Case Study: VWO achieves higher feature adoption and reduced churn with Segment

How VWO used product analytics to increase new feature adoption and reduce churn

VWO, the experience optimization platform, needed a better way to measure product adoption and reduce churn because its analytics only tracked page views and a handful of events. By using Segment to collect behavioral data from the app and send it to BigQuery, then analyzing it in Power BI, VWO gained the granular product analytics it needed without heavy engineering lift.

With Segment, VWO expanded tracking from 10 events to 1,000+, built feature-level dashboards, and identified that a new segmentation feature was underused because it was hard to discover. After adding an in-app widget and launching a promotion campaign, adoption rose from under 1% to over 15%, while customer success teams also used the data to spot churn risks earlier and improve dollar retention.

VWO

Rahul Jain

Product Manager