Available in more than 100 cities worldwide, including London, Moscow and New York, Gett is Europe’s largest on-demand car service by revenue. In London alone, nearly half of all cabs run on Gett.
The on-demand transportation market is a competitive space. To stand out, Gett has maintained constant focus on providing their users with the best possible experience for ordering rides quickly and seamlessly. As Dor Regev, Senior Product Manager at Gett says “there’s a variety of different experiences that users can have in one product. With Mixpanel, we can see the user’s experience, feel what they feel, check retention and conversion rates, and do A/B testing all in one place. Not a day goes by that my team isn’t in Mixpanel, checking on our customers.”
Dor and his team were attracted to Mixpanel because of its ease-of-use and complete offering. “The real power of Mixpanel is having everything you need in one place within one product, so you can get answers and take action quickly and easily” said Dor. Before Mixpanel, Analysts within the Product Management team had to pull metrics on behalf of Product Managers, which was a bottle neck and prevented Analysts from being able to work on more strategic initiatives. “The first time our Analysts saw Mixpanel, their jaws dropped, because everything they used to do with complex queries, they could get instantly.” Mixpanel enabled the team to do self-serve analytics, dive even deeper into the data than ever before, and make the right product decisions.
“Not a day goes by that we don’t open Mixpanel. We like to say we’re data driven, but really we’re data informed. We are driven by the company's goals and OKRs, but data helps us achieve these larger goals. When we’re making decisions, Mixpanel verifies the path we’re taking is the right one.” - Dor Regev, Senior Product Manager at Gett
User Experience Improvements with Mixpanel
Surfacing areas of improvement
Initially, the Gett onboarding flow included a screen that asked users to submit their email and name, but it provided users with the option to skip that step and fill out the information at a later time. Using Mixpanel, Dor and his team measured how many new users were requesting cabs without ever providing their name and email address. They found that most users started to fill out the first field, and then skipped the whole section and requested a cab without sharing all of their information.
Testing new onboarding flows
Wanting to acquire more user information, but worried about a spike in onboarding drop off, Dor and his team decided to test making the fields mandatory before rolling them out to their greater user base. Using Mixpanel’s A/B testing features, they compared the onboarding conversions of optional field requirements against mandatory ones. It was soon clear that making the fields mandatory significantly reduced the amount of users who completed the process and were able to request cabs. “Making a step mandatory is bound to reduce conversion, but we wanted to check to what extent. Mixpanel helped show us exactly what we’d be exchanging for more customer information, helping us to avoid developing something that would have caused a huge amount of drop off,” said Dor.
Driving a 2X increase in new user onboarding completion
To avoid this drop off spike, the team tried a different approach. Instead of making the fields mandatory, they split them into two screens: one for the user’s email, and one for their name. Conducting an A/B test for this new flow revealed a very positive outcome, so they launched the split screen approach to all of their users.
Eventually, this change, as well as other data informed tweaks, helped Gett increase the percentage of users who went through the funnel and provided their names and emails by more than 100%, without decreasing the funnel conversion.
Mixpanel has had such a positive impact on Gett’s consumer-facing app that they’ll be implementing it on their driver app, as well. With this service expansion, they aim to improve the driver experience in the same way they were able to improve the passenger one.