Case Study: Primephonic (classical music streaming service) achieves 54% increase in onboarding conversions with Mixpanel

Primephonic boosts onboarding conversions by 54% with Mixpanel

Primephonic is a Dutch–American streaming service founded in 2017 that specializes in classical music. After launching an MVP, the team saw subscriptions rise while app downloads fell and lacked any in‑app product analytics—relying only on marketing and store metrics and internal tools—so decisions were often made on hunches and custom features carried high risk. As Primephonic scaled, product, data and marketing teams needed a clear way to measure user behavior and reduce uncertainty in the roadmap.

Primephonic implemented Mixpanel Enterprise, defined precise events, and used Flows, Funnels and dashboards to surface friction and validate metrics. That analysis revealed a web‑based registration flow causing drop‑offs and, after iterating to a native signup, completion jumped from 26% to 80%; Mixpanel also helped validate “media minutes played” as a north‑star metric, distinguish user personas in onboarding, and provide a single source of truth across product, marketing and content teams.

Primephonic

Henrique Boregio

Chief Technology Officer