FanBuilder, they have the option of employing the segmentation tool so that marketers can drive more ticket sales by targeting specific audiences.</p>
<p>“For example, if a venue wants to drive attendees to its upcoming Metallica show, then a venue’s marketer would target the people who attended the latest concerts featuring metal bands, and get even more specific by selecting individual artists like, Ozzy Osbourne.”</p>
<div class="page" title="Page 2">
<div class="section">
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<p>“Using a data-driven development strategy, our team uses Mixpanel to find insightful usage trends,” continued Christopher. “Now, we can more easily recognize the strengths and weaknesses of our product and continue to deliver a great experience to our clients.”</p>
<p>Informed by insights found in Mixpanel, Suggested Audiences allows Ticketmaster ONE’s clients to query across all Ticketmaster data so that they can reach more relevant concert-goers.</p>
<p>“According to some data we’ve collected, a large reason people don’t buy specific events relevant to them is that they don’t know about them.”</p>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
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</div>


Goals

How Mixpanel inspired a new B2B tool in Ticketmaster ONE

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ticketmaster-white

Learn how Mixpanel inspired a new B2B tool in Ticketmaster ONE.

<p><a href="https://www.ticketmaster.com/">Ticketmaster</a>, the world’s leading ticketing company and top ten eCommerce site, delivers 480 million tickets to fans in 28 countries. To service its portfolio of venues, artists, and promoters, the entertainment platform built Ticketmaster ONE, a suite of B2B products. This platform allows clients to manage events, create and execute effective marketing, and view sales and attendance reporting</p>


<p>One of Ticketmaster ONE’s B2B applications is FanBuilder, a tool that finds, targets, and converts more customers. FanBuilder gives clients segmented data that provides valuable insights into what makes for an effective digital marketing campaign. Tapping into Mixpanel, Christopher Vezzuto, Senior Software Engineer at Ticketmaster wanted to measure FanBuilder’s adoption and get granular insight into the application.</p>


<p>Different from its eCommerce marketplace, Ticketmaster ONE’s product owners measure and build the platform like a business-to-business SaaS solution.</p>
<p>To understand its wide array of clients, Ticketmaster ONE implemented Mixpanel’s <a href="https://mixpanel.com/people/">user analytics</a> across all its business applications. The FanBuilder team has its own dedicated dashboards, which they use to measure the performance of the product and inform what they share with the executive team. “Ultimately we care about driving engagement, adoption, and increasing usage over time,” Christopher said.</p>
<p>Insights, Funnels, and Retention help the FanBuilder team understand engagement by user type and company so they can retain and grow the most profitable venues, artists, and promoters.</p>
<p>In addition, Ticketmaster ONE is able to help its customer-facing teams become more data-driven by connecting Salesforce data with Mixpanel, driving a better customer experience.</p>


<h3>Spotting points of improvement in the product</h3>
<p>“One of the most powerful things we track is any and all error cases that occur within FanBuilder,” Christopher said. “For example, if someone tries to export fan information to Facebook, or do whatever we allow in the tool, and the user only gets halfway through the process and receives an error, we’re able to measure and analyze those cases in Mixpanel.”</p>
<p>It’s also an opportunity to automate certain types of analysis with Machine Learning, saving time and engineering resources to focus on solving larger and more strategic problems. “Some of the most valuable information that I get from Mixpanel comes from the peaks and valleys in the data. If a user performs the same action 50 times in a row, there is probably something we can automate or improve,” Christopher continued.</p>
<h3>Inspiring suggested audiences</h3>
<p>When someone builds a campaign within FanBuilder, they have the option of employing the segmentation tool so that marketers can drive more ticket sales by targeting specific audiences. “For example, if a venue wants to drive attendees to its upcoming Metallica show, then a venue’s marketer would target the people who attended the latest concerts featuring metal bands, and get even more specific by selecting individual artists like, Ozzy Osbourne.”</p>
<p>“Using a data-driven development strategy, our team uses Mixpanel to find insightful usage trends,” continued Christopher. “Now, we can more easily recognize the strengths and weaknesses of our product and continue to deliver a great experience to our clients.”</p>
<p>Informed by insights found in Mixpanel, Suggested Audiences allows Ticketmaster ONE’s clients to query across all Ticketmaster data so that they can reach more relevant concert-goers. “According to some data we’ve collected, a large reason people don’t buy specific events relevant to them is that they don’t know about them.”</p>


Mixpanel + Ticketmaster

Engineering

Media &amp; Entertainment

Retention

ZipRecruiter uses Mixpanel to continually test and optimize its product to deliver the best job search experience and make more matches.

