Case Study: Casper achieves a 20% increase in checkout conversion with Heap

Casper increases checkout rates 20% by moving off Google Analytics

Casper, the direct‑to‑consumer mattress brand known for prioritizing customer experience, faced brittle, high‑level analytics—largely dependent on Google Analytics and manual instrumentation—which left teams unable to answer granular product and user behavior questions quickly. As sales scaled, the data team needed a way to optimize the customer journey rather than just grow volume, but engineering overhead and gaps in event measurement meant many requests went unanswered.

By switching to Heap’s automatic event capture and retroactive analysis (and integrating Optimizely), Casper could run deeper A/B tests and answer questions on demand. This enabled experiments like promoting same‑day courier delivery earlier in the funnel—doubling engagement with shipping info and contributing to a 20% increase in checkout conversion for key segments—while Heap Connect + Redshift unified data for attribution, personalization, and company‑wide self‑service analytics.

Casper

Michelle Ballen

Optimization Analyst