Founded in 2014, Klook has quickly expanded to over 100,000 offerings in more than 300 destinations worldwide. Their product team has empowered this growth by helping to attract and retain over 30 million visitors each month. Klook’s mobile user interface and experience has been applauded by Google Play and Apple App Store. We sat down with Vincent So and Samuel Lam, both Product Managers at Klook, to learn more about how they use Mixpanel to stay ahead of the competition.
Why Klook Chose Mixpanel
Klook began working with Mixpanel almost three years ago. “We all agreed Mixpanel was the best solution for us because it’s so easy to use and their tools provided everything we needed for testing and analysis,” said Vincent. Privacy and data integrity were also a big factor, as well as ease of implementation and customization across a wide range of use cases.
Before Mixpanel, Samuel and his team would do lots of qualitative research when building products, but they didn’t have a clear line of site into product performance when launching new features. Now, if something is not performing the way it should, the team has the foresight to make changes, preventing any serious impacts from occurring.
"Generally, there are power users, and through data we can visualize the different patterns and pathways that these users take. By learning more about these power users, we know what aspects of the product to focus on, and where needs improvement.” - Samuel Lam, Product Manager
User Experience Improvements with Mixpanel
Confirming a hypothesis helps increase activity bookings
After running a Funnels report, Klook Product Managers saw that usage of their activity recommendation tool was highly linked to users booking an excursion. With the goal of maximizing usage of the recommendation feature, Product Managers ran A/B tests on UI variants, which led to a few minor tweaks, resulting in an increase in growth.
One hypothesis tested involved whether users wanted to see a specific trip again after previously viewing it. By designing an easy path for users to revisit the excursions they viewed earlier, conversions increased. Validating their theory meant that Klook could confidently move forward, utilizing the best course of action.
Targeted messaging promotes a rewards program
When Klook users complete a trip, they earn credits that can be applied to their next adventure. While reward points are a favorite feature, Mixpanel insights revealed that some users were not aware of the rewards program and were basically leaving money on the table.
Product Manager, Samuel Lam, theorized that by creating an email notification communicating how many credits customers have accumulated, the team could educate Klook customers about the rewards feature. The team’s goal was to create urgency for users to book a trip with their accrued credits. As a result of this messaging, Klook achieved an increase in long-term retention.
Klook has plans to meet the worldwide demand for adventures and excursions by expanding into new markets in Europe. One key approach to reaching more customers is for Klook to optimize their mobile app and offer tons of unique features — like QR codes to skip long queues, instant confirmation, and uniquely designated railpass page. The team is excited to continue leveraging Mixpanel tools to gain additional insights regarding user behaviors as they continue to expand their scope.