<p><strong>Improved conversion rate</strong><br />
for users getting matched to jobs</p>


<p><strong>Ability to consolidate charts and funnels </strong>into shareable dashboard</p>


<p><strong>Less time writing SQL queries</strong>, more time looking at relevant data</p>


<h2>Company</h2>
<p><span style="font-weight: 400;">Founded in 2010, ZipRecruiter is the fastest-growing job search site in America. Every month, some 25 million job seekers come to ZipRecruiter.com to search and apply to the site’s more than 9 million active job postings. The company leverages Artificial Intelligence (AI)-powered smart matching technology to connect these employers and job seekers. In fact, 80% of employers who post a job on ZipRecruiter get a quality candidate within the first day.</span></p>
<p><span style="font-weight: 400;">The company has been a Mixpanel customer since 2015.</span></p>
<p>&nbsp;</p>
<h2>Challenge</h2>
<p><span style="font-weight: 400;">Before adopting Mixpanel, ZipRecruiter relied solely on a SQL-based tool, but they wanted a second, fast-and-easy analytics solution for the product team. The complexity of a two-sided marketplace means that ZipRecruiter is a data-heavy culture. “We test almost everything we launch, and we constantly challenge our assumptions,” says Akio Bandle, Senior Product Manager. The company required a tool that could quickly clarify and streamline the learnings from A/B testing.</span></p>
<p>&nbsp;</p>


Akio Bandle

<p><span style="font-weight: 400;">“As soon as I launch an A/B test, I start building out my Mixpanel dashboard. I love how easy and seamless it is to consolidate charts and funnels into a clean-looking dashboard and share it with my team. Even for the largest projects we launch, it doesn&#8217;t often take me more than 20 minutes to set up a dashboard. If I want to dig deeper, tools like Cohorts are fantastic for segmenting my events by different user properties.”</span></p>


<h2><b>Results</b></h2>
<p><span style="font-weight: 400;"><strong>“We&#8217;ve made so many exciting strides with the job-seeker product over the past year,”</strong> says Bandle. “We completely redesigned our signed-in homepage experience, offering users a more customized view of job matches. On top of that, our new post-apply experience identifies weak areas in a job seeker&#8217;s profile, and prompts the user to fill out more information for the employer. We also completely revamped our search experience to better assist users with their search results. <strong>Mixpanel was used every step of the way to help launch these features successfully.”</strong></span></p>


<p><span style="font-weight: 400;">In terms of mobile, the company initially ran events through Mixpanel&#8217;s SDK but, in an effort to better consolidate the event pipeline, they are now running a server-to-server integration. The result: the same events can now be accessed between Mixpanel and their SQL tool, providing great flexibility.</span></p>
<p><span style="font-weight: 400;">“Without Mixpanel, I&#8217;d be pretty bogged down and frustrated,” says Bandle. “I&#8217;d be spending a lot more time writing and processing SQL queries. I&#8217;m able to move as quickly as I do because of Mixpanel. Mixpanel makes analytics fun. I spend less time trying to figure out how to get the right data, and more time looking at it.”</span></p>
<p>&nbsp;</p>
<h2>Favorite features</h2>
<ul>
<li><b>Cohorts.</b> “I&#8217;ll frequently use Cohorts to look at users who reply to one of our customer-satisfaction surveys and get bucketed into an A/B test,” says Bandle. “For instance, I can send an email survey and see if users who request ‘Add skills’ in a new post-apply flow are more likely to say they are satisfied with their matches than those who don&#8217;t make that request. I can use that as an extra data point when evaluating the effectiveness of a new feature.” Bandle also notes that the Cohorts feature is a great way to segment data in Insights and Funnels.</li>
<li><b>Funnels.</b><span style="font-weight: 400;"> “We just launched a feature that guides users to job matches that increase their chances of getting a Thumbs Up from an employer. Seeing how we were able to dramatically shift applies between Test and Control was really gratifying. By using Funnels and making consistent optimizations we were able to improve the conversions for users getting matched to jobs.” </span></li>
<li><b>Insights. </b>“<span style="font-weight: 400;">Our CSAT (customer satisfaction) email is our most basic and most useful report&#8211;it gives us an excellent high-level overview of job-seeker user experience across different dimensions. We&#8217;re able to use the data from this survey to benchmark our performance with user experience overall in Insights and identify specific pain points, and to cross-reference with other data points, such as A/B tests.”</span></li>
<li><b>Flows. </b>“<span style="font-weight: 400;">Completed applications is an important engagement metric for us. We find that desktop web users have a much easier time completing an application than mobile web or mobile app users. The reason is simple: uploading a resume is easier from a laptop than from an iPhone, and so is filling out long, question-riddled ATS forms. As more users rely on their phones for their job-search needs, this will only become a bigger area of focus for us. We will look to Mixpanel to help us make this the most efficient and seamless process for job seekers.</span></li>
</ul>


<h2><b>Mixpanel best practices</b></h2>
<p><span style="font-weight: 400;">Bandle has some last words of advice for companies regarding data collection. “First, before you do anything else, establish your event/property framework. Ensure that all your stakeholders&#8211;both in web and mobile&#8211;are aligned on how to name those events and properties. Finally, make certain that everyone is bought in on maintaining best practices.” </span></p>


Take a Tour 

ZipRecruiter uses Mixpanel to increase job applicants, matches, and improve the search experience for its millions of job seekers.

ziprecruiter.com

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ziprecruiter-white-2

ziprecruiter-white

<p>Founded in 2010, ZipRecruiter is the fastest-growing job search site in America. Every month, some 25 million job seekers come to ZipRecruiter.com to search and apply to the site’s more than 9 million active job postings. The company leverages Artificial Intelligence (AI)-powered smart matching technology to connect these employers and job seekers. In fact, 80% of employers who post a job on ZipRecruiter get a quality candidate within the first day.</p>
<p>The company has been a Mixpanel customer since 2015.</p>


<p>Before adopting Mixpanel, ZipRecruiter relied solely on a SQL-based tool, but they wanted a second, fast-and-easy analytics solution for the product team. The complexity of a two-sided marketplace means that ZipRecruiter is a data-heavy culture. “We test almost everything we launch, and we constantly challenge our assumptions,” says Akio Bandle, Senior Product Manager. The company required a tool that could quickly clarify and streamline the learnings from A/B testing.</p>


<p>“As a long-time Mixpanel customer at previous companies, I recommended the service to ZipRecruiter,” says Bandle. “The mobile team was the first to really embrace using Mixpanel; once other product managers saw us using it with great success, the rest of the product teams followed suit.”</p>
<p>Mixpanel is heavily used by all consumer-facing product and engineering teams at ZipRecruiter, with more than 25 people across the organization using it monthly. The Job Seeker product team often uses Mixpanel for quick ad hoc analysis, A/B test tracking, and dashboarding. “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,” says Bandle.</p>


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dc57e23fb6f343f2ae16f18aab47399e

funnel-two

<p>“As soon as I launch an A/B test, I start building out my Mixpanel dashboard. I love how easy and seamless it is to consolidate charts and funnels into a clean-looking dashboard and share it with my team. Even for the largest projects we launch, it doesn’t often take me more than 20 minutes to set up a dashboard. If I want to dig deeper, tools like Cohorts are fantastic for segmenting my events by different user properties.”</p>


<p>“We’ve made so many exciting strides with the job-seeker product over the past year,” says Bandle. “We completely redesigned our signed-in homepage experience, offering users a more customized view of job matches. On top of that, our new post-apply experience identifies weak areas in a job seeker’s profile, and prompts the user to fill out more information for the employer. We also completely revamped our search experience to better assist users with their search results. Mixpanel was used every step of the way to help launch these features successfully.”</p>


ziprecruiter-product-image

ziprecruiter-product-image2x

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c3c2f3aa510947388a1592036b756b98

before

<p>In terms of mobile, the company initially ran events through Mixpanel’s SDK but, in an effort to better consolidate the event pipeline, they are now running a server-to-server integration. The result: the same events can now be accessed between Mixpanel and their SQL tool, providing great flexibility.</p>
<p>“Without Mixpanel, I’d be pretty bogged down and frustrated,” says Bandle. “I’d be spending a lot more time writing and processing SQL queries. I’m able to move as quickly as I do because of Mixpanel. Mixpanel makes analytics fun. I spend less time trying to figure out how to get the right data, and more time looking at it.”</p>
<h3 id="favorite-features">Favorite features</h3>
<ul>
<li>Cohorts: “I’ll frequently use Cohorts to look at users who reply to one of our customer-satisfaction surveys and get bucketed into an A/B test,” says Bandle. “For instance, I can send an email survey and see if users who request ‘Add skills’ in a new post-apply flow are more likely to say they are satisfied with their matches than those who don’t make that request. I can use that as an extra data point when evaluating the effectiveness of a new feature.” Bandle also notes that the Cohorts feature is a great way to segment data in Insights and Funnels.</li>
<li>Funnels: “We just launched a feature that guides users to job matches that increase their chances of getting a Thumbs Up from an employer. Seeing how we were able to dramatically shift applies between Test and Control was really gratifying. By using Funnels and making consistent optimizations we were able to improve the conversions for users getting matched to jobs.”</li>
<li>Insights: “Our CSAT (customer satisfaction) email is our most basic and most useful report–it gives us an excellent high-level overview of job-seeker user experience across different dimensions. We’re able to use the data from this survey to benchmark our performance with user experience overall in Insights and identify specific pain points, and to cross-reference with other data points, such as A/B tests.”</li>
<li>Flows: “Completed applications is an important engagement metric for us. We find that desktop web users have a much easier time completing an application than mobile web or mobile app users. The reason is simple: uploading a resume is easier from a laptop than from an iPhone, and so is filling out long, question-riddled ATS forms. As more users rely on their phones for their job-search needs, this will only become a bigger area of focus for us. We will look to Mixpanel to help us make this the most efficient and seamless process for job seekers.</li>
</ul>


9263a446b0d947508f824182beaad89c

Dashboard

<h3 id="mixpanel-best-practices">Mixpanel best practices</h3>
<p>Bandle has some last words of advice for companies regarding data collection. “First, before you do anything else, establish your event/property framework. Ensure that all your stakeholders–both in web and mobile–are aligned on how to name those events and properties. Finally, make certain that everyone is bought in on maintaining best practices.”</p>


Teams like yours are building
from their product data

Delighting 8,000+ paying customers

How can product analytics
impact your business?

Delighting 8,000+ paying customers

How can product analytics impact your business?

How can product analytics
impact your business?