Case Study: Fender achieves 27% higher conversions with Amplitude

How Leading with Data Helps Users Become Players at Fender

Fender, the iconic music brand, wanted to help more users convert from its Fender Play® learning app and e-commerce site, but it was seeing friction in the customer journey and low conversion after a free 90-day offer during the pandemic. Using Amplitude Analytics, Fender examined funnels and user behavior to understand where people were dropping off and why users weren’t progressing or completing purchases.

Amplitude helped Fender identify and remove a redundant checkout review step and also rethink the learning flow in Fender Play®, putting songs first to better engage learners. The changes led to a 7% increase in “order started” to “order completed” conversion and a 27% boost in overall conversions, while the learning experience also saw a 4% lift in engagement at every step.

Fender

Cliff Kim

VP of Data and Analytics