How eXtra drives growth in unique purchases and improves checkout-to-order conversion rates with Mixpanel

Founded in 2003 by United Electronics Company, eXtra has rapidly grown into a leading electronics retailer in the Middle East, catering to over 12 million customers through 53 stores across Saudi Arabia, Bahrain, and Oman. Offering a wide range of products from global brands—spanning electronics, home appliances, and IT communications—eXtra also provides premium services, including extended warranties and 24/7 technical support. Acknowledged for its exceptional growth, eXtra has earned numerous awards, including top rankings among Saudi Arabia’s fastest-growing companies. The company is dedicated to enhancing customer experience and community engagement through innovation and corporate social responsibility initiatives.

The challenges faced can be divided into two phases:

1. Pre-Mixpanel: Before adopting Mixpanel, eXtra’s analytics efforts were primarily dependent on Google Analytics. However, the company faced significant hurdles:
   • The inability to perform deep dives into the data for actionable insights.
   • Difficulty in enabling teams to fully leverage Google Analytics, compounded by connectivity and data trust issues, which hindered quick decision-making.
2. Post-Mixpanel Adoption with Omtera: After selecting Mixpanel as their new analytics solution, the challenge evolved. Integrating Mixpanel’s features alongside Google Analytics was necessary to maintain historical continuity. Additionally, ensuring all teams could effectively harness the value Mixpanel offered required comprehensive implementation and enablement—a process that was both complex and crucial.

Recognizing that Mixpanel was the right tool to address these limitations, eXtra engaged Omtera to lead the transition and optimization efforts. Mixpanel’s intuitive interface simplified complex queries, while its server-side tracking and advanced data governance capabilities provided eXtra with a reliable and actionable analytics framework.

eXtra is working with Emarsys and Adjust, so it’s crucial to have a tool that integrates seamlessly with these platforms.

Omtera played a pivotal role in ensuring a seamless implementation. More than just a technology partner, they became an integral part of the transformation by designing a solution that met eXtra’s specific business needs. They worked closely with eXtra’s internal teams to customize the Mixpanel setup, ensuring a deep alignment between the analytics tools and eXtra’s strategic goals.

They provided hands-on guidance from start to finish, assisting not only with the technical aspects but also in building the analytics culture within eXtra’s teams. Their consultative approach helped to ensure that Mixpanel was adopted organization-wide, making sure all departments could derive actionable insights from the tool.

Both teams approached the implementation with a structured, collaborative method:

1. Metric Identification: Together with eXtra, Omtera identified key performance indicators (KPIs) that spanned strategic, tactical, and operational levels, ensuring that all relevant aspects of the business were being tracked.
   
2. Training and Knowledge Transfer: To drive long-term success, Omtera conducted tailored training sessions for various teams, focusing on globally recognized metrics and best practices in product analytics. These sessions equipped the teams with the skills necessary to independently navigate Mixpanel and extract valuable insights.
3. Daily Collaboration and Technical Support: Omtera worked side by side with eXtra throughout the technical implementation, holding daily check-ins to ensure alignment, troubleshoot issues, and adjust the approach where necessary. This hands-on support was key to ensuring a successful and timely rollout.
4. Ongoing Enablement: Beyond just implementing the technology, continuous support provided, conducting hands-on analytics workshops and sessions to ensure that the knowledge was effectively transferred and that the eXtra team could confidently use Mixpanel to drive business outcomes.

The collaborative efforts led to measurable success:

• 47% improvement in checkout-to-order conversion rates.
• 4x increase in the exposure of analytics to non-technical teams.
• 33% growth in unique purchasers.

Omtera’s involvement ensured that Mixpanel was not just another tool in the tech stack but a transformative asset that empowered eXtra to make data-driven decisions and drive growth across the business.