Case Study: ActiveState improves customer journeys and usage efficiency with Heap

ActiveState improves customer journeys and usage efficiency with Heap

ActiveState, a leading provider of open-source language solutions for developers and enterprises, was struggling with low adoption of key product features and limited visibility into user behavior. The team used Heap to better understand customer journeys, track usage, and identify friction points across product, marketing, and sales.

With Heap, ActiveState implemented journey tracking, funnel reporting, and autocapture to analyze behavior more quickly and flexibly, replacing Google Analytics and Tableau for web analytics. Heap helped the team remove a confusing flow, improve onboarding, and run an A/B test that changed “import” to “scan,” resulting in a 49.8% improvement in successful user projects and clearer, more efficient decision-making.

ActiveState

Markus Baumann

Senior Conversion Rate Optimization Manager