Case Study: Blue Apron boosts new-customer conversion by 5.5% with Amplitude

How Blue Apron Used Amplitude To Activate More New Customers

Blue Apron is a meal‑kit and culinary lifestyle company that combines original recipes, fresh ingredients, and curated products. Its Growth team needed faster ways to generate hypotheses about customer behavior across the digital experience and run experiments to activate new customers and improve conversions.

By using Amplitude to analyze user paths and funnels, the team discovered the Recipes page was a key acquisition touchpoint and redesigned it with prominent sign‑up CTAs, boosting conversion by 5.5%. They also used Optimizely to A/B test personalized abandoned‑cart emails, which increased conversion by 7%, enabling quicker, data‑driven decisions across product and engineering.

Blue Apron

John Cline

Senior Engineering Manager of Growth/Member Experience