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 to maintain constant focus on providing their users with the best possible experience for ordering rides quickly and seamlessly. Instead of relying on analysts to pull metrics on behalf of product managers, he needed a way to get self-serve data that freed up the analysts’ time and gave his team the ability to get data any time. Then, after finding a better way to measure user behavior, Dor’s team wanted to use it to increase user onboarding completion.
After exploring their options, Dor and his team were attracted to Mixpanel because of its ease-of-use and complete offering. It gave them the ability to do self-serve analytics, dive even deeper into the data than ever before, and make the right product decisions confidently. “The first time our analysts saw Mixpanel their jaws dropped because everything they used to do with complex queries, they could get instantly.”
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.
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 number 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.
To avoid this dropoff 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.
Dor Regev, Senior Product Manager at Gett
“Not a day goes by that my team isn’t in Mixpanel, checking on our customers. We like to say we’re data driven, but really we’re data informed. We’re 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.”
After testing, iterating, and finding the right approach for the onboarding flow, Gett increased the percentage of users who went through the funnel and provided their names and emails by more than 100%, without decreasing the funnel conversion.
Making such a positive impact on Gett’s consumer-facing app, the team decided to implement Mixpanel 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.