How Fawry increases conversion and boosts retention with deeper insights

Founded in 2008, Fawry is Egypt’s leading fintech company, providing digital financial services to both banked and unbanked populations. Its core offerings include electronic bill payments, mobile top-ups, and a wide range of payment solutions that serve millions of users across the country.

Fawry operates a network of over 400,000 points of sale — spanning retailers and post offices — integrated with its digital platform, myfawry. This ecosystem enables users to manage everyday financial transactions such as bill payments, recharges, e-commerce purchases, and installment payments with ease.

Beyond consumer services, Fawry supports businesses of all sizes with secure and efficient payment and collection solutions. Processing millions of transactions daily, the company plays a key role in advancing financial inclusion and supporting Egypt’s transition toward a digital-first economy.

Fawry’s rapid expansion and success created a new, complex challenge: as millions of users flocked to its platform, the teams could no longer rely on high-level, aggregate metrics. The sheer volume of data generated across their diverse services (from bill payments to merchant services) was immense, yet it failed to provide a clear picture of the actual user experience.

This lack of effective visibility meant that critical product and marketing decisions were being made with incomplete information. To sustain their growth trajectory and move from a reactive to a proactive product strategy, Fawry team needed answers to crucial questions that their existing tools could not provide:

• Conversion Funnels: Where exactly were users dropping off during multi-step processes like paying a utility bill or signing up for a new service? Which specific step was causing the most friction?
• Feature Engagement: Which features were driving long-term retention and creating power users, and which were being ignored? Was a new feature actually solving the user problem it was designed for?
• User Segmentation: Who were their most valuable user segments? What behaviors differentiated a loyal user from one who was at risk of churning?
• Onboarding & Adoption: Why were some new users failing to complete their first transaction? How could they effectively encourage users of one service to adopt another, increasing their lifetime value?

Without a way to easily visualize user journeys and segment behavior, Fawry was having issues with slowing innovation, missing opportunities for growth, and failing to optimize the customer experience at scale.

To transform their complex user data into a clear roadmap for growth, Fawry chose Mixpanel, partnering with Omtera for strategic implementation and expert guidance. 

The solution was centered on three key pillars:

Gaining End-to-End Visibility

First, Fawry used Mixpanel to illuminate the entire customer journey, which had previously been a black box. With the Funnels report, teams could instantly map critical workflows, such as bill payments, and see precisely where users were dropping off — no longer speculating about friction but diagnosing it. This was complemented by the Flows report, which uncovered the real, often unexpected, paths users took through the app, providing a complete picture of their organic behavior.

Deepening User Understanding

Next, the team moved beyond platform-wide metrics to truly understand their diverse user base. By creating and analyzing distinct behavioral cohorts, they could ask targeted questions like, “What do our most loyal customers do in their first week?” This allowed them to pinpoint the exact features and actions that correlated with long-term retention, providing invaluable, data-backed evidence to prioritize their product roadmap and development efforts.

Empowering Teams with Data

Crucially, this solution democratized data across the organization and broke down previous information silos. With a reliable “single source of truth” established by Omtera, Fawry’s product and marketing teams gained the confidence and autonomy to self-serve their own analytics. This cultural shift from dependency to empowerment meant they could test hypotheses, measure results, and make informed decisions in hours, not weeks.

By leveraging Mixpanel, Fawry has been able to achieve significant improvements in key business metrics:

• Conversion Funnel Improvements: For first-time users, Fawry increased the “card added popup” completion rate during initial sessions by 8.92% using Mixpanel insights and Omtera’s strategic guidance.
• Stronger Retention: Compared to the previous year and across seasonal benchmarks, 30-day app session retention improved by 23.96%. This gave the team a clear signal that their data-driven onboarding optimizations were working.
• Transaction Retention Gains: Fawry achieved a 6.01% improvement in successful transaction retention, proving that clearer user journeys and optimized funnels translated into more consistent, long-term usage.

What was the primary goal for using Mixpanel?

Our main goal was to gain a deeper understanding of our users to improve their experience and, in turn, our key business metrics. With millions of users across various services, we needed to move from guessing to knowing what our users wanted and how they were using our platform.

Who uses Mixpanel at Fawry?

Initially, it was the product team. Now, Mixpanel is used across several departments, including marketing, data analytics, and even customer support. Our marketing team uses it to measure campaign effectiveness and personalize outreach, while the product team relies on it for roadmap decisions and A/B testing. It has created a unified view of the customer across the company.

How has Mixpanel changed the way your team works?

It has democratized data within our organization. Our product managers and marketers can now answer their own questions without needing to rely on the data analytics team for every small query. This has made us much more agile and responsive, fostering a culture of data-driven experimentation and decision-making.

Can you give an example of a product decision influenced by an insight from Mixpanel?

Another key example came from onboarding: using Mixpanel, the team identified friction between signup and adding a payment card. By tracking cohorts of new users and testing the card added popup, Fawry was able to improve completion rates by 8.92%, ensuring new customers reached their first transaction milestone faster.

What is your favorite Mixpanel feature?

The Funnels and Flows reports are incredibly powerful. Funnels allow us to visualize our key conversion paths and see exactly where users are dropping off. Flows helps us discover unexpected paths our users take through the app, revealing behaviors we wouldn’t have thought to look for. This combination gives us both a macro and micro view of the user experience.

How has the partnership with Omtera helped you maximize the value of Mixpanel?

Omtera was crucial, especially during the initial setup and strategy phases. They helped us define a clean event-tracking plan and identify the most important metrics to focus on. Their strategic guidance ensured we weren’t just collecting data, but collecting the right data to answer our most critical business questions, which accelerated our time to value significantly.