Case Study: DocuSign achieves higher conversions and onboarding (15% more accounts, 10% first-time conversions, 5% upgrades) with Mixpanel

DocuSign leverages Mixpanel to track key metrics for customer experience, resulting in more conversions, onboarding completions, and paid upgrades

DocuSign, the global leader in eSignature and Digital Transaction Management with over 100 million users, needed fast, scalable product analytics to support its viral growth (about 130,000 new users daily) and to improve Successful Transactions—the core metric aligning the company around faster, easier completion of agreements. The challenge was gaining clear, actionable visibility into user behavior across the customer journey to boost account creation, onboarding completion, and paid upgrades.

DocuSign implemented Mixpanel company-wide, using Funnels, super properties, and A/B tests to measure feature impact, optimize account-creation flows, and introduce a curated first-time user walkthrough. Those changes drove a 15% increase in new accounts, a 10% lift in first-time conversions, and a 5% increase in upgrades, while ongoing data-warehouse integrations aim to tie Mixpanel events to backend and billing data for even richer insights.

DocuSign

Drew Ashlock

Senior Product Manager