The German-based photo printing services company, Pixum, used Mixpanel funnels to get customer insights to improve its landing pages and test other parts of its user experience.

Deeper customer insights
Improved landing page conversions
A/B testing of new and existing features

I definitely see the benefit in using Mixpanel for more projects and campaigns, like sending push notifications since our data is right in there. We believe Mixpanel can help us improve even more of our KPIs.

Pascal Blando, Team Lead Mobile Marketing & Product Owner App, Pixum
Company

Pixum launched in Germany in 2000. It was the first company in the country to offer photo printing services from the web. In other words, the photo platform became a hit in the eCommerce market before most other photo product websites. Customers all over Europe rely on Pixum to print their photo files, create award-winning Pixum Photo Books and Pixum Wall Art, and use it for personal and professional photo products.

Goals

Pixum brings in roughly 40-50% of its annual revenue during the November and December holiday season. The photo printing company wanted to find ways to keep customers active for the rest of the year. When team leads like Pascal Blando began using Mixpanel to validate many assumptions the company was making about how its existing customer base used Pixum, what they actually learned was that a lot of their hunches were not supported by hard facts. “For my team, it was obvious that we needed to look at what was working well within the app,” said Blando. “That’s where Mixpanel came in.”

Solution
Finding Valuable Customer Insights

Like many other companies, Pixum invests a lot of time and money into marketing channels and places a lot of value on the return on ad spend (ROAS). But ROAS alone doesn’t reveal anything about the way users actually behave. Blando and other marketing conversion team leads use Mixpanel funnel analytics to hone in on specific user episodes in different channels. “This is important data to bring to management meetings,” said Blando. In fact, funnel reports didn’t just produce general insights like platform conversion rates, they also revealed some very surprising facts about how subscribers actually used Pixum and how everyone at Pixum assumed customers were using the platform.

Changing How Pixum Viewed its App

One of the assumptions the company had about customers was how they used the Pixum App — whether people were connected to Wi-Fi or not. “We always had the mindset that our users were using the app on the tram or the train,” said Blando. “But we were completely wrong.” Mixpanel showed that about 87% of users were connected to WiFi at home or the office, which meant the images that were on the landing pages depicting people using the app in a cafe or the park weren’t representing how real customers used Pixum.

Conversion and customer management teams used Mixpanel’s A/B testing tool to determine which new landing page designs and graphics would appeal to more potential users. The fact that they could conduct these tests without interfering with current users took a lot of pressure off of everyone. “Our developers and conversion teams were very happy with these Mixpanel functionalities,” said Blando.

Disproving Assumptions

A similar situation happened when users signed up for Pixum. Right before new subscribers were given the option to receive push notifications, there was a custom screen that explained the benefits of opting in. Marketing teams conducted A/B tests that compared a custom screen with an explanation about opting-in and a native iOS screen with no explanation at all. “Surprisingly, people didn’t like our custom page, because we received fewer opt-ins,” said Blando. “Those are not the results we were expecting. We need to conduct further testing on wording, design, etc.—it’s the perfect mix that matters.” When data disproves assumptions, it can feel disconcerting. But the alternative is living in an alternate reality and wondering why efforts to attract new customers or discourage latency are not working. “At Pixum, we firmly believe in making informed decisions,” said Blando.

Mixpanel is a very intuitive and powerful tool that we’ll be using more and more. Even our analytics expert was impressed with the potential it has for us in terms of its speed, reporting and exporting options.

Pascal Blando, Team Lead Mobile Marketing & Product Owner App, Pixum
Results

With the help of Mixpanel, Pixum was able to track its users’ behaviors, create landing pages that better converted, and run A/B tests on different parts of the signup flow. Going forward, Pixum wants to do more with funnel analyses and identifying where users drop off. One short-term goal is to improve conversion rates on their iOS and Android platforms.

With Pixum using a lot of different standalone products for different solutions, they’re looking to consolidate many of those tools into a single, powerful product. “I definitely see the benefit in using Mixpanel for more projects and campaigns, like sending push notifications since our data is right in there,” said Blando. “We believe Mixpanel can help us improve even more of our KPIs.”

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