How Xmind increased conversion by 5x and streamlined user insights with Mixpanel

Xmind is one of the world’s largest mind-mapping tools, creating visual maps that help users structure their thoughts, ideas, and tasks. Established 19 years ago, Xmind has become a go-to platform for individuals, teams, and enterprises looking to visualize complex information. Xmind has grown organically worldwide, including building a strong foothold in China, all without relying on paid advertising.With its robust app ecosystem, which includes Xmind for mind mapping, Mapify for AI mind map, and Quin for AI tarot reader, Xmind has maintained a strong user base and continued product innovation.

As a product-led company, Xmind’s growth has been largely organic. But as the company evolved from a simple tool to a comprehensive workspace with AI features and collaboration capabilities, the leadership team realized they needed to complement their product-led growth with strategic insights.

Sandra Shen, Growth Director at Xmind, noted that while their growth had been impressive, they recognized an opportunity to optimize the user experience further and streamline the marketing funnel. “We wanted to see where the opportunities for growth were, particularly in commercialization. It’s not just about understanding user behavior or interactions—it’s about understanding how to grow for the future”, says Shen.

At the time, Xmind had not yet implemented a data-driven approach that could address these growth challenges. The company had used Google Analytics and Firebase for some insights but quickly realized that these tools couldn’t fully meet their needs due to data limitations and the complex user journeys they wanted to track.

Xmind began exploring product analytics tools and considered options such as Mixpanel and Amplitude. Sandra and her team found that while Amplitude provided decent capabilities, Mixpanel’s user-friendly interface and practical, easy-to-understand features were more suited to their needs.”Mixpanel has a much easier interface to understand, unlike a complicated data warehouse or platform. It made it clear what we could solve with the tool and how it could be used effectively, which was a big draw for us”, explains Shen.

The team opted for Mixpanel after a comprehensive trial. Mixpanel’s integration was led by Jason Gu, Growth Engineer, who worked closely with Xmind’s product team. Together, they defined key business challenges and mapped the required data. They integrated Mixpanel’s user ID combination feature to track users’ behavior both before and after login, allowing them to consolidate two event flows into a single profile. “With Mixpanel, we were able to combine users’ pre-login behavior with their post-login activities, providing us with a comprehensive view of their entire journey”, explains Gu.

After integrating Mixpanel, Xmind experienced significant improvements in its conversion rates and overall user engagement.

• 5x increase in conversion rate: by identifying key touchpoints in the user journey and optimizing their marketing campaigns based on cohort segmentation, Xmind saw a 5x boost in conversions.
• Simplified data management: Xmind eliminated the need for multiple disparate tools by consolidating its user data management under Mixpanel. “Mixpanel provided everything in one place. We didn’t need to buy additional tools like Segment or a separate CDP, saving us both time and money”, shares Shen.
• Enhanced user insights: with UTM tracking and user cohorts, Xmind was able to track the effectiveness of specific ad campaigns and understand the full user journey from sign-up to conversion. “Before Mixpanel, it was difficult to get a full picture of the user journey, especially when users dropped off after signing up. Mixpanel gave us the visibility we needed to optimize our ads and messaging”, continues Shen.

Reverse-engineering success with cohorts and user profiles

Xmind leveraged cohorts and user profiles to gain a deeper understanding of its users and make smarter, more targeted decisions. For example, they ran a campaign in early 2025 called the Xmind 2025 campaign, and using Mixpanel’s cohorts, they saw a 5x increase in conversion rate.

“Mixpanel didn’t necessarily directly help us create the campaign, but it provided the data that proved the campaign’s success. We could clearly see the conversion increase, which helped justify putting more resources into it”, explains Shen.

Looking ahead, Xmind is excited to expand its use of Mixpanel even further, particularly as it integrates data from all its product lines – Xmind, Mapify, and Quin – into a unified view. Sandra shared that the plan is to continue enhancing user segmentation by adding more attributes to profiles, such as user demographics, payment plans, and user behavior across different platforms.

As Xmind continues to evolve from a tool into a full collaborative workspace, Mixpanel will play a crucial role in tracking how users engage with new AI features, collaborations, and workflows. “Mixpanel is essential for us as we grow and scale. It helps us keep track of what’s working and what isn’t, and guides our future strategies in a more data-driven way” emphasizes Shen.