Company

Every 17 seconds, a new website is built on Duda (duda.co), the professional website builder you can call your own. Duda serves many types of customers, from freelance web professionals and digital agencies to the largest hosting companies and vertical saas platforms in the world.

Founded in 2010, more than 17 million websites have been built on its platform. With offices in the USA, Israel, UK and Brazil, Duda raised more than $50 million and loaded with powerful team collaboration and client management tools. The Duda platform enables the building of feature-rich, responsive websites at scale.

Challenge

Duda decided to commit to data and focus on product analytics from the beginning. “Creating a culture around data is and was critical to our success,” says Glatt, the compay’s CTO and Co-founder. “Startups and, really, all companies, need to implement a product analytics tool like Mixpanel, early. Invest in the cleanliness of the data as soon as possible. It will save you a lot of headaches down the road.”

Solution

When Duda first started, they had a number of large clients and weren’t particularly concerned with metrics. They began using Mixpanel in 2012 once they launched their direct offering online; they needed to understand acquisition performance and wanted to measure with a simple funnel report the conversion of users who built, purchased, and published a website.

“Since 2012, we’ve just increased our adoption of Mixpanel and continue to rely on it more and more. Basically, we wanted to know and still want to know what’s going on in our product.” Today, Duda uses Mixpanel to measure registrations and account creation, and to track the full journey of how clients create and publish a website, including add-on features, templates used, selected solution, etc.

Mixpanel is, in fact, deeply integrated into the way Duda operates. For example, every feature that Duda releases has its own Mixpanel dashboard, which is made up of a variety of insights, funnels, flows, and other reports. Their “squads”–a cohort of a PM+Engineer+Designer+Product Growth Lead–optimize the product adoption by leveraging information and learnings from their Mixpanel dashboards. “When we feel like we have more feature requests than we can execute on, we use Mixpanel to see what products are most popular and where we should focus our time.” The team also relies on Mixpanel’s Funnel reports to see where people are dropping and Mixpanel’s Experiments to see what AB tests performed the best.

The Duda team has a large tech stack, including a BI tool and a data warehouse that performs ETL and data-source aggregating; they also use Domo for the BI visualization on top of the data warehouse and for collecting financial and customer support data. “Those are all important,” says Glatt, “but all the product analytics, all the events–everything that is happening within the product in terms of user experience and actions–Mixpanel is our only source for that.”

Results

Duda and Mixpanel have grown and evolved together over the last 9 years.

Increased conversion. Duda is optimizing checkout flow and improving conversion thanks to Mixpanel. “We have a free 14-day trial, says Glatt. “And obviously, one of our important metrics is the conversion from a free trial to a paying user. We use Mixpanel, very successfully, to optimize that and increase conversion in the funnel by 50%.”

Data democratization. Every month, more than 40 individuals are in the tool, pulling thousands of reports per month. “Data is key for our everyday life and we couldn’t do our jobs without Mixpanel,” says Glatt.

Favorite features

Glatt has a hard time choosing his favorite Mixpanel feature. “We use nearly all the reports. It’s all very useful for us.”

• Insights. “We do a lot of free-form analysis and use the different functionality for filters, breakdowns, time intervals, chart layout, etc. We track what product features are used and how, as well as the average number of events per user.”“We’re using Mixpanel for performance. We’re sending performance metrics as event metadata, and then we’re using averages or median or percentiles of that for a number of performance-related dashboards.”
• Dashboard. Glatt notes that Mixpanel dashboards allow each team–and each team member–to look at the same data, keeping everyone informed and up-to-date.
• Funnels. “Funnel reports are used to understand conversion. Funnels was the first Mixpanel report we used and it’s still important to us today,” says Glatt.

“Mixpanel helps us with everything we are doing for Duda. It’s our eyes for what our users are doing with our product.”