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   Understand the full user journey
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   Unite data across teams
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 * Analytics
 * Experiment
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INDUSTRY

 * Financial Services
   Personalize the banking experience
 * B2B
   Maximize product adoption
 * Media
   Identify impactful content
 * Healthcare
   Simplify the digital healthcare experience
 * Ecommerce
   Optimize for transactions

 * Financial Services
 * B2B
 * Media
 * Healthcare
 * Ecommerce

USE CASE

 * Grow active users
   Get users hooked from day one
 * Increase customer lifetime value
   Understand your customers like no one else.
 * Accelerate monetization
   Turn behavior into business

 * Grow active users
 * Increase customer lifetime value
 * Accelerate monetization

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PLATFORM

 * Analytics
   Understand the full user journey
 * Experiment
   Test, analyze, and optimize at scale
 * Customer Data Platform
   Unite data across teams
 * Session Replay
   Visualize sessions based on events in your product

 * Analytics
 * Experiment
 * Customer Data Platform
 * Session Replay

CAPABILITIES

 * Integrations
   Connect Amplitude to hundreds of partners
 * Data Management
   Complete data you can trust
 * AI
   Self-service data meets self-service intelligence

 * Integrations
 * Data Management
 * AI

Platform


PLATFORM

 * Analytics
   Understand the full user journey
 * Experiment
   Test, analyze, and optimize at scale
 * Customer Data Platform
   Unite data across teams
 * Session Replay
   Visualize sessions based on events in your product

 * Analytics
 * Experiment
 * Customer Data Platform
 * Session Replay

CAPABILITIES

 * Integrations
   Connect Amplitude to hundreds of partners
 * Data Management
   Complete data you can trust
 * AI
   Self-service data meets self-service intelligence

 * Integrations
 * Data Management
 * AI

Solutions

INDUSTRY

 * Financial Services
   Personalize the banking experience
 * B2B
   Maximize product adoption
 * Media
   Identify impactful content
 * Healthcare
   Simplify the digital healthcare experience
 * Ecommerce
   Optimize for transactions

 * Financial Services
 * B2B
 * Media
 * Healthcare
 * Ecommerce

USE CASE

 * Grow active users
   Get users hooked from day one
 * Increase customer lifetime value
   Understand your customers like no one else.
 * Accelerate monetization
   Turn behavior into business

 * Grow active users
 * Increase customer lifetime value
 * Accelerate monetization

Solutions


INDUSTRY

 * Financial Services
   Personalize the banking experience
 * B2B
   Maximize product adoption
 * Media
   Identify impactful content
 * Healthcare
   Simplify the digital healthcare experience
 * Ecommerce
   Optimize for transactions

 * Financial Services
 * B2B
 * Media
 * Healthcare
 * Ecommerce

USE CASE

 * Grow active users
   Get users hooked from day one
 * Increase customer lifetime value
   Understand your customers like no one else.
 * Accelerate monetization
   Turn behavior into business

 * Grow active users
 * Increase customer lifetime value
 * Accelerate monetization

Resources

LEARN

 * Blog
   Thought leadership from industry experts
 * Resource Center
   Expertise to guide your growth
 * Glossary
   All the terms you need to know
 * Product Benchmarks
   Understand how your product compares

 * Blog
 * Resource Center
 * Glossary
 * Product Benchmarks

CONNECT

 * Community
   Connect with peers in product analytics
 * Events
   Register for live or virtual events
 * Customers
   Discover why customers love Amplitude

 * Community
 * Events
 * Customers

SUPPORT

 * Help Center
   Answers to every Amplitude question
 * Developer Hub
   Integrate and instrument Amplitude
 * Academy
   Become an Amplitude pro

 * Help Center
 * Developer Hub
 * Academy

Resources


LEARN

 * Blog
   Thought leadership from industry experts
 * Resource Center
   Expertise to guide your growth
 * Glossary
   All the terms you need to know
 * Product Benchmarks
   Understand how your product compares

 * Blog
 * Resource Center
 * Glossary
 * Product Benchmarks

CONNECT

 * Community
   Connect with peers in product analytics
 * Events
   Register for live or virtual events
 * Customers
   Discover why customers love Amplitude

 * Community
 * Events
 * Customers

SUPPORT

 * Help Center
   Answers to every Amplitude question
 * Developer Hub
   Integrate and instrument Amplitude
 * Academy
   Become an Amplitude pro

 * Help Center
 * Developer Hub
 * Academy

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Contact salesGet started


HOW INSTACART ACHIEVED A 10% LIFT IN CONVERSION BY UNDERSTANDING USER BEHAVIOR


Products:
Amplitude Analytics
Use Case:
Growth
Industries:
E-commerce
Regions:
Americas
IN THIS STORY
 * Overview
 * Focus on Core Product: Building vs. Buying Analytics
 * The Goal: Getting Users to Complete Their First Order
 * Building a Data-Driven Product Roadmap

Contact Sales


Using Amplitude for Product Analytics, Instacart increased checkout completions
by 10%. User insights informed multiple A/B tests, leading to a significant lift
in conversion.


10%

UPLIFT IN ACTIVATION RATE


30+

EMPLOYEES USING AMPLITUDE MONTHLY

Instacart is an on-demand service that delivers groceries in as little as an
hour from local stores. Users can place orders on the website, iOS, or Android
app. With these different user experiences, and many users moving between
platforms, Instacart needed cross-platform tracking to measure the behavior of a
single user across mobile, mobile web, and native mobile apps.


FOCUS ON CORE PRODUCT: BUILDING VS. BUYING ANALYTICS

When Fareed Mosavat joined Instacart to lead their growth team, he knew they
needed to get user tracking up to par quickly so that his team could show the
results and impact of their experiments.

We now have a much clearer sense of where our users are getting confused or
dropping off, and we are continuously identifying new opportunities for
improvement and growth.

At the time, Instacart was using a hodgepodge of self-built tools and an
internal database for analysis. They were tracking everything they needed to,
but the data wasn’t very self-service—says Mosavat: “It took more work to get
answers than it should have.” Queries had to be run through an analyst, so the
turnaround times slowed things down even more. “If you say you’re data-driven
but everything has to go through an analyst, you’re not actually data-driven.”

They also knew that they would soon reach the point when their internal system
could no longer handle their data volume, so they were faced with the decision
whether to invest significant engineering resources in improving their internal
system, or choose a third-party analytics vendor.

Mosavat decided to buy an analytics platform because he didn’t want to take time
away from working on Instacart’s product, saying, “I’m much more interested in
solving the core product problems than building technical infrastructure for
analytics.”

Instacart’s two key requirements when evaluating analytics platforms were: (1)
flexible tracking across platforms, and (2) the ability to track everything they
needed without worrying about hitting event limits and costly overages. They
soon found that Amplitude met these needs, and also presented the data in ways
that matched how Fareed wanted to examine and cut the data.


THE GOAL: GETTING USERS TO COMPLETE THEIR FIRST ORDER

Fareed’s biggest goal as the Consumer Growth Product Manager is to increase
activation—in other words, increasing the number of people who visit Instacart
and complete their first order. His aim is to get users to complete their first
order as soon as possible by anticipating users’ needs and creating the best
experience possible.

With Amplitude, Fareed was able to get a complete understanding of how users
move through key funnels like first-time user sign-up and activation (placing
their first order) on each platform. Now that they have a baseline understanding
of user behavior, Fareed uses Amplitude for what he calls “opportunity
analysis,” identifying opportunities for growth.

For example, his team looks at which funnel steps have the largest drop-offs,
and especially compare the user experience across platforms to see which
platforms have conversion rates that are lagging behind others. His team
constantly adds to a long list of opportunities, prioritized based on what they
hypothesize will have the largest impact. “We wouldn’t have this list if we
didn’t have the data from Amplitude,” says Fareed.

Instacart’s team integrated their internal A/B testing system with Amplitude, so
that they can easily segment user behavior and conversion rates by different
experiments and variants. After running a large number of tests on things like
landing page design and sign up flow, Fareed and his team ultimately improved
the landing page conversion rate by 10%—huge by conversion rate optimization
standards, especially for a company with millions of new users each month.

We looked at a bunch of different analytics tools, and Amplitude was the closest
to how we wanted to look at metrics. The segmentation by user properties is also
the best we’ve seen.

According to Fareed, his team ran dozens of tests, but there were a couple
winning experiments and learnings that drove most of that 10% lift. For one
test, his team thought that adding content to the web landing page (which used
to be very bare bones without much context), would increase conversions. They
built a beautifully designed landing page with photos, customer quotes, and lots
of information—and conversion actually dropped by 8%. Next, they tried a simpler
landing page that still had a beautiful image, but without all of the extra
information—just a single call to action. With that redesign, they increased the
conversion rate significantly over the original.

The team also tested the order of onboarding steps, like whether to ask users to
create an account up front or further down in the checkout flow. Fareed found
the flexibility of Amplitude’s funnels feature were a huge help in assessing
test results: the ability to control how much time it takes to get through the
funnel and choose between strict and loose ordering of funnel steps enabled him
to easily compare conversion rates between different test variants. By using
loose ordering for funnels, he could send users into different test flows and
still be able to do a simple side-by-side comparison of the overall funnel
conversion rate.


BUILDING A DATA-DRIVEN PRODUCT ROADMAP

With Amplitude, every engineer and product manager at Instacart can
independently make wellinformed product decisions backed by user behavior data.
The growth team can comprehensively track everything they want and do what’s
right for the product, instead of being constrained by what worked in their
home-grown system. Most importantly, it’s possible for everyone at Instacart to
explore user behavior in Amplitude and find answers to their own questions,
cutting out the analyst bottleneck and enabling much faster testing and
iteration cycles.

ACTIONABLE INSIGHTS HELP BACKSTAGE CONNECT THE RIGHT TALENT TO THE RIGHT
OPPORTUNITY

Read Blog Article

ENABLE TEAMS TO RUN WITH DATA BY FOCUSING ON THE QUESTIONS THAT MATTER

Read Blog Article

2021 DATAMONSTER OF THE YEAR: ABS-CBN’S ROBBIN BRILLANTES

Read Blog Article

HOW LINDBLAD EXPEDITIONS TURNS INCREASED DIGITAL ADOPTION INTO
ONCE-IN-A-LIFETIME EXPERIENCES

Read Blog Article


READY TO GET STARTED?

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