Why DashThis Chose Mixpanel
"By analyzing our users' behaviors, we're able to learn what they use our product for, how they understand it, and why they tried it. This gives us the knowledge necessary to not only reach the right kind of audience, but also understand our clients and offer them a better experience." - Marie Lamonde, Content Marketing Specialist at DashThis
User Experience Improvements with Mixpanel
Improving free-to-paid conversion
DashThis saw that their Google advertising was driving free trials, but not paid conversion. Google Analytics didn’t provide any explanation into why this might be occurring. To learn why, the team went to Mixpanel to compare funnel completion by source.
They soon saw that some campaigns were generating free trials that didn’t onboard completely. They found two reasons for this: a suboptimal onboarding experience and inefficient keyword usage and targeting in their Google AdWord campaigns.
Optimizing campaign keywords & targeting
Based on these findings, DashThis’ marketing team optimized their Google campaigns to allocate resources to the ads that were bringing in quality leads. “Since we’re continuously analyzing our ROI and creating better and better campaigns over time, our ad results are always improving,” said Marie. Among other things, DashThis has been able to optimize campaigns based on targeted keywords and ended up developing a new and improved AdWords structure. “Thanks to these changes, our paid ads have now become one of our best performing channel, whereas it was our worst performing channel prior to Mixpanel.”
Fixing the onboarding experience
While Marketing was focusing on paid ad strategies, Product took a deeper look at each step of the onboarding funnel. Thanks to Mixpanel, they found many ways to improve the free to paid conversion process. Knowing where their users were having difficulties, they made some UX modifications, deleted and added steps, added some pop-ups to guide users along, and incorporated many other improvements in the process. As a result, they saw their key metrics shoot up.
By perfecting both their ad campaigns and onboarding process, they raised their free to paid funnel completion rate by 50%.