Case Study: AB Tasty achieves 20% free trial conversion goals with Mixpanel

How AB Tasty adopted a product-led growth strategy to drive free trial conversions

AB Tasty, a Paris-based SaaS company, was looking for a best-in-class product analytics platform to support its product-led growth strategy and free trial conversion goals. The team needed an intuitive tool that integrated with its existing stack, including Appcues and Segment, and gave different stakeholders access to the KPIs and funnel insights they needed. AB Tasty chose Mixpanel to help make product data more actionable across product management, product marketing, and other teams.

Using Mixpanel, AB Tasty analyzed product tours, customer journeys, feature usage, and PQL metrics to identify friction and optimize the trial experience. With insights from Mixpanel and Appcues, the company improved product tour completion from 2% to 15%, reduced skipping by 40%, increased started product tours by 40%, and ultimately achieved its goal of converting 20% of free trial registrations to PQLs.

AB Tasty

Aaron Stillman

Vice President of Product Marketing & Education