Case Study: BugHerd focuses on its most valuable product with Twilio Segment from Twilio

How BugHerd used Twilio Segment to focus on the product that drives the most value to the business

BugHerd, a visual feedback tool for websites, wanted to grow revenue by launching new products, but as a small team with limited engineering time, it needed a way to judge which ideas were actually worth the investment. The company used Twilio Segment to add product analytics and measure acquisition, onboarding, usage, and customer sentiment across its soft-launched products.

With Twilio Segment, BugHerd tracked key activation and usage metrics through tools like Mixpanel and Google Analytics, revealing that the new products were underperforming compared with the core product. The data showed 70% onboarding for the original product versus less than 30% for BugHerd TNG, 1 in 6 paid conversion for the original product versus about 1 in 50 for Stack, and no active-user conversion for Brief, leading BugHerd to stop development and refocus on its main product.

BugHerd

Chanie Hyde

Head of Marketing