Case Study: FirstCry drives user engagement and business growth with Mixpanel

How FirstCry uses Mixpanel to optimize user engagement and drive business growth

FirstCry, a large Indian e-commerce retailer for mothers, babies, and kids, needed deeper insight into in-app user behavior as its app usage grew and Google Analytics properties were phased out. The company wanted a more flexible, modern analytics tool to better understand engagement, improve user journeys, and increase conversions, and it chose Mixpanel for this purpose.

Mixpanel helped FirstCry analyze funnels, cohorts, device behavior, and drop-offs in real time, enabling teams to identify issues such as OTP verification errors and device-specific friction. Using Mixpanel, FirstCry improved signup flow efficiency and app performance, resulting in a 3–5% uplift in top-of-funnel engagement and a smoother experience for users on lower-cost smartphones.

FirstCry

Anirudh Chaturvedi

Chief Product Officer