Case Study: GoPeer achieves a 153% increase in key funnel completions with Heap's Journey Maps (Top Events)

GoPeer locates a path to an optimized funnel using Journey Maps

GoPeer, an EdTech marketplace for online tutors, needed to ramp up and optimize its onboarding funnel as demand for virtual learning surged during COVID-19. Head of Growth Danhui Schmidt lacked visibility into what users did between key funnel steps, so experiments were based on guesswork rather than clear behavioral data.

By using Heap’s Journey Maps Top Events, GoPeer mapped the events and timing of user actions, revealing multiple paths (chat requests, profile views, scheduling) that diverted users and that only about 20% clicked the free-trial button. With time‑contextualized insights they moved tutor interactions to more effective funnel stages and changed the CT A from “Start Free Trial” to “Pricing,” boosting button clicks from 17% to 43% — a 153% increase in the key funnel event — and enabling more data-driven experiments.

GoPeer

Danhui Schmidt

Head of Growth