How Kolon Mall uses Mixpanel to build a culture of experimentation enabling data-driven growth

Kolon Mall is the online shopping platform for Kolon industries FnC, a leading Korean fashion and lifestyle company representing brands such as Kolon Sport, Lucky Chouette, and Couronne. The platform consolidates Kolon’s diverse brand portfolio into one cohesive e-commerce experience, where customers can explore, shop, and engage with premium products across categories.

Kolon Mall’s teams had previously focused mainly on top-level metrics like traffic and sales, without understanding the day-to-day user behaviors driving those numbers. They could see what was happening but not why – or how those behaviors affected conversion, retention, and revenue.

With Mixpanel, Kolon Mall gained visibility into user journeys and built a foundation for data-driven experimentation. What started as an analytics project has evolved into a company-wide transformation: data is now a common language, and Mixpanel is the unified platform connecting analytics and experimentation.

Before Mixpanel, access to behavioral data – and the ability to test hypotheses – was slow, manual, and limited.

• Marketers, merchandisers (MDs), and product managers (PMs) couldn’t independently explore or validate behavioral insights.
• Analysts manually extracted data for each request, creating bottlenecks and lagging response times.
• Teams relied on Gross Merchandise Value (GMV) and intuition rather than user behavior, limiting their ability to experiment.

The result was a lack of agility and confidence. Product decisions were made on assumptions, and testing new ideas felt risky. Kolon Mall needed an event-based, user-centric analytics tool that could not only deliver real-time insights but also enable teams to run experiments directly from the same platform – closing the loop between “what’s happening” and “what to do next.”

“We needed an environment where our business-side teams could get closer to the data – and the ability to test hypotheses directly from those insights”, says Soyoon Park, Growth Manager at Kolon Mall.

Kolon Mall selected Mixpanel for its event-based analytics, real-time insights, and seamless integration of experimentation and analytics. Unlike traditional tools focused on page views, Mixpanel tracks detailed user actions like View Product Detail Page, Add to Cart, and Use Coupon, allowing teams to build precise funnels and cohorts that reflect actual shopping behavior.

Additionally, the team could test potential updates using the same metrics and cohorts, giving them an end-to-end engine for continuous innovation. “The deciding factor was Mixpanel’s flexibility and real-time capability to analyze the exact data we wanted, which set it apart from other tools”, Park says.

From siloed data to shared understanding

Mixpanel became Kolon Mall’s central source of truth for digital behavior. The team defined and visualized company-wide funnel metrics – Sign Up, Discovery, and Purchase Complete – so everyone, from marketing to UX, spoke the same language.

Before Mixpanel, different teams calculated their own metrics, leading to inconsistent reporting. Now, dashboards built in Mixpanel ensure every team sees performance through the same standardized view, aligning decisions and discussions. 

“Mixpanel has become the ‘eyes’ of our team. Everyone across the company views and communicates using the same standardized metrics”, Park states.

Targeted actions through segmentation

With Mixpanel’s segmentation and cohort analysis, Kolon Mall could finally act on behavioral insights:

• Created cohorts for first-time buyers, VIP customers, and cart abandoners to launch targeted marketing campaigns.
• Connected these campaigns directly to experiment variants to measure performance differences.
• Reduced meeting times by ~20% and improved communication by grounding every discussion in real data.

“Now the first thing we say is, ‘Let’s look at the data.’ That shift alone has saved time and improved collaboration”, Park shares.

Seamless experimentation within analytics

Mixpanel’s integrated Experimentation + Feature Flagging closed the loop between analysis and execution. Teams can:

• Reuse existing Mixpanel events as experiment success metrics (e.g., Purchase Complete).
• View statistical significance automatically, improving confidence in results.
• Break down any funnel or retention report by experiment variant for deeper insight.

This end-to-end workflow created a continuous cycle of discovery, testing, and learning, where every insight can be turned into measurable action.

From GMV focus to behavioral insight

Before Mixpanel, Kolon Mall’s decision-making revolved around Gross Merchandise Value (GMV), not user behavior. After adopting Mixpanel, the team began hosting regular “data study” sessions, increasing data literacy and curiosity across the company. As teams grew more comfortable with behavioral metrics, they started asking “why?” – sparking the shift toward a culture of experimentation.

“We started by holding regular ‘data studies’ to review Mixpanel data together. That’s when we realized it was time to test our hypotheses directly”, Park shares.

Integrated experimentation in Mixpanel

With Mixpanel Experimentation + Feature Flagging, the team connects analytics, hypotheses, and experiments seamlessly. What once took separate tools and workflows now happens end-to-end in Mixpanel:

1. Discover a behavior or drop-off trend.
2. Form a hypothesis to improve it.
3. Run an experiment with defined cohorts and metrics.
4. Analyze results directly in the same dashboard.

This integrated loop created a culture of continuous learning, where even “failed” experiments drive progress.

1. Promotional page length test

Hypothesis: Shorter, simpler event pages would boost conversions by focusing attention.
Setup: Control group saw a detailed long-form page; variant saw a concise version with minimal text and imagery.
Result: The long-form page outperformed expectations, achieving a 307% higher purchase conversion rate (p < 0.001).
Insight: Users relied on promotional pages for details missing from Product Detail Pages (PDPs). The team responded by improving PDP content structure and information hierarchy.

2. Automated vs. manual banner optimization

Hypothesis: A Multi-Armed Bandit (MAB) algorithm could outperform manual curation by dynamically optimizing banner order based on CTR.
Setup: Control = manually curated banners; Variant = algorithm-optimized order.
Result: The automated variant achieved a 793bps higher conversion rate (p = 0.0143) and higher click-through rates.
Next Steps: Automate banner ordering where possible, while keeping strategic placements under human control.

“Experiments like these proved that automation can outperform manual curation. We’re now redefining how our operations and growth teams work together”, Park says.

Stronger experimentation practice

Mixpanel has helped Kolon Mall move from gut-feel decision-making to structured, data-driven testing. Early experiments not only improved conversion rates but also uncovered valuable behavioral insights that informed future product strategy.

• +400bps PDP conversion rate and +100bps purchase conversion rate
• Faster test cycles and real-time significance tracking
• Experiments tied directly to existing Mixpanel events, ensuring consistency

“We can now confidently say that a specific change caused a specific outcome. Mixpanel connects ‘what happened,’ ‘why,’ and ‘what if’ in one seamless flow”, Park states.

Integration and innovation

Kolon Mall also uses Mixpanel’s Query API to pull real-time experiment data directly into its production environment, powering live features like banner optimization. This integration reduced dependencies between data and engineering teams and saved time across departments.

“Previously, building reports from behavioral data required multiple teams. Mixpanel’s Query API simplified everything – we can call analytics data directly in production”, Park says.

Kolon Mall plans to expand its experimentation scope beyond UI tweaks to include personalization algorithms, targeted promotions, and automated customer segmentation. The team also intends to leverage Mixpanel Metric Trees to visualize how each experiment contributes to broader business KPIs like revenue and retention.

“We’re evolving from optimizing pages to optimizing the entire user journey. Mixpanel will remain at the center of that transformation”, Park concludes